Agricultural marketing refers to the process of transferring agricultural products from producers to consumers, production operators in order to meet the needs of consumers, and at the same time to achieve their own goals and a series of creative activities, that is, the market for agricultural products to conduct research and study, according to the market demand for the production of products to meet the market demand, and then to reasonable prices and effective publicity through efficient distribution channels to sell agricultural products to consumers at the time and place people need. The price with the help of effective publicity, through efficient circulation channels to sell agricultural products to consumers at the time and place people need.
l several characteristics of agricultural marketing
(1)Agricultural marketing includes the whole process of production, addition and marketing, the risk is higher, more dependent on nature, the process of many uncontrollable factors, which leads to the production and management of agricultural products face a very high level of natural risk, and the small ratio of input to output, the return on investment for a long period of time, a low rate of return. (2) Low elasticity of agricultural products, price changes caused by changes in supply and demand is small. (3) The inconsistency between the production and consumption of agricultural products in time and space. This is mainly reflected in the self-sufficiency of farmers and the continuity of people's demand for agricultural products and the seasonality of production.
2 Domestic and foreign agricultural marketing methods and the status quo
2.1 Foreign agricultural marketing status
European and American countries such as agricultural products exporting countries, agricultural production is highly concentrated, the product of the market, information technology, and high technological content, and thus its marketing channels are shorter, mainly from the origin of the wholesale market sold directly to retailers, which is characterized by: (1) the origin of the market is concentrated. Such as the United States high degree of regionalization of agricultural production, the formation of corn, wheat, soybeans, vegetables, fruits and other production areas, the origin of its agricultural products market is very centralized, in the entire sales channel system, the origin of the wholesale market and retailers accounted for 98.5% of the transactions. (2) wholesale market radiation city agricultural products distribution market. Such as the United States, developed highway and railroad transportation, agricultural products can often be quickly transported to the big city station, so that the supply of agricultural products is not concentrated in the suburbs of the big city, but in the distant production areas, the wholesale market of its sales accounted for 20% of the total volume of transactions in agricultural products, but the formation of prices of agricultural products has a dominant role. (3) short sales channels, fewer links, high efficiency. The United States 78.5% of agricultural products from the origin through the distribution center directly to the retailer, and the station wholesaler sales accounted for only about 20%. Due to the channel link less and agricultural products circulation speed, low cost, thus greatly improving the efficiency. (4) Service channel organization is complete. In order to cooperate with the efficient circulation of agricultural products, there are many channel organizations specializing in the exchange of agricultural products
Services, such as loading and unloading companies, transport companies, processing and sorting distribution centers, and banks and so on. (5) the wholesale market internal transaction mode is mainly based on auction, agent sales. Based on the wholesale market, the formation of agricultural futures markets, such as the Chicago futures market. As a result of the use of public auctions, agency sales (or purchase and sale) and futures trading, so that the market price of agricultural products to fully reflect the changes in supply and demand in the market, so that the wholesale market to dominate the market price formation of agricultural products and information dissemination mechanism.
Japan and other industrially developed countries are mainly agricultural importers, more of their agricultural products rely on imports. Agricultural products circulation channels are complex, there is a central wholesale market, local wholesale markets, intermediary wholesale markets and retail organizations and supply organizations, there are orders limited production, life associations order distribution, etc.. Its channel characteristics are as follows: (1) many channel links, high circulation costs. Japan's Wholesale Market Law prohibits intermediaries from engaging in wholesale business, so that a very small number of wholesalers (e.g., Jusisha, etc.) from the origin market, so the vast majority of agricultural products have to go through multiple levels of transactions in the wholesale market, thus increasing the cost of distribution of agricultural products. (2) channel circulation standardization, legalization, high efficiency. Despite the circulation of many links, but the Japanese wholesale market using auctions, bidding, pre-sale, sample trading, and even the same product two organizations at the same time auction, the formation of the price of open and fair.
Worthy of China's experience is: (1) the regionalization of agricultural production. Regional distribution of agricultural production in the United States to facilitate the formation of scale effect of the origin market, is conducive to the distribution of agricultural products. (2) Drawing on Japan's experience, regulate the behavior of the agricultural market, the development of laws and regulations. (3) Diversification of channel organizations, especially agricultural professional cooperatives. In Japan and the United States the vast majority of farmers to join cooperatives, in agriculture before, during and after the establishment of a variety of cooperatives for farmers and agricultural services, it is one of the best forms of farmers to enter the market. (4) Enterprise and marketization of management. The industrialization of agriculture in Europe and America has led to the differentiation of various professional industrial enterprises within agriculture. (5)Shortening and integration of channel structure.
2.2 China's agricultural marketing status quo
2.2.1 The rapid development of agricultural market construction is mainly because of China's agricultural market after more than a decade of high-speed growth and expansion of the scale of the market, is now gradually realized from the quantity of expansion to the quality of the transformation of the circulation of the scale of the stage, the market hardware and facilities have improved significantly, the grade of commodities is increasingly improving the quality of the market operation is becoming more and more optimistic. The quality of market operation is becoming more and more favorable.
2. 2.2.2 Agricultural wholesale market has become the main channel for the circulation of agricultural products at present, large, medium and small cities consume 80% to 90% of fresh agricultural products are provided through the wholesale market.
2. 2. 3 to distribution, supermarkets, hypermarkets and other modern distribution methods are developing rapidly which has become a new member of the agricultural marketing channel system, and the traditional market in the retail terminal launched a fierce competition.
2.2.4 Agricultural marketing intermediary development is active, a variety of agricultural products, such as the main body of the purchase and marketing of individual households, professional households, consortiums continue to grow these intermediary organizations, so that the farmers of a small-scale production and large-scale market to achieve the docking, to change the past production and marketing disconnect the embarrassing situation, and effectively alleviate the problem of agricultural products difficult to sell. Their emergence has led to the development and expansion of the upstream production base, leading farmers to the market, helping farmers get rich, and playing a positive role in regional agricultural development.
3 China's agricultural marketing in the main problems
3.1 Agricultural products marketing infrastructure investment is insufficient
This is mainly agricultural products market, not enough channels, agricultural products storage facilities, agricultural products marketing cold chain construction is insufficient and agricultural products marketing in the tax and transportation concessions unfavorable and so on.
3.2 agricultural marketing professionals less
At present, most of the agricultural marketing farmers born in the past for the production and marketing, although a number of small traders and vendors into the development of agricultural marketing brokers specializing in agricultural products, but more than a lack of professional training, it is difficult to integrate the modern marketing of agricultural products will be the production of agricultural products, marketing planning, sales implementation of the composite talent is even more difficult to find, it is not in keeping with our This is incompatible with our agricultural country.
3.3 product standardization, branding costs are high, agricultural marketing rules to be standardized
Currently, although China has established a series of standards for the quality of agricultural production, marketing and certification system, but the standard use, construction, management needs to spend a lot of money, farmers can not afford; in addition, the market competition is not fair, the interests of farmers can not be protected, the circulation link is not smooth, The phenomenon of high quality but not good price prevails.
3.4 Weak Agricultural Information Network Construction
Farmers have difficulty in obtaining timely and accurate market information, and there is an asymmetry between production and consumer market information. Coupled with the quality of some farmers and self-protection is not enough, a variety of information do not know how to analyze, judge, identify, only subjective judgment, often can not be effective in market planning and accurate product positioning, resulting in the majority of road goods, homogenization is serious, often people make money to follow the study, and then come out of the results of the product is not accepted by the market.
3.5 agricultural products leading processing enterprises are not developed
Agricultural products storage, transportation and preservation of science and technology can not keep up, resulting in serious waste of agricultural products, agricultural products, marketing value-added can not be reflected.
4 How to improve the current marketing of agricultural products
Now the basic continuation of the old sales of agricultural products to the origin of the farmers' market as the main source, to the consumer farmers' market extension, the end of the supermarkets and community grocery stores into the tens of thousands of households, such a way will be in the future for a long time to come, but no matter how the modern marketing of agricultural products has quietly emerged, which in the original way of continuous enrichment On the basis of the original way, is gradually penetrate and change the traditional mode, to promote farmers to get rich. Overall modern marketing of agricultural products is to emancipate the mind and closely linked to consumer habits, consumer psychology, consumer potential, consumer mentality and many other aspects of learning advanced practices in the West, the agricultural camp sales extended to the production, processing and packaging, transportation and warehousing, sales channels in all aspects, through a variety of channels, the establishment of a variety of humane marketing model, in the quality of the product and food safety is fully guaranteed at the same time, in order to fast, efficient, income-generating to promote the flow of agricultural products, and to promote the development and development of agricultural products. In order to make the quality of products and food safety is fully guaranteed at the same time, to fast, efficient, income to promote the flow of agricultural products and farmers to get rich. The following is a brief introduction to these marketing methods and ideas.
4.1 Market orientation and differentiation strategy
Any place for agricultural production and marketing should be based on the local climate, resources, location, market and consumer groups to determine that farmers should pay attention to grasp the melon and vegetables. Agricultural products such as peak season and off-season price differences in the objective law, as far as possible to actively develop early or anti-season varieties, deliberately create a "time difference", so that the product listing time in advance or delayed, in time to sell at a good price. Farmers should learn to produce agricultural products to the market fine-tuning. Such as our urban household consumption is divided into three classes: a salaried consumer class, the second is a young white-collar workers and high-paying retired class, the third is the well-off class. The agricultural products consumed by these three classes are completely different: the salaried consumer class mainly consumes general agricultural products, the pursuit of cheap and affordable, most of the sales in the farmers' market (vegetable market), the price is more favorable, the amount of; young white-collar workers and high-paid retired class, consumption of agricultural products above the general, the pursuit of product nutrition and appearance, the pursuit of the product of the fashionable, prefer clean agricultural products, such as greenhouse-grown anti-seasonal seasonal agricultural products, etc., the pursuit of freshness, like to consume in the supermarket; well-off class consumption requirements are relatively high, more in pursuit of high-grade, unique, health care and pleasurable and other functions, such as osseous chicken, colorful turtles, black wheat and other agricultural products.
4.2 Agricultural marketing branding strategy
Branding is not only in the product identification, but more importantly, product quality, market reputation to consumers, to give consumers confidence and market influence, to give consumers material enjoyment at the same time, to bring consumers a certain degree of spiritual enjoyment. In practice, one is to create a brand name, the market competitiveness of advantageous products to implement trademark registration; two is to create a brand quality, in strict accordance with the quality standards of production, improve product quality; three is to create a brand of packaging, landscaping the appearance of agricultural products; four is to increase the publicity of creating a brand to set up a good brand image; five is to do a good job in protecting the brand, the enterprise should be their own brand for trademark registration, seeking legal protection. At the same time, should strengthen internal management, improve product reputation, improve product quality, cherish and maintain brand reputation.
4.3 Agricultural Product Processing Strategy
Agricultural product processing refers to the process of prolonging the shelf life, improving the product quality and increasing the value of the product through the joint efforts with the leading agricultural enterprises to carry out a certain engineering technology treatment of agricultural products to make them change the appearance of the form or the inner attributes, quality and flavor, so as to extend the shelf life, improve the quality of the product and increase the value of the product. Such as quick-freezing, dehydration, pickling, splitting, packaging and distribution, etc., to lengthen the marketing time of agricultural products, improve the added value of agricultural products; In addition, the same kind of agricultural products due to the listing of different time is a big difference in benefits, some profit, some even loss, generally can be taken to taste the early sale, storage to be sold, festivals and other ways to sell. For example, in the past, agricultural sales generally have to wait until the full maturity of the market for sale, when the price is not necessarily high, the benefit is not necessarily good. Such as green beans, green beans, green peanuts, green corn and other agricultural products, early listing not only sells well, and the price is higher than the same old ripe products, this is because people's consumption habits have changed, advocating fresh food. Therefore, the implementation of these agricultural products early picking market, you can get a higher benefit, do not have to stick to wait until the product is ripe and then harvested on the market.
4.4 highlight the special elements of food packaging strategy
Current consumer demand for agricultural products has produced a huge change, they not only require agricultural products to eat, but also require agricultural products to look good, so as a producer, not only to adjust the planting habits, and change some of the new tricks to meet the consumer fashion, and certain agricultural products often have a certain special background, such as historical and geographical background, humanities and customs background, myths and legends. Background, humanities and customs background, myths and legends or natural landscape background, such as Huaian Pu Cai, Qin Gong Meat Yuan and Wenlou Soup Buns, packaging design in the appropriate use of these special elements, can effectively differentiate between similar products, while enabling consumers to effectively connect the product with its background, and quickly establish the concept. For example, on New Year's Day one year, an old lady was selling two baskets of apples at the entrance of a university because it was very cold and very few people were buying apples. It so happened that after a marketing lecture a professor passed by, went up to discuss a few words with the old woman, and then went to the nearby store to buy a holiday weaving flowers with red ribbons, and with the old lady together with the apples two by two, and then shouted: "Couple apples, two dollars for a pair!" Passing couples feel fresh, with red ribbons tied together in a pair of apples do look very interesting, so many people are buying, not long before the apples are all sold out. In addition, the apples are labeled with auspicious words or patterns as well as square glass cabinets for watermelons to produce square watermelons and other ways to increase the added value of agricultural products.
4.5 Agricultural products greening strategy
Agricultural products green marketing strategy is with the current environmental pollution of agricultural products and people's living standards. At present, consumers are paying increasing attention to food safety, the consumption of pollution-free agricultural products, green food has become a trend. For this reason, we need to grasp the opportunity to develop green marketing of agricultural products. Specific measures are as follows: First, first set up the concept of green marketing, timely collection of green market information on agricultural products, in-depth study of the authenticity and feasibility of the information, to find and identify the consumer's "unsatisfied green demand", and then combined with the enterprise's own situation, the development and implementation of green marketing strategies for agricultural products; Second, the development of green plan The second is to formulate a green plan, develop green resources, local agricultural resources should be carefully studied and protected, follow the principle of sustainable development, strengthen the protection of the ecological environment, scientific and rational cooperation with the outside world to develop and utilize agricultural resources, relying on scientific research departments, through the authority of the product testing and certification, the use of green symbols for green marketing. Such as chicken free-range in the hillside woodland free-range to produce "local chicken", the use of marginal land production of wild vegetables and so on.
4.6 Distribution Strategy
Cities are expanding, buy agricultural products (especially safe and nutritious agricultural products) more and more inconvenient, so the specific consumer objects need to have the quality of agricultural products distribution, such as some hotels, schools and some high-consumption families, they are happy to enjoy the distribution of efficient and convenient services, do a good job of these target databases, the establishment of a large and stable marketing system, including advanced e-commerce, the establishment of a large and stable marketing system, the establishment of a large and stable marketing system, including advanced e-commerce. The establishment of a large and stable sales system, including advanced e-commerce, telephone, store and other distribution systems, which will be a development direction in the future.
4.7 Free experience strategy and education service strategy
The superiority and inferiority of agricultural products are completely embodied in front of the consumers, through the means of viewing, smelling, tasting and inspecting the products, letting the consumers understand what kind of product meets their own needs, so that it will greatly bring the consumers' sensory recognition closer to the consumers, so as to establish a solid sense of trust of the products, and to promote the products' consumption in the place in the right place and in the right time, such as agricultural Sightseeing tours and agro-tainment marketing forms. In addition, through liaison with the property, neighborhood committees, so that some residents of the community into the production of agricultural products, processing, transportation process, to show the quality of agricultural products inspection process, and agricultural products producers to communicate, is conducive to the establishment of a good relationship between supply and demand, to improve the supply and demand of mutual trust, while doing a good job in the coordination of production and consumption.
4.8 public welfare strategy
Agricultural products "go public welfare" strategy is also very important. Such as the combination of sports (now for the Olympic Games production of agricultural products is very popular) and meetings, travel, catering and many other public welfare activities, through a variety of forms of agricultural products involved in improving the visibility of agricultural products, so that a wide range of agricultural products in a variety of channels for the sale of agricultural products, agricultural products branding can be rapidly improved.
4.9 small-scale group purchasing strategy
Agricultural products to do group purchasing advantages, all the food in the family kitchen can be done
into gift sales. Such as through the packaging and labeling of agricultural products, a simple kind of agricultural products packaged into consumer fashion gift packaging, especially aquatic products, fruits, food, oil, eggs and so on. Small-scale group purchase is in a certain effective unit range, including institutional canteens, various offices, units, etc., as our national holiday is particularly large, so the festival agricultural gift sales will be exceptionally hot.
4.10 individual direct sales strategy
Agricultural products around the world can be effectively combined with the local community convenience stores, such as through the docking with the water station, laundromat, kiosks, teahouses, community clubs, etc., the agricultural products of the information released, which can greatly accelerate the speed of direct sales of products.
4.11 media network advertising strategy
Product promotion on the network will become more and more popular, what kind of product information can be found online. The network focuses on the production of the product, the sales process, highlighting the nutritional value of the product, what kind of consumers to adapt to, what are the benefits, after eating what changes in the body, etc., such publicity in the more popular online, the higher the visibility of the product, the more able to integrate with the family of } Xiao Fei. If necessary, you can use television and newspaper media combined to accelerate the pace of modern marketing of agricultural products.
4.12 Science and Technology Marketing Method
Farmers in a position to do so can invite science and technology experts and scholars, with the help of the celebrity effect or a special scene for a unique marketing campaign, triggering the attention and interest of consumers to improve the social awareness of their own agricultural products, so as to achieve the purpose of more sales and fast sales.
4.13 exchange marketing method
Farmers in the hands of agricultural products can not sell the price, you can negotiate with some merchants to exchange for some of their own applicable commodities, not only solves the problem of the merchants hard to sell, but also can be mutually beneficial, mutually beneficial. This kind of barter exchange promotion may also be a development direction in the future.