| Huangshan city tea industry plays a very important role in Huangshan city economy development.After years of development of Huangshan City tea industry with great development.However,Huangshan tea industry in the long-term and rapid development also encountered some bottlenecks: such as the industrial chain each link is loose,tea industry chain profit chain instability.From the point of view of tea sales,and the proportion of 40.32% tea planting households as a result of failed and tea processing / distribution between enterprises produce benign interaction failed to establish close relations of cooperation,so as to take tea market sales model,exposing themselves in the face of danger at the same time,also makes the tea enterprises obtain the uncertainty of high-quality raw materials.It also allows consumers in the existing tea market through effective channels get high quality tea can not guarantee the quality,the domestic and foreign tea market for quality tea rising demand and tea planting farmers eager to increase wealth will is contradictory.At the same time,tea planting households for the market to get the effective information has limitations and hysteresis,unable to correctly assess the current state of the market,and can not accurately predict the future market supply and demand situation against the ability of the risk is very low,which leads to the tea farmers income is not guaranteed.If we want to solve these problems,in tea industry chain on each main production,we must through the establishment of close cooperation to solve,vertical coordination patterns of the tea industry management and optimization and upgrading,so that the tea growers more involved in close vertical collaboration way to.This paper is under the framework of the industrial chain,to trading cost theory,the theory of producer behavior and vertical coordination theory as the theoretical basis,and the combination of tea and the tea growers trust factors,the tea planting households in the sales process in vertical coordination is studied.The literature survey method,questionnaire survey method,qualitative analysis and quantitative analysis combination method and the standard research and empirical research combined with the methods and select growers of sex,age,culture degree,the tea planting area,family income,towards risk attitude and 21 indicators made questionnaire,on-the-spot investigation in the city of Huangshan,the statistical analysis of data obtained from the questionnaire investigation,and using logistic regression mathematical model on the empirical analysis of these data,then in the fitting of logistic model,test using ROC curve are analyzed.Then it is concluded that the relevant conclusions.Through field investigation of Huangshan City,found in the city of Huangshan tea planting households involved in the sales process,vertical cooperation is mainly manifested as: Tea planting households engaged in industrial production of practitioners concentrated in the age in the elderly,and their education level is generally low,less the number of highly educated,but with the rapid development of the news media tea planting households of policy documents and information in the market have a certain understanding.Trading market of vertical coordination model is more common,the proportion is 40.32%,mixed contract coordination model for than accounted for the greatest 56.45% of the total,and vertical integration pattern has appeared but the proportion is still small only 3.23%.Which 91.12% tea growers said can timely put tea products sold and 40.32% tea growers choose low levels of market transaction mode,56.45% of people will select mixed mode of contract production,only 3.2% of tea planting households participation is most closely to the vertical integration of collaboration.This is not satisfied with the participation of the cooperative approach is mainly focused on market transactions,market transactions to participate in the cooperative model of farmers to the current model of cooperation is not satisfied with the rate of up to 38%.In addition through the survey statistics found that the tea can not be timely products(fresh tea and dried tea)tea farmers to sell the main focus on the choice of market transactions in the planting households,accounting for 18% of their number.Through binary logistic regression analysis of survey data,it is concluded that the tea growers in educational attainment,tea planting area,financial support degree of difficulty,the ease of market information for growers to choose whether to participate in the high level of vertical mode of cooperation has significant positive influence;the high price of the buyer the factors for the cultivation of users to choose whether or not to participate in high level of vertical cooperation way has a significant negative influence to the.Gender,age,attitudes toward risk,tea planting households to the government guidance documents and policies related to the understanding degree,tea income accounted for annual household income ratio,family annual income and total household expenditure between implant,origin,the buyer payment timely / down payment,the buyer the credibility of a good,the buyer is acquaintances or relatives,processing technology difficulty degree,tea products to save the difficulty degree and the sales process may loss of this several factors of collaborative effect is not significant.ROC curves show that the area under the curve is 0.969,which is greater than 0.9,which shows that the fitting degree of Logistic regression model is better.On the basis of this study,the suggestions for the optimization of the tea industry in Huangshan City vertical coordination of put forward the following suggestions: first,strengthen the basic education of farmers,improve the professional quality of the farmers;second,encourage more young people in their hometowns in the tea planting work,promote the young age structure of the local tea industry practitioners;third,to promote the tea industry scale;fourth,the government and enterprises should increase the production of tea capital,technology investment,and increase the release of information and information sharing platform construction;fifth,the government in the formulation of standards involved... |
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