文献类型：期刊文献

中文题名：蜂农蜂蜜销售渠道现状及优化策略思考

英文题名：Thoughts on the Present Situation and Optimization Strategy of Bee Farmers’ Honey Selling Channels

作者：席桂萍[1]

第一作者：席桂萍

机构：[1]河南财经政法大学工程管理与房地产学院

第一机构：河南财经政法大学工程管理与房地产学院

年份：2019

卷号：70

期号：12

起止页码：62-64

中文期刊名：中国蜂业

外文期刊名：Apiculture of China

基金：国家蜂产业技术体系建设专项经费资助（CARS-44-KXJ18）

语种：中文

中文关键词：蜂农;蜂蜜;销售渠道

外文关键词：bee farmers;honey;selling channels

摘要：基于蜂产业技术体系蜂农固定观察点的调查数据及实地调查情况,在分析了蜂蜜这一特色农产品销售特点的基础上,研究了蜂农销售蜂蜜的4种渠道“蜂农+消费者”零售模式、“蜂农+合作社+消费者”合作社模式、“蜂农+企业+消费者”龙头企业带动模式、“蜂农+商贩”模式的优缺点。影响蜂农销售渠道选择的因素有养殖规模、蜂蜜种类与产量、售价与付款方式、地理位置及蜂农对待风险的态度。目前蜂蜜销售渠道存在的主要问题是销售渠道落后、蜂农组织化程度低、市场监管不够、营销人才缺乏,据此提出了优化蜂蜜销售渠道的对策建议。
Based on the investigation data and investigation of bee farmers fixed observation point in bee industry technology system,the merits and demerits of honey selling were analyzed and four channels for bee farmers to sell honey were studied.These four channels are the“bee farmer-consumer”retail mode,the“bee farmer-cooperative-consumer”cooperative mode,the“bee farmer-enterprise-consumer”leading enterprise driving mode and the“bee farmer-trader”mode.The factors that affect the selection of the sales channel of the bee farmers are the beekeeping scale,the type of honey and production,the price and the way of payment,the location of the honey and the attitude of bee farmers to the risk.The main problem of the present honey sales channel is that the sales channel is backward,the organization of the bee farmers is low,the market supervision is not enough,and the lack of the marketing personnel.Some suggestions for optimizing the sales channel of the honey are put forward.