Research On Optimizing Marketing Channels Of Xinjiang Agricultural Products

Xinjiang is a large agricultural area; agriculture in the region’s economic developmenthas a prominent contribution. However, the agricultural development is not balanced; theconstruction of agricultural marketing channel is unperfected, and facing many problems,such as agricultural marketing channels of the main body low level of organization, hightransaction costs, poor information flow, circulation of small radius and the model of thechannel terminal unitary. These issues are restricting the Xinjiang agriculture to a higher andfarther goal. Based on this, this paper optimize the marketing channel of agricultural productsas a starting point, with agricultural marketing channels theory to support, to analysis themodel of marketing channels for agricultural products in Xinjiang.This study to start thinking along two main lines.Firstly,for the upper main body ofmarketing channel take in normative study, to explore the problems and cause of marketingchannels of agricultural products in Xinjiang. Reference the developed countries agriculturalmarketing channel mode, combined with the actual situation in Xinjiang, being forward theoptimization countermeasures of agricultural marketing channels. Secondly, make use of theempirical to analyses the consumer personality traits and purchase place characteristics toagricultural marketing channel terminal’s influence.The results show that Xinjiang agricultural marketing channels to be optimized takedifferent measures to different channels main body. Improve the competitiveness and thedegree of organization for the upper channels body. Through the agricultural industrializationthe marketing channel can be realizing the integration operating principles. Throughperfecting farmers’ professional co-operatives, developing the rural agent team, absorbing thefarmers into the cooperatives, benefit the agricultural producer has large initiative indistribution channels. Secondly, for the agricultural wholesale market, on the one hand is toformulating the reasonable development planning, on the other hand is to upgrading theexisting model, make it becoming the important distribution channel for Xinjiang agriculturalproducts. Through increasing the supermarket business, upgrading the farmers market, andpromoting the community convenience store to enrich the terminal mode of agriculturalmarketing channels.