我国农产品营销渠道优化研究

Optimization of Marketing Channel of Agricultural Products in China

农产品营销渠道是指农产品从生产者向最终消费者转移过程中所采取组织方式,目前我国农产品营销渠道主要是多种经营方式、多条流通渠道相结合的"小生产,大市场"农产品营销渠道格局,但以农产品批发市场和农贸市场为主的"多层次、多环节、分散化、弱控制"的营销渠道有很大弊端,为适应新的营销环境,必须进行农产品营销渠道优化创新。

Agricultural product marketing channel refers to the organization form,by which the agricultural products will be transferred from the producer to the final consumer.In China,the agricultural product marketing channel pattern is mainly diverse forms of markets combined with multiple distribution channels"small production,big market",but the agricultural product wholesale market and farmer’ s market(multilevel,multiple,fragmented,weak control) marketing channels have some disadvantages,so the optimization and innovation of the agricultural product marketing channels must be made to adapt to new market environment.