[Discussion on the construction of marketing channels for agricultural products in my country] A brief discussion on the marketing of agricultural products in my country

Abstract: With the development of market economy and the continuous changes in agricultural product marketing channels, there has been a phenomenon that the traditional agricultural product marketing model is not compatible with the development of market economy. This article conducts a detailed analysis of the current situation of the construction of marketing channels for agricultural products in our country, points out the existing problems in the construction of marketing channels for agricultural products in our country, and studies and discusses the countermeasures and suggestions for the construction of marketing channels for agricultural products in our country.

Keywords: Problems in the construction of marketing channels for agricultural products

After the 1990s, my country's agriculture has gradually embarked on the road of marketization, the agricultural structure has been continuously adjusted, and the development of agriculture has gradually trended towards Marketization, internationalization, and the large influx of foreign agricultural products have led to increasing market competition for agricultural products, which requires my country to reform the construction of agricultural product marketing channels, because agricultural product marketing channels are a key link for farmers to enhance their competitiveness. Whether the agricultural product marketing channel system is perfect or not will, to a large extent, affect the prosperity and sustainable development of the agricultural product market. The marketing channel of agricultural products refers to a series of ways and measures taken when agricultural products are transferred from the production link to the consumption link. Therefore, establishing agricultural product marketing channels that adapt to market demand has a very important role and significance in the development of agricultural product production.

1. Analysis of the current situation of the construction of marketing channels for agricultural products in my country

With the acceleration of the marketization process of agricultural products in my country, the level of marketization and internationalization in the circulation of agricultural products in my country is also getting higher and higher. . At present, the construction of agricultural product marketing channels in my country has achieved certain results, mainly in the following aspects:

(1) Farmers’ awareness of agricultural product marketing has been further enhanced

Due to the and relevant departments attach great importance to the marketing of agricultural products, conduct specialized training for my country's agricultural marketing entities, and guide them to change their business concepts, detach themselves from the production field, and specialize in the circulation industry of agricultural products, so that the agricultural products produced by farmers can be closely integrated with the market. Farmers' awareness of marketing of agricultural products has been further strengthened.

(2) Agricultural product supermarkets have become an important channel for selling agricultural products

In recent years, agricultural product supermarkets have developed rapidly in large and medium-sized cities and other places as an important place for people to purchase agricultural products, becoming A new modern marketing channel has been established. Compared with the traditional marketing methods in the past, this marketing channel has the characteristics of superior environment and reliable product quality. It is favored by the majority of consumers and makes the proportion of agricultural products in supermarkets account for the market share. Showing a sharp upward trend, this has undoubtedly had a great impact on the business strategy of traditional agricultural products. This shift of sales channels to supermarkets has become an important channel for the sales of agricultural products in our country.

(3) The marketing network of agricultural products is becoming increasingly perfect

The continuous development and popularization of information technology and the Internet have laid the foundation for the trading of agricultural products in different places, and wholesale markets for agricultural products from various places have been formed. , supermarkets, agricultural product logistics and distribution centers, agricultural product processing enterprises, etc., a criss-crossing marketing network that radiates across the country. It mainly adopts market sales, online sales, logistics distribution, chain operations, etc., thereby realizing the collection and distribution function of transactions. The agricultural products among them present a structured network system, which is a great progress in agricultural product marketing.

(4) A multi-level agricultural product market system has been formed

Due to the rapid development of my country's market economy in recent years, the price of my country's agricultural products has been determined by market demand. It plays a fundamental role in resource allocation and forms a multi-level agricultural product market system.

1. A consumer goods market and an import and export trade market have been formed

For example, agricultural products such as grain, vegetables, fruits, meat, and poultry are consumer goods, and they will enter the consumer goods market for trading. ; The imported and exported agricultural products will generate import and export transactions, forming an import and export trade market.

2. Wholesale market, retail market

The wholesale market refers to the market where large-scale batch transactions of agricultural products are conducted; while the retail market is the market where agricultural products are sold to consumers in small batches. For example, bazaars, supermarkets, etc. are the main forms of agricultural product retail markets.

3. Professional market and comprehensive market

A professional market refers to a market that sells certain specialized agricultural products; while a comprehensive market refers to a market that sells a variety of products. market.

2. Problems in the construction of agricultural product marketing channels in my country

Although my country's agricultural product marketing channels have gradually developed, there are still some problems compared with the agricultural product marketing channels in developed countries. , mainly manifested in the following aspects.

(1) The modernization level of agricultural product marketing entities is low

At present, most of the marketing entities of agricultural products in my country are farmers, retail operators, and small business owners. However, with the development of my country's agricultural marketization and the increasing international competition, scattered and small-scale farmers have difficulty in obtaining effective product information in this fierce competition. A large part of agricultural products are produced by farmers themselves. Sales, which greatly restricts the circulation of agricultural products. The marketing entities of agricultural products are still in their infancy and are still very immature. The marketing entities only have a simple buying and selling relationship without forming a long-term cooperative partnership. In addition, The ability of upper marketing entities to collect, process, and process information is relatively weak, and it is difficult for them to play their due role in the marketing process of agricultural products, resulting in a low level of modernization of agricultural product marketing entities.

(2) Traditional marketing methods are still the main method

For a long time, farmers’ markets have been the main sales terminals in my country’s agricultural product marketing channels, and most of the retail sales of agricultural products are through It is carried out through the medium of farmer's market. This marketing method has some unavoidable disadvantages, such as irregular management, very limited sales volume, etc., which greatly restricts the sales of agricultural products. This year, with the development of society and the emergence of e-commerce, some new marketing methods have begun to appear in my country's agricultural product market, such as auction transactions, online transactions, credit transactions and other modern transaction methods. However, due to the influence of many factors Due to restrictions, these modern marketing methods have not been widely used in our country, and there are still few users. The traditional marketing and transaction methods still occupy a dominant position in our country's agricultural product market. This is mainly because the current marketing entities of agricultural products in my country are mainly individual farmers and retailers. Their business scale is very small, their economic strength is relatively weak, and most of them lack specialized marketing knowledge.

(3) The concentration of the agricultural product market is low

Market concentration is an important indicator of market size, and it can effectively reflect the degree of monopoly of market buyers. Since the reform and development, my country's agricultural product market has developed rapidly and its scale has gradually become larger. However, compared with developed countries, there are still many shortcomings. For example, the average transaction size of my country's agricultural products market is small and highly decentralized. Most of the agricultural product markets have backward supporting facilities, and some even remain based on a simple management model of renting out shops. This is mainly because our country has always implemented the basic system of the household contract responsibility system. The land obtained by each farmer is extremely limited, resulting in small land management scale and scattered production, which ultimately leads to a low degree of concentration in the agricultural product market. .

(4) The agricultural product marketing channel system is immature

At present, the process generally adopted by the marketing channel of agricultural products from producers to consumers in my country is: production → procurement → wholesale → warehousing → sales →Consumer-like circulation system has many links and the circulation chain is too long, resulting in low channel performance. This marketing channel system not only affects the circulation speed of agricultural products, but also increases the circulation of agricultural products in various links. At the same time, due to the long marketing link, some perishable agricultural products are seriously damaged during transportation, making the purchase volume different from actual sales. There is a large difference between the quantities, which also increases the final cost of agricultural products.

Therefore, it can be seen from these that the marketing channel system of agricultural products in my country is not perfect at this stage and is only in its preliminary stage.

3. Countermeasures and suggestions for improving the construction of marketing channels for agricultural products in my country

(1) Cultivate large-scale agricultural product marketing entities

Agricultural product marketing entities, regardless of production Farmers in the field and operators in the circulation field should continue to move towards scale, organization and integration. The construction of agricultural product marketing channels in our country must first start with the marketing entities of agricultural products, learn from some advanced experiences and technologies from developed countries, and constantly change the situation of single agricultural product marketing entities in my country in the past, so as to cultivate large-scale agricultural product marketing entities, so as to Improve the competitiveness and organizational level of agricultural product marketing entities. For example, agricultural product marketing entities can be trained to participate in the management of agricultural industrialization enterprises, which is conducive to resource complementation among various entities. Secondly, farmers can be guided to establish professional cooperative organizations to improve the degree of organization of agricultural products and jointly develop Agricultural products market, this is conducive to the formation of a community of interests among farmers and enhance their own risk resistance and marketing capabilities.

(2) Continuously innovate agricultural product marketing methods

1. Adopt auction transactions

Auction transactions are a commonly used product marketing method in international wholesale markets Auction trading is mandatory. The vast majority of agricultural products are not allowed to be traded over-the-counter and should be traded in the auction market. At the same time, the subjects of auction trading must go through strict procedures before entering the auction market. Qualification review, so this kind of marketing method can reduce the possibility of "black box" operations in traditional transactions, making transactions more fair and reasonable.

2. Adopt online e-commerce transactions

E-commerce has become a new marketing method and has begun to gradually replace traditional marketing methods, bringing opportunities for the development of agricultural products. The online e-commerce marketing method has the characteristics of transaction virtualization, low cost, and transaction transparency. Using online e-commerce to market agricultural products can make up for many shortcomings of traditional marketing methods and effectively solve the problem of perishability of agricultural products. , difficult to store, large losses during transportation and other problems, give full play to the time and location effectiveness of its marketing channels, reduce the circulation cost of agricultural products, thereby resolving the risks caused by agricultural product transactions.

(3) Gradually improve the business model of agricultural products

The wholesale market of agricultural products plays a very important role in the marketing of agricultural products in my country and is the sales terminal in the marketing channels of agricultural products. However, with the changes in the economic environment, higher requirements have been put forward for the marketing channels of agricultural products. It is imperative to improve the agricultural product business model and carry out scientific and reasonable transformation and integration.

1. Upgrade the agricultural product wholesale market

At this stage, the development of my country's agricultural products is characterized by small scale and low degree of organization, which requires continuous expansion of the operation of the agricultural product market. model. First, the agricultural product wholesale market must be managed on an enterprise basis, whether in terms of investment and construction or management, it must be managed in accordance with the modern enterprise system, so that property rights are clear and management is scientific. Second, it is necessary to improve the facility construction of the agricultural product wholesale market so that the agricultural product wholesale market can have comprehensive functions integrating materials, prices, and information release, and can establish infrastructure for storage, freshness, and other functions.

2. Establish agricultural product chain supermarkets

With the development of our country’s economy and the improvement of people’s living standards, more and more people are paying attention to the safety of agricultural product consumption and the convenience of purchasing. nature, coupled with the increasing internationalization of the agricultural product market, there are increasingly higher requirements for the quality, packaging, transportation and other aspects of agricultural products. This requires us to gradually improve the agricultural product business model and establish a large-scale, intensive Agricultural products supermarket chain.

This is mainly because agricultural product chain supermarkets have more advantages than traditional farmers' markets. For example, they can directly contact consumers, the agricultural products entering the supermarket have national quality standards, and they can provide customers with a superior shopping environment, etc. . Therefore, operating agricultural products in a supermarket chain operation mode is conducive to improving the efficiency of agricultural products and reducing costs.

(4) Establish a complete agricultural product marketing channel system

In view of the immature agricultural product marketing channel system in my country, we should gradually establish a complete agricultural product marketing channel system and change many of the past A chain and long-chain circulation system directly distributes agricultural products from producers to consumers. This requires the establishment of a highly organized and institutionally standardized terminal market for agricultural products, such as the establishment of a modern agricultural product circulation system with supermarkets as the end. Traditional wholesale market system.

In summary, agricultural products are an important foundation for a country’s social stability. Stabilizing and developing agricultural products is of great significance. Establishing a modern agricultural product marketing channel can enable our country’s agricultural products to compete in the fierce international market. Get a place on.

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