An Research On Distribution Channel Model Of Organic Food In The City Of Wuhan

Organic food is the product of organic agricultural production systems.Only short period of several decades as a commodity for international trade has it soon become the mainstream of food consumption, which is esteemed in the international society. With the improvement of living standards and changes in consumption concept, China's consumers have an urgent requirement to be provided non-pollution and high-quality food, though organic food started lately in China. Healthy, safe and tasty organic food is gaining popularity.At present, consumption proportion of organic food in our country is lower than the world average level .The primary reason lies in a great discrepancy between production of domestic organic food and its demand . Distribution channelstrategy of ordinary food has been going on in the sale of domestic organic food ,which target-oriented research on channel strategy suited to organic food has not been conducted.The lag distribution channelpattern of organic food is becoming the main bottleneck restrictes development of organic food industry.From the perspective of organic food production enterprise ,this thesis takes Wuhan city as an example, and makes research on the construction of distribution channel, performance appraisal and choice of the pattern according to the marketing environment and the present development situation of organic food in Wuhan market. In view of the present situation that organic food distribution channelrestricted development and growth of effectiveness of organic food industry in Wuhan City,it evaluates the existing channel pattern from the micro-perspective ,discusses how to elevate ability of organic food distribution channelto promote the marketing and development of organic food.Binding relevant data of organic food industry in Wuhan City and marketing theory to the creation of distribution channel of organic food ,the thesis proposes that purchasing convenience to consumers and maximal effectiveness to distribution channelshould be combined under the service-oriented concept.It puts forward distribution channelof organic food in Wuhan City should be based on the multi-direction direct sales model, take cooperative and industrial channel pattern as development support to solve the problem that there is great discrepancy between production of organic food and its demand and is unable to realize formalization development in Wuhan organic food industry.