2015-07-30 14:45
Ouyang article: agricultural products direct to the role of agricultural industrialization
[CNDSN7] 30 (Ouyang Wenzhang / author) agricultural products direct sales has become an important topic in the direct selling industry. From an economic point of view, marketing is a very important part of the agricultural industrialization management, therefore, the direct agricultural products direct to accelerate the pace of development of agricultural industrialization, has a very important role.
Unmarketable agricultural products is flawed in the development of agricultural industrialization ""
Some people think that, the problem of poor sales of agricultural products is only related to the peasants' income. Obviously, this is only the surface of the phenomenon. Unmarketable agricultural products has seriously affected the operation of agricultural industrialization. For example, large fluctuations in the prices of agricultural products, hand, affects agricultural products dealer business ideas and business model, until the impact to the agricultural products urban consumers consumption expected; on the other hand, affect agricultural products storage, processing, deep processing enterprises in the normal production business, which has influence to the resident consumption price index, impact on Farmers' income, influence of warehousing logistics enterprises, influence to the dealer, effects of processing enterprise of agricultural industrialization, effect of retailer terminal and on the end consumer influence, caused by damage to agriculture, rural areas and farmers is a chain of, like dominoes.
Also some person mainly due to agricultural products often slow-moving is poor information, circulation is not standardized, and even the rise in oil prices, tolls, traffic fines are included in the cause of agricultural products unsalable. In fact, this is the surface phenomenon. Beverages, edible oil, food and other leisure are unsalable? There are, of course, but there is no public concern. Why not influence on the related enterprises to be injured in the sinews or bones? The reason is very simple, these enterprises is based on consumer demand to do positioned to develop the corresponding marketing programs, through their perfect scientific and standardized marketing system to control the marketing activities and, therefore, does not exist "drink cheap is hurt enterprises increased beverage marketing competition. Agricultural production of no organization can't demand, the agricultural products marketing system lack of market control, agricultural products brand image and, is the origin of agricultural products unsalable, the measures to solve the problem of farmers and agricultural industrialization enterprises must through the appropriate way on their own products marketing plan have control of power.
Visible, poor sales of agricultural products is a "flawed" in the process of agricultural industrialization development, crack phenomenon of poor sales of agricultural products has become an important link to accelerate the development of agricultural industrialization.
The direct selling model of agricultural products in Japan has reference function
In the early 90 's of twentieth Century, a new circulation mode of agricultural products circulation market in Japan - direct shop. The so-called direct shop is a set up in the farm around the local agricultural products sales. Japan's agricultural products direct shop has the following two characteristics:
One is the direct shop to the local farmers as the main body, the farmers become the dominant channel of circulation. This is the most important feature of the shop is different from other distribution mode. In this mode, the farmers are no longer passive, they play a dual role in the producers and commodity managers of agricultural products. They are engaged in agricultural production, one side and the rest of their consumption of agricultural products to get direct selling shop to sell. In this way, the equivalent of the farmers directly with the market convergence, to solve the problem of agricultural products sales difficult. In addition, through the direct shop also makes the farmers have a certain agricultural products to the final sales price of the right to develop.
Two is a real estate sales. This is one of the most important characteristics of direct selling shops. Japan is a small peasant economy, and there is also the problem of agriculture, countryside and farmers. To solve the "three rural" issue, the circulation of agricultural products is the key. In order to facilitate the sale of agricultural products, direct shop is generally in the suburbs of the city, urban and rural areas or agricultural products, as far as possible to shorten the distance from the origin to the consumer. Real estate marketing research not only shorten the distance space, also can greatly save time and cost of circulating, and activation of the local economy, very high income of the farmers, can be said to serve multiple purposes.
Direct marketing of agricultural products in Japan, is an important reference for China to solve the problem of poor sales of agricultural products. One can reduce the number of intermediate links, so that farmers get more benefits; second, agricultural products and market direct docking, to solve the agricultural products unsalable problems will become possible; three is to enhance the bargaining position of farmers, improve the peasant main body position in the process of agricultural industrialization. It is understood that some of the major agricultural provinces and economically developed provinces, as long as the Japanese agricultural products to promote the direct mode, and promote the development of agricultural industrialization, welcomed by farmers.
Agricultural products marketing and direct sales staff should work along both lines of generalized
Direct marketing and direct marketing in broad sense, narrow direct selling is generally refers to the direct marketing. Japan's agricultural products direct to the generalized direct, direct selling company's direct marketing belongs to the staff. Generalized direct selling agricultural products, Shandong, Henan, Jiangsu and other places have been carried out for many years, received a very good effect, it should continue to promote the work.
The general agricultural products direct sales and direct sales staff should work along both lines. Agricultural products of the first to solve the problem is the "entry". Commerce Department of the five major categories of direct selling products is not agricultural products, therefore, the agricultural products into direct product category is the primary work. I think, not all agricultural products can into the direct product category, should be after screening can be approved for direct product, the direct sale enterprise through direct sales to a high in the deep processing of agricultural products with high technology content and added value. Jiangsu Anhui, Jilin Metro sales products, belongs to agricultural products.
To achieve a high level of direct sales and high added value of the deep processing of agricultural products, direct selling enterprises should be the agricultural industrialization projects for investment. Such as garlic, tea, mulberry, mushroom, Maca, Cordyceps, soybean, corn and other, can be converted into with the function of health care products through the scientific research and production. Direct selling enterprises should to rural investment that agricultural industrialization projects, the implementation of large-scale cultivation, and farmers signed long-term contract of purchase and sale, both to ensure that improve the income of farmers, and ensure the supply of raw materials for production enterprises, is a good thing to kill two birds with one stone. At the same time, the strength of the agricultural products deep-processing enterprises, eligible to apply for direct selling business license to the Department of commerce under the State Council and the high scientific and technological content and added value of deep processing of agricultural products into the channels of direct sales personnel.
It should be noted that in the process of personnel direct sales can not change the farmers' main position in the agricultural industrialization. Now, a lot of rural agricultural cooperatives, direct selling enterprises of agricultural industry of investment, must respect the subjectivity of the farmers and the horizontal cooperation and agricultural cooperatives to fully listen to the views and suggestions of farmers, do not "deep pockets" and hurt the interests of farmers. Only truly respect farmers' subjectivity, direct sales personnel in scientific and technological content is high, additional value and high in the deep processing of agricultural products has strategic significance, the industry of direct sales personnel to the agricultural industry of an important role to truly reflected. 3
(the author is expert of the expert committee of the Chinese market society).
Editor: Wan Wan
|