基于4P理论分析我国农产品“农超对接”销售模式存在的问题及对策

"农超对接"是解决鲜活农产品卖难、买贵问题的一种"超市+基地"的销售模式。根据市场营销学中的4P理论对当前"农超对接"的销售模式进行探究,发现存在着农产品品质难以标准化、零售价过高、流通环节发展滞后、宣传促销力度不够等问题,这些问题限制了我国农产品"农超对接"销售模式的发展。对此,建议通过推行标准化生产、降低成本费用、加大物流基础设施投入、搭建信息沟通平台等措施来完善我国农产品"农超对接"销售模式。

Problems and Countermeasures of Farm- Supermarket Direct Supply for Agricultural Products Based on 4P Theories

The Farm-Supermarket Direct Supply is one kind of sales model "supermarket + base" to solve the problem of difficult sale and expensive purchase of fresh agricultural products.The sales model of Farm-Supermarket Direct Supply was explored by the 4P marketing theory in this paper.It was found out that the lower standardization of agricultural product quality,the higher retail price,the lagging circulation development and the lack of promotional marketing were the main reasons constraining the development of Farm-Supermarket Direct Supply.So some proposals were put forward to perfect the sales model of Farm-Supermarket Direct Supply,which included implementing standardized production,reducing costs,spending more on logistics infrastructure and setting up information communication platforms.