20世纪90年代末以来,我国农产品的市场构成悄悄发生了变化。由于农产品生产能力的普遍提高,商品短缺的时代已经过去,农产品买方市场已经形成。这种市场环境,促使我国农产品生产经营者的营销观念发生重要变化,从以生产或推销为中心逐步向以顾客或消费者为中心的现代营销观念转变。 Since the late 1990s, the market composition of China’s agricultural products has quietly changed. Due to the general increase in the production capacity of agricultural products, the era of commodity shortage has passed and the market for agricultural product buyers has been formed. This market environment has prompted major changes in the concept of marketing of agricultural products producers and managers in our country, shifting from the concept of modern marketing centering on customers or consumers centered on production or marketing.