Evaluation And Selection Of Distribution Channels For Characteristic Fruit Based On TOPSIS Method

With the large circulation of rural land and the improvement of modern agricultural technology,the family farm and the characteristic agriculture have been greatly developed,but some problems have appeared.The economic benefits and development prospects of the farm are seriously affected by such problems as the increasing marketing of special agricultural products,high cost of channel operation,large circulation risk and weak channel control.In this paper,the selection of distribution channels in the characteristic fruit marketing is taken as the research object.From the particularity of the characteristic fruit and the distribution channel of the family farm,the influence factors of the choice of the distribution channel of the family farm with the characteristic fruit are analyzed by using the theory of transaction cost,the theory of channel flattening and the theory of consumer behavior.And discuss,and choose four kinds of current distribution channel of characteristic fruit,namely network marketing channel,"agricultural super docking",fruit shop and sightseeing picking mode.The evaluation index system and model are constructed from four aspects of economic benefit,marketing risk,channel structure and channel characteristics.The index system is composed of 4 first level indexes and 9 two level indexes;the selection of distribution channels belongs to multi attribute decision making problem,and the triangle fuzzy number and TOPSIS comprehensive evaluation method are adopted.Finally,the above four channel schemes were comprehensively evaluated and sorted.The evaluation results show that the tourism picking mode is the most suitable fruit distribution channel for family farms.Finally,countermeasures and suggestions are put forward for the construction and optimization of distribution channels for characteristic fruit in family farms.