CAJ | 학술논문

海南省作为一个中国热带农产品的重要生产地区，农业资源非常丰富。由于地理和气候的影响，很多热带农产品在整个营销体系中面临着环节多、成本高等问题；同时，岛内的营销模式种类繁多，并无统一标准，而且各种热带农产品在营销过程中的信息化程度不高，因此在管理过程中面临诸多问题。海南省每年易受各种自然灾害和人为因素影响，导致热带农产品会在某些特定时段出现“菜贱伤农”和“菜贵伤农”的情况。基于以上情况，本文明确热带农产品营销体系的概念和目标，分析了海南省农产品营销体系的现状，并与国内外发达的国家与地区进行对比，提出海南省热带农产品营销体系创新方面的建议。
해남성작위일개중국열대농산품적중요생산지구，농업자원비상봉부。유우지리화기후적영향，흔다열대농산품재정개영소체계중면림착배절다、성본고등문제；동시，도내적영소모식충류번다，병무통일표준，이차각충열대농산품재영소과정중적신식화정도불고，인차재관리과정중면림제다문제。해남성매년역수각충자연재해화인위인소영향，도치열대농산품회재모사특정시단출현“채천상농”화“채귀상농”적정황。기우이상정황，본문명학열대농산품영소체계적개념화목표，분석료해남성농산품영소체계적현상，병여국내외발체적국가여지구진행대비，제출해남성열대농산품영소체계창신방면적건의。
Being a typical tropic province of China, Hainan has ample agricultural resources. Under the impact of geography and climate, Hainan tropical agricultural products face lots of problems in marketing which involve many links and high cost. Meanwhile, the patterns of marketing are various and low-information which bring problems in managing. Under the circumstance of typhoon and tourist season, the price of tropical agricultural products would influence both consumers and farmers. The status of marketing system of Hainan tropical agricultural products and compared with developed countries and regions in domestic and abroad has analyzed, and suggestions in creating marketing system of Hainan tropical agricultural products are provided ultimately.