Research On The Optimization Of Agricultural Products Marketing Channel In The Process Of Agricultural Modernization In Xinjiang

With unique geographical location and natural conditions,Xinjiang is an important agricultural regions which produce crops with high quality and yield in China.agriculture plays an important role in the economic development in the entire region.Xinjiang has unique location advantage,natural conditions and climate factors.Thanks to all kinds of support from the party central committee and local governments over the years and the tireless efforts of all the people of all nationalities in Xinjiang,Xinjiang has made rapid progress in agriculture: agricultural machinery and high-technology is widely used,effective and multiple supply of agricultural products.Xinjiang has gradually formed the advantageous agricultural products industrial area.However,the further development of Xinjiang agriculture has obvious prevented by the imperfect marketing system,unbalanced agricultural development and such a series of problems.In recent years,Xinjiang agricultural products are usually difficult to sell in the habitat but expensive in the market.This phenomenon is increasingly prominent,which leading to the lower spend in increasing farmers' income.Therefore,establishment of efficient agricultural product marketing channel is the key to solve the problem in agricultural products sales and also the only way for further development of agriculture in Xinjiang.At the same time,due to the rapid development of market economy,the rapid popularization of the Internet,the improvement of consumer demand,etc.,Xinjiang traditional agricultural product sales system is challenged,it is difficult to adapt to the new form of market development,affecting the agricultural industry upgrade.Marketing channel is the core of marketing system,which coordinates buyer and the seller's market,ensures product supply and demands balance of market regulation and control function.Agricultural products are easy to loss in the process of circulation,with a high demand on the external environment and storage environment and occupy more storage resources.Efficient circulation channels can reduce the waste of social resources and the loss of agricultural products,which saves costs for the logistics enterprises and improves efficiency and is of great practical significance.On the basis of finishing domestic and foreign research,the current situation of Xinjiang agricultural modernization development,current situation of agricultural products marketing channel and the main marketing channel mode are analyzed through literature research,combination of theory and practice method and comparative research in this paper,and we also define the concept of agricultural modernization,marketing channels,agricultural marketing channels,elaborate relevant application theory.As a result that we find the main problems existing in the Xinjiang agricultural product marketing channel is that the low level of agricultural products sales body organization,the agricultural products marketing channel environment which need to be improved,slow logistics and long agricultural products marketing channel link length,and so on.Then,based on the analysis of marketing channels of agricultural products in the United States,Japan and France,Anhui Province and Shanxi Province in China,we construct an optimized marketing channels of agricultural products in both body and structure.Put forward the optimization plan of agricultural marketing channel in Xinjiang: the promotion of agricultural products producers and specialization and reduce the middle part of agricultural marketing channels;to establish the origin of agricultural products distribution center and logistics system;to promote the transaction mode innovation,the development of e-commerce,order transactions,expanding foreign trade.Establish the formation of agricultural products market analysis and forecasting institutions to guide the production of agricultural products,agricultural products are through e-commerce,wholesale markets,origin of agricultural products storage center,agricultural products processing enterprises out,and through supermarkets,farmers market,traders and other domestic and foreign consumer market.Finally,this paper further propose the establishment of a wide range of farmers' cooperative organizations and agricultural products processing enterprises to reduce consumption of agricultural products.Taking attention to brand building,open up the market;use of new sales model to improve the flow of agricultural products.