【摘要】：黃山市茶葉產(chǎn)業(yè)對于黃山市經(jīng)濟(jì)發(fā)展有著十分重要的作用。經(jīng)過多年經(jīng)營,黃山市茶葉產(chǎn)業(yè)有了很大發(fā)展,但是黃山市茶葉產(chǎn)業(yè)的長期快速發(fā)展也遇到了一些瓶頸:例如產(chǎn)業(yè)鏈上的各個(gè)環(huán)節(jié)之間鏈接比較松散以及利益鏈條相對不穩(wěn)定等問題。從茶葉銷售來看,還有比例為40.32%的茶葉種植戶由于未能和茶葉加工/經(jīng)銷企業(yè)之間產(chǎn)生良性互動,無法建立緊密的合作關(guān)系,從而他們通常采取市場交易的模式銷售自己的茶葉。這不僅導(dǎo)致茶葉企業(yè)對優(yōu)質(zhì)原料的獲取具有不確定性,也使得消費(fèi)者在現(xiàn)有的茶葉市場中通過有效渠道獲取優(yōu)質(zhì)茶葉的品質(zhì)無法保證,這與國內(nèi)外茶葉市場對優(yōu)質(zhì)茶葉不斷上漲的需求和茶葉種植戶們渴望增收致富的意愿是相違背的。同時(shí),茶葉種植戶對于市場上有效信息的獲取具有局限性和滯后性,他們無法正確評估當(dāng)前市場,以及不能準(zhǔn)確預(yù)測未來市場的供需狀況,其抵御風(fēng)險(xiǎn)的能力很低,這就導(dǎo)致茶葉種植戶的收入沒有保障。要想完善這些情況,位于茶產(chǎn)業(yè)鏈上的各個(gè)生產(chǎn)主體,就必須通過建立緊密的合作關(guān)系來解決,進(jìn)行茶葉產(chǎn)業(yè)縱向協(xié)作模式的管理與優(yōu)化升級,使茶葉種植戶更多的參與到緊密的縱向協(xié)作方式中來。本文是在產(chǎn)業(yè)鏈的框架下,以交易成本理論、生產(chǎn)者行為理論和縱向協(xié)作理論為理論基礎(chǔ),并結(jié)合茶葉的特殊性以及茶葉種植戶的信任因素,對茶葉種植戶在銷售環(huán)節(jié)參與縱向協(xié)作模式的影響因素進(jìn)行研究。論文采用文獻(xiàn)調(diào)查法、問卷調(diào)查法、定性分析與定量分析相結(jié)合的方法以及規(guī)范研究和實(shí)證研究相結(jié)合的方法,選取種植戶的性別、年齡、文化程度、茶葉種植的面積、家庭收入情況、對待風(fēng)險(xiǎn)的態(tài)度等21項(xiàng)指標(biāo)制成調(diào)查問卷。在黃山市進(jìn)行實(shí)地調(diào)研,對調(diào)研所得數(shù)據(jù)進(jìn)行統(tǒng)計(jì)分析,并利用Logistic回歸數(shù)理模型對這些數(shù)據(jù)進(jìn)行實(shí)證分析,然后再對Logistic模型的擬合情況,利用ROC曲線進(jìn)行檢驗(yàn),進(jìn)而得出相關(guān)結(jié)論。通過對黃山市進(jìn)行的實(shí)地調(diào)研,發(fā)現(xiàn)黃山市茶葉種植戶在銷售環(huán)節(jié)參與縱向協(xié)作模式的主要表現(xiàn)為:從事茶葉生產(chǎn)的種植戶年齡集中在中老年,且他們的受教育程度普遍較低,受過高等教育的人數(shù)就更少,但隨著新聞傳播媒介的迅速發(fā)展,茶葉種植戶對政策文件和市場信息都有了一定的了解。市場交易的縱向協(xié)作模式較為常見,其所占比例為40.32%,混合的合同協(xié)作模式占比最大占到總數(shù)的56.45%,而縱向一體化模式已經(jīng)出現(xiàn)但是占比依舊較小僅占3.23%。其中91.12%的茶葉種植戶表示都能及時(shí)的把茶葉產(chǎn)品銷售出去,且40.32%的茶葉種植戶選擇低等級的市場交易模式,56.45%的人會選擇混合的合同生產(chǎn)模式,只有3.2%的茶葉種植戶參與的是最緊密的垂直一體化的協(xié)作方式。這其中對于參與的協(xié)作方式不滿意的主要集中在市場交易方式,參與市場交易協(xié)作模式的種植戶對當(dāng)前協(xié)作模式的不滿意率高達(dá)38%。另外通過調(diào)查統(tǒng)計(jì)發(fā)現(xiàn),不能及時(shí)將茶葉產(chǎn)品(鮮茶葉以及干茶)銷售出去的茶葉種植戶也主要集中在選擇市場交易的種植戶中,占到他們?nèi)藬?shù)的18%。通過對調(diào)研數(shù)據(jù)進(jìn)行Logistic回歸分析,得出茶葉種植戶的受教育程度、茶葉種植面積、獲得資金支持的難易程度、獲得市場信息的難易程度對種植戶選擇是否參與高等級的縱向協(xié)作方式具有顯著的正向影響;買方價(jià)格高這個(gè)因素對于種植戶選擇是否參與高等級的縱向協(xié)作方式具有顯著的負(fù)向影響。性別、年齡、對待風(fēng)險(xiǎn)的態(tài)度、茶葉種植戶對政府指導(dǎo)性文件與相關(guān)政策的了解程度、茶葉收入占家庭年收入比例、家庭年收入和家庭總開支之間的情況、種植用地來源、買方付款及時(shí)/預(yù)付定金、買方信譽(yù)好、買方是熟人/親戚、獲得加工技術(shù)的難易程度、茶葉產(chǎn)品保存的難易程度和銷售過程中可能損失的多少這些因素對選擇協(xié)作方式的影響則是不顯著的。ROC曲線驗(yàn)證,其曲線下面積為0.969,大于0.9,說明Logistic回歸模型的擬合度較好。在此研究的基礎(chǔ)上,本文對優(yōu)化黃山市茶葉產(chǎn)業(yè)縱向協(xié)作模式提出了如下幾點(diǎn)建議:第一、加強(qiáng)茶葉種植戶的基礎(chǔ)教育,提高其業(yè)務(wù)素質(zhì);第二、鼓勵(lì)更多的年輕人回鄉(xiāng)從事茶葉種植工作,促進(jìn)當(dāng)?shù)夭枞~產(chǎn)業(yè)從業(yè)人員年齡結(jié)構(gòu)的年輕化;第三、努力促使當(dāng)?shù)夭枞~產(chǎn)業(yè)的規(guī)�；�;第四、政府和企業(yè)應(yīng)該加大對茶葉生產(chǎn)的資金、技術(shù)投入,同時(shí)加大信息發(fā)布和信息共享平臺建設(shè);第五、政府在制定一些政策法規(guī)的同時(shí)也應(yīng)該實(shí)施一定的茶葉價(jià)格保護(hù)制度,進(jìn)一步有力的保障茶葉種植戶的收入。
文內(nèi)圖片：
圖片說明：技術(shù)路線圖
[Abstract]:The tea industry in Huangshan city plays an important role in the economic development of Huangshan City. After many years of operation, the tea industry in Huangshan City has developed greatly, but the long-term rapid development of the tea industry in the city of Huangshan also has a number of bottlenecks, such as the loose links between links in the industrial chain and the relative instability of the chain of interest. In terms of tea sales, there are still 40.32% of the tea growers, who are not able to create a close partnership because of the failure to create a benign interaction between the tea processing/ distribution enterprises, so that they usually sell their own tea in a market-trading mode. The method not only leads to the uncertainty of the acquisition of the high-quality raw materials by the tea enterprises, but also enables the consumers to obtain the quality of the high-quality tea through the effective channels in the existing tea market, and the quality of the tea is not guaranteed, This is contrary to the demand of the tea market at home and abroad on the rising demand of high-quality tea and the desire of the tea growers to increase their income. At the same time, the availability of effective information in the market is limited and lagging. They can't evaluate the current market correctly and can't accurately predict the supply and demand of the future market, and the ability to resist the risk is very low, which leads to the lack of guarantee of the income of the tea growers. In order to improve these conditions, the main production subjects in the tea industry chain must be solved through the establishment of a close cooperation relationship, and the management and optimization of the longitudinal cooperation model of the tea industry should be carried out, so that the tea planting households can participate more in the close vertical cooperation mode. In this paper, under the framework of the industrial chain, based on the theory of transaction cost, the theory of producer behavior and the theory of longitudinal cooperation, and the particularity of the tea and the trust factor of the tea plantation, The paper studies the influencing factors of the participation of the tea planting households in the vertical cooperation mode in the sales process. The paper adopts the method of combining the literature investigation, the questionnaire, the qualitative analysis and the quantitative analysis, and the method of the combination of the normative research and the empirical study, and selects the sex, the age, the culture degree, the area of the tea planting, the household income, 21 indicators, such as the attitude to risk, were made into the questionnaire. In the field investigation in Huangshan City, the data obtained from the investigation were analyzed and the data were analyzed by Logistic regression mathematical model, then the fitting of the Logistic model was analyzed, and the ROC curve was used to test the data, and the relevant conclusions were obtained. Through the on-the-spot investigation of Huangshan City, it is found that the main performance of the participation of the tea plantation in Huangshan City in the longitudinal cooperation mode is as follows: the age of the planting households engaged in the tea production is concentrated in the middle-aged and the elderly, and the degree of education is generally lower, and the number of people with higher education is less, But with the rapid development of the news media, the tea growers have a certain understanding of the policy documents and market information. The vertical cooperation model of the market transaction is more common, the proportion of which is 40.32%, the mixed-contract cooperation mode accounts for 56.45% of the total, while the vertical integration mode has emerged, accounting for 3.23%. in which, 91.12% of the tea growers are able to sell the tea products in time, and 40.32% of the tea growers choose the low-grade market trading mode, 56.45% of the people choose the mixed contract production mode, Only 3.2 per cent of tea growers are involved in the most compact, vertical and integrated approach. Among them, in the mode of market transaction, the dissatisfaction rate of the co-operation mode of participating in the market transaction is as high as 38% for the current collaboration mode. In addition, according to the survey, the tea-planting households that can't sell the tea products (fresh tea and dry tea) in time are mainly concentrated in the farmers who choose the market transaction, accounting for 18% of their number. Through the logistic regression analysis of the research data, it is concluded that the degree of education, the area of the tea planting, the difficulty of obtaining the fund support and the difficulty of obtaining the market information have a significant positive effect on whether to participate in the high-level longitudinal cooperation mode. The high price of the buyer has a significant negative effect on the choice of the farmer to participate in the high-level longitudinal collaboration. The attitude of sex, age, treatment risk, the degree of understanding of the government guidance document and related policies, the income of the tea in the household income proportion, the household annual income and the total household expenses, the source of planting land, the buyer's payment in time/ down payment, The buyer's reputation is good, the buyer is an acquaintance/ relative, the difficulty of obtaining the processing technology, the difficulty of the tea product preservation and how many of the factors that may be lost during the sales process are not obvious to the selection of the cooperation mode. The ROC curve shows that the area of the curve is 0.969, which is greater than 0.9, which indicates that the fitting degree of the Logistic regression model is good. On the basis of this study, this paper puts forward the following suggestions for optimizing the vertical cooperation model of the tea industry in Huangshan City: first, to strengthen the basic education of the tea planting households and to improve their professional quality; and secondly, to encourage more young people to return to the township for the tea planting work. To promote the younger generation of the age structure of the local tea industry practitioners, and thirdly, to promote the scale of the local tea industry; and fourthly, the government and the enterprises should increase the financial and technical input of the tea production, and also increase the construction of the information distribution and information sharing platform; and fifthly, The government should also implement a certain system of tea price protection in the development of some policies and regulations, and further strengthen the income of tea planting households.
【學(xué)位授予單位】：安徽農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F326.6;F326.12

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