The Evaluation Of Edible Fungus Marketing Channel Mode

With the development of market economy, Scholars gave more and more attention to the agricultural marketing channel. Marketing channel connecting the agricultural production and consumption demand, it is an important link in the whole society production process. It related to the food need of consumers and 800 million farmers livelihood improvement. In recent years many place do many efforts in the edible fungus industry development as their characteristic agricultural industrial energetically. It is dominant industry of regional agriculture in some areas. And it has become to be an important driving force to increasing farmers' income and rural development. Thus, construct the rational marketing channel can strongly promote the industry to rapid and healthy developmentThis thesis based on agricultural marketing channels as the research object. Explore how to select the optimal marketing channel mode of edible for the regional edible fungus industry development according to the characteristics of edible fungi industry development in China with agricultural product attributes in current market conditions and industrial environment. Based on the review of the agricultural marketing channel theory and theory, I Summarized several marketing channel mode formed during the agricultural industrialization development. Then I constructed edible fungus marketing channel mode evaluation index system. After that I applied scientific evaluation methods compared and analyzed the advantages and disadvantages of these marketing channel modes. This thesis endeavors to combine the theoretical analysis with empirical research, thus offers some insightful measures and suggestions to the marketing channel construction in the edible fungus industry developing. The thesis can be divided into six Parts:Chapter one is introduction, it introduces the background, Present studies, the research significance, the research idea and method. Second chapter is the theoretical analysis. Summarized the agricultural marketing channel theory and the selection of design theory. Chapter three analyzed agricultural marketing channel members and inducted agricultural marketing channel modes. This section firstly analyzed the main agricultural marketing channel members in our country, and then inducted agricultural marketing channel modes proposed three representative channel types. Chapter four selected appropriate method and constructed index system. This section firstly through the review of literatures determined the research methods; choose Analytic Hierarchy Process and Fuzzy Comprehensive Evaluation as index analysis and comprehensive evaluation method. Then, according to edible fungus marketing channel mode evaluation selection principle and analytical method, from guarantee the Channel members' interests, Channel operation capacity, Channel competitiveness and Industrial environment these four aspects to constructed edible fungus marketing channel mode evaluation index system. Chapter five is empirical research. Selected the marketing channel mode who processes enterprises as the core as our analysis example. Used evaluation index system for comprehensive evaluation and verified the feasibility of index system. Finally evaluated the three channel modes and made comparison analysis. Also I analyzed the characteristics of three models with advantages and disadvantages in the end. Chapter six is the countermeasures and proposals. In this section I based on the empirical analysis results, combined with the situation in the edible fungus industry development of some place putted forward reasonable countermeasures and Suggestions to the construction of edible fungi marketing channels in our country.