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摘要：随着我国经济的持续稳定发展，农产品生产虽然早已解决了困扰我国的温饱问题，但经营和管理中仍然存在着很多不合理和不完善的地方，甚至经常出现农民增产不增收、“农产品卖难”问题。除了我国农产品生产者科学文化素质不高和种养殖技术比较落后的因素外，农产品营销渠道的建设和运作的不科学性是造成这些困扰的主要原因。本文在对我国农产品营销渠道的特点、建设现状和发展趋势研究的基础上，分析了我国农产品营销渠道中存在的中间环节过多、辐射范围小、交易方式落后等问题，提出增强物流及供应链管理、缩短营销渠道、提高农产品营销渠道的辐射能力、运用现代营销手段发展多元交易方式等优化策略，从而希望为我国农产品的高效经营和流通提出一些建议，更好地解决三农问题、满足人民的生活需求，促进我国经济的发展和社会的繁荣稳定，向全面建设小康社会的奋斗目标迈进。43460
毕业论文关键词：农产品；农产品营销渠道；优化策略
Study on Optimization of Marketing Channel of Agricultural Products in China
Abstract: With China's sustained and stable economic development, agricultural production has already solved the problem of food and clothing, but still exist in the operation and management of many unreasonable and not perfect places, even often farmers ' production is not increasing, "selling agricultural products". In addition to the scientific and cultural qualities of agricultural products producers are not high and seed breeding technology behind things, agricultural products marketing channel construction and operation are not scientific are the main causes of these problems. Paper in on China agricultural marketing channel of features, and construction status and development trend research of based Shang, analysis has China agricultural marketing channel in the exists of link too much, and radiation range small, and trading way behind, problem, proposed enhanced logistics and the supply chain management, and shortened marketing channel, and improve agricultural marketing channel of radiation capacity, and using modern marketing means development multiple trading way, optimization strategy, to hope for China agricultural of efficient business and circulation proposed some recommends, better to solution three agricultural problem, and Meet the people's needs, promoting China's economic development and social prosperity and stability, to comprehensive construction of well-off society goal ahead.
Key words: Agricultural products; Agricultural products marketing channel; Optimization strategies
目 录
摘 要 1
Abstract 1
一、农产品营销渠道理论概述 2
（一）市场营销中农产品的内涵 2
（二）农产品营销渠道的概念 2
（三）农产品营销渠道的功能 3
二、我国农产品营销渠道分析 4
（一）我国农产品营销渠道的类型 4
（二）我国农产品营销渠道的特点 5
（三）我国农产品营销渠道的现状 5
三、我国农产品营销渠道存在的问题 7
（一）营销渠道主体科学文化素质和产业化程度低 8
（二）我国农产品物流发展缓慢，市场规模较小 8
（三）农产品营销渠道中间环节过多、主体繁杂