Our Country Agricultural Product Marketing Channel Performance Evaluation

After years of exploration and practice, financial support from the government and broad farmer efforts, China has gradually established a market regulation, the governmentmacroeconomic regulation and control as a supplement to the marketing of agricultural products circulation system. But along with the market marketing environment change anddevelop constantly, the produce marketing channel in the whole industrial chain has become increasingly prominent role. At present, the produce marketing channel theory of academic research is not uncommon, but about the agricultural product marketing channelperformance evaluation research is seldom found, most of the existing studies have failedto carry on quantitative analysis, in the actual operation of the practice is not very strong,the agricultural product marketing channel performance evaluation of the relevant information and appropriate research methods and the lack of. Therefore, to our country agricultural product marketing channel performance research was on the critical.This paper from the marketing channels of agricultural products the reality and development trend of starting, relying on personal get lot of information on the domestic agricultural product marketing channel present situation, foreign agricultural product marketing channel development trend analysis, analysis of China’s agricultural product marketingchannel efficiency low fundamental factors, from a few key indicators such as: financialperformance, channel, channel operation and customer satisfaction of reasonable construction of the agricultural product marketing channel performance evaluation index analysis and evaluation system, and using the fuzzy analysis method for empirical study, to improve our country agricultural product marketing channel management efficiency problemsoffer relevant countermeasure and proposal. Raise farmer and agricultural products busi ness income, make full use of the role of market mechanism, promote our country "3farming" the health and sustainable development.