Abstract

In order to better guard against the marketing channel risk in agriculture products, it is very important that how to conduct a fair and reasonable quantitative evaluation on marketing channel risk. As an important channel by which the enterprises connect the market and consumers, marketing channels play a very important role on the enterprise operation and development. And the development issue of the "agriculture, rural, farmers" has always been one of the most important problems of Chinese government in recent years. The demand of agricultural products in China has been transmitted from the overall shortage to the relative surplus stage, which leads to increasingly fierce competition on marketing of the agricultural products. To make marketing channel operation of the agricultural products enterprise be healthy and effective, it is necessary to carry out effective risk management of marketing channel. This study builds an evaluation index system on marketing channel risk of agricultural products, which includes 2 first-level indicators, 13 second-level indicators. Then the study uses the statistical data, Principal Component Analysis (PCA) and cluster analysis to evaluate and analyze the marketing channel risk of agricultural products. Finally some corresponding measures and suggestions are put forward to strengthen the risk prevention.

Keywords:

Agricultural products, cluster analysis, marketing channel risk, Principal Components Analysis (PCA),

References

1. Ethar, M., 1976. Channel domination and countervailing power in distributive channels. J. Market. Res., 13(3): 254-262.
   CrossRef    
2. Gaski, J.F., 1998. The theory of power and conflict in channels of distribution. J. Marketing, 48: 9-29.
   CrossRef    
3. Gong, G., 2012. Marketing channels risk evaluation of agricultural products in Henan. China Bus. Trade, pp: 37-38.
   
4. Luo, Y.T. and Y.J. Yang, 2010. Statistical Analysis of SPSS from basic to the Practice. Publishing House of Electronics Industry, China.
   
5. Mo, S.Y., 2004. Marketing risk forewarning index system and integrative evaluation method. Technol. Dev. Enterp. 23(7): 45-47.
   
6. PhiliP, K., 1997. Marketing Management, Analysis, Planning, Implementation and Control. 9th Edn., Prentice Hall, Englewood Cliffs, NJ.
   
7. Wang, C.X., 2011. Marketing channels risk evaluation of agricultural products in Henan. Chinese Foreign Entrep., 22: 41-42.
   
8. Zhou, N., G. Zhuang and L.S. Yip, 2007. Perceptual difference of dependence and its impact on conflict in marketing channels in China: An empirical study with two-sided data. Ind. Market. Manage., 36(3): 309-321.
   CrossRef    
9. Zou, X.Z., 2007. The research of perfect our country agricultural product marketing channels. Research Degree Thesis, Hunan Agricultural University, China.
   

Competing interests

The authors have no competing interests.

Open Access Policy

This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.

Copyright

The authors have no competing interests.