农产品营销现状与对策分析

我国有机农产品的发展现状及营销对策分析

摘要

改革开放三十多年以来，我国农业生产和发展获得了巨大的成功，农产品市场总量充足、品种丰富，农业为提高人民群众的物质生活水平作出了巨大贡献。随着农业发展进入新的阶段，尤其是进入21世纪以来，我国农业产品及市场状况发生了显著的变化：一是农产品的生产总量呈现供过于求的状况，整体农产品市场供大于求的格局已经全面形成；二是农产品的品种、质量不能完全适销对路，主要体现在低质品种多，优质品种少，普通产品多，专用产品少。这种状况导致农产品市场整体营销效率低下，其外在表现就是农业增产但农民不增收，农业比较效益低。这既制约着农民生活水平的提高，也制约着农民对农业再生产过程中的投入，更制约着农业对工业乃至整个国民经济的拉动。这种状况在社会主义市场经济体制逐步建立和完善的今天，已经显示出它的弊端。我国加入WTO已有十多年，农业发展由数量型转向质量型，国内农产品市场逐步开放，国外质优价廉的农产品进入国内市场，农产品市场营销方面的矛盾愈来愈突出。如何调整农产品市场营销战略，化解农产品市场营销中的矛盾已成为当务之急。

有机农产品是我国现代农产品的重要组成部分和主要发展方向。我们必须认识和把握有机农产品的发展趋势和内在意义，科学地分析我国有机农产品发展的现状及其存在的主要问题，在此基础上提出推进我国有机农产品发展的措施和对策。

本文首先分析了我国有机农业以及有机农产品目前的发展现状，在此基础上，阐述了制约我国有机农产品发展的因素以及相应的对策建议，最后着重分析了发展有机农产品的营销策略。

关键词：有机农产品，营销对策，现状，营销策略

RESEARCH ON CURRENT SITUATION AND

COUNTERASURES ANALYSIS OF ORGANIC

AGRICULTURAL PRODUCTS IN CHINA

ABSTRACT

Since thirty years of reform and opening,The agricultural production and the development of China's agricultural products markets has made sufficient amount and variety of improving the people's material life level and achieved huge success.Along with the agricultural development has entered a new age, especially since twenty-first Century, some significant changes have been taken place in the area of agricultural product in china。On the one hand，due to the excess capacity of agricultural products,the oversupply situation has been fully formed.On the other hand the variety and quality of agricultural product is not able to completely marketable,because there are too many ordinary and Low quality products instead of high quality and appropriative products.This situation led to low efficiency of agricultural product's sale and the low comparative advantage of Agriculture(farmers' income decreasing while agricultural production increasing ).This may restricts not only the improvement of farmers' living standard,but also the pull from agriculture to industry and even the whole national economy.And today ,this situation has shown its drawbacks.As agricultural development has from quantity to quality and the domestic agricultural market has been gradually opening up,The contradiction between supply and demand is more and more serious,Since China's accession to the WTO has more than 10 years.How to adjust the marketing strategy of agricultural products, to resolve contradictions marketing of agricultural products has become a pressing matter at this moment.

Nowadays,Organic agricultural products is an important part of modern agricultural products and the main development direction in China.we must know the development trend of organic agricultural products and it's inner meaning and analyse the current situation and