北京农户叶类蔬菜营销渠道绩效评价北京农户叶类蔬菜营销渠道绩效评价.pdf

Modern Marketing 现代市场营销, 2014, 4, 57-66 Published Online November 2014 in Hans. /journal/mom /10.12677/mom.2014.44010 Evaluation of Leafy Vegetables Marketing Channel Efficiency Based on Beijing Farmers Ruihan Liu, Yanyu Wang, Ruixue Lu, Zhongwei He Economic and Management School, Beijing University of Agriculture, Beijing Email: ruihanliu@163.com th nd th Received: Oct. 16 , 2014; revised: Nov. 2 , 2014; accepted: Nov. 15 , 2014 Copyright © 2014 by authors and Hans Publishers Inc. This work is licensed under the Creative Commons Attribution International License (CC BY). /licenses/by/4.0/ Abstract Marketing channel efficiency of leafy vegetables was evaluated in this study. The impact factors of leafy vegetable marketing channel efficiency were identified, and then its corresponding evalua- tion index system was constructed. An evaluation model for multi-hierarchy process based on AHP was established, and the index weights of various factors were calculated. Meanwhile, on the basis of grey evaluation method of triangular whitening weight function, the indexes of various hierar- chies in different channels were evaluated and the level and comprehensive evaluation value of performance of marketing channels efficiency were got. The quantitative evaluation results showed that the mode of “Farmers + enterprise (cooperatives)” achieved the highest channel efficiency and the mode of “Farmers + Wholesale” achieved the lowest channel efficiency. The mode of “Farmers + Wholesale” is unsuitable for farmers selling leafy vegetables. Keywords Farmers, Marketing Channel, Efficiency Evaluation, Grey Analytic Hierarchy Process 北京农户叶类蔬菜营销渠道绩效评价 刘瑞涵，王艳宇，卢瑞雪，何忠伟 北京农学院经济管理学院，北京 Email: