A Study On Transaction Costs And The Choice Of Loquat Growers’ Marketing Model

In recent years,China’s agricultural market infrastructure is backward,the market level is low,and the existence of problems such as production rather than circulation makes the contradiction between small farmers and large markets increasingly serious,which has become a bottleneck factor limiting the circulation of agricultural markets and rural economic development.How to improve the circulation of agricultural products is of great significance to protect the interests of farmers and promote the stable development of China’s rural economy.The transaction cost is the cost incurred by farmers in the process of selling agricultural products.Higher transaction cost hinders farmers from entering the market and harms the interests of farmers to obtain,while the transaction costs of different sales channels are different and have different impacts on farmers,so it is feasible to analyze the agricultural products circulation methods of farmers from the perspective of transaction cost.Compared with other agricultural products,loquat has strong seasonality,short marketing cycle,not easy to keep fresh,perishable and perishable,high technical requirements for transportation and storage,and there is no standardized and unified grading standard for loquat in the market,which leads to farmers to take advantage of the opportunity of price and grade pressures by buyers or enterprises when selling and bear more transaction costs.Thus,loquat growers as the study object of transaction cost is representative.This paper compares the literature on agricultural sales model,transaction cost theory and the impact of transaction cost on sales model,and collects information about Tangqi loquat based on pre-research,and learns that Tangqi Town of Linping District is a famous loquat production base in Zhejiang Province and loquat is also an important economic source for local fruit farmers,so Tangqi loquat growers are taken as the research object.A total of 116 valid questionnaires were collected through a field survey to obtain data from Tangqi loquat growers,and an empirical model was established to study the influence of transaction costs on different sales modes of loquat growers,and the following research conclusions were drawn:(1)transaction costs have an important influence on the choice of fruit farmers’ sales modes;(2)the main sales modes chosen by loquat growers are market retail and fruit wholesalers;(3)Internet platform sales is the highest unit price of loquat sales(4)there are differences in the selling price and value added of loquat under different sales modes.In order to improve the current circulation of loquat in Tangqi,enhance the interaction and connection between small farmers and the market,reduce the cost of loquat growers in the transaction process,and improve their competitiveness in the loquat industry market,the following suggestions are made:(1)accelerate the establishment of the local cold chain system to extend the freshness period of loquat;(2)strengthen the innovation and training guidance of existing sales models to increase the choice opportunities for fruit farmers;(3)Encourage fruit farmers to learn cultural knowledge and marketing skills to improve their business ability(4)Standardize the business order of loquat market to create a fair and orderly sales environment;(5)Attract young groups to join loquat industry to promote the development of this industry.