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The Analysis of Agricultural Product Marketing Channel's Selection and Evaluation:Taking the Lychee Planters of Guangdong as Example

Qi Wen'e & Tang Wenshan  
Based on the peasants survey data of 18 towns in Guangdong province,this paper firstly attempts putting forward a evaluation system of agriculture product marketing channel,then four main marketing channels of lychee are evaluated using the evaluation system.The result indicates that the main factors of selecting marketing channel for lychee planters are convenience,price,stability,scale,economy,relationship,custom and controllability.And the best marketing channels which were in turn chosen by lychee planters are selling to the outside traders in house,selling to local large-scale businessman,selling to wholesale businessman and selling by themselves in retail market.
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