山西特色农产品营销渠道优化与维护

特色农产品营销渠道的通畅与否,直接影响着生产者价值的实现和消费者需求的满足。山西特色农产品虽有特色、有市场,但营销渠道尚存在层次多、环节多、分散化、弱控制、稳定性差等缺陷,特色农产品在交易和转移中缺乏应有的竞争力。只有对营销渠道的结构、组织、运作方式、成员关系等进行优化和维护,才能实现提高渠道运行效率、保持山西特色农产品持久优势、增加农民收益的目的。

Upgrade and Maintenance of the Marketing Channel of Shanxi Agriculture Feature Products

The channel efficiency of the agriculture feature products have direct impact on the realization of producers’ value and the consumers’ demand.Although Shanxi agriculture feature products have its own characteristics and marketing,it is still lack of competitiveness in trading and transferring.The existing channels present complex channel chain,channel decentralization,weak control and poor stability,which have a negative effect on the products’ marketing competence.If we upgrade and maintain the marketing channel’structure,organization,mode of operation and member relationship,we can improve the channel efficiency and maintain the persistent competition advantage to increase farmers’ income and satisfy marketing’s demand.