Study On The Marketing Channels Optimization Of Walnut In Yunnan Province

As a representative industry of modern agriculture and high-efficiency forestry development in Yunnan Province,walnut has irreplaceable industrial advantages and functions.The walnut production increasing but output is falling.Restricted by the development of marketing channels,walnut sales cost efficiency is low.And marketing channel optimization has important practical significance for the high-efficiency development of walnut industry.Walnut products also have a model role in the development of other agricultural industries in Yunnan ProvinceThis paper focuses on the construction of walnut marketing channel,on the basis of agricultural product marketing channels system structure theory,transaction cost theory,channel integration and optimization theory,etc.Through the collection of relevant literature,analysis and summary,preliminary understanding of walnut marketing channel development status.This article selects Yongping Country of Dali as the research point,which is a typical representative of Yunnan Province marketing channel It is concluded that the manifestation of marketing channel problems through the interview method,questionnaire survey and empirical analysis.Through empirical analysis and induction.get the specific manifestation of Yunnan marketing channel problem:as the lack of competitiveness of channel participants,traditional channel structure,imperfect channel organization function,high channel cost and low efficiency.Based on game theory analysis and transaction cost theory,four optimization Suggestions are proposed for the channel problem:Firstly,cultivate and innovate channel participants,improve the modernization level of the main channel;Second,streamline innovative marketing channel structure,enhance the sense of cooperation and promote the cooperation of channel intermediaries;Third,consummates the wholesale market function to adopt the modernized transaction way;Fourth,improve infrastructure to build an information platform,improve channel efficiency and promote channel constructionIt is hoped that through the analysis and study on the marketing channels of walnut in Yunnan province can puts forward feasible countermeasures and suggestions for optimizing the marketing channels of walnut in Yunnan province.And form healthy and efficient circulation channels to promote the sustainable and healthy development of Yunnan walnut industry.