Research On The Sales Problems In The Large-scale Breeding Of Daning River Chicken In Wuxi County

Chinese residents' consumption of chicken ranks in the forefront of the world,especially the local chicken with unique flavor and delicious meat quality.WuXi county DaNingHe chicken is a local excellent chicken species with both meat and egg,which is unique to WuXi county.In June 2006,it passed the examination and approval of the original ChongQing provence livestock and poultry variety examination and approval committee.In October 2009,it passed the examination and approval of the national livestock and poultry genetic resources committee,and was determined as the national livestock and poultry genetic resources.However,in recent years,due to regional restrictions and low brand awareness,its products have been plagued by sales problems,resulting in low farming efficiency,slow income growth and difficulties in industrial development.This paper is aimed at the sales of chicken farmers in DaNingHe,WuXi county.The research found that the following major problems were faced in sales: poor market information transmission,unstable sales channels,high sales costs,uneven distribution of sales benefits,low market negotiation ability of farmers and low brand awareness of DaNingHe chicken market.Then the main reasons for the chicken sales in DaNingHe,WuXi county were analyzed.The reason analysis mainly adopts the logical inductive analysis method,and it is concluded that the reasons for the poor sales of DaNingHe chicken in WuXi county mainly include the following aspects: DaNingHe chicken lacks of marketing publicity;Low degree of standardization of breeding production;Leading enterprises do not fully play a leading role;The reasons for the lack of cooperation motivation and the weak support ability of the government.After the above research,the conclusion is drawn: DaNing river chicken market sales performance is poor;The market consciousness of the breeding subject is indifferent;DaNing river chicken policy support is not in place.Finally,Suggestions are given: to improve government functions and strengthen policy support and management;A sound profit distribution mechanism;Expand leading enterprises to drive overuse;Strengthen brand building,improve the level of marketing;Enhance the professional quality of farmers;Broaden marketing channels.