北京市草莓营销渠道绩效评价  

Channel Performance Evaluation of Strawberry Sales in Beijing

作　　者：张燕 Zhang Yan(People's Publishing House,Beijing 100073)

机构地区：[1]人民出版社,北京100073

出　　处：《农业展望》2022年第3期19-25,共7页Agricultural Outlook

摘　　要：根据北京市草莓的生产经营总体现状,以及北京市草莓生产主体在生产规模和销售渠道方面的结构特点,分类探讨生产者以不同渠道销售草莓的渠道绩效。以实地调研获得的数据为基础,结合二手数据以及定性分析,运用层次分析法与模糊综合评价法,综合分析不同规模的生产主体以不同渠道销售草莓的渠道绩效。结果显示:采摘的渠道绩效最高,团购和物流零售也有相对较高的渠道绩效。基于此,结合北京市草莓产业发展动态和面临的主要问题,提出了通过各种活动吸引消费者,扩大休闲采摘渠道比例,提高休闲采摘渠道的销售量;适当扩大优化物流零售和团购销售比例;完善草莓市场营销体系,拓宽草莓销售渠道;推动草莓加工业建设等一系列措施。According to the general situation of strawberry production and management in Beijing,as well as the structure characteristics of production scale and marketing channels of the main bodies of strawberry production in Beijing,the channel performance of strawberry producers in different channels was classified and discussed.Based on the data obtained from the field survey,combined with second-hand data and qualitative analysis,using Analytic Hierarchy Process(AHP)and Fuzzy Comprehensive Evaluation method,the channel performance of strawberry sales in different channels was comprehensively analyzed.The results showed that:picking channel performance is the highest,group purchase and logistics retail also have high channel performance.Based on this,combined with the development trends and main problems of strawberry industry in Beijing,some suggestions were put forward from attracting consumers through various activities,expanding the proportion of leisure picking channels,increasing the sales volume of leisure picking channels;expanding the sales volume of picking channels,optimizing the proportion of logistics retail sales and group buying sales;improving strawberry marketing system,broadening strawberry marketing channels;promoting the construction of strawberry processing industry.

关 键 词：草莓 渠道结构 渠道绩效 销售环境 休闲采摘 

分 类 号：F323.7[经济管理—产业经济]