Study On Transition Mechanism Of Agricultural Products Distribution Channel

On February 5,2017,the authority issued a document entitled "a number of suggestions on deepening agricultural supply-side reform and accelerating the development of new type of economy in agriculture and the rural area".Since the reform and opening,No.1 Central Document focus on three rural issues for 19th times.Agriculture,related to the national security and the life of the citizens,is the foundation of the national economy.The development of the country cannot be separated from the development of agriculture,while modernization of the country cannot be separated from the modernization of agriculture.In 2017,agricultural supply-side reform in No.1 Central Document emphasized on the efficiency of marketing channel of agricultural products,agricultural products marketing channel structure formation mechanism,factors affecting the change of marketing channel of agricultural products,internal power supply of the transition,and the character of government in the process of formation and transition of agricultural products marketing channel.The smooth and efficient marketing channel of agricultural products is a new type of economy in agriculture and the rural area.Therefore,it is meaningful theoretically and practically to study the formation and transition of agricultural marketing channels.The main contents of this thesis are as follows:First of all,this paper defines the institutional connotation of agricultural product'marketing channels and points out that the essence of agricultural product marketing change is a kind of institutional change.This paper sorts out the literature on agricultural product marketing channels from three aspects of institutional change,including the influencing factors,changing mechanism,path and changing trend of agricultural product marketing channels.The influencing factor of marketing channel is at static equilibrium before system change.In the aspect of the mechanism of change,the emphasis is on which aspects of institutional equilibrium is broken.The discuss of change path and trend is on how the new system equilibrium is established.Secondly,after analyzing the history of the agricultural products marketing channel in China and the existing problems,this paper follows the logic of institutional change and expands the widely used marketing channel research Reve and Sten's political and economic analytical framework.This framework described agricultural products marketing channel of static equilibrium from two aspects,the political and economic system.The main innovation of this paper is including the political economic analysis framework into the lack of technology and consumer demand,and further analyzing the political and economic factors of internal and external factors' interaction.Through on-the-spot investigation and combed the related to agricultural production and marketing process of public policy,this paper found that the government in the regulatory constantly in the process of agricultural products marketing channel for policies to reduce costs,and gives the specific channels provided by the main body of public policy monopoly power,and then lead to the change of marketing channel.At the same time,external economic factors including the channel of the horizontal and vertical markets,within the channel on the production cost and transaction cost has a significant influence,and according to Williamson's economic model,marketing channel is towards a deal to produce the lowest total cost for change.Finally,this paper study agricultural technology development speed of water-ratan model,puts forward the demand of agricultural products marketing channel-technology impact model,clarifys when consumers demand factor change,production and marketing of marketing channel link caused the different types of technology,in order to avoid technology brings the specificity of assets tied up eventually led to the change of marketing channel.Thirdly,this paper combined with city of CT in Liaoning province,the corn storage policy changes after the adjustment of agricultural products marketing channel.On the basis of the institutional change theory of new institutional economics,this paper put forward that the changes of agricultural products marketing channel and mandatory change path can be divided into induced changes.This paper holds that the changes of system equilibrium factors means the change of system selection set and relative price,which can lead to new profit opportunities and drive the system changes.Including CT,carrot market channel change belongs to induced change.The process to foster the emerging channels has good competitiveness and development prospects,but as a result of externality,free riding behavior can lead to effective institutional supply;Sweet potato industry in the city of CT is a clear policy guidance,and its change during the period of service is in a specific fast speed.But policy makers are of bounded rationality,the rigidity of ideology,bureaucracy,interests conflicts and problems such as the limitations of scientific knowledge to make channel change facing policy efficient.This paper argues that the change of agricultural products marketing channels should be supplemented by the effective supply deficiency of induced change by mandatory institutional change,that is,the benign model of the synergy between induced change and mandatory change.Finally,according to the mechanism of agricultural product marketing channel change,this paper believes that the future marketing channel will develop towards diversification,scale and polarization.At the last,this paper combines the mechanism of the agricultural product marketing channel change,proposed four aspects of the policy suggestions to promote the channel:developing marketing channel of agricultural products on the basis of market,supporting the marketing channel of agricultural products by policy,optimizing marketing channel of agricultural products with technology as the core,innovating marketing channels agricultural products from demand orientation.This paper argues that the key to promoting agricultural products marketing channel change.is that the government invests on infrastructure to support agricultural marketing channels,cultivates marketing talents to adapt to the new environment,and launch policies to encourage the scale marketing channels,industrialization and networking..The innovation of this paper is to detect China's agricultural products marketing channel change from the aspect of institutional change,and apply and expand the static analysis of political and economic framework,adding to the internal and external political factors and economic factors interaction mechanism.Emphasize on channel change of government public policy.In addition to the elements of technological progress in the previous study has not got enough attention.Based on the speed of water-ratan technology change model,this paper made some innovation,built the production technical efficiency of China's agricultural products marketing channel model and flow model of the technical efficiency.Finally,this paper describes and analyzes the two approaches of agricultural product marketing channel changes,finds out the characteristics of induced change and mandatory change respectively,and argues that the collaborative change between the two is more efficient.