SCP-based Analysis Of The Strawberry’s Distribution Channels: Conflict, Choice, Performance

Agricultural products distribution channels are tie which connects the farmers and market, and it also be the bridge between production and consumption, and it is important to the distribution of agricultural products. Meanwhile, channel conflict, channel selection and channel performance are the main factors affecting agricultural products distribution channels, there are also some effect relationship between them. But now, most researches on distribution channels are concentrated on the mature markets, little on agricultural distribution channels, and less on the channel conflict, channel selection and channel performance. So, it is important that this paper researches the relationships between channel conflict, channel selection behavior and channel performance to promote the development of agricultural products circulation system and farmers’ income.This paper first reviews and summarizes scholars’ related research about agricultural products distribution channels. Then, regarded Chengdu Shuangliu County strawberry industry as the research object of the research, from the farmer’s perspective, this paper conducts depth study for the following:Firstly, this paper analyzes the status of Shuangliu County strawberry industry from the macro level, and mainly analyzing the planting situation, operating status and circulation status; secondly, this paper builds a new SCP analysis framework of "channel conflict-channel selection-channel performance" with the combination of channel conflict process model which is made by Rosenberg and Stern together, and analyzes the current situation of strawberry distribution channels conflict in Shuangliu County based on survey data; thirdly, this paper empirically analyses the affecting factors of channels choice by using Tobit model factors in strawberries distribution channels selected; finally, this paper deeply researches the relationships between channel conflict, channel selection behavior and channel performance.According to the study, this paper draws the following conclusions:(1) Shuangliu County strawberry farmers take dealer, the field picking, cooperatives and spread retail as the strawberry distribution channels, to which the dealer channels and the field picking channels are the main channels, and strawberry cooperative channels require further development. (2) There is prices conflict, sales conflict and channel characteristics conflict in strawberry distribution channels, the circulation costs have little difference between the various distribution channels and have insignificant impact on farmers’ income, thus, channel costs conflict is not the important type of strawberry distribution channels conflict in Shuangliu County. (3) Farmers’ channels choice behavior is affected by the channels external environment and channel conflict. Among them, the age of head of household, the situation of skill training of farmers, the situation of health of farmers, planting scale and planting costs significantly affect the selection for strawberries distribution channel. (4) channel conflict and channel selection behavior jointly affect farmers’ income, the strawberry income is mainly affected by price and sales, while the total household income is mainly affected by the characteristics of strawberry distribution channels.According to the theoretical analysis above and empirical research findings, based on purpose of the rational use of channel conflict, improving channel performance and increasing farmers’ income, this paper presents some suggestions in order to improve strawberry product quality for enhancing product competitiveness, and to strengthen farmers’ skills training for improving farmers’ ’soft power’, and to improve the system construction of channels for making strawberries distribution channels unblocked:Firstly, the specific measure of improving strawberry product quality is to strengthen the introduction of superior varieties of strawberries, to optimize the field management and to use insurance equipment; Secondly, the focus of farmers’ skills training is to strengthen farmers’ planting technical training about strawberries, but the training of improving farmers’ management capabilities and the ability to collect and collate information should not be ignored; finally, the focus of perfecting channel system construction is to strengthen the institution building, increase the support efforts of distribution channels infrastructure and strengthen the building of strawberry network information platform.