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Research into the Integration of Vegetable Marketing Channels in Qingzhou City

Author: DuZhiYong
Tutor: ZhaoKai
School: Northwest University of Science and Technology
Course: Rural and Regional Development
Keywords: Qingzhou City vegetable growing marketing channels
CLC: F326.13
Type: Master's thesis
Year: 2011
Downloads: 239
Quote: 1
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Abstract


In recent years, the vegetable growing of Qingzhou has been developing rapidly and vegetables have become our city’s important economic crop. Developing vegetable industry is a vital way for farmers to get rid of poverty and become better off,which also contributes to keeping the local economy developing sustainably,healthily and quickly. However,there remain many problems in vegetable production and marketing at present. Firstly,the production distribution and industrial structure are not reasonable. Secondly,the sales ideas and manners are backward. Thirdly, the sales channel is too long and the the cost of logistics is too high. Fourthly, the sales channel is not skillful and there are too many participants. Fifthly,the top enterprises are not competitive and powerful. Finally, the farmers have no quick access to information.These problems are stopping the vegetable industry of Qingzhou well developing,so we have to research into the integration of sales marketing channels.In the paper,the present sales condition and manners of Qingzhou vegetable are deeply analyzed.In order to integrate the vegetable sales channels,the vegetable characters should be considered and the customers’demands should be met.Only in conformity with the principles of real efficiency,economy,competition and customers’satisfaction can we optimize the vegetable sales channels.It is best to combine zero-layer channel,one-layer channel with two-layer channel and make the channels short,broad,concentrated or multiple. Based on the analysis about the influential factors of choosing vegetable marketing channels,I suppose we can integrate the marketing channels in the following ways.First,we ought to optimize the production distribution and industrial structure.The best production distribution should be decided by the local natural and economic condition as well as the market demands;Also, the vegetable breed structure should be adjusted to enlarge the brand vegetable base.Second,we ought to be active in developing agricultural professional cooperative.The loose farmers are organized to form cooperatives so as to operate meticulously,intensively and have a large scale,which can promote the current agricultural development,make the farmers better off together and improve the rural management. Third,we ought to bring forth new sales ideas and strengthen the competitive ability of the top enterprises.According to the market demands,the combination of production,supply and sales is to be set up;The economic power,scale and competitive ability of top enterprises should be improved in order to promote the vegetable industy development.Fourth,we ought to enhance the building of vegetable marketing channels to serve the vegetable industy development.The key sector is to extend market and get smooth marketing channels.Thus,we should speed up the software and hardware building of vegetable marketing channels to lay foundation for vegetable industry development.Fifth,we ought to improve the skills of Qingzhou vegetable industy.In modern agriculture,the scientific technology is becoming more and more important.Improving vegetable quality,developing organic vegetable,making use of new technology and many other things all depend on technology.So we should take measures to set up technological supporting system to improve the technological level of vegetable industyFinally,we ought to pick up the speed of building information network to serve the development of vegetable industy.The collection,analysis and the use of the information has also been becoming more and more important for economic development.Therefore,the perfect,all-sided and three-dimensional vegetable industy information network system should be founded to serve the sales and development of Qingzhou vegetable.

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CLC: > Economic > Agricultural economy > China 's agricultural economy > Agricultural sector economy > Farming > Horticultural crops
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