苏北特色农产品营销渠道效率影响因素研究—

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苏北特色农产品营销渠道效率影响因素研究——以裕华大蒜为例
Title:StudyonFactorsAffectingtheEfficiencyofMarketingChannelsforSpecialAgriculturalProductsinNorthernJiangsu:ACaseStudyofYuhuaGarlic
Abstract:
ThispaperaimstoexplorethefactorsinfluencingtheefficiencyofmarketingchannelsforspecialagriculturalproductsinnorthernJiangsu,usingYuhuagarlicasanexample.Byexaminingthecurrentmarketingchannels,analyzingthechallengesfacedbyfarmers,middlemen,andconsumers,andexploringpotentialsolutions,thisresearchhighlightstheimportanceofimprovingmarketingefficiencytoensurethesustainabledevelopmentoftheagriculturalindustryintheregion.ThefindingsofthisstudycontributetotheunderstandingofagriculturalmarketinginnorthernJiangsuandprovidepracticalinsightsforstakeholdersinvolvedintheproductionandmarketingofspecialagriculturalproducts.
1.Introduction:
SpecialagriculturalproductsplayacrucialroleintheagriculturalindustryofnorthernJiangsu.Theyarenotonlyimportantforlocaleconomicdevelopmentbutalsoenhancetheregion'suniqueculturalidentity.However,themarketingoftheseproductsfacesmanychallenges,affectingtheefficiencyandprofitabilityofthemarketingchannels.ThisstudyfocusesonYuhuagarlic,oneofthemostprominentspecialagriculturalproductsintheregion,toidentifythefactorsthatinfluencetheefficiencyofmarketingchannelsandproposepotentialsolutionsforimprovement.
2.CurrentMarketingChannelsforYuhuaGarlic:
Currently,themarketingchannelsforYuhuagarlicarecharacterizedbyadirectsalefromproducerstoconsumersorthroughamiddlemansystem.Farmersselltheirgarlicinlocalmarkets,onlineplatforms,ortomiddlemenwhodistributethemfurther.Whilethedirectsaleapproachenablesfarmerstoearnhigherprofits,themiddlemansystemoffersconvenienceandlogisticssupport.However,bothapproachesfacechallengesthathindertheefficiencyofthemarketingchannels.
3.FactorsAffectingMarketingChannelEfficiency:
3.1.Farmerlevelfactors:
-Lackofmarketinformationandknowledgeaboutmarketingstrategies.
-Limitedaccesstoinfrastructureandresourcesforpost-harvestprocessingandstorage.
-Lackofcollaborationamongfarmersto