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Fujian Yellow Chicken high cost of marketing channels and products from producers to consumers inefficient circulation, damaging consumer welfare, and to Fujian Yellow Chicken slower pace of industrial development.How to optimize and improve the marketing channels to ensure Fujian Yellow Chicken with high efficiency of marketing channels, with rapid turnover, no longer puzzled by the difficulty in selling, marketing channels is the Fujian Yellow Chicken of the important issues.Based on the basic theory of marketing channels, this study related to agricultural marketing channels and logistics and transaction costs theory, analysis and evaluation of marketing channels, Fujian Province, the status quo within the Yellow Chicken, Yellow Chicken of marketing channels to optimize the main objective, that is run efficiently target product quality goals, safety goals channels and channel development goals, and optimize the main direction, namely, the production of standardized and industry, process information, create and build brands, marketing channels, the main organization, channel relationships of co-operative, wholesale and retail markets functional.Fujian Yellow Chicken and proposed specific optimization measures, including measures to optimize production processes, optimization and marketing channels, wholesale retail terminal optimization measures.
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