Selection And Optimization Of Agricultural Product Marketing Model From The Perspective Of Farmers

All along,the issue of agriculture,rural areas and farmers has attracted much attention.China is a big agricultural country.The issue of agriculture,rural areas and farmers is a key issue related to economic development,social stability and people's happiness.The sale of agricultural products is the key link to solve the problem of agriculture,countryside and farmers.Efficient sale mode of agricultural products is an effective way to solve the difficulty of buying and selling agricultural products.It is helpful to realize the balance of supply and demand of agricultural products,and then to promote the increase of farmers' income and social stability.At present,the sale of agricultural products is mainly reflected in the contradictions in the sale process,that is,the contradictions between "small farmers" and "big market","difficult to buy" and "difficult to sell".Therefore,it is of great practical significance to study peasant household's sales behavior from the perspective of peasant households in order to solve various problems in the process of peasant household's sales.This master's thesis takes the choice of farmer's agricultural product sales channel model as the concrete object of study,and on the basis of the existing research,constructs the theoretical framework and designs the questionnaire according to the related concepts of sales channel behavior and relationship theory,differentiation theory and scale economy theory,and briefly analyzes the agricultural product industry in Zhejiang Province.On the basis of the present situation and existing problems,this paper selects five townships in Zhejiang Province as the research area,goes deep into the farmers,and obtains the personal characteristics,family characteristics,production and sales situation of the householders,the reasons for choosing the current sales channel model,the measures to be taken for the lack of the current model,etc.by means of questionnaires.The influencing factors of product sales channel mode and the difference of measures that farmers should take to deal with the production and sales defects under different modes are analyzed by descriptive analysis,cross analysis,factor analysis and binary regression analysis.First,household characteristics,product factors,social factors and input costs have a significant impact on farmers' choice of agricultural products sales channel model.Secondly,on the adoption of the two measures of improving knowledge and technology level and channel differentiation,there is no difference between the farmers in the contractual cooperation mode and the farmers in the market free mode,both of which indicate that these two measures will be adopted in the future.In terms of the willingness to adopt the three measures of enlarging scale,differentiating products and constructing knowledge network,the farmers in the contractual cooperation mode show higher willingness than those in the free market mode.Thirdly,in the actual sales process,the adoption rate of Market-Free mode is higher than that of contract-cooperation mode,while the expectation of farmers for contract-cooperation mode is obviously higher than that of Market-Free mode.This paper holds that the prospect of contractual cooperative transaction model is bright,but under the current basic conditions in China,the two models should develop together and complement each other.By using the price formation and information transmission function of the free market model,we can provide guidance for the cooperative contract model and realize the modernization of agricultural product sales together.