日本农产品营销管理机制及对中国的启示

Japanese Agricultural Product Marketing Management Mechanism and Its Enlightenment to China

文章以农产品营销理论为基础,指出日本农产品市场主要针对国内消费者,其中政府、农产品协会等扮演了重要角色,共同努力建立了完善的农产品市场营销渠道,阐述了日本农产品营销具有规范的渠道管理、交易效率高、最大程度保护本国农产品、统一规划、宏观调控等特点。对我国农产品营销的启示是:农产品生产区域化、专业化、大力扶持和培育农民合作组织和行业协会、建立功能齐全的农产品市场体系、加快农产品质量、价格渠道及政府、农协和企业之间要加强合作。

Based on the theoretical analysis of the marketing of agricultural products, agricultural products in Japan market mainly for domestic consumers, the government, agricultural products association played an important role, together to set up a marketing channel of agricultural products perfect, elaborated the Japanese agricultural products marketing channel management standard, high transaction efficiency, maximum the degree of protection of domestic agricultural products, unified planning, macro-control and other characteristics. On China＇s agricultural product marketing enlightenment： Agricultural Production Regionalization, specialization, support and cultivating rural cooperative organizations and industry associations, the establishment of functional market system of agricultural products, accelerate the quality of agricultural products, prices and channels of government and enterprises should strengthen cooperation.