Comparative Study Of Agricultural Product Multiple Marketing Channel's Efficiency

China is a large country of fruit plant, consumer, National development in the field of agricultural products circulation of more and more attention. In recent years, the Government has issued to strengthen the development of the circulation of policy documents, and actively support the development of circulation, reduce the burden on farmers and promote healthy economic development. In this case, many scholars use the micro and macro data distribution efficiency research, and achieved certain results. Circulation of agricultural origin and the pin is connected to the market, but sales across the information asymmetry caused by high distribution costs, has seriously hampered the development of agricultural products distribution industry, thereby increasing output without increasing farmers appear the situation, but also hurt farmers planting the enthusiasm of farmers is always in the flow of the value chain weak side. Therefore, how to reduce distribution costs, smooth distribution channels, improve circulation efficiency is solved practical problems. For the purposes of litchi circulation, also face these problems. Currently in Guangdong Province distribution channels of litchi pattern showing a wide range of features, some new sales channels worth further observation, while the efficiency of different types of distribution channels there are differences.From the perspective of farmers departure, investigate the efficiency of sales channels and distribution channels in households with the following results: 1, Using a three-stage DEA Guangdong Province of Litchi sales channel efficiency were analyzed, the results suggest that the current sales efficiency Guangdong Province Lychee generally non-effective, and the external environment variables have different degrees of impact on channel efficiency, removal after the impact of environmental variables, the level of efficiency of the three main channels were: through wholesale markets sales, to market themselves / roadside sales, local collection stations sold to merchants who come from another place; and through analysis of the DEA found that more than three channels are scale increasing returns, indicating the size of the efficiency of the channel, there is still much room for improvement. 2, Use the Multi-Logit model for each region of Guangdong Province Litchi farmers channel selection study found that: factors of the regional channel selection mainly distance from the size, the degree of concentration on production of Litchi, plant size and support of local government and Guangzhou. The three regions there are significant differences. 3. Analysis of the results of the three-stage DEA and influencing factors of the regional channel selection Guangdong Province, put forward policy recommendations, provide a reference for the Guangdong Province Lychee farmers increase sales efficiency, increase revenue.