农产品的销售远不同于工业品和服务品的销售。在中国小规模农户占统治地位的情况下 ,这些差异对农产品的促销行为有很大影响。本文在明确了农产品促销投资回报的分配特征的基础上 ,提出了克服或改进当前农产品销售体制的缺陷的几种方式 The sales of agricultural products are far different from the sales of industrial products and service products. Given the dominance of small-scale farmers in China, these differences have a significant impact on the marketing of agricultural products. Based on the analysis of the distribution characteristics of the return on investment of agricultural products promotion, this paper proposes several ways to overcome or improve the current defects of the agricultural product sales system