农产品营销渠道的构建及发展趋势研究

RESEARCH ON BUILDING AND DEVELOPING TREND OF AGRICULTURAL PRODUCTS MARKETING CHANNEL

关键词:  农产品营销渠道 农业现代化 农产品保鲜 农产品 农业企业

Key words:  agricultural products marketing channel  agricultural modernization  agricultural product freshing  agricultural product  agricultural enterprise

摘要:

随着现代农业及现代农业流通体系在世界范围内的发展，我国的农产品营销渠道模式也发生着剧烈变化。在传统的农产品营销渠道模式下，农户与传统批发商、村镇小商贩、集贸市场及粮油副食零售构成了农产品营销渠道的主体，因渠道成员普遍规模较小、相互协作较少，其渠道能力明显不足以应对不断发展的农产品消费市场。农业现代化的发展与农产品市场规模的扩张，使得农产品营销渠道必然走向与现代超市、零售企业、大型农产品经销商、农产品加工及农产品物流企业密切协作的新型高效率农产品营销渠道。文章列举了农产品营销渠道构建的影响因素，继而分析了农产品营销的现有渠道模式与营销渠道建设中存在的问题，在此基础上，提出建设一体化农产品营销渠道、创新农产品营销渠道交易方式及建设规模化经营的现代批发商是发展农产品营销渠道的必然趋势。

Abstract:

With the development of modern agriculture and modern agricultural circulation system in the world，the marketing channel of agricultural products in China has also changed dramatically.In the traditional agricultural products marketing channel mode，the main body of agricultural products marketing channelconstituted of farmers and traditional wholesalers，village small traders，markets and non-staple food grain and oil retail.Thechannel capacity was clearly not enough to respond to the increasingly development of agricultural products consumer market due to the small scale of the channel members.With the development of the modern agriculture and the expansion of agricultural product market scale，the agricultural products marketing channel shouldcooperate more closely with modern supermarkets and retail enterprises，large dealers in agricultural products，agricultural products processing and agricultural products logistics enterprises.The influence factors of agricultural products marketing channel construction and the problems existing in the construction of marketing channelsmodewereanalyzed in this paper.Finally some suggestions for the development of agricultural products marketing channel wereput forward，including the construction of integrated marketing channel of agricultural products，the innovation of trade mode，and the construction of large-scale operation of modern wholesalers.