| Tea is a natural organic drink,and is favored by consumers because of its good nutritional and health functions.Rizhao City is known as the hometown of green tea in the north of the Yangtze River.Since the South to North Tea Diversion project in the 1950 s,the tea industry in Rizhao City has been developing continuously.At present,the tea industry has gradually become the largest and best agricultural characteristic industry in Rizhao City,forming a good industrial base and talent reserve,and is moving forward in the direction of scale,standardization and branding.The focus of the tea industry has gradually shifted from tea production to tea sales.Sales is an important link in the circulation of agricultural products.As a basic agricultural production and operation unit,tea farmers,due to their small production scale,weak bargaining power,and decentralized organizational structure,often face various difficulties in trading,such as high quality and low prices,lack of market information,and unstable trading.Therefore,a survey was conducted on the tea sales channels of tea farmers in Rizhao City,from the perspective of tea farmers’ resource endowments,transaction costs Analyzing the factors that affect the selection of tea farmers’ sales channels in terms of external environment and other aspects,and proposing corresponding solutions have theoretical and practical significance for solving the connection problem between small farmers and large markets.Based on the above background,this paper summarizes domestic and foreign literature on agricultural product sales channels,influencing factors of farmers’ sales channel choices,tea farmers’ sales channels and their choices,and defines related concepts such as tea farmers,agricultural product sales channels,resource endowments,etc.Under the guidance of farmers’ behavior theory and transaction cost theory,combined with the current situation of the tea industry in Rizhao City and the reality of tea farmers’ sales channels,Design a survey questionnaire on the selection of tea farmers’ sales channels and influencing factors in Rizhao City,and collect 240 valid questionnaires.After organizing and summarizing the questionnaire data,descriptive statistical analysis was conducted on the individual characteristics,family characteristics,transaction costs,and external environmental characteristics of tea farmers.The sales channels of tea farmers were classified and introduced.Statistics showed that traditional sales channels such as intermediary acquisition and wholesale market channels were important sales channels for tea farmers in Rizhao City,while modern sales channels developed relatively slowly.Selecting 13 variables such as education level,planting years,and tea plantation area,a binary logistic regression model was used to study and analyze the factors that affect the selection of tea farmers’ sales channels.The results showed that education level,planting years,proportion of tea sales revenue,and distance between sales locations in resource endowment had a significant impact on the selection of tea farmers’ sales channels;The difficulty of understanding market conditions,the way of contacting the acquiring party,and whether to sign a written contract in transaction costs all have a significant impact on the selection of tea farmers’ sales channels;The training frequency and logistics convenience in the external environment have a significant impact on the sales channels of tea farmers.Based on the research conclusions and practical problems and difficulties,the following countermeasures and suggestions are proposed: strengthen publicity and guidance,encourage tea farmers to explore new channels;Enrich information acquisition channels and develop information supporting services;Integrate multiple resources to provide diversified training for tea farmers;Improve infrastructure construction and improve the external environment;Promote the development of agricultural cooperation organizations and enhance their radiative driving capabilities. |
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