牛肉销售商合作意愿影响因素分析

Analysis on the Influencing Factors of the Willingness of Cooperation of Beef Sellers

本文根据实地调研获得的163份有效问卷,利用二元Logistic模型对牛肉销售商与屠宰加工企业合作意愿的影响因素进行了分析,结果表明:在牛肉销售商自身因素中,经营投入、销售能力、产品品牌、合作认知4个因素对其合作意愿均有正方向的影响,影响程度从大到小依次为:销售能力、经营投入、合作认知、产品品牌;供应商的供货能力和产品品质对销售商的合作意愿有正方向的影响,供货价格对合作意愿有反方向的影响,影响程度从大到小依次为供货能力、产品品质、供货价格。

The paper analyzed the influencing factors of the willingness to cooperate between beef sellers and slaughter and processing enterprises by using binary logistic model based on 163 valid questionnaires investigation. The results show that, in the seller＇s own factors, business investment, sales ability, product brand and cooperation cognition have positive direction to the willingness of cooperation, influence from large to small is as follows： sales ability, business investment, cooperation cognition, product brand;Supplier＇s capabilities and product qualityhave positive direction andthe beef supply price has opposite directionto the willingness of cooperation, the influence degree from big to small are supply capacity, product quality and beef supply price.