Research On Influencing Factors Of Marketing Channels Of Hazelnut Industry In Shandong Province

Forest products are an important part of China's commodity circulation,and play an important role in promoting China's economic development.Under the current macroeconomic environment,China's forest products have a series of problems such as inconsistent supply and demand,high circulation costs,and unreasonable industrial structure,which restrict the development of China's forestry industry and make it difficult to form a modern industrial system.Under the conditions of a socialist market economy,we should actively play the decisive role of the market in resource allocation,take market demand as the guide,and comprehensively improve the marketing level of forest products,in order to speed up the circulation of forest products,increase the added value of forest products,and get rid of forestry The current situation of weak corporate profitability and low resource utilization.This paper takes the hazelnut industry in Shandong Province as the research object,combines the development characteristics of the hazelnut industry on the basis of previous theoretical research,and constructs a structural equation model of the factors affecting the marketing channels of the hazelnut industry.Through the analysis of the survey data of hazelnuts and distributors,Assess and revise the structural equation model,and explore the important factors that affect the marketing channel of the hazelnut industry.Combining the results of the path analysis,put forward policy recommendations for optimizing the marketing channel,and comprehensively improve the marketing level of the hazelnut industry.Research shows that individuals and organizations are the two main input entities for building marketing channels in the hazelnut industry.Among them,the resources invested by individuals still constitute the main part of marketing channels.Comparatively speaking,the proportion of resources invested by organizations is small.Among the five major influencing factors of the marketing channel,the channel target has the greatest influence on the marketing channel,followed by the channel model,and the channel strategy is the smallest.In addition,in terms of empirical results,channel members and channel structure show negative effects on marketing channels,which are not consistent with research assumptions,which may be related to factors such as asymmetric information and imperfect existing market mechanisms.Other research hypotheses in empirical research can be verified,indicating that the model has a high degree of identification as a whole.By exploring the influencing factors of the marketing channels of the hazelnut industry in Shandong Province,this article proposes the following improvements to the existing marketing channels of the hazelnut industry: First,it is necessary for the government to increase the support for the development of the marketing channels of the hazelnut industry and guarantee it from the system;Second,establish a fast and effective cooperative information communication mechanism to eliminate false information in the market;third,deepen the industrial chain and establish brand awareness;fourth,actively implement the e-commerce strategy of hazelnut products,and develop a combination of online and offline marketing the way.