Study On Direct Marketing Mode And Development Countermeasure Of Vegetable In Hebei Province

As one of the necessities in our daily life,the vegetable’s production, distribution,exchange and consumption constitute together the organic chain about its reproduction.Thepoor circultion of any link will affect the healthy development of vegetable industry. Thetraditional vegetable sales mode is that the vegetable finally reaches the consumer throughthe origin market and sales market from scattered individuals which have independentproduction and be based on family as the basic unit. This three-step logistics mode knownas ‘Scattered-Together-Scattered’has resulted in a strange economic circle between thelow-priced vegetable hurts farmers and high-priced vegetable hurts people due to itsnumerous intermediate links, ineffective information, complex circulation hierarchy, and anon-standard management system with everyone going his own way. Vegetable direct salescan reduce circulation links and the circulation cost,stabilize the prices of vegetables,andensure the quality of vegetables to increase farmers’ income and consumer benefit.It is animportant way to solve the contradiction between small-scale production and big market.A method which combined literature research and the actual survey data, theoreticaland empirical analysis, qualitative and quantitative analysis was adoptted in thispaper.According to the current research result of the existing theory and practice, thetheoretical basis contained supply chain management theory of the agricultural products,transaction cost theory and game theory.The following four aspects have been studiedaround the subject on the basis of widely and typical investigation about the presentsituation and problems of vegetables sale in hebei.Fistly, the necessity and feasibility ofvegetables direct sales were analyzed in hebei province. Then, the vegetables direct salesmodels in hebei province were summed up.Thirdly, a vegetables direct selling managementsystem in hebei province was built.Finally, countermeasures and suggestions ondevelopment of vegetables direct sales in hebei province were provided.This paper consists of seven chapters:The first chapter is the introduction.The topic background, research significance andthe research situation at home and abroad were introduced in this chapter. The relatedconcepts and theoretical basis which include the management theory about supply chain ofagricultural products, transaction cost theory and game theory were defined. Finally, the research contents, methods, innovation and technical route were proposed.The present situation and problems of vegetable marketing in the Hebei province wereanalyzed in the second chapter. The main vegetable sales model in current Hebei Provinceis the traditional sales model whose core is wholesale market. As the individual farmers arethe main transaction parts,the traditional model has low organization degree, blockedinformation, and too much circulation links.So the intermediary costs accounted for morethan half of the retail price.Finally,the farmers sell it cheaply but the residents buyexpensively.The necessity and feasibility of vegetables direct sales was analyzed in the thirdchapter. The necessity is analyzed from three aspects:how to improve the vegetablesfarmer’s income,benefit the residents of city, and guarantee the quality and safety ofvegetables. The feasibility analysis consists of economic feasibility and social feasibility. Aconclusion that the development of vegetable marketing is necessary and also feasible wasdrawn through the discussion in this chapter.The vegetable direct sales models in Hebei Province were summarized in the fourthchapter. The types of vegetables direct sales models were refined and analyzed under theoperating conditions that there have organization, vegetables direct channel,and salesoutlets closed to the consumer.These model types include direct selling supermarket model,direct selling shoppe model, direct supply to group, and the car market model in weekend.The connotations,requests,advantages and problems for each model were summarized andanalyzed.The fifth chapter on Influencing Factors of Hebei Province vegetable marketingmodel are analyzed, the factors that impact the mainly support, logistics development,social environment for the policy.The policy guarantee for the development of direct selling vegetables in Hebeiprovince was analyzed in the sixth chapter. According to the situation of HebeiProvince,some countermeasures and suggestions were proposed in the aspects ofvegetable sellers, logistics channels, direct sales outlets, policy support, and personneltraining.The seventh chapter is the conclusions of this study, obtained direct sales ofvegetables is necessary and feasible, the applicable conditions for each model, advantagesand disadvantages are analyzed and elaborated factors, this paper concludes with furtherresearch.