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．
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Received: 14 September 2019
Published: 04 November 2019
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