The Problems And Countermeasures Of Agricultural Marketing Channel In Yongjia County

Agricultural product is an indispensable necessity in people's daily life. The fast development of agriculture can bring the development for rural areas and farmers. In recent years, thanks to the development of tourism and its increasing popularity, the local agricultural economy also got great-leap-forward development. But the location characteristics of crop clusters led to the increasingly fierce marketing competition of agricultural products and the traditional mode of production and sales has been completely unable to bear so fierce competition. The very critical tasks of developing a thriving rural economy include utilizing and enriching the current marketing channel of Yongjia agricultural products and broadening the feature product coverage.First, this paper, through the literature studies, combs and summarizes the studies on agricultural products sales at home and abroad and then makes a clear definition of related concepts. Then, based on field research, this paper dives deep into the reality of agricultural products marketing channel development and some problems. At present, Yongjia agricultural products marketing channel appears that farmers are the main body, agricultural products market is the carrier, and the traditional middlemen are circulation channels. And the main problems are that agricultural products marketing channel is not sound, the relationship between the main body of the organizations is loose, the trading rules are imperfect, the operation order is not standard, farmers' marketing consciousness is weak, their information utilization ability is poor, the radius of marketing of agricultural products is small, the risk of sales of high risk is high, the subject status of the farmers' professional co-operatives does not play, etc. Finally, aiming at these problems, with view to the existing studies as well as the reality of Yongjia county, this paper puts forward countermeasures and suggestions for the improvement of Yongjia county agricultural marketing channels, including fostering the subject of agricultural marketing channels, setting up the flattening marketing channel mode, making efforts to transform government functions to serve the circulation of agricultural products. This paper aims to prompt Yongjia county agricultural marketing channels to achieve leapfrog development, reduce the unsalable phenomenon of agricultural products, improve the sales efficiency and farmers' income, promote rural economic prosperity of Yongjia county.