Research On Agricultural Product Marketing Channel Selection Based On Improved Topsis Method

In recent years,the rapid development of the market economy has prompted China's agricultural product marketing to be on the right track.The marketing system is beginning to take shape.At the same time,the deepening process of opening to the outside world has also impacted the agricultural product market of our country to a great extent,which makes the competition more and more fierce.In addition,China's agricultural products are widely distributed and there are different agricultural marketing channel models.Domestic and foreign scholars have studied agricultural product marketing channels from various aspects,such as channel relationships,channel selection methods,channel models,and channel performance.So far,most researchers have studied channel selection from the perspective of experience and theory,and often consider it from the marketing channel itself,ignoring the interests of farmers.Farmers choose marketing channels in a certain environment for certain interests.In view of this,this paper will study the choice of agricultural marketing channels from the perspective of farmers.First of all,this paper summarizes the concept and basic theory of agricultural products marketing channel,by summarizing the existing domestic and foreign literature,and further improves and summarizes the existing marketing channel types of agricultural products in our country.At present,China's agricultural product marketing channels can be divided into five categories: farmer direct sales model,multi-level middleman model,"processing + sales"-based marketing channel model,agricultural super-docking mode,"Internet + agricultural products" mode.Secondly,due to the characteristics of agricultural products marketing channels and their mutual views,this paper constructs an evaluation index system of agricultural products marketing channels considering farmers' own factors in order to facilitate farmers' evaluation and selection of agricultural products marketing channels.The evaluation system is based on the factors influencing the marketing channels proposed by the predecessors,and the evaluation factors are further screened by the maximal irrelevant method.There are four level-1 indicators and 12 level-2 indicators including the sales service level,the logistics ability of channels and the age of farmers.Thirdly,on this basis,this paper constructs the agricultural product marketing channel selection model based on the improved TOPSIS method.Using the method of combined weighting,the improved G1 method is combined with the entropy value method to avoid the shortcomings caused by single weighting.On this basis,this paper constructs a model of agricultural product marketing channel selection based on the improved TOPSIS method.Instead of using Euclidean distance,this model is changed to vertical distance.Thus,the problem that a scheme in the traditional TOPSIS may be close to the positive and negative ideal solutions is solved.Finally,taking Litchi in Guangdong Province as an example,the agricultural product marketing channel selection model is applied to the real life.After investigation,it is found that the common marketing channels of litchi growers in Guangdong province include door-to-door acquisition by foreign merchants,self-marketing to the market and selling to large family in the village,which still belong to the above five agricultural product marketing channels.According to the steps of agricultural product marketing channel selection model,the five modes are sorted.The results show that the ranking of marketing channel mode of multi-level middlemen is consistent with the reality,and farmers can consider more "Internet +agricultural products" mode when choosing litchi marketing channel in the future.At the same time,this example shows the feasibility of the selection model of agricultural products marketing channels.