刘燕 齐天真

摘    要：林果销售环节的纵向协作关系对于促进农业供给侧结构性改革、培育林业发展新动能、提高农户收入具有重要现实意义。为了解天津农户对林果销售环节纵向渠道协作模式选择及影响因素，在分析销售环节纵向协作内涵及主要模式的基础上，对天津林果纵向协作渠道交易成本比较分析，对农户基于交易成本的纵向协作渠道选择进行了统计分析。通过对天津蓟州、宁河、汉沽、静海四区4个林果主要产区进行问卷调研，构建了天津林果销售不同类型的纵向协作渠道影响因素的指标体系，采用Logistic回归模型从农户交易成本视角对农户选择协作渠道的影响因素进行了分析，指出网络营销对传统农产品营销渠道产生了深刻的影响，为天津林果纵向营销渠道发展提供了理论支持。

关键词：销售环节纵向协作关系;交易成本;影响因素;结论对策

中图分类号：F323.7        文献标识码：A          DOI 编码：10.3969/j.issn.1006-6500.2021.07.010

Abstract： The vertical collaboration of forest and fruit sales is of great practical significance to promote the structural reform of agricultural supply side， cultivate new driving forces of forestry development， and improve farmers' income. In order to understand the mode selection and influencing factors of farmers' vertical cooperation in forest and fruit sales in Tianjin， the transaction cost of Tianjin forest and fruit vertical cooperation channel was compared and analyzed basing on the analysis of the connotation and main modes of vertical cooperation in sales， and the farmers' vertical cooperation channel selection based on transaction cost was statistically analyzed. Based on the questionnaire survey of four main fruit producing areas in Jizhou， Ninghe， Hangu and Jinghai of Tianjin， this paper constructed the index system of influencing factors of different types of vertical cooperation channels of fruit sales in Tianjin， analyzed the influencing factors of farmers' selection of cooperation channels from the perspective of transaction cost with Logistic regression model， and pointed out that network marketing had a profound impact on the traditional marketing channels of agricultural products， which could provide theoretical support for the development of vertical marketing channels of Tianjin forestry and fruit.

Key words： vertical cooperative relationship; transaction cost; influencing factors; conclusion countermeasures

天津地處华北平原东部，除北部山区外，其余部分均为冲击平原，区域内经济发达，已经形成了种养结合、工农结合发展的现代农业雏形。按照2015年提出的减粮、增菜、增林果、增水产的“三增一减”发展思路，优化种植结构，新增经济林、生态林、苗圃6 600余hm2，林果产业获得了快速发展。发展林果产业除促进农业产业结构调整、增加农民收入外，还可以增加森林覆盖率、治理水土流失、改善生态环境，尤其是在雾霾严重的京津地区，发展林果产业具有重要的经济和社会意义。……