农户蔬菜销售方式选择及优化策略

Analysis on Vegetable Selling Way Choosing and Optimization Strategy of Rural Households

本文采用江苏省农户实地调查数据,分析农户蔬菜销售方式选择情况及其影响因素,由此探讨相应的优化策略。研究发现,农户蔬菜销售方式具有多元化特征,其中集贸市场和批发市场最重要,其次是本地个体贩运商和外地收购商,大部分农户对目前蔬菜销售方式认可程度较高,而价格水平是影响农户蔬菜销售方式选择的最重要因素;总体来看,农户灌溉和交通运输条件较好,获取蔬菜市场行情信息则主要依靠自己和其他农户,这种获取途径尽管总体上比较有效,但却具有高成本和低效率特征,且短期化特征较突出,进一步突显地方政府市场信息服务工作的滞后,难以满足农户市场行情信息需求;交通距离、政府信息来源和运输难度对农户蔬菜销售方式选择的影响最突出,而信息了解程度和私人信息来源的作用也值得重视;农户蔬菜销售过程中需求最迫切的两种服务依次为市场行情信息和经营管理技能培训。

This paper has analyzed affecting factors and optimization strategy of rural households vegetable selling way choosing using survey data in Jiangsu. The results show that vegetables selling way of rural households has diversified features which rural retail market and wholesale market are most important.The majority of rural households are quite satisfied with present vegetables selling way which is mainly affected by price. Generally rural households are facing better irrigating and transportation situation and collect market information through themselves and other rural households which is relatively effective. It has features of high cost,low efficiency,and short-term decision. The key reason is local government hasn't provided enough and efficient market information service. Transport distance,government information source and transport difficulty have mostly important influences on vegetable selling way choosing of rural households. However,the role of information acquiring degree and private information source is also worthy of attention. So the most urgent two kinds of service what rural households need are market information and management skills training in sequence.