Effects of Modern Marketing Channels on Technical Efficiency—Based on Investigation of Strawberry Growers in Jiangsu Province
CHANG Xiang-yang1，2，CHEN Jin1，HAN Zhen-xing1，3
（1College of Economics and Management，Nanjing Agricultural University，Nanjing 210095，Jiangsu，China；2China Center
for Food Security Studies，Nanjing Agricultural University，Nanjing 210095，Jiangsu，China；3College of Economics and
Management，Shanxi Agricultural University，Taigu 030801，Shanxi，China）
Abstract：With the daily increasing demand for high-quality agricultural products，modern marketing
channels represented by agricultural super-docking，agricultural products e-commerce and leading enterprises
have developed gradually．Modern marketing channels have the characteristics of stable price，stable supply
relationship and requirement for high quality．Modern marketing channels can improve the technical efficiency
of farmers entire production link．According to the survey data of 358 strawberry growers in Jiangsu Province，
this paper studied the effects of modern marketing channels on farmers’technical efficiency by SFA-PSM
method．The results indicated that there were obvious differences in farmer inputs for traditional and modern
channels．Participating in modern channels，the technical efficiency would be upgraded about 9%，thus
significantly increasing farmers earnings．Therefor，we suggest that the relevant departments should vigorously
support the development of modern marketing channels，and connect farmers with market，forming a stable
relationship between supply and marketing，thus improving technical efficiency of strawberry growers．
常向阳 陈 瑾 韩振兴. 现代销售渠道对技术效率的影响——基于江苏省草莓种植户调研[J]. 中国蔬菜, 2020, 1(2): 66-72.
CHANG Xiang-yang1，2，CHEN Jin1，HAN Zhen-xing1，3. Effects of Modern Marketing Channels on Technical Efficiency—Based on Investigation of Strawberry Growers in Jiangsu Province. China Vegetables, 2020, 1(2): 66-72.
