石河子市143团蟠桃种植户销售渠道选择行为研究

发布时间：2018-08-03 09:07

【摘要】：随着我国社会主义市场经济发展农产品产量在不断提高,我国农产品的供需关系随着市场的发展矛盾越来越突出。农产品流通环节是连接农产品与市场的桥梁,流通渠道的顺畅影响着农业经济的繁荣发展。由于我国农产品市场基础设备落后、市场化水平低、重生产轻流通等问题制约着农产品市场流通,出现了大量农产品滞销的现象。农产品滞销的主要原因是我国的家庭联产承包责任制,一家一户的生产模式使得“小生产”与“大市场”的衔接出现了严重问题。小农户不能把握市场动态,不能根据市场的变化及时的调整生产,使得农产品生产出现了结构性过剩。农户对销售渠道的选择充分体现了小农户与大市场之间的流通矛盾,农产品滞销一般出现在农户无法将农产品选择合适的流通渠道销售到市场上去。因此对销售渠道比较分析及农户销售渠道选择行为研究对农产品顺利流通减少农产品损失及稳定增加农户收入有重要意义。本文以石河子市143团蟠桃销售为例,首先对143团蟠桃种植产业进行概况介绍,石河子市143团蟠桃产业在不断壮大,最近这几年蟠桃种植面积发展迅速,本地消费市场已经出现滞销的现象。其次通过石河子市蟠桃产业的发展详细介绍了农户+消费者、农户+商贩、农户+企业等销售渠道的特点。在这三种销售渠道中使用最广、销售蟠桃最多的是农户+商贩销售渠道。农户+企业销售渠道在石河子市143团蟠桃销售渠道中问题比较多。本文主要研究结论有(1)农户销售渠道的选择行为是理智的。(2)石河子市的蟠桃产业的种植面积与产量在不断的壮大,但是与之相匹配的其它产业却发展缓慢。(3)农户+消费者销售渠道保护了农户销售利益却没能保住行业利益。(4)农户+商贩销售渠道是目前销售渠道中销量最多的销售渠道。(5)农户+商贩销售渠道适合蟠桃产业的发展趋势。(6)农户销售渠道选择行为主要受到年龄、文化水平、农户的种植年限、离市场距离、种植面积、风险厌恶程度、对市场了解程度、信息获取难度等因素的影响。主要建议有:(1)建立蟠桃交易平台,帮助农户联系销售渠道。(2)鼓励蟠桃种植户组建合作社,提高农户与市场对接优势。(3)加强商贩管理,规范市场交易。(4)开拓市场,完善物流。(5)加强农户与企业合作,兴建冷库,为农户增产增收。(6)树立品牌形象,走品牌化道路。
[Abstract]:With the development of socialist market economy, the output of agricultural products is increasing, and the contradiction between supply and demand of agricultural products is becoming more and more prominent with the development of market. The circulation of agricultural products is a bridge between agricultural products and markets, and the smooth circulation channels affect the prosperity and development of agricultural economy. Due to the backward basic equipment of agricultural products market, the low level of marketization and the emphasis on production and light circulation, the market circulation of agricultural products has been restricted and a large number of unsalable agricultural products have appeared. The main reason for the unsalable agricultural products is the household contract responsibility system in our country. The production mode of one household makes the connection between "small production" and "big market" appear serious problems. Small farmers can not grasp the market dynamics, can not adjust production according to market changes in time, which makes the production of agricultural products appear structural surplus. Farmers' choice of marketing channels fully reflects the circulation contradiction between small farmers and large markets. The unsalable agricultural products generally appear in the farmers can not choose the appropriate distribution channels to the market to sell agricultural products. Therefore, the comparative analysis of marketing channels and the study of farmers' choice of marketing channels are of great significance for the smooth circulation of agricultural products to reduce the losses of agricultural products and to increase farmers' income steadily. Taking the sales of flat peaches in 143 groups of Shihezi City as an example, this paper first introduces the flat peach planting industry of 143 troupes of Shihezi City. The industry of flat peaches in 143 groups of Shihezi City is growing rapidly, and the growing area of flat peaches has developed rapidly in recent years. The local consumer market has become unsalable. Secondly, through the development of flat peach industry in Shihezi City, the characteristics of farmers' consumers, farmers' traders, farmers' enterprises and other sales channels are introduced in detail. In these three sales channels, the most widely used peaches are farmers selling channels. Farmers marketing channels in Shihezi 143 group flat peach sales channels more problems. The main conclusions of this paper are as follows: (1) the behavior of farmers' choice of marketing channels is rational. (2) the planting area and yield of flat peach industry in Shihezi City are growing rapidly. But the corresponding other industries are developing slowly. (3) Farmers' consumer sales channels protect the farmers' sales interests but fail to protect the industry's interests. (4) Peasant vendors' sales channels are the most sold in the current sales channels. (5) the marketing channels of farmers and vendors are suitable for the development trend of flat peach industry. (6) the behavior of marketing channel selection of farmers is mainly affected by age. Education level, farmer's planting years, distance from the market, planting area, risk aversion degree, the degree of understanding to the market, the difficulty of obtaining information and so on. The main suggestions are as follows: (1) setting up flat peach trading platform to help farmers connect with marketing channels; (2) encouraging flat peach growers to set up cooperatives to enhance the advantages of farmers connecting with the market; (3) strengthening the management of traders and standardizing market transactions; (4) opening up the market. Improve logistics. (5) strengthen the cooperation between farmers and enterprises, build cold storage, increase production and income for farmers. (6) set up the brand image, take the brand road.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F326.13

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