Research On The Marketing Strategy Of Agricultural Products Wholesale Markets In China

Agricultural products wholesale markets (hereinafter called "APWM") have been main channel for circulation of fresh agricultural products in China. Yet,with the modernization of the circulation mould,supermarkets,shopping malls,chain-stores,modern distribution centers and e-commerce will take off some turnover from APWM. With the opening of APWM whole after entering WTO,the competition between APWM becomes much more fierce. Facing the new demands of economy and pressure of competition,marketing strategy of the wholesale of agricultural products proves to be of more importance. This essay is trying to research on the marketing strategy of APWM in China by means of theory and practice,the goal of which is to provide some reference for the development of APWM in China.This essay first elaborates the current status of the development of APWM in China,including the origin,development,status,situation and tendency,to show the importance of marketing. The origin of APWM is to meet the demand of economic reform and development,as well as to provide a solution between produce and market. As a main channel in the circulation of fresh farm products,APWM plays an important role in the supply and demand of farm product,either in the past or in the future.Having developed for more than one decade,a framework of multi-level,multi-element has been shaped in APWM. The stage of expansion by amount will soon be taken place by that of expansion by innovation. Meanwhile,sense of brands,marketing has been paid more and more attention to.On the basis of this,the author analyzes further the situation of marketing in APWM. From either the micro and macro environments,thecounterparts of APWM will take some of its turnover away as well as improve its standards. The chain customers,including producers,suppliers,retailers etc. have different demands for APWM. Currently,the marketing of APWM is less developed in either idea,control,network or staff.To improve the marketing of APWM,the author suggests a target and marketing strategy for APWM of China on the basis of relevant marketing and management theory,which is the key of this essay.The development strategy of APWM is to establish modern market system,namely,the wholesale markets as a center,connecting primary markets,retail markets through modern info-system,to set up a market network of proper levels,reasonable frame,multi function,orderly competition. To achieve this,the following measurements need to be taken:strengthen the main functions (including:production,processing,packing,storing,transportation,wholesale,auction,direct sales);innovate the transaction mould,auction & e-commerce;extend into the production and retail fields,develop the logistics and distribution,to enhance the transition from primary markets to middle- or high- level markets.Buji mould here in this essay is illustrated as a practical case to support the author's point on the importance of marketing in APWM. Buji mould,the content of which is Enterprise manages markets and markets being managed as enterprises,initiated by Shenzhen Agricultural Products Co.,Ltd. in 1980's is an innovation and development of circulation of agricultural products in China. From this case,we can get some hints as:expanding enterprises to achieve a whole agricultural products system;developing in low cost through merger & allocation;finding new fields for profits through brand strategy;improving all functions of APWM through marketing strategy.