The Circulation Channel Research Of Characteristic Agricultural Products In China

Currently, the standard of living of urban residents is improving gradually, the consumer awareness is also improving, they purchase agricultural products become more critically, because of its safety of Brand Characteristics of agricultural products, and high nutritional value, it is gradually being recognized by consumers, and the consumer demand for local agricultural products are rising year by year. However, there are few brands of Characteristics of agricultural products on the market that we know, consumers have a limited way to purchase characteristic agricultural products, there has been a difficult phenomenon on buying. On the other hand, China has a vast territory, different climate region produces a wide variety of agricultural products, However, due to various reasons, these characteristics of agricultural products submerge in the general agricultural products, which the features known by consumers are little, there was difficulty in selling phenomenon. These two areas are in sharp contrast, result in coming apart of buy and sell of special agricultural products, consumers are willing to buy but there is no way to buy, the producers are willing to sell but there is no distribution channels.In recent years, our country advocates to produce the agriculture vigorously, and want to be the adjustment of agricultural structure and the main means of promoting farmers’ income, The Ministry of agriculture has also issued a series of policy measures to guide the development of characteristic agriculture. The production of characteristic agricultural products is very important, and the circulation is equally important, Selecting a suitable distribution channels to ensure the characteristics of agricultural products wont’t been lost, and can increase the value of producers, are of great significance to producers and consumers, it’s also the reason that I write this paper. In recent years, the state has introduced a number of documents related to agricultural problems, aiming at promoting the efficiency of agricultural products circulation, improving the existing channels of agricultural products. The circulation of agricultural products is related to the interests of all the participants in the circulation of agricultural products, and it has the function of connecting the production and consumption of products, to find special requirements on the characteristics of agricultural products made by agricultural products, and to find suitable distribution channels to improve value-added of the characteristics of agricultural products and to improve the poor circulation of agricultural product is very important. Based on the above problems, this paper draws lessons from domestic and foreign scholars about the characteristics of agricultural products and circulation channels, and I combine the method of combining literature research and field research, starting with the basic theory of distribution channels and regional brand to study the problem of promoting circulation channel construction of characteristic agricultural products.At the beginning of this paper I introduce the background and significance of the circulation channel of the characteristic agricultural products, it has realistic significance to solve the problem of most of the characteristic agricultural products in the circulation process, which the value can’t be achieved, and the lack of suitable distribution channels. Then, this paper discusses the basic theories of circulation channel and regional brand detailedly, and defines the research scope of this paper. Then it expounds the characteristics of special agricultural products from the aspects of the regional, high value of development, brand dependence and so on, based on the above characteristics, I analyze the special needs of special agricultural products, that is it requirements "characteristics" be in the entire circulation process, added value of products can be achieved, quality in the circulation process can be traced back, characteristic agricultural product industry chain can be stretched, brand support be with the special products and so on. As special agricultural products has a special needs for the circulation, so its main elements of the channel, namely the channel subject, channel object and channel environment must meet certain conditions, I do a detailed analysis in the paper, and then I propose two target models of characteristics of agricultural products circulation channels, they are circulation channel mode dominated by enterprises and cooperatives. Next, I do two case analysis of Chengde Lulu and Qianxi Chestnut which have a relatively good distribution channels, I summarize the experience on construction of the current distribution channels of agricultural products, analyze the gaps between the target model and the existing model, then propose the countermeasures and suggestions on promoting the construction of characteristic agricultural products distribution channels from channel subject, channel object and channel environment, we should strengthen the cooperation of the main channel to ensure that the characteristics run through, should improve the level of the deep processing of the channel object for realizing the additional value, strengthen the construction and maintenance of the brand in all aspects of the channel, develop the radiation driven effect of channel to stretch the industrial chain, our Government also should increase efforts to support the construction of the channel environment and so on. Through the implementation of specific measures, the problems appeared in the circulation process about characteristic agriculture product will gradually be improved, development of additional value of characteristic agricultural products must be realized.