Studies On The New Marketing System Of Agriculture Product

The issue on macroscopical system of agricultural product market and distribution, have been solved well, passed through explored and reformed more than 20 years, and have established market economy system of agricultural product circulation, which take market regulation as primary and take macroeconomic regulation and control of government as subsidiary. But, the microscopic system of agricultural product market and distribution is imperfect, the transaction efficiency of agricultural market and distribution is low, and the contradiction of "small-scale production and big market"was still evidence exceptionally. The main study intention of this paper is try to establish a new system of agricultural product market and distribution, which transaction efficiency is high, safety and availability, and is able to satisfy the demand of customer, passed through explored the problem about how to construct new system of agricultural product market and distribution.The basic mentality and logic of this study is, based on analysis the action mechanism which agricultural product market marketing activity to the agricultural product market transaction efficiency improvement, from the angle of transaction efficiency improvement, characteristic of agricultural product market demand, change of consumer behavior as well as experience and enlightenment of developed country and so on, expounded and demonstrated the necessity which constructed the new marketing system of agricultural product. Then, described the run goal,the basic characteristic and the constitution frame of new agricultural product marketing system as a whole, and further elaborated how to construct new agricultural product marketing system from each lay. In the process of research, used synchronously criterion analysis and demonstration analysis, logical deduction and induction summarizes, qualitative analysis and quantitative analysis as well as comparison research method.The full text divided into four parts. The first part is introduction, compared mainly two concepts which are agricultural product circulation and the agricultural product marketing, and considered that we should more widely and thoroughly to research the problem about agricultural product market and distribution of china at present; Based on elaborating research goal and significance of the study, inducted and summarized the study trends about agricultural product market and distribution at the domestic and external. The second part is composed of the second, three and four chapter, elaborated mainly theory basis and necessity and practical significance which constructing new marketing system of agricultural product for to improve transaction efficiency of agricultural product marketing. The fifth chapter is the third part of this article, which described mainly the overall description to new agricultural product marketing system. The fourth part is composed by the sixth, seven, and eight chapter, discussed three aspects which are the most important and the most weakest to new agricultural product marketing system in the present.The study elaborated firstly the theory basis and necessity and practical significance which constructing new agricultural product marketing system for to improve the transaction efficiency of agricultural product marketing. The assignment to launch mainly from three aspects: firstly, renew to define the concept of transaction efficiency, and demonstrated a elementary sentence that strengthen the agricultural product marketing may to enhance the transaction efficiency, and then elaborated detailedly the action mechanism regarding market marketing activity improvement transaction efficiency via using transaction expense theory, transaction efficiency theory and market marketing theory as well as marginal analysis method; At the same time, analyzed the transaction efficiency about traditional pattern of agricultural product marketing of china, and thought that the transaction efficiency of agricultural product marketing of china is low in the present. Secondly, elaborated the necessity and practical significance that improved the traditional marketing pattern of agricultural product, and constructed the new marketing system, based on analyzing the characteristic about the market demand of agricultural product and the choice behavior of consumer, and empirical studyed the choice behavior which Chang sha residents to choose the purchase place of lived and fresh agricultural product, by using the cruising data and the Probit model. Thirdly, demonstrated further the necessity that constructing new agricultural product marketing system, based on analyzing the basic characteristic and experience of agricultural product marketing in developed country.The study described the new agricultural product marketing system on the overall. The new agricultural product marketing system should achieve three goals, namely is high efficiency, safely and orderly, meets fully the need of customer. In order to achieve the three goals, new agricultural product marketing system must have six basic characteristics: the marketing subject scale and organization, the way of transaction is modernization, the function of wholesale market is entireness, the logistics system is high efficiency, take chain supermarket as main body of the retailing trade, transaction behavior and market order is standardization. The constitution frame of new agricultural product marketing system includes: the marketing subject system which take cooperative organization as the core, the retail terminal system that take chain supermarket as the main body, the product distribution system which take wholesale market and unification distribution as the core, the strategy and strategy system of agricultural product marketing which take brand strategy and green marketing and so on as basic content, as well as perfect laws and regulations and institutional frameThe study stressed three aspects which is the most important but the weakest in the present about new agricultural product marketing system, namely discuss thoroughly distribution system, brand strategy, marketing subject. That the scale of marketing subject is small and organization degree is low is one of essential factors which restricting transaction efficiency of agricultural product, for this, it should construct the new organization system of agricultural product marketing through crosswise integration and the longitudinal integration, but the current key point is constructs agricultural marketing organization system which take the cooperative organization as main body. The distribution channel issue of agricultural product marketing system in the present is prominent, the study put forward the basic mentality of new distribution channel constructs by analysis and discussion thoroughly, its key point is improve the transaction way and establish agricultural product retail system which taking the supermarket chain management as main body. Implementation brand strategy has extremely important practical significance in the agricultural product marketing process for enhances the transaction efficiency of agricultural product market and distribution. The brand of product has two kind of patterns, namely enterprise brand and region brand, agricultural product brand strategy must take constructing region brand as key point because attribute and transaction characteristic of the agricultural product is different from the industrial product.