The Research On Factors In Tea Enterprise Sales Channels Selection

Content: This paper attempts to study the factors that influence the choice of sales channels of tea enterprises,mainly using sales channels as a theoretical basis.Based on previous research results,the tea companies in Jiangxi Province are selected to conduct onthe-spot investigations,and the statistical results obtained from questionnaires are used as empirical evidence.Based on the analysis,the tea company's sales channels are analyzed in detail.The empirical results show that the manager's social status,the duration of the cooperative,the cooperative's processing capacity,the government's support for the tea industry,and the tea company's distance from the county significantly affect the choice of sales channels of tea companies.The managers with higher social status gather comprehensive information about sales channels,and the longer the establishment of tea companies,the familiar they are with the sales channels.The greater the cooperative's processing capacity is,the better it can fit sales needs,consequently will affect the choice of sales channels.The greater the government's support on the tea industry is,the more likely the tea enterprises tend to choose sales channels that involved in the policies.Shorter distance between tea enterprises and the county can guarantee a quick product supply to the market.The manager's age,gender,and education level,the product's characteristics,and sales patterns have no significant effect on sales channels.Finally,combined with tea sales channel theory and the above empirical results,this study put forward the countermeasures for the selection of tea companies' sales channels: to strengthen the cooperation with professionals;to actively develop the leading role of leading enterprises;to provide multiple ways to improve the tea enterprise sales channels;to make the government continues to guide the development.