Research On The Problems And Countermeasures In The Management Of Agricultural Material Dealers In Wuchuan City

Agriculture has always been the top priority of China’s development,especially under the situation that the external environment is becoming more unstable and complicated in the face of the unprecedented changes in a hundred years and the superposition of the COVID-19 epidemic,it is of great significance to stabilize the basic agricultural situation and do a good job in "agriculture,rural areas and farmers" to stabilize agricultural production,increase farmers’ income,stabilize rural economy,maintain stable and healthy economic development and long-term stability of social environment.Agricultural products are one of the important agricultural production factors in China and an integral part of agricultural development.Reasonable use of agricultural products can increase crop yield and promote the high-quality and efficient development of agriculture in China.With the liberalization of the circulation system of agricultural materials by the state,the marketization of agricultural products has become increasingly prosperous.In the marketing of agricultural products,agricultural distributors have become the main marketing subject.Agricultural distributors are the bridge between upstream agricultural producers and farmers,and their development plays an important role in cultivating new agricultural business entities and promoting the transformation of agricultural specialization.Wuchuan is an important agricultural city in Guangdong Province with superior geographical conditions,unique natural environment and rich natural resources.Relying on the advantages of location and natural resources,Wuchuan City pushed forward the structural reform of agricultural supply side,accelerated the implementation of modern agricultural development strategy,continuously optimized the agricultural industrial structure,vigorously developed modern characteristic agriculture,realized agricultural efficiency and increased farmers’ income,and made new achievements in rural economic development.With the steady development of agriculture in Wuchuan City,agricultural materials circulation industry has also developed rapidly,and a large number of agricultural materials distributors have emerged in response to the needs of the times,becoming the backbone to help the high-quality development of agriculture.However,in the process of its rapid development,there are inevitably some problems that cannot fully adapt to the current agricultural development environment.At present,most of the existing researches focus on enterprises,and there are few researches on agricultural distributors,and the research on agricultural distributors in western Guangdong is almost blank.Based on the reality,this paper takes agricultural materials dealers in Wuchuan as the research object,expounds the related concepts of agricultural means of production and agricultural materials dealers,takes 4P marketing theory,service marketing theory and commodity circulation theory as the theoretical basis,and uses questionnaire survey,interview,comparative analysis and other methods to discuss its development situation,business model,business environment and current situation.The results show that: agricultural distributors in Wuchuan City have backward management ideas and unclear development strategies in the process of management;The quality of agricultural products is uneven and homogenization is serious;The overall quality of dealers is low,and the ability of agricultural technology service is insufficient;The marketing channels of agricultural products are single and lack of innovation.On this basis,the following five suggestions are put forward to improve the management level of agricultural distributors in Wuchuan: First,innovate the management concept,adapt to the changes and take the initiative to participate;The second is to provide high-quality products and integrate high-quality manufacturers;Third,strengthen agricultural technology services and enhance the competitiveness of the industry;Fourth,take advantage of the situation,conform to the development of the Internet and e-commerce,and innovate marketing channels;Fifth,strengthen financial management and control capital risks.This study can not only effectively solve the practical problems in the operation and management of agricultural distributors in Wuchuan,but also provide application reference for the operation and management of agricultural distributors in other parts of China.