【摘要】 当前我国农业己经进入新的发展阶段，我国农产品需求结构发生了重大变化，农产品市场中产品的供给由短缺转变为区域性过剩或者结构性过剩，农产品的交易呈现新的特征，人们对农产品的要求也越来越高。随着我国对农产品市场的逐步开放，农产品企业要加强产品在国内市场乃至国际市场上的竞争力，要对农业市场化改革加快步伐，要对我国农产品市场营销进行研究。

　　首先，对我国农产品市场理论进行了分析。农产品产销是指农产品从生产者转移到消费者的过程中所包括的农产品生产、采集、加工、运输、批发、零售和服务等全部的营运活动。在分析农产品市场特征的基础上，对农产品市场营销的特点加以研究分析，从而得出农产品市场营销的重要性。

　　其次，分析了我国农产品市场营销的现状，探讨了农产品市场营销中存在的问题及解决问题的方法。研究了我国现阶段农产品的市场营销模式，包括品牌营销、连锁经营、绿色营销等模式。在此基础上，借鉴“华日模式”的经验，提出通过适当的调整农民合作社的内部运行机制和外部运行环境，推进合作社从原来的农业产业链附加价值最低端的生产领域，通向产业链的高端，分享农业流通领域的增值利润。

　　最后，对当前形势下农产品产销模式发展趋势进行了探析。农产品新型产销模式已慢慢兴起，“华日模式”在原有模式基础上逐步渗透和改变成新的产销模式，达到增加农民收入和增强农产品企业的竞争力的目的。

　　【Abstract】Agriculture of current our country already entered a new development stage, our country agricultural product demand structure produces major change, produce market supply of products by shortage change regional superfluous or structural sex superfluous, agricultural product transaction presents new characteristic, the people to the agricultural product requirements are also getting higher and higher. Along with our country's agricultural products on the market gradually opening up, agricultural enterprises should strengthen the products in the domestic market and international market competitiveness, to agriculture to commercialize reform pace, to our country agricultural product market marketing study.

　　First of all, to our country agricultural product market theory analysis. Production and marketing of agricultural products is the agricultural product transfer from producers to consumers in the process of the agricultural production, acquisition, processing, transport, wholesale, retail and services and all other operating activities. On the analysis of agricultural product market on the basis of the features of the marketing of agricultural products, the characteristics of the analysis, thus obtains the importance of the marketing of agricultural products.

　　Secondly, analysis of China's agricultural product market marketing present situation, discusses the agricultural products marketing problems and solutions. Study of the present stage of our country agricultural product marketing model, including brand marketing, green marketing, chain operation mode. On this foundation, draw lessons from " Huari mode" experience, put forward by appropriate adjustment of farmer cooperatives internal mechanism and external environment, promote the cooperation from the original agricultural industry chain value added most low-end manufacturing field, leads to the top of the industrial chain, agricultural circulation share the appreciation profit.

　　Finally, the current situation of the agricultural product production and marketing mode development trend of. Production and sale mode of agricultural product model has been slowly rise," Huari mode" in the original model based on the gradual penetration and changed into a new mode of production and marketing, increase farmer income and enhance the competitiveness of enterprises for the purpose of agricultural products.

　　【关键词】 合作社； 产销； 营销模式； 合作类型； 效应；

　　【Key Words】 Cooperatives；Marketing；Marketing model；Cooperative types；Effect