摘要
I
中 文 摘要
目前流通渠道已成为产品之间竞争的一个非常重要的筹码。通畅的流通渠道代表着
成本的降低、流通效率的提升以及利润的增加。随着居民生活水平的逐步提高，消费者
在购买农产品时愈发的严格，特色农产品由于其独特的营养价值、高质等特点逐步受到
居民的认可，进而使得其需求在逐步上涨。山西是特色农产品的资源大省，虽然具有特
色与市场，但是由于渠道层次多、结构复杂、分散性等特点，使得产品缺乏应有的竞争
力。因此，对山西特色农产品的流通渠道开展系统研究与分析，建立高效的流通渠道，
对于促进山西特色农产品更好的发展具有重要的意义

本文以山西特色农产品的流通渠道为研究对象，以调查法为数据来源，在简述相关
概念以及山西特色农产品的流通渠道模式的基础上，首先通过调查对流通渠道的现状以
及农户与消费者的基本情况进行统计性描述；接着采用因子分析法对农户与消费者选择
流通渠道的影响因素进行分析，并运用层次分析法和模糊综合评价对流通渠道的运行水
平进行评价，得出流通渠道运行水平处于一般水平。发现导致渠道运行水平较低的问题
在：农产品的品牌建设不足；流通主体水平较低；物流、仓储以及信息网络基础设施建
设水平不高等。最后根据国外先进的特色农产品流通渠道经验借鉴，并相对应的提出完
善山西特色农产品流通渠道的建议。本文对山西特色农产品流通渠道的影响因素进行分
析及运行水平评价，对进一步地完善山西特色农产品流通渠道具有现实意义

关键词：特色农产品；流通渠道；运行水平评价ABSTRACT
III
ABSTRACT
The current circulation channel has grown up to be a very important
competitive chip. Unimpeded circulation channel represents the cost reduction,
the circulation efficiency enhancement as well as increased profits. With the
gradual improvement of living standards, consumers in the purchase of
agricultural products become more hypercritical. Because of its unique
nutritional value and high quality and so on, special agricultural products are
gradually being recognized by consumers, and the consumer demand for special
agricultural products is rising gradually. Shanxi is a big province of special
agricultural products. Although the products have its own characteristics and
market, but it is still a lack of competitiveness. The existing channel present
complex channel chain, channel decentralization, which has a negative effect on
the products’ marketing competence. Therefore, it is of great significance to
carry out systematic research and analysis on circulation channels of special
agricultural products, and to establish an efficient circulation channel, which is
of profound significance to promote the development of special agricultural
products in Shanxi.
This paper selected circulation channels of Shanxi agricultural products as
respondents, according to the date which is got by a questionnaire survey, based
on briefing related concepts and the existing circulation channel in Shanxi.
Firstly, we mentioned the situation of Shanxi circulation channels of special
agricultural products involved three parts, that are the contemporary circulation
channel, statistical description on the current situation of farmers and consumers.
Then, we analyzed the factors of farmers and consumers choosing circulation
channels used factor analysis method, and evaluated the operational level of the
circulation channels used AHP and Fuzzy. There are problems existing in
circulation channel, then put forward of suggestions. And put forward
development countermeasures of Shanxi agricultural products’ circulation
channels. Studying in circulation channels of agricultural products in Shanxi山西特色农产品流通渠道运行水平评价研究
IV
affecting factors and evaluation of operative level not only can promote the
analysis of circulation channel theoretical and empirical research, and to further
improve the Shanxi agricultural products’ circulation channels.
Key words：Agricultural Feature Products；circulation channel；the evaluation
of operational level目 录
V
目 录
第一章 绪 论..1
1.1 研究背景 ...........1
1.2 研究目的及意义 ...........2
1.3 国内外研究现状 ...........2
1.3.1 国外研究现状 .....2
1.3.2 国内研究现状 .....4
1.3.3 国内外研究简要评论 .....5
1.4 主要内容与研究方法 ...6
1.4.1 主要内容 .6
研究方法.6
1.5 研究创新 ...........6
第二章 相关概念及理论基础9
2.1 相关概念 ...........9
2.1.1 特色农产品 .........9
2.1.2 流通渠道 .9
2.2 流通渠道结构理论 .....10
2.2.1 层次结构理论 ...10
2.2.2 宽度结构理论 ...10
2.2.3 系统结构理论 ... 11
2.3 山西特色农产品流通渠道模式 .........12
2.3.1 直销渠道模式 ...13
2.3.2 中间商渠道模式 ...........14
第三章 山西特色农产品流通渠道影响因素分析及运行水平评价..........15
3.1 调研情况、数据来源与研究方法 .....15
3.1.1 问卷设计 ...........15
3.1.2 问卷的调查与实施 .......15
3.1.3 研究方法介绍 ...16
3.2 山西特色农产品流通渠道影响因素分析 .....18
1.4.2山西特色农产品流通渠道运行水平评价研究
VI
3.2.1 农户农产品流通渠道选择影响因素分析........18
3.2.2 消费者农产品流通渠道选择影响因素分析....23
3.3 山西特色农产品流通渠道运行水平评价......28
3.3.1 指标体系构建原则........28
3.3.2 评价指标体系的构建....28
3.3.3 农产品流通渠道运行水平评价29
3.4 本章小结..........32
第四章 国外特色农产品流通渠道经验借鉴...........33
4.1 美日两国特色农产品流通渠道的特征..........33
4.1.1 美国特色农产品流通渠道的特征........33
4.1.2 日本特色农产品流通渠道的特征........34。。。以上简介无排版格式，详细内容请下载查看