The Study On Sales Model Selection And Influencing Factors Of Mango Farmers In Hainan Province

With the development of agricultural industrialization in our country, mango industry has become the pillar industry in part of Hainan province. The industry effectively enhanced the farmers’income and vigorously promoted Hainan GDP growth. However, the current mango sales has many problems, for example the low income of farmers’, the poor quality of mango, the lack of high-end brands, etc. Unscientific sales model reduced the welfare of whole industry and restricted the industry’s long-term development, but still been used widely by farmers and retailers. Therefore, this paper focuses on what caused this phenomenon and how to improve mango sales model.First, this paper introduces the current status of Hainan mango industry from different angles, for instance planting scale, investment cost, farmers characterize, price fluctuations and especially sales models. At present, there are four major models in Hainan mango industry, respectively is wholesale market model, cropland model, direct selling model and order model. Because of more than95%farmers choosing wholesale market model or cropland model, so this paper analyzed the advantages and disadvantages of these two models and discussed the characteristics of farmers choosing different models.Second, this paper analyzed the influencing factors of mango farmers selecting different models. Based on summarizing the predecessors’ research and field investigation, the study select11influencing factors which affect the farmers’choice. It’s age, education level, native place, planting scale, cognitive biases, risk attitude, mindset, experience, difficult to obtain information, labor strength and government attitude. On the basis of one-hand data, this paper finds5remarkable influencing factors by using binary Logistic model.This paper has two conclusions. First, wholesale market model and cropland model are the main models in Hainan mango industry at present. Some70%farmers use cropland model and30%farmers use wholesale market model. Second, education level, cognitive biases, risk attitude, mindset and difficult to obtain information remarkably influence mango farmers’ choice. The people who higher educational level, cognitive accurate, risk appetite, positive and lower difficult to obtain information tend to choose wholesale market model.According to the research conclusion, this paper proposes two suggestions. First, government should encourage mango farmers to select suitable model to make full use of its advantages. Second, the government should take wholesale market model to the key model to development. In order to do that, they must improve the farmers’ level of education, strengthen propaganda and widen the channel of farmer access to information.