Study On The Optimization Of Marketing Channel Of Nursery Stock Based On The Desire Of Farmer In Baijia Town

Nowadays,people are highly concerned about ecological environment,which increases their demand for nursery stock products,enlarging the competition of nursery stock industry.Some serious problems occur in nursery stock markets,particularly with marketing channels.Baijia Town is the development source and core area of the nursery stock industry along the Liuyang River.The development of nursery stock industry in Baijia Town is closely related to the local economy.Therefore,the optimization of marketing channels takes an important place in the local economy.Firstly,the paper makes a brief survey on marketing channel of nursery stock in Baijia Town via on-the-spot interviews.It is concluded that there are offline channels including direct selling,distribution and Agricultural Base&Supermarket and online channels including online shop,online distribution.It also explains the current situation of channel management by comparing and analyzing various channels.Secondly,according to theories of marketing channels,the paper provides a model of the willingness of channel optimization which is based on the personal characteristics,channel structure and channel management of the farmers.The paper designs the scale and questionnaire with the evaluation of the existing channels of the farmers as the intermediate variable and the optimization willingness of the farmers as the dependent variable.The statistical analysis software SPSS(25.0 version)is used for logistic regression.It is concluded that the experience of farmers,the types of nursery stock,and the length of channels are positively correlated with their willingness to optimize,while the width and rationality of channels shows a negative correlation with their willingness to optimize.The reasons that affect the different willingness of farmers to optimize channels are various,which include unreasonable channel structures,confused channel management,serious channel conflicts and lack of incentives.Lastly,the paper proposed the optimization plans against the problems of Baijia nursery stock industry.Hopefully,it can help improve the operation efficiency of the marketing channel of Baijia Town and promote the development the nursery stock industrial belt along the Baijia Town.