Research On The Collaborative Evaluation Of Agricultural Products Marketing Channel Ecosystem In Changsha City

Hunan is a big agricultural province and has a long history of farming culture.Changsha is the capital city of Hunan Province and the development of its agricultural products marketing channel directly relates to the development of the agricultural economy and people's livelihood.However,with the development of Internet economy,the agricultural products marketing channel environment and management tasks have changed and the traditional marketing channel mode can not meet the demand of the market.To change the traditional concept of agricultural products marketing channel,the modernized channel management revitalizes the way of the agricultural products marketing channel.The angle of ecology research of agricultural products marketing channel is a new perspective.The agricultural products marketing channel is an ecological system with characteristics of the biological community and the biological evolution of metaphor to build channels in order to study the problem of agricultural products marketing channel development and the essence of the marketing channel of agricultural products from the system and dynamic angle,to guide the agricultural products marketing channel coordinated development from the overall perspective.Therefore,from the perspective of cooperative development of the ecological system of agricultural product marketing channel,to explore Changsha agricultural products marketing channel development is the revitalization of Changsha agricultural products economy.Under this background,this paper takes Changsha city agricultural product marketing channel as the research object and builds the collaborative level evaluation system of Changsha agricultural products marketing channel ecosystem.This system includes the target layer,criterion layer and index layer.The target layer is the Changsha city marketing channel ecosystem agricultural product collaborative level;the criterion layer includes producer factors,,brokers factors,customer factors,channel factors,channel factors,external microscopic factors,external macro factors;the index layer includes 27 two-level indexes.This paper take analysis to evaluate the ecological system of agricultural products marketing channel Changsha collaborative level method and fuzzy comprehensive evaluation method of multi levels:first of all,clear weight of each evaluation index with the help of collaborative level method;then,according to the weight of each index,the evaluation analysis uses fuzzy comprehensive evaluation method and clears collaborative level factors Level,and then knows the level of cooperation of agricultural marketing channel ecosystem.In this paper,Changsha fresh fruit market is an example of empirical research.The results are as follows:Changsha,fresh fruit marketing channel ecosystem collaborative level evaluation value is 0.3788,which belongs to the evaluation grade"low" level.Among them,producer factors,external microscopic factor,external macro factors were separately 0.3683,0.2950,0.3249,which are "low" levels.But brokers factors,customer factors were separately 0.5173,0.4593,which belongs to the evaluation grade of "general".The channel factors is 0.1611,which belongs to the evaluation grade "very low." The result reflects the cooperation reality of Changsha City fresh fruit marketing channel ecosystem,so it proves the ecological system of marketing channel of Agricultural Products Collaborative level evaluation system has certain operability,effectiveness and rationality.