Agricultural Chain Business Model In The Chinese Agricultural Marketing Research

With agricultural material products have been enjoying a transformation from shortage to surplus, agricultural material market is in the process of further improving, even Chinese market was fully opening to the foreign capital in 2006 Dec. Meanwhile the increasingly fierce competition among the same field business, and also facing with the dual pressure of government's macro-adjustment policies and the entrance of foreign enterprises. So, under these condition, agricultural material enterprise in order to survive and develop, it should have to be bold in exploration and innovation constantly to find out a new business operation model which would be suitable for the actual industry development stage and its characteristics instead of remaining on the old business model. How to adjust the marketing strategy, explore the marketing and sales mode suited to their own have been became one of the important issue for the agricultural material enterprises when the external environment changed dramatically.The Chain Operation, as which is the world's most dynamic business mode and a way of commercial growth, has achieved a great success both in domestic and overseas industries. It would be a greatly bold exploration and innovation if the mode can be applied to the Chinese agricultural material marketing which would have been full of opportunities and challenges, even also enjoy a highly practical significance for agricultural material circulation enterprise in the fierce market competition in terms of establishing efficient sales channels, reducing cost, regulating market, and forming powerful circulation brand.This article using standardized research methods, developed on the technical innovation, modern enterprise management, industrial economics, organizational structure and so on of these theory as a guide, based on the Chinese agricultural material circulation and current marketing status quo, applying the basic theory of chain operation, fully absorbed the latest international research results of chain operation model, adopting a combination of theoretical research and empirical research method, against the industrial characteristics of Chinese agricultural material, conducting an in-depth marketing study in regard to the application of the chain business model in Chinese agricultural material marketing. First in this article, there is a discussion for chain operation in terms of the concept, essence of content, history of development, then proceed to an analysis of chain operation from the point of view of economics and also put forward basic principle of chain operation.In the part of agricultural material chain operation issue researching, regarding to the common problem of the traditional agricultural material operation, the need for development of agricultural material chain operation in China, the actual existing common problem in Chinese agricultural material chain operation, and the effects created by chain operation and so on, there is a systemic analysis and research in this paper. Finally, the results of the study would be applied to the transition of the marketing mode in Yunnan Yuntianhua Co., Ltd.On the view of the sales performance and rapid development of chain operation in Tianmeng agricultural material company for more than 2 years, it would be of greatly practical significance for reducing agricultural material circulation, reducing the distribution costs, standardize the market order, and protect the interests of farmers if chain operation mode can be carried out in the field of Chinese agricultural circulation. So, agricultural material circulation enterprise and the manufactures who is wishing to establish their own distribution sales network would obtain an universal reference value accordingly from this paper.