| Vegetables are the residents of the table indispensable commodity, and the country residents to focus on the problem of "vegetable basket" continually. Hebei province has a large vegetable production in China, and the vegetable production increased year by year, but there still often appear the phenomenon of soaring vegetable prices, what is the reason? After the study, we found that the traditional circulation process of vegetables in Hebei Province exist chain is too long, complicated links, information blocking, circulation costs high, and encourage the development of vegetable marketing model can effectively solve the circulation, the problem of information asymmetry, in promote the Hebei Province agriculture development at the same time can also increase farmers’ income. The purpose of this paper is through the study of the existing vegetable sales model in Hebei Province, which focuses on the mixing the leisure agricultural tourism and o2 o mode in the vegetable retail, a kind of online and offline at the same time to carry the contemporary consumption characteristics of the new direct selling mode, finally summed up the problems existing in the development process of vegetables direct sales model, put forward countermeasures and stable the "vegetable basket" in the hands of people.In recent years, Hebei Province takes more attention on the construction of vegetable marketing model, encourages the development and circulation system of direct sale mode. Through reading the relevant literature and reports, combined with the domestic and foreign research results and related experience, analysis of Hebei Province vegetables flow system in the traditional mode and direct mode, after take compare of the two models were found the direct sales model has fewer links, strong stability, and the vegetables direct sales model is helpful to the healthy development of vegetable production and marketing industry in Hebei Province. Through analysis of literature and the current situation in Hebei Province, summed up several major direct sales model, agricultural super docking mode, cooperative agricultural docking mode and network of direct sales model, as well as to fit the current situation and the development in Hebei Province, this paper focuses on the analysis of the new vegetable direct sales model, from the encourage policy and supporting infrastructure more perfect and residents purchase intention strong three aspects of the new model were favorable development environment analysis, and summed up the new direct sales model will go high-end products quality, service area, distribution business humanization and customer experience life path of development.Through the research on the vegetables direct mode in Hebei Province, we can found there exists many problems in the development process, like cooperative organization degree low, management ability is limited; the lack of professional and technical personnel, business awareness of farmers is not high; vegetable quality is uneven, lack of good brand; cold chain logistics infrastructure is weak, distribution system imperfect and so on. The last part of this paper is put forward countermeasures to promoting the new vegetables direct mode, like do fine management, improve the quality of vegetable products, pay attention to the efficiency of distribution and marketing channels co promotion, improve after-sales service. |
