Research On Marketing Channels Of Organic Agricultural Products In Jinyun County

In recent years,because of the public view of food safety through the mass media,more and more consumers' consumption view is gradually transformed from "cheap" to "high quality".Their primary factors for buying food are no longer analyzed from the price level alone,they are increasingly accepting "high quality and high price" foods.Organic agricultural products conform to the current situation of social contradictions and develop rapidly,and quickly enter some consumers' consumption range by virtue of their "high quality" characteristics.On the one hand,the development of organic agricultural products can ensure the safety of food supply for the nation,and on the other hand,it can also promote the optimization and recycling development of the agricultural environment.In addition,the rapid development of the organic agricultural product market must not be separated from the development of its marketing channels.The marketing channels include its length,width,breadth and other structural problems,including the positioning of the market target and the formulation of marketing strategy,as well as the development of marketing channel system and the direction of innovation and optimization.Jinyun county belongs to a subordinate County of Lishui city.In recent years,Jinyun county has energetically developed organic agriculture under the guidance of "sustainable development" and Scientific Outlook on Development.Jinyun organic agricultural products market is also experiencing the development process from scratch to small to large.At present,the marketing channel system of organic agricultural products in Jinyun is still relatively traditional,lacking of new marketing channels,and the integration of channel innovation and market is not strong.Its marketing channel mode is also mainly reflected in online sales,supermarkets and franchised stores,such as sales,consignment,etc.,and there is no innovative channel mode.There are still some irrationality in the structure of its marketing channel,so the market of organic agricultural products in Jinyun has not yet been fully opened.In this paper,the two key words of "organic agricultural products" and "marketing channel" are analyzed by literature analysis.First,the related theories of two key words are expounded.After a brief summary of the overall development of organic agricultural products in Jinyun county and the marketing channel system,structure and model,this paper summarizes the related market factors of organic agricultural products in Jinyun county and the existing problems in the marketing channels by using the questionnairesurvey method and the field investigation method.Through the field investigation and the search of the relevant information on the net,the chapters of the article study the marketing channel structure of organic agricultural products in Jinyun county.After the introduction of typical countries and the characteristics of the development of marketing channels for organic agricultural products in China,we can make an empirical analysis and reference for the development of the marketing channels of organic agricultural products in Jinyun.Finally,after the target market positioning and marketing channel status analysis,combined with the present situation of the development of organic agricultural products in Jinyun County,this paper puts forward the corresponding countermeasures to optimize the marketing channels of organic agricultural products in Jinyun county.