【摘要】：隨著我國社會主義市場經(jīng)濟(jì)發(fā)展農(nóng)產(chǎn)品產(chǎn)量在不斷提高,我國農(nóng)產(chǎn)品的供需關(guān)系隨著市場的發(fā)展矛盾越來越突出。農(nóng)產(chǎn)品流通環(huán)節(jié)是連接農(nóng)產(chǎn)品與市場的橋梁,流通渠道的順暢影響著農(nóng)業(yè)經(jīng)濟(jì)的繁榮發(fā)展。由于我國農(nóng)產(chǎn)品市場基礎(chǔ)設(shè)備落后、市場化水平低、重生產(chǎn)輕流通等問題制約著農(nóng)產(chǎn)品市場流通,出現(xiàn)了大量農(nóng)產(chǎn)品滯銷的現(xiàn)象。農(nóng)產(chǎn)品滯銷的主要原因是我國的家庭聯(lián)產(chǎn)承包責(zé)任制,一家一戶的生產(chǎn)模式使得“小生產(chǎn)”與“大市場”的銜接出現(xiàn)了嚴(yán)重問題。小農(nóng)戶不能把握市場動態(tài),不能根據(jù)市場的變化及時的調(diào)整生產(chǎn),使得農(nóng)產(chǎn)品生產(chǎn)出現(xiàn)了結(jié)構(gòu)性過剩。農(nóng)戶對銷售渠道的選擇充分體現(xiàn)了小農(nóng)戶與大市場之間的流通矛盾,農(nóng)產(chǎn)品滯銷一般出現(xiàn)在農(nóng)戶無法將農(nóng)產(chǎn)品選擇合適的流通渠道銷售到市場上去。因此對銷售渠道比較分析及農(nóng)戶銷售渠道選擇行為研究對農(nóng)產(chǎn)品順利流通減少農(nóng)產(chǎn)品損失及穩(wěn)定增加農(nóng)戶收入有重要意義。本文以石河子市143團(tuán)蟠桃銷售為例,首先對143團(tuán)蟠桃種植產(chǎn)業(yè)進(jìn)行概況介紹,石河子市143團(tuán)蟠桃產(chǎn)業(yè)在不斷壯大,最近這幾年蟠桃種植面積發(fā)展迅速,本地消費市場已經(jīng)出現(xiàn)滯銷的現(xiàn)象。其次通過石河子市蟠桃產(chǎn)業(yè)的發(fā)展詳細(xì)介紹了農(nóng)戶+消費者、農(nóng)戶+商販、農(nóng)戶+企業(yè)等銷售渠道的特點。在這三種銷售渠道中使用最廣、銷售蟠桃最多的是農(nóng)戶+商販銷售渠道。農(nóng)戶+企業(yè)銷售渠道在石河子市143團(tuán)蟠桃銷售渠道中問題比較多。本文主要研究結(jié)論有(1)農(nóng)戶銷售渠道的選擇行為是理智的。(2)石河子市的蟠桃產(chǎn)業(yè)的種植面積與產(chǎn)量在不斷的壯大,但是與之相匹配的其它產(chǎn)業(yè)卻發(fā)展緩慢。(3)農(nóng)戶+消費者銷售渠道保護(hù)了農(nóng)戶銷售利益卻沒能保住行業(yè)利益。(4)農(nóng)戶+商販銷售渠道是目前銷售渠道中銷量最多的銷售渠道。(5)農(nóng)戶+商販銷售渠道適合蟠桃產(chǎn)業(yè)的發(fā)展趨勢。(6)農(nóng)戶銷售渠道選擇行為主要受到年齡、文化水平、農(nóng)戶的種植年限、離市場距離、種植面積、風(fēng)險厭惡程度、對市場了解程度、信息獲取難度等因素的影響。主要建議有:(1)建立蟠桃交易平臺,幫助農(nóng)戶聯(lián)系銷售渠道。(2)鼓勵蟠桃種植戶組建合作社,提高農(nóng)戶與市場對接優(yōu)勢。(3)加強(qiáng)商販管理,規(guī)范市場交易。(4)開拓市場,完善物流。(5)加強(qiáng)農(nóng)戶與企業(yè)合作,興建冷庫,為農(nóng)戶增產(chǎn)增收。(6)樹立品牌形象,走品牌化道路。
[Abstract]:With the development of socialist market economy, the output of agricultural products is increasing, and the contradiction between supply and demand of agricultural products is becoming more and more prominent with the development of market. The circulation of agricultural products is a bridge between agricultural products and markets, and the smooth circulation channels affect the prosperity and development of agricultural economy. Due to the backward basic equipment of agricultural products market, the low level of marketization and the emphasis on production and light circulation, the market circulation of agricultural products has been restricted and a large number of unsalable agricultural products have appeared. The main reason for the unsalable agricultural products is the household contract responsibility system in our country. The production mode of one household makes the connection between "small production" and "big market" appear serious problems. Small farmers can not grasp the market dynamics, can not adjust production according to market changes in time, which makes the production of agricultural products appear structural surplus. Farmers' choice of marketing channels fully reflects the circulation contradiction between small farmers and large markets. The unsalable agricultural products generally appear in the farmers can not choose the appropriate distribution channels to the market to sell agricultural products. Therefore, the comparative analysis of marketing channels and the study of farmers' choice of marketing channels are of great significance for the smooth circulation of agricultural products to reduce the losses of agricultural products and to increase farmers' income steadily. Taking the sales of flat peaches in 143 groups of Shihezi City as an example, this paper first introduces the flat peach planting industry of 143 troupes of Shihezi City. The industry of flat peaches in 143 groups of Shihezi City is growing rapidly, and the growing area of flat peaches has developed rapidly in recent years. The local consumer market has become unsalable. Secondly, through the development of flat peach industry in Shihezi City, the characteristics of farmers' consumers, farmers' traders, farmers' enterprises and other sales channels are introduced in detail. In these three sales channels, the most widely used peaches are farmers selling channels. Farmers marketing channels in Shihezi 143 group flat peach sales channels more problems. The main conclusions of this paper are as follows: (1) the behavior of farmers' choice of marketing channels is rational. (2) the planting area and yield of flat peach industry in Shihezi City are growing rapidly. But the corresponding other industries are developing slowly. (3) Farmers' consumer sales channels protect the farmers' sales interests but fail to protect the industry's interests. (4) Peasant vendors' sales channels are the most sold in the current sales channels. (5) the marketing channels of farmers and vendors are suitable for the development trend of flat peach industry. (6) the behavior of marketing channel selection of farmers is mainly affected by age. Education level, farmer's planting years, distance from the market, planting area, risk aversion degree, the degree of understanding to the market, the difficulty of obtaining information and so on. The main suggestions are as follows: (1) setting up flat peach trading platform to help farmers connect with marketing channels; (2) encouraging flat peach growers to set up cooperatives to enhance the advantages of farmers connecting with the market; (3) strengthening the management of traders and standardizing market transactions; (4) opening up the market. Improve logistics. (5) strengthen the cooperation between farmers and enterprises, build cold storage, increase production and income for farmers. (6) set up the brand image, take the brand road.
【學(xué)位授予單位】：石河子大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F326.13

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 張益豐;;生鮮果品電商銷售、農(nóng)戶參與意愿及合作社嵌入——來自煙臺大櫻桃產(chǎn)區(qū)農(nóng)戶的調(diào)研數(shù)據(jù)[J];南京農(nóng)業(yè)大學(xué)學(xué)報(社會科學(xué)版);2016年01期

2 申延齡;布媧鶼·阿布拉;;昌吉市葡萄農(nóng)戶銷售渠道選擇影響因素分析[J];北方園藝;2015年10期

3 喬穎麗;岳玉平;錢善良;;蔬菜種植戶銷售渠道選擇行為影響因素分析——以河北省豐寧縣為例[J];廣東農(nóng)業(yè)科學(xué);2014年01期

4 宋金田;祁春節(jié);;銷售渠道選擇對農(nóng)戶收入影響實證分析[J];統(tǒng)計與決策;2013年16期

5 張曉林;;我國農(nóng)產(chǎn)品流通戰(zhàn)略變革路徑與對策[J];農(nóng)村經(jīng)濟(jì);2013年08期

6 羅萬純;;農(nóng)戶農(nóng)產(chǎn)品銷售渠道選擇及影響因素分析[J];調(diào)研世界;2013年01期

7 毛飛;孔祥智;;農(nóng)戶銷售信息獲取行為分析[J];農(nóng)村經(jīng)濟(jì);2011年12期

8 蔡榮;韓洪云;;交易成本對農(nóng)戶垂直協(xié)作方式選擇的影響——基于山東省蘋果種植戶的調(diào)查數(shù)據(jù)[J];財貿(mào)經(jīng)濟(jì);2011年07期

9 烏云花;黃季q;ScottRozelle;;水果銷售渠道主要影響因素的實證研究[J];系統(tǒng)工程理論與實踐;2009年04期

10 趙曉飛;李崇光;;“農(nóng)戶—龍頭企業(yè)”的農(nóng)產(chǎn)品渠道關(guān)系穩(wěn)定性:理論分析與實證檢驗[J];農(nóng)業(yè)技術(shù)經(jīng)濟(jì);2007年05期

相關(guān)博士學(xué)位論文 前1條

1 毛飛;蘋果種植戶銷售行為研究[D];西北農(nóng)林科技大學(xué);2009年

相關(guān)碩士學(xué)位論文 前1條

1 時顯勛;我國有機(jī)農(nóng)產(chǎn)品銷售渠道優(yōu)化研究[D];西南財經(jīng)大學(xué);2013年

，

本文編號：2161271