Research On Optimization Of Yantai Apple Marketing Channel

Yantai is the birthplace of Chinese apples and has a place in China.However,it cannot turn its own production advantages into market advantages in line with the pace of economic development.At present,Yantai Apple's marketing channels still have many problems,such as: single marketing channels,unclear structure,and poor fruit circulation.Based on the research progress of China's fruit marketing channel,this paper combines empirical analysis to construct the existing Apple marketing channel structure in Yantai,and proposes a channel optimization plan to provide a basis for the development of Yantai Apple industry.On this basis,the following objectives are achieved: first,to improve the market competitiveness of the Yantai apple industry;second,to improve marketing channels to solve information asymmetry;and third,to achieve “greening” of Yantai apples and achieve sustainable development.The content of this thesis mainly includes four parts.The first part mainly introduces the background of the topic,the purpose of the research and the significance of the research,and summarizes the research results of agricultural products marketing channels and fruit marketing channels at home and abroad,thus combing the optimization of Yantai Apple marketing channels.The idea;and defines relevant theories about marketing channels,providing theoretical support for the research of the thesis.In the second part,through the research on the evolution of Chinese fruit marketing channels,it is found that the national policy tendencies and the social environment at that time will have an impact on the development of fruit marketing channels.At the same time,with reference to the successful experience of developed country fruit marketing channels,the marketing channels for Yantai Apple The development prospects are forecasted.The third part integrates the information obtained by field visits,questionnaires and in-depth interviews,summarizes the current marketing channels of Yantai Apple,and finds problems in the process of channel operation,such as the uneven development of marketing channels,and the marketing of agricultural cooperative organizations.The role of the link is not obvious,and the number of apples sold through emerging marketing channels such as “Agricultural Super Docking”,“Order Agriculture”,“Farmers + Cooperative Organizations” and so on account for a small proportion.The fourth part puts forward optimization suggestions on the basis of research and forecasts the optimization effect.According to the current situation of Yantai Apple's marketing channels,this paper proposes the following optimization suggestions:(1)cultivating and innovating the upstream main body of Yantai Apple marketing channel;(2)optimizing the wholesale market of apple origin,improving the external macro environment of the wholesale market;(3)innovating trading methods,developing network marketing Channel;(4)optimizes fruit tree structure and improves apple quality.