交易成本与农户销售渠道选择——基于浙江省仙居县杨梅种植户的调查  

Transaction Cost and Farmers' Marketing Channel Selection——A Survey Based on the Waxberry Planters of Xianju County,Zhejing Province

作　　者：韩洪云[1] 吕秀滢[1] 

机构地区：[1]浙江大学管理学院,浙江杭州310058

出　　处：《经济经纬》2012年第2期105-109,共5页Economic Survey

基　　金：2008年度国家自然科学基金项目(70873108);2008年"新世纪优秀人才支持计划"资助项目;2009年度国家社会科学基金重点项目(09AZD043)

摘　　要：笔者基于浙江省仙居县杨梅种植户的实地调查数据,利用Tobit模型,实证分析了交易成本对农户杨梅销售渠道选择的影响。研究结果显示,市场价格波动幅度、买主对杨梅质量认证的关注程度和单次平均销售数量促使农户从零售渠道转向贩卖商和加工企业渠道;交易前农户是否了解市场价格和果园到主要成交地点的距离促使农户选择零售渠道;户主年龄及种植面积对农户销售渠道选择也存在一定程度的影响,但其他家庭特征的影响则不显著。Based on a survey data from waxberry planters of Xianju County, Zhejiang Province, using Tobit model, the authors made an empirical analysis of the effect of transaction cost on farmers＇ selection of waxberry marketing channels. The findings show that unsta- ble market price, buyers＇ concern on quality certification and the average amount of single sales urge farmers to shift from retail channels to traders＇ channels and processing enterprises channels; access to price information before the sale and the distance between orchards and the market promote farmers to choose the retail channel. In addition, the age of the household head and planting scale also have certain influence on farmers＇ choice of marketing channels, but effect of other farm characteristics are not obvious.

关 键 词：交易成本 销售渠道 杨梅种植 

分 类 号：F324[经济管理—产业经济]