| To develop the rural economy,increase the income of peasants,and promote the reform and development in rural areas.To solve the “three rural issues” problem,we must not only adjust the structure of the agricultural industry,do a good job of agricultural production,but also pay attention to and solve the problem of sales of agricultural products.The diversification of agricultural product sales methods and the selection of suitable sales methods are of great significance for the promotion of agricultural product sales and raising the income of rural households.With the application of modern production technology,the bottleneck restricting the development of China’s agricultural industrialization at this stage has gradually shifted from the production field to the circulation field,which is specifically reflected in the sales mode.The development level of agricultural product distribution channels has become an important factor affecting the industrialization of agriculture.The importance of distribution channels for agricultural products is reflected in the fact that it is based on the production of agricultural products,end consumers,and the relationship between production and consumption,and has achieved sales and circulation of agricultural products.The circulation channels of agricultural products have a profound influence on the level of agricultural production and circulation,affecting the distribution of interests of the members participating in circulation channels and the quality and safety of agricultural products in circulation.Therefore,the research on the distribution channels of agricultural products is of great significance.Litchi is one of the most important traditional tropical fruits in China and it is a typicaleconomic crop variety.This research review and summarize domestic and foreign scholars’ research on farmer household sales channel selection.Based on the study of litchi growers,the study focused on one-on-one interviews with 164 samples from key litchi producing areas in Guangdong Province and Hainan Province,the data analysis found that:Most of the rural households engaged in litchi production are middle-aged and old men,and they are concentrated in 51-60 years old.The degree of education is relatively optimistic.Most of them are junior high school graduates;the farming households vary greatly in planting scale,with a size of more than 60 acres and a size of less than 15 acres.Large-scale production dominates,while medium-sized ones are fewer;peasants grow lychee for more than 10 years,mostly long-term practitioners.Using the binary Logit model to study the influencing factors of the litchi grower’s “Baoyuan” sales choices,the results showed that:The litchi planting area,household agricultural labor force,the distance from the orchard to the acquisition point,the number of training sessions each year for farmers,the willingness to cooperate with long-term and stable customers and the proportion of litchi income have a greater impact on litchi growers.Finally,combined with the empirical results of this study,the following countermeasures are proposed for the current status of litchi production and operation in Guangdong Province and Hainan Province:Develop scale operations and build distinctive brands;Strengthen the construction of transportation infrastructure and improve the rural transportation environment;Increase the financial subsidy for farmers to purchase transportation tools,and increase the self-owned rate of farmers’ transportation tools;In line with local conditions,diversified channels and coordinated development;to strengthen the training of farmers,improve the level of production and management of farmers. |
