Study On The Selection Of Sales Channels For High Quality Wheat Growers In Hebei Province

The sales channel is the lifeline of agricultural products circulation.Establishing multi-level,multi-channel,and smooth distribution channels for agricultural products is an important part of realizing agricultural industrialization.To solve the contradiction between small farmers and the big market in the process of industrialization of high-quality special wheat,it is the key to build an efficient and smooth sales channel.The high-quality special wheat industry in Hebei Province has a solid foundation for development.The construction of sales channels shows diversified characteristics,but at the same time it exposes the problems of complicated channels and disordered circulation,resulting in the failure of high-quality special wheat market.Based on this,this paper takes the selection of high-quality special wheat growers as the research entry point,and explores the principle and influencing factors of the choice of farmers' sales channels,which has important theoretical and practical significance for the development of high-quality wheat industry in Hebei Province.The research methods used in this paper include sample survey and interview method,literature research method,quantitative analysis method and case study method.On the basis of literature research,field research and interviews,it compares and analyzes the operation characteristics,operation mechanism and the cost of exogenous transaction costs of different marketing channels of high-quality special wheat,and simulates the different sales of growers based on the complete information static game model.The revenue status of the channel.Next,the binomial logistic model was used to quantitatively analyze the sales route data of 184 high-quality special wheat growers,and to explore the influencing factors of grower sales channel selection.The results show that whether the growers understand the market conditions of high-quality special wheat,the unit price of high-quality special wheat,the age of the household head,the scale of planting,etc have a significant positive impact on the close sales channels of the growers' choice of contracts,the distribution organization and the broker to the same level of high-quality special wheat offer difference,the difference between the grower and the purchaser in the quality of the special wheat grade,the distance from the grower to the recent agricultural market,the education of the head of the household and other factors on the choice of farmers Close-knit sales channels have a significant negative impact on it.The main conclusions of the paper are as follows: First,the profit coefficient of high-quality special wheat distributors is the key factor affecting the income of growers;second,transaction costs have an important impact on the choice of growers' sales channels,and different sales channels are directly related to high-quality special wheat.Quality and purity;Third,compared the sales channels with loose contractual relationship,the sales channels with close contractual relationship are more conductive to the long-term development of the high-quality special wheat industry.Based on the research conclusions above,the paper puts forward the following suggestions: First,stabilize wheat planting area,give priority to the development of high-quality special wheat;second,increase the input of production management technology to promote the sales of high-quality special wheat;third,innovate the interest linkage mechanism between the sellers and buyers to lower the market transaction cost of growers;finally,perfect the construction of industrial information services to improve the ability to respond the market risks.