海南农产品营销供给侧改革研究-DPIProceedings.PDF

2017 2nd International Conference on Humanities Science, Management and Education Technology (HSMET 2017) ISBN: 978-1-60595-494-3 The Study on Supply-Side Structural Reform of Hainan’s Agricultural Products Tieyu Sun Hainan Radio and TV University, Haikou, Hainan, China Keywords: Supply-side structural reform of agricultural products, Marketing of agricultural products, Market competitiveness. Abstract. Accelerating economic transformation and upgrading based on supply-side structural reform is significant for Hainan to become a national tropical modern agricultural base. Hainan is an ecological province and its leading industry is service industry dominated by tourism. Therefore, Hainan’s industry structure is comparatively simple. One of the emphases of supply-side structural reform is to strengthen agriculture and optimize agriculture structure by brand cultivation, channel innovation and industry integration. To make tropical agriculture become Hainan ’s competitive industry by enhance tropical efficient agriculture. 海南农产品营销供给侧改革研究 孙铁玉 海南广播电视大学，海口，海南，中国 关键词: 农业供给侧结构改革; 农产品营销;市场竞争力 中文摘要. 以供给侧结构性改革为主线，加快经济转型升级，对实现国家赋予海南成为国家 热带现代农业基地的定位意义重大。海南以生态立省，主导产业是以旅游业为龙头的服务业， 产业结构相对单一。因此，农业供给侧结构改革的重点之一是补“农业短板”，通过结构优化、 品牌培育、渠道创新及产业融合的营销策略，做强热带特色高效农业，使热带农业成为海南 省的优势产业。 1．引言 优化农产品结构，增加高端农产品的有效供给，提高农产品附加值，塑造优质特色农产 品品牌，凸显农产品的“海南”地理标志，这对有效解决海南农业布局不合理、低效产业占比 重、阶段性的供过于求和供给不足并存等问题，促进海南农业增效和农民增收、助力脱贫攻 坚具有重要意义。 2 ．海南农产品营销现状及瓶颈分析 374 海南农产品产业规模小，布局较为分散，经济主体组织化程度化低、特色内涵还不够， 加之现有的营销模式导致海南农产品“王牌不王”，制约了其生态、可持续发展。 2.1 农产品绿色生产跟不上 当前我国已进入消费主导农业发展转型的新阶段，随着消费水平提高和消费结构升级， 绿色农产品市场需求越来越大。这就需要从生产端、供给侧增加绿色优质农产品的供给。然 而