Study On Sales Channel Selection And Influencing Factors Of Orange Farmers In Fengjie County

Efficient and low-cost sales channels are an effective way to improve the sales volume of agricultural products.Effective and diversified sales channels of agricultural products can promote the smooth flow of agricultural products from producers to consumers,effectively improve the income level of farmers while improving the welfare of consumers,and revitalize the advantageous resources of rural areas.Studying the influencing factors of agricultural product sales channels,analyzing and comparing the constraints and motives faced by farmers when choosing agricultural product sales channels has important theoretical significance and practical value for improving farmers’ production enthusiasm and maximizing farmers’ income.Fengjie County has a history of citrus planting for more than 2300 years.It is one of the most famous citrus producing areas in China.Fengjie County Government and relevant departments attach great importance to the citrus industry and have formulated and implemented a number of medium and long-term and phased development plans.After years of accumulation and development,the citrus industry has become one of the pillar industries in Fengjie County,with considerable output and sales scale,forming a unique local brand characteristics.However,compared with other regional characteristic agricultural products,there are still some problems in the production of Citrus agricultural products in Fengjie County,such as extensive and decentralized operation stage,unstable product quality,narrow sales scope and so on.Therefore,how to promote the sustainable production and sales of Citrus agricultural products in Fengjie County has important practical significance and policy value.Based on the above background,this paper takes the orange farmers in Fengjie County as the research sample,uses the questionnaire and statistical description analysis methods,uses the transaction cost theory and marketing channel theory to analyze and compare the farmers’ expected sales channels and the actual sales channels,and analyzes a series of basic elements such as orange farmers’ personal characteristics,operation status,transaction status,market environment and policy orientation through descriptive statistical analysis,Reveal the factors affecting orange farmers’ choice of different sales channels,and provide feasible policy suggestions for improving the choice of orange farmers’ sales channels.The results show that:(1)citrus sales in Fengjie County are still dominated by door-to-door sales through traditional vendors,while the promotion and innovation of new citrus sales channels are slow.(2)the basic factors influencing the choice of marketing channels of orange farmers are the education level of farmers,the management status of farmers,the transaction cost of farmers,the market environment and the policy guidance,the level of transaction cost is the main factor that affects the choice of Orange Farmers’ marketing channels.Farmers’ education level,farmers’ management status and policy orientation have a positive impact on orange farmers’ choice of e-commerce sales channels,while farmers’ transaction costs have a negative impact on orange farmers’ choice of ecommerce sales channels,it has a positive effect on the choice of the sales channel and the direct sales channel,and a negative effect on the choice of the sales channel.(3)“E-commerce sales channel” is the channel with the highest expectation of orange farmers,whose average cost is middle,average income is the highest,but the actual number of people who choose it is the least,the reason is mainly due to“High input costs,high demand for farmers’ own knowledge reserves and high demand for product quality” three aspects of “E-commerce sales channels ” entry restrictions.(4)choosing the channel of“Orange grower-fruit peddler” to carry on indirect sale has the lowest average cost,middle average income,the number of people who want to choose is small but the number of people who actually choose is the largest,the difference between the number of people who want to choose and the number of people who want to choose is the biggest,the main reason is that orange farmers choose this channel can greatly avoid the impact of market uncertainty while reducing transaction costs.(5)the direct marketing channel of“Orange farmer-consumer” has the highest average cost,the lowest average income,the least number of people who expect and actually choose it,and the least difference,but a small number of orange farmers choose this marketing channel,the main reason lies in its own small-scale cultivation and sales volume constraints,that is,affected by farmers operating conditions.Based on the above research conclusions,this paper puts forward the following policy recommendations: First,accelerate the construction and development of various new sales channels,improve the citrus circulation system.Second,develop special policies to support and encourage orange farmers to choose“E-commerce sales channels.”.Third,strengthen the classified guidance and technical training for orange farmers,and enhance the professional ability and technical level of orange farmers.Fourth,improve the supply of market information,reduce the impact of market uncertainty on orange farmers.Fifth,establish a modern logistics service system,effectively reduce the transaction costs of orange farmers.Sixthly,standardize the circulation order of citrus sales market and strengthen the policy-oriented role of drainage.Seventh,establish a brand image,broaden the citrus sales market,effectively improve the operating situation.