安溪茶农销售渠道研究

发布时间：2018-01-19 15:40

本文关键词： 安溪茶农销售渠道　出处：《福建农林大学》2016年硕士论文　论文类型：学位论文

【摘要】：茶叶作为安溪的支柱产业,在安溪的经济发展中发挥了重要的作用,在创造就业、带动农户脱贫致富方面都发挥了积极的作用。但是随着中国茶叶逐渐供大于求,加之全球经济低迷与国家宏观政策调控,中国的茶产业发展也进入新常态。在此背景下,研究如何推动茶叶生产者更好地在现有的销售渠道中销售茶叶,对于以茶农为主的中国茶产业来说,具有一定的研究意义。目前的农产品销售渠道变得越来越多样,特别是电商等新销售渠道的兴起,比原有研究中的渠道更为多样使得关于销售渠道的研究出现了不足。此外,目前对于茶产业的研究又主要集中在产业化经营、品牌营销模式、流通组织创新的研究上,对于茶农作为主体参与市场行为的研究甚少。因此本研究通过对安溪铁观音茶农的实地问卷调查收集第一手资料,了解茶农所选择的销售渠道,以问卷调查数据为基础,运用描述统计方法分析了茶农户主年龄、受教育程度、茶园面积、茶叶产量、茶叶收入占家庭收入的比重、茶叶每亩生产成本、茶叶销售价格、离销售市场距离、茶农生产加工水平等因素与茶农茶叶销售渠道选择的相关性。以此来促进茶农参与市场的机制创新,增强茶农参与市场的能力,提高茶农在整个流通过程中的收益,搞活整个安溪铁观音的流通机制,推动铁观音产业打破瓶颈进一步发展。研究表明,茶农的受教育程度和茶农年龄对销售渠道选择有影响,受教育程度对茶农选择茶贩渠道呈负向影响；茶农生产加工水平、销售价格和茶叶每亩生产成本3个因素对茶农选择非茶贩渠道有正向的影响；茶园面积和茶叶产量对茶农选择非茶贩渠道呈负向的影响；而离交易市场距离对茶农销售渠道选择没有影响。因此,政府要规范市场、加强安溪茶叶品牌建设,提高茶叶质量、加强茶农种植技术和制茶技术的培训,促进茶叶专业合作社的建设,引导社会资金进入茶产业,关注茶叶生产的兼业化现象。
[Abstract]:As the pillar industry of Anxi, tea plays an important role in the economic development of Anxi and creates employment. All of them have played a positive role in driving farmers out of poverty and becoming rich. But as the supply of tea in China gradually exceeded demand, coupled with the global economic downturn and national macroeconomic policy control. The development of tea industry in China has also entered into a new normal. In this context, the research on how to promote tea producers to better sell tea in the existing sales channels, for the tea industry, mainly tea farmers in China. Has certain research significance. The current agricultural product marketing channel becomes more and more diverse, especially the rise of the new sales channel such as e-commerce. In addition, the research on tea industry is mainly focused on industrial management, brand marketing mode. In the research of circulation organization innovation, there is little research on tea farmers' participation in market behavior. Therefore, this study collected first-hand information through the field questionnaire survey of Anxi Tieguanyin Tea tea farmers. On the basis of questionnaire survey data, the age, education level, tea garden area and tea yield of tea farmers were analyzed by descriptive statistical method. Tea income in the proportion of household income, tea per mu of production costs, tea sales prices, distance from the sales market. The correlation between the production and processing level of tea farmers and the choice of marketing channels for tea farmers to promote the mechanism innovation of tea farmers to participate in the market and enhance the ability of tea farmers to participate in the market. Improve the income of tea farmers in the whole process of circulation, invigorate the entire Anxi Tieguanyin Tea circulation mechanism, promote the Tieguan Yin industry to break the bottleneck further development. The educational level of tea farmers and the age of tea farmers had an impact on the choice of marketing channels, while the educational level had a negative effect on the choice of tea farmers' channels. The production and processing level of tea farmers, the selling price and the production cost per mu of tea had a positive effect on the tea farmers' choice of non-tea peddler channels. The area of tea garden and the yield of tea had a negative effect on the choice of non-tea peddler channel for tea farmers. Therefore, the government should standardize the market, strengthen the construction of tea brands in Anxi, improve the quality of tea, and strengthen the training of tea farmers' planting techniques and tea making techniques. To promote the construction of tea cooperatives, to guide social funds into tea industry, and to pay attention to the phenomenon of tea production.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F326.12

【参考文献】