| 摘要: |
| 随着国际市场竞争强度的不断加剧以及经济下行压力的影响，我国农产品市场结构已经发生了巨大变化。文章对我国农产品产地营销现状进行分析发现，目前我国农产品营销体系已经初具规模，营销主体和中介组织发展迅速。但还存在着营销渠道复杂、营销体系不健全、交易方式单一、产销信息沟通不畅等问题。通过实地调研及资料分析，该文从培育多元化营销主体；强化品牌意识，推动农产品向标准化方向发展；抓好农产品市场信息体系建设；优化农产品营销体系，构建多元化营销系统；完善营销管理机构职能等方面提出了一系列构建农产品营销体系的策略。 |
| 关键词: 农产品 产地营销 体系构建 合作社 可持续发展 |
| DOI：10.7621/cjarrp.1005-9121.20160530 |
| 分类号: |
| 基金项目: |
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| STUDY ON THE CONSTRUCTION OF AGRICULTURAL PRODUCT MARKETING SYSTEM |
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Gao Dingli
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Chengdu Teachers College，Chengdou，Sichuan 611130，China
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| Abstract: |
| With the strength of the international market competition increasingand the impact of the economic downturnpressure，the industrial structure of the agricultural market in our country has changed significantly.The paper analyzed the present situation inoriginal marketing of our agricultural productfirstly，and it was found thatour agricultural product’s marketing system has begun to take shapeat present，and main body and intermediary organizations has been developing rapidly.But the agricultural product marketing system is not perfect under the good momentum，the problems existing in our agricultural product marketing were as followed such asthe complicated marketing channels，theimperfect marketing system，thesingle trading wayand the poor communication of production and marketing information，etc.According to the field research and literature review，the paperhas put forward the strategy of the set of constructing agricultural product marketing system from the following several aspects，such ascultivating thediversified marketing subject；strengthening the brand consciousness and promoting the development of agricultural product’s standardization；paying special attention to the construction of agricultural market information system；optimizing the agricultural product marketing system and constructing the diversified marketing system；perfectingthe functions of marketing management institutions，etc. |
| Key words: agricultural product original marketing system building cooperative sustainable development |
