Analysis Of Factors Affecting The Choice Of Live Pig Marketing Channels

Jiaxing is known as the granary in northern Zhejiang and the hometown of fish and rice.Jiaxing’s pork has been an important producing area for Hong Kong and Shanghai since the 1990 s,accounting for nearly one-fifth of Zhejiang Province,and it can be said that it has made a significant contribution to the pork supply of neighboring provinces and cities.In recent years,with the gradual in-depth investigation of environmental protection,many small enterprises with high pollution and low efficiency have been eliminated;African swine fever has also allowed some low-and small-scale farmers to take the initiative to clear their pens.While accelerating the scale,standardization,intensive and ecological process of Jiaxing pig breeding enterprises,it also brings unprecedented challenges.The choice of marketing channels is a very important link in the large-scale process of pig breeding enterprises.Its correctness,effectiveness and efficiency directly affect the development of pig breeding enterprises.On the other hand,for the remaining large-scale enterprises,choosing the right marketing channels,avoiding detours,accelerating expansion,increasing market share,and becoming the industry leader or well-known brand is also the top priority of the enterprise.This article is based on the theoretical basis of marketing channels and selection influencing factors,combined with previous research results,the factors that influence the choice of pig marketing channels are analyzed from five levels: manager characteristics,pig breeding company characteristics,product characteristics,transaction costs,and external environment.Based on the actual pig breeding situation in Jiaxing,this paper investigated the factors affecting the selection of marketing channels for the remaining pig breeding companies,used SPSS to perform descriptive analysis on the collected data,and use the multiple regression models to identified significant influencing factors.With knowing the influencing factors with the help of multiple regression models.The conclusion shows the age,education level,familiarity with the Internet at the characteristic level of managers,the establishment time and scale of business at the characteristic level of the company,the price changes of products in the past three years at the characteristic level of products,local publicly-known brands,and the market in transaction costs.The difficulty of obtaining information and government support from external factors have a significant impact on the choice of marketing channels.Finally,combined with relevant marketing theories and empirical results,I tried to put forward countermeasures and suggestions for the selection of marketing channels for Jiaxing pig breeding companies: the tripartite interaction between government,school and enterprise to achieve "chain gathering people" and "chain education";positioning high-quality diversified products to occupy the center High-end market,precision marketing;continue to play the guiding role of the government.