国内农产品营销渠道研究综述  

Summary of Domestic Agricultural Products Marketing Channel

作　　者：龚映梅[1] 刘明凤 GONG Ying-mei;LIU Ming-feng(School of Management and Economics,Kunming University of Science and Technology,Kunming,Yunnan 650504)

机构地区：[1]昆明理工大学管理与经济学院,云南昆明650504

出　　处：《江苏商论》2023年第10期9-13,共5页Jiangsu Commercial Forum

基　　金：“云南绿色食品品牌发展路径与对策研究”2022年度昆明理工大学云南产业发展研究重点项目,项目编号:2022Z20。

摘　　要：通过对2002—2022年有关国内农产品营销渠道研究文献的搜集和分析,发现在这一研究时段内,影响国内农产品营销渠道发展趋势的主要因素包括国际经济一体化、技术含量低、流通链条过长等问题。解决这些渠道问题,建议培养和创新农产品渠道主体,加大渠道技术投入力度,优化渠道结构和模式。要根据不同的农产品类型和生产地类型而制定差异化营销策略,培养符合渠道发展趋势的各环节渠道主体,建立渠道全程可追溯系统等。Through the collection and analysis of research literature on domestic agricultural Marketing channel from 2002 to 2022,it is found that the main factors affecting the development trend of domestic agricultural Marketing channel during this research period include international economic integration,low technology content,too long circulation chain and other issues.To address these channel issues,it is recommended to cultivate and innovate agricultural product channel entities,increase channel technology investment,and optimize channel structure and models.We need to develop differentiated marketing strategies based on different types of agricultural products and production locations,cultivate channel entities in line with channel development trends,and establish a traceability system for the entire channel process.

关 键 词：农产品营销渠道 发展趋势 渠道主体 渠道技术 

分 类 号：F71[经济管理—产业经济]