摘要随着我国经济的快速增长与社会的不断发展，国内农产品的营销现状产生了较为明显的变化，这种变化主要表现在农产品的供给从短缺向有余转变；消费者的需求从单一的生存数量型向综合的享受优质型转变；交易市场从农贸市场向超市转变。有关于农产品的营销策略选择已经逐渐成为农业体系发展中最重要的核心环节。陕西的特色农产品营销经过多年的探索和建设，发展与进步明显，特色农场品营销体系已经基本建立。但同时面临的问题与欠缺也有不少：如特色农场品生产者市场意识不强，市场组织化程度偏低；特色农场品产销环节联系不紧密，窗体顶端一个断路现象;一些龙头企业，合作社等专业的营销身体比较虚弱的，带动农户开拓新市场，能力有限;农业标准化和特色农场品品牌化建设进程相对缓慢，特色农场品整体质量水平低，市场竞争力弱等等。面对国内外激烈的市场竞争环境，陕西的特色农场品要想获得进一步突破和发展，关键还是在于解决好特色农场品的营销问题。在本文中，对控制的有效性的陕西特色农产品营销分析和讨论后的现状进行了所有的基础上，分析成绩和改进，以及相应的政策建议和营销策略的存在。陕西特色农场品发展的未来定位是要重点开拓优势特色农场品行业的营销发展，在寻求和探索具有新区特色的特色农场品营销发展模式中，应该注重政府扶持和市场协作相结合的运行方式；希望本文对推进陕西特色农业产业化发展、特色农场品营销体系建设以及陕西“三农”现代化进程有所裨益。关键词：特色农场品；市场竞争；营销策略ABSTRACTWiththerapidgrowthofChina'seconomyandsocialdevelopmentandcurrentsituationofmarketingofdomesticagriculturalproductsproducedobviouschange,thischangeismainlymanifestedinthesupplyofagriculturalproductsfromshortagetosparechange;consumerdemandfromsinglelivingquantitytypetointegratedenjoythequalityandtypeofchange;tradingmarketfromthefarmersmarkettochangethesupermarket.Thechoiceofmarketingstrategyofagriculturalproductshasgraduallybecomethemostimportantcorepartinthedevelopmentofagriculturalsystem.Afteryearsofexplorationandconstruction,thedevelopmentandprogressofShaanxi'sspecialtyagriculturalproductsmarketingisobvious,andthemarketingsystemofcharacteristicfarmproductshasbeenbasicallyestablished.Butwhilefacingproblemsandshortcomingshavelot:suchasthecharacteristicfarmproductsproducermarketconsciousnessisnotstrong,lowdegreeofmarketorganization;characteristicfarmproductsproductionandsaleslinkdoesnotclose,thereisadisconnect;partoftheleadingenterprises,cooperativesandothermarketingbodyweaker,drivefarmerandmarketdevelopmentabilityislimited;agriculturalstandardizationandcharacteristicsoffarmproductbrandconstructionprocessisrelativelyslow,lowcharacteristicfarmproductsoverallqualitylevel,marketcompetitivenessweak,andsoon.Inthefaceoffiercemarketcompetitionathomeandabroad,thecharacteristicsofShaanxifarmproductsinordertogetafurtherbreakthroughanddevelopment,thekeyliesinthemarketingcharacteristicsoffarmproductstosolvetheproblem.ThroughtheanalysisandstudyofthecharacteristicsofShaanxifarmproductsmarketingsituation,basedongraspingtheoveralldevelopmentoftheachievements,problemsandshortcomingsareanalyzed,andputsforwardcorrespondingsuggestionsandCountermeasuresofmarketing.PositioningforthefuturedevelopmentofShaanxicharacteristicfarmproductsistofocusontheexpansionofmarketingdevelopmentofcharacteristicsandadvantagesoffarmproductsindustry,toseekandexplorenewfeaturescharacteristicfarmproductsmarketingmodel,shouldpayattentiontothecombinationofthesupportofthegovernmentandthemarketcoordinationoperationmodewith;IhopeitishelpfultopromotethecharacteristicsofShaanxiagriculturalindustrializationdevelop...
