【作者】 李楠；

【导师】 苏群；

【作者基本信息】 南京农业大学 ， 农业硕士（专业学位）， 2019， 硕士

【摘要】 现阶段,我国农业发展进入了新的时期,农产品的供求结构发生了很大的转变,农村的农产品“卖难”问题与城市所需农产品不足的现象同时存在,这种矛盾严重打击了农户进行农业生产的积极性,制约了农户的增收。农产品交易是农产品流通中的重要环节,交易模式的选择对促进农产品有效流通、提高农民的收入至关重要。那么,农户基于自身特点采用何种交易模式来实现增收这一问题尤为值得探讨。研究影响农户农产品交易模式选择的问题,完善农产品流通体系建设,对农民增收、农业现代化建设和农业经济发展都有重要作用。近年来由于陕西等地苹果产业不断发展,挤占了一部分烟台苹果的市场份额,苹果的销售出现了困境,果品交易过程也存在许多问题。本文以烟台地区苹果种植户为例,对其进行实地调研和深入访谈,首先对烟台地区的基本概况进行介绍,并阐述了烟台地区苹果产业的发展现状。其次,通过调查发现,目前烟台地区苹果种植户销售苹果过程中主要存在着四种交易模式,即“果农+消费者”、“果农+商贩”、“果农+合作社”以及“果农+互联网平台”的交易模式,并且介绍了四种交易模式的优劣势,剖析了其形成机理。然后在调研数据的基础上分析四种交易模式的特点和影响苹果种植户选择行为的因素,最后运用典型案例补充并完善分析。在此基础上,以期为烟台苹果流通、销售以及苹果产业的发展提供有效的政策建议。通过研究了解到当前烟台地区“果农+商贩”的分散化交易模式仍然是苹果种植户的主流选择,这种交易模式是果农最熟悉的销售方式;同时农村地区合作社的发展展现了新的力量,为苹果等农产品的流通创造新的发展势头,但合作社不规范、果农对其了解少等原因限制了“果农+合作社”模式的发展;互联网平台销售农产品能够降低部分农户的交易成本,为其带来收益,但这种方式对农村、农户及政府的要求较高。此外,果农的个人因素、家庭情况、外部环境、交易过程四个方面的因素影响着果农的选择行为;值得一提的是,农村中的“口碑”效应也是影响果农选择行为的一种重要因素。在本文研究结论的基础上,笔者提出了以下的政策建议供参考:一是规范农村合作社,发挥政府监督作用;二是加强农户对中介组织认可度;三是加大对农户教育、技术等投入,引进管理人才;四是完善农村地区基础设施建设。更多还原

【Abstract】 At present,China’s agricultural development has entered a new era.The supply and demand structure of agricultural products has undergone a great change.The difficulty in sales of agricultural products coexists with the phenomenon of insufficient agricultural products required by the city.This situation has seriously hampered the enthusiasm of farmers for agricultural production and restricted the increase in farmers’ income.Agricultural product trading is an important link in the circulation of agricultural products.The choice of trading mode is essential to promote the effective circulation of agricultural products and increase the income of farmers.Therefore,it is worth discussing how the farmer chooses which trading mode to achieve income increase.Studying the problems affecting the choice of agricultural products trading mode of farmers and improving the construction of agricultural product circulation system will play an important role in increasing farmers’ income,agricultural modernization and agricultural economic development.In recent years,due to the continuous development of the apple industry in Shaanxi and other places,it has squeezed the market share of some Yantai apples,and there has been a problem in fruit trading.This article takes apple growers in Yantai as an example to conduct on-the-spot investigation and in-depth interviews.First,introduce the basic overview of the Yantai area and the development status of the apple industry.Secondly,through investigation,it is found that there are four trading modes in the process of selling apples by apple growers in Yantai.And introduced the characteristics of the four trading models,and analyzed its formation mechanism.Then based on the survey data,the characteristics of the four trading models and the factors affecting the choice behavior of apple growers are analyzed.Finally,use typical cases to supplement and improve the analysis.On this basis,it is expected to provide effective policy recommendations for the circulation and sales of the Yantai apple industry.Through research,At present,the decentralized trading model of "fruit farmers+vendors" in Yantai is still the mainstream choice of apple growers.At the same time,the development of cooperatives in rural areas has shown new strength,But cooperatives do not regulate the development of this model.The sale of agricultural products on the Internet platform can bring benefits to some fruit farmers,but this method has higher requirements for rural areas,farmers and the government.In addition,the factors of the farmer’s personal factors,family situation,external environment,and transaction process affect the choice behavior of the fruit farmers;The word-of-mouth effect in rural areas is also a factor affecting the choice behavior of fruit farmers.Based on the research conclusions of this paper,the author puts forward the following policy recommendations for reference:First,Standardize rural cooperatives and give play to the role of government supervision;The second is to strengthen the recognition of farmers to intermediary organizations;The third is to increase training for farmers and introduce management talents;Finally,we must improve rural infrastructure.更多还原