果品批发户销售渠道选择的影响因素分析——基于陕西省关中地区果品批发市场的调查

The Influencing Factor Analysis of Marketing Channels for Fruit Wholesale Households——An Empirical Study Based on the Fruit Wholesale Market in Guanzhong Area in Shaanxi

随着商品流通方式的多元化,果品批发户销售渠道的选择对生鲜果品产业的快速和健全发展产生了越来越重要的影响。在陕西省关中地区通过随机抽样的方法抽取果品批发户,采用相关分析和二元Logistic回归分析对批发户的销售渠道及其影响因素进行了实证分析。结果表明,批发户销售渠道的选择与销售额、主要成本、销售方式、进货渠道及包装程度等因素密切相关。为提高现代果业渠道流通效率,批发户应不断扩大经营规模,选择便捷、迅速、正规的销售方式,加强对果品的包装;政府相关部门应帮助批发户树立现代营销理念、增强选择现代销售方式的意识,建立健全现代销售体系。

With the diversification of commodity circulation, choices ot marketing channels for fruit wholesale households play an important role in the development of the industry. This paper analyzes the determinants of fruit marketing according to a random choice of fruit wholesale households in Guanzhong area in Shannxi and establishes a model of channel factors affecting household based on the data from a stratified random sampling survey,by using Spss to make correlation analysis and binary lo- gistic regression analysis. The results shows that the choices of households are closely related to the sale volume, the main costs, the purchasing channels, the selling methods, the packaging and so on. In order to improve the effects of modern marketing channels, the fruit wholesale households should expand their business scale,choose more convenient,swifter and more regular sales methods and improve the packa- ging of the fruit. The government should help the fruit wholesale households to establish modern sales concepts and help them to build up modern sales ideology and improve the sales system.