基于交易成本的我国蔬菜营销渠道优化分析

Analysis on optimization of vegetable marketing channels in China based on framework of transaction cost

近年来蔬菜价格大起大落,农民"卖菜难"和居民"买菜贵"并存等一系列问题困扰着果蔬市场的正常运转,其中一个很重要的因素就是蔬菜营销渠道流通成本过高、效率低下,严重制约了我国蔬菜产业的健康发展和蔬菜种植户收入的进一步提高。以Williamson的交易成本经济学作为理论基础,分析了我国蔬菜的交易特征,探讨了我国现有的蔬菜营销渠道的5大主要形式,并提出了进一步优化我国蔬菜营销渠道的4大措施。

Recently,the price of vegetables has fluctuated severely.A series of problems on farmers＂selling vegetables difficultly＂ and residents ＂buying vegetables expensively＂ have been troubling the normal operation of vegetable market.One of the very important factors is marketing channels＇s high cost and low efficiency.This will seriously hinder the healthy development of our vegetable industry and the further improvement of farmers＇s income.Based on Williamson＇s theory about the transaction cost economics,the paper analyzed the transaction characteristics of vegetables,explored five main forms of vegetable marketing channel and put forward four measures of further optimizing our vegetable marketing channel.