Research on the Construction of Litchi Farmers Marketing Channels Based on Trust
Channel is the new concept of modern marketing.A sample survey about the litchi farmers living in Bai Qiao Village,Genzi town,Gaozhou City,Guangdong Province finds that the key factor leads to litchi output increase without profit increase is the channel for a single,loose organization,frequent conflict and lack of mutual trusted communication platform,etc.To build a trust based litchi farmer marketing channel,we should strengthen the education of litchi farmers,innovate planting patterns,increase relationship specific assets investment,and build information exchange platform.