在“互联网+”等现代化和创新性市场拓展特征的约束下，农产品营销 渠道的优化已成为当前我国农业供给侧结构性改革的重要内容之一,也能 为我国农业供给侧结构性改革向纵深推进打下坚实基础。然而，耒阳市传 统农产品营销渠道面临效率低下、范围狭窄、价值链条不完整等问题，如 何构建结构合理、功能完善、创新赋能的现代化农产品营销渠道成为了亟 待解决的重要问题。 本文首先在理论阐释农产品营销渠道的内涵、组织模式及结构的基础 上，探讨了供给侧结构性改革视角下农产品营销渠道优化的理论机制。其 次，通过问卷调查，本文分析了耒阳市农产品营销渠道的发展现状及存在 的问题。最后，本文基于供给侧结构性改革视角，提出了耒阳市农产品营 销渠道优化的对策建议。 本文研究结果表明：（1）在供给侧结构性改革的视域下，农产品营销 渠道的优化应着眼于产品结构优化、消费结构优化、流通结构优化、融资 结构优化四个方面。（2）目前，耒阳市农产品营销渠道主要表现为以渠道 内部关系为主的模式，还未形成有效的网络环境下的营销渠道模式。（3） 耒阳市农产品营销渠道存在的问题主要包括产品创新不足、消费拓展欠缺、 流通效率低下、融资市场失灵等问题。（4）供给侧结构性改革视角下耒阳 市农产品营销渠道优化应着眼于四个方面：一是基于创新战略培育产品竞 争力，二是基于“互联网+”视角拓展消费市场，三是基于物流融合视角提 升流通效率，四是基于金融平台搭建优化企业融资。通过本次研究，为耒 阳市的农产品营销渠道供给侧改革提供参考。以期促进耒阳市农产品营销 渠道供给侧符合渠道创新发展需求侧的需求，使渠道上游的农产品供应适 应渠道下游消费者的需求，使耒阳市农产品在满足耒阳市消费者需求、占 据耒阳农产品消费市场，并扩展到省内外的消费市场。 关键词：供给侧改革 农产品 营销渠道II Abstract Constrained by the characteristics of modernization and innovative market expansion such as "Internet +", the optimization of agricultural product marketing channels has become one of the important tasks of the current agricultural supply-side structural reform in China. Advance to provide effective guarantees. However, the traditional agricultural product marketing channels of Leiyang City face problems such as low efficiency, narrow scope, and incomplete value chain. The channel efficiency is low, the marketing scope is narrow, and the value chain of the channel is not fully reflected. How to build a reasonable structure, perfect function, and innovation Empowered modern agricultural product marketing channels have become an important issue to be solved urgently. This article first discusses the theoretical mechanism of agricultural product marketing channel optimization from the perspective of supply-side structural reform based on the theoretical interpretation of the connotation, organizational model and structure of agricultural product marketing channels. Secondly, through a questionnaire survey, this paper analyzes the development status and existing problems of Leiyang agricultural product marketing channels. Finally, based on the perspective of supply-side structural reform, this paper puts forward countermeasures and suggestions for Leiyang City's agricultural product marketing channel optimization. The research results of this paper show that: (1) Under the perspective of supply-side structural reform, the optimization of agricultural product marketing channels should focus on four aspects: product structure optimization, consumption structure optimization, circulation structure optimization, and financing structure optimization. (2) At present, the marketing channels ofIII agricultural products in Leiyang City are mainly manifested as a model based on the internal relationship of the channel, and an effective marketing channel model under the network environment has not yet been formed. (3) The problems of Leiyang's agricultural product marketing channels mainly include insufficient product innovation, insufficient consumption expansion, low circulation efficiency, and failure of the financing market. (4) From the perspective of supply-side structural reform, Leiyang City ’s agricultural product marketing channel optimization should focus on four aspects: one is to cultivate product competitiveness based on innovative strategies, the other is to expand the consumer market based on the "Internet +" perspective, and the third is based on logistics Integrating perspectives to improve the efficiency of circulation, the fourth is to build and optimize corporate financing based on financial platforms. This study provides a reference for the supply-side reform of agricultural product marketing channels in Leiyang City. With a view to promoting the supply side of Leiyang's agricultural product marketing channels to meet the needs of the channel's innovation and development needs, adapting the supply of agricultural products on the upstream channel to the needs of downstream consumers, so that agricultural products in Leiyang City can meet the needs of Leiyang consumers Agricultural product consumer market, and expanded to consumer markets inside and outside the province. Key words: Supply side reform, agricultural products, marketing channels目 录 摘要 ......................................................................................................................................................... I Abstract ................................................................................................................................................... II 1 绪 论 ................................................................................................................................................ 1 1.1 研究背景 ................................................................................................................................ 1 1.2 研究目的与意义 ................................................................................................................ 2 1.2.1 研究目的 .................................................................................................................... 2 1.2.2 选题意义 .................................................................................................................... 3 1.3 国内外研究状况 ................................................................................................................ 4 1.3.1 国外研究现状 ........................................................................................................ 4 1.3.2 国内研究现状 ..................................................................................................... 5 1.3.3 研究评述 ................................................................................................................... 7 1.4 研究方法及研究内容 ..................................................................................................... 8 1.4.1 研究方法 ................................................................................................................... 8 1.4.2 研究内容 ................................................................................................................... 9 1.5 创新与不足 .......................................................................................................................... 10 2 供给侧改革视角下农产品营销渠道的理论分析 ..................................................... 11 2.1 农产品营销渠道的内涵及组织模式 .................................................................... 11 2.1.1 农产品营销渠道的内涵 .................................................................................. 11 2.1.2 农产品营销渠道的组织模式 ........................................................................ 12 2.2 供给侧改革视角下农产品营销渠道优化的理论机制 ............................... 14 2.2.1 供给侧改革对营销渠道优化中的特征性要求 .................................. 14 2.2.2 供给侧改革视角下农产品营销渠道优化的理论路径 ................. 17 3 耒阳市农产品营销渠道的发展现状及问题：基于问卷调查的分析 ......... 19 3.1 问卷调查设计及效度检验 ......................................................................................... 19 3.1.1 问卷设计及调查方案 ...................................................................................... 19 3.