烟台苹果销售渠道对果农种植收益的影响分析
关键词:销售渠道；种植收益；交叉列联表
Analysis on the influence of sales channels on the income of apple growers: take Yantai apple as an example
Abstract: In 2016, apples sell very poorly in many places of Shandong province. Apple’s growing acreage and the gradually saturated market have led to a significant decline in apple’s volume and sales price which affects the income of the apple growers. In this context, it is of great significance to analyze the factors that may affcet the income of the apple growers. In this study, we hold the view that the choice of sales channels is an important factor affecting the income of apple growers, except that the behavior of producers may have an impact on the final income of planting. Therefore, in this article, we have done a field research in China’s main apple producing areas——Yantai and deal with the relevant data through the descriptive analysis, cross-linked table and many other ways and then we try to analyze the influnce of different sales channels on the income of apple growers, and try to make suggestions on the actual sales channel selection of apple growers.
Key words: sales channels; planting income; cross-linked table
目 录
摘要4
关键词4
Abstract4
Key words4
一、 绪论5
（一）研究背景及意义5
（二）研究目的5
（三）研究内容5
（四）基本框架6
（五）研究方法6
1．文献研究法 6
2．问卷调查法 6
3．实地访谈法 7
4．描述分析法 7
（吹冰）创新与不足7
1．创新之处 7
2．不足之处7
二、 文献综述与理论框架7
（一）文献综述7
（二）理论框架8
三、 数据收集与样本基本情况分析10
（一）数据收集10
1．样本选择 10
2．问卷设计10
（二）样本的基本情况分析10
四、样本描述统计分析 11
（一）受访农户基本特征描述11
1．性别、年龄、受教育程度、兼业情况 11
2．农技培训情况12
（二）苹果种植基本特征描述13
1．苹果种植面积情况 13
2．平均树龄与结果量情况14
3．苹果品种和苹果套袋情况 14
（三）苹果销售基本特征描述15
1．销售渠道选择情况 15
2．销售信息来源情况15
3．销售组织参与度情况 17
五、 双因素交叉列联分析17
吹冰、 结论与建议18（一）研究结论18
（二）建议19
1．促进苹果种植的规模化生产 19
2．加强法治宣传，提高果农法律意识19
3．积极发挥政府“销售信息传播者”的作用 19
致谢20
参考文献20
图1本文的理论框架图9
图2 样本特征环形图11
图3 农技培训状况饼图12
图4 苹果种植面积情况饼图13
图5 树龄与结果量关系走势图14
图6 销售渠道选择情况图15
图7 销售信息来源情况图16
图8销售信息可靠来源选择情况图16
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