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Position: Home > Articles > Effects of Modern Marketing Channels on Technical Efficiency——Based on Investigation of Strawberry Growers in Jiangsu Province China Vegetables 2020 (2) 66-72

现代销售渠道对技术效率的影响——基于江苏省草莓种植户调研

作  者：
常向阳;陈瑾;韩振兴
单  位：
南京农业大学经济管理学院
关键词：
销售渠道;技术效率;随机前沿模型;草莓产业
摘  要：
随着高质量农产品需求逐渐增加,以农超对接、农产品电商和龙头企业模式为代表的现代销售渠道逐渐发展。现代销售渠道具有价格稳定、供应关系稳定、质量要求高等特点,能够提高农户的整体生产环节技术效率。本文基于江苏省358份草莓种植户调研数据,运用SFA-PSM方法,研究参与现代销售渠道对农户技术效率的影响。结果表明:传统销售渠道与现代销售渠道的农户在投入上存在显著差异,参与现代销售渠道能提高9%左右的技术效率,显著提高农户收益。据此提出建议,相关部门应大力扶持现代销售渠道发展,连接农户与市场,形成稳定的供销关系,提高草莓种植户的技术效率。
译  名：
Effects of Modern Marketing Channels on Technical Efficiency——Based on Investigation of Strawberry Growers in Jiangsu Province
作  者：
CHANG Xiang-yang;CHEN Jin;HAN Zhen-xing;College of Economics and Management,Nanjing Agricultural University;China Center for Food Security Studies,Nanjing Agricultural University;College of Economics and Management,Shanxi Agricultural University;
关键词：
Sale channel;;Technical efficiency;;Frontier model at random;;Strawberry industry
摘  要：
With the daily increasing demand for high-quality agricultural products,modern marketing channels represented by agricultural super-docking,agricultural products e-commerce and leading enterprises have developed gradually.Modern marketing channels have the characteristics of stable price,stable supply relationship and requirement for high quality.Modern marketing channels can improve the technical efficiency of farmers entire production link.According to the survey data of 358 strawberry growers in Jiangsu Province,this paper studied the effects of modern marketing channels on farmers' technical efficiency by SFA-PSM method.The results indicated that there were obvious differences in farmer inputs for traditional and modern channels.Participating in modern channels,the technical efficiency would be upgraded about 9%,thus significantly increasing farmers earnings.Therefor,we suggest that the relevant departments should vigorously support the development of modern marketing channels,and connect farmers with market,forming a stable relationship between supply and marketing,thus improving technical efficiency of strawberry growers.

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