Innovation and selection of family farms’ marketing channels in Henan Province under the “Internet+” environment
With the continuous improvement of China’s market economy and the intensification of global integration trends, the relationship between the supply and demand of China’s agricultural products has also undergone significant changes. From the previous short supply to the current oversupply, the sales...
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| Format: | Article |
| Language: | English |
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LLC "CPC "Business Perspectives"
2021-12-01
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| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/15959/IM_2021_04_Niu.pdf |
| _version_ | 1818367373471645696 |
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| author | Lichen Niu Оlexander Nazarenko Junmin Chen Zetao Hu |
| author_facet | Lichen Niu Оlexander Nazarenko Junmin Chen Zetao Hu |
| author_sort | Lichen Niu |
| collection | DOAJ |
| description | With the continuous improvement of China’s market economy and the intensification of global integration trends, the relationship between the supply and demand of China’s agricultural products has also undergone significant changes. From the previous short supply to the current oversupply, the sales of agricultural products have become a key factor restricting the development of the Chinese rural economy. Solving the problem of agricultural sales has become the internal driving force to promote the steady development of family farms, which is also the fundamental purpose of this paper. Therefore, this paper makes an empirical analysis of the factors influencing the choice of agricultural products’ sales channels among 170 family farms in Henan Province using a logistic regression model. The results show that selling agricultural products from family farms to consumers, enterprises, and large sales households are the main sales channels, accounting for 17.3%, 15.3%, and 15.2% respectively. The proportion of Internet sales ranks seventh among the eight channels, which has not been widely recognized. The regression results and assumptions are verified. The brand and certification of family farms’ agricultural products, business form of a farm, and understanding of the Internet have a significant impact on the choice of sales channels. According to the weight of influencing factors, the paper puts forward four suggestions for the selection and innovation in sales channels of family farms’ agricultural products.
AcknowledgmentThis study is funded by The National Social Science Fund of China (grant no: 19BJ1Y144). |
| first_indexed | 2024-12-13T22:51:01Z |
| format | Article |
| id | doaj.art-604538e68fc84b2da66cdffc99887a34 |
| institution | Directory Open Access Journal |
| issn | 1814-2427 1816-6326 |
| language | English |
| last_indexed | 2024-12-13T22:51:01Z |
| publishDate | 2021-12-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj.art-604538e68fc84b2da66cdffc99887a342022-12-21T23:28:36ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262021-12-0117413214510.21511/im.17(4).2021.1215959Innovation and selection of family farms’ marketing channels in Henan Province under the “Internet+” environmentLichen Niu0https://orcid.org/0000-0003-0481-846XОlexander Nazarenko1https://orcid.org/0000-0001-7546-174XJunmin Chen2Zetao Hu3https://orcid.org/0000-0001-6661-9699Ph.D. student, Department of Economic Management and Audit, Sumy National Agrarian UniversityDr., Professor, Accounting and Taxation Department, Faculty of Economic and Management, Sumy National Agrarian UniversityDr., Professor, Henan Institute of Science and TechnologyPh.D. student, Department of Economic Management and Audit, Sumy National Agrarian UniversityWith the continuous improvement of China’s market economy and the intensification of global integration trends, the relationship between the supply and demand of China’s agricultural products has also undergone significant changes. From the previous short supply to the current oversupply, the sales of agricultural products have become a key factor restricting the development of the Chinese rural economy. Solving the problem of agricultural sales has become the internal driving force to promote the steady development of family farms, which is also the fundamental purpose of this paper. Therefore, this paper makes an empirical analysis of the factors influencing the choice of agricultural products’ sales channels among 170 family farms in Henan Province using a logistic regression model. The results show that selling agricultural products from family farms to consumers, enterprises, and large sales households are the main sales channels, accounting for 17.3%, 15.3%, and 15.2% respectively. The proportion of Internet sales ranks seventh among the eight channels, which has not been widely recognized. The regression results and assumptions are verified. The brand and certification of family farms’ agricultural products, business form of a farm, and understanding of the Internet have a significant impact on the choice of sales channels. According to the weight of influencing factors, the paper puts forward four suggestions for the selection and innovation in sales channels of family farms’ agricultural products. AcknowledgmentThis study is funded by The National Social Science Fund of China (grant no: 19BJ1Y144).https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/15959/IM_2021_04_Niu.pdfagricultural productsChinafactorsfamily farmsproposalssales channel |
| spellingShingle | Lichen Niu Оlexander Nazarenko Junmin Chen Zetao Hu Innovation and selection of family farms’ marketing channels in Henan Province under the “Internet+” environment Innovative Marketing agricultural products China factors family farms proposals sales channel |
| title | Innovation and selection of family farms’ marketing channels in Henan Province under the “Internet+” environment |
| title_full | Innovation and selection of family farms’ marketing channels in Henan Province under the “Internet+” environment |
| title_fullStr | Innovation and selection of family farms’ marketing channels in Henan Province under the “Internet+” environment |
| title_full_unstemmed | Innovation and selection of family farms’ marketing channels in Henan Province under the “Internet+” environment |
| title_short | Innovation and selection of family farms’ marketing channels in Henan Province under the “Internet+” environment |
| title_sort | innovation and selection of family farms marketing channels in henan province under the internet environment |
| topic | agricultural products China factors family farms proposals sales channel |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/15959/IM_2021_04_Niu.pdf |
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