Hebei Province Family Farm Research On The Optimization Of Agricultural Product Marketing Channel Mode

In order to change the existing mode of agricultural production,improve the efficiency and enthusiasm of agricultural production,accelerate the transformation and upgrading of agricultural economy,and deal with the competition and challenges in the agricultural products market,the development of family farms has received more and more attention.Since 2013,the No.1 Central Committee document identified it as an important form of new business entities.According to the development report,by the end of 2020,the number of family farms in Hebei province in agricultural and rural departments was 145,312,and the land area of family farms was nearly 14 million mu.However,with the development of family farms,the problems in the process of product marketing are prominent.There are common problems such as serious unsalable agricultural products,weak bargaining power of small-scale family farms and low product circulation efficiency.Based on this background,in view of the important position of family farm in agricultural development and many problems in marketing link,this paper takes the current situation of family farm agricultural products marketing in hebei province,combined with research data and literature to analyze the current situation of agricultural products marketing channels,explore the problems existing in family farm agricultural products marketing channel mode and give targeted optimization countermeasures,to solve the problem of family farm sales,improve farmers’ income and promote the agricultural economic development of hebei province.Taking the current situation of family farm and its marketing channels in Hebei Province,the literature research,field investigation and comparative analysis,and to analyze the current channels in Hebei Province.Summing alizes six family farmers to agricultural products marketing channel mode:driven by offline direct retail mode,driven by agricultural products brokers of agricultural batch docking mode,cooperatives + wholesale market agricultural batch docking mode,driven by business super agricultural super docking mode,leading enterprises as the main agricultural enterprise docking mode and agricultural products e-commerce driven channel mode.Combined with the comparative analysis,analysis of the problems existing in different marketing channel model,such as offline direct selling under the mode of less trading object,insufficient marketing methods,learn from the successful development experience of family farm marketing channel model in foreign developed countries,put forward the optimization countermeasures of family farm agricultural products marketing channel model in hebei province.The research innovation point of this paper is the innovation of research perspective and research content.There is much literature on family farm development and family farm marketing channels,but there is relatively little research on family farm marketing channel model optimization,which is of great practical significance for the income increase and market expansion of family farms.From the perspective of marketing,with the marketing channel model of family farm in Hebei Province,this paper combs and summarizes the main operation mode of family farm in Hebei Province,analyzes the many problems existing in its operation,and puts forward the optimization suggestions of each marketing channel model.