Abstract: On the basis of agribusinesses’ data in Guangdong province, this paper empirically analyzes effects of market risks and marketing risks on the technological innovation at its four stages. The results show that market and marketing risks are playing an important role in the whole process of technological innovation, especially at the market stage. Among the market risks, the biggest threat comes from the capacity of the potential market and the acceptance of new products by farmer consumer. Among the marketing risks, the biggest threat comes from the quality and function of new products and the marketing abilities of enterprises. Therefore, China’s agribusinesses should pay special attention to both of them in their practice. Each department should work together and focus on key points to prevent risks.

Key words: agribusiness; technological innovation; market risk; marketing risk