中国农业信息2025，Vol.37Issue(3)：132-144,13.DOI:10.12105/j.issn.1672-0423.20250311
北京市水果番茄细分市场销售渠道研究
Sales channels in the segmented market of Beijing fruit tomatoes
摘要
Abstract
[Purpose]Focusing on the consumption demond of fruit tomatoes in Beijing,this study aims to clarify the core conditions and implementation paths for producers to enter the segmented market,solve problems such as vague cognition and inadequate adaptation in their channel selection,and provide guidance for promoting the sustainable development of Beijing′s fruit tomato industry.[Method]Through on-site visits and investigations of fruit tomato production enterprises and growers in Beijing,combined with case analysis,a five-dimensional analysis model for producers to enter the segmented market was constructed around variety differentiation,quality standardization,service precision,scale adaptability,and resource synergy.The expert scoring method and Delphi method were used to assign weights to each dimension,and a systematic discussion was conducted on the characteristics,advantages,and challenges of segmented sales channels such as private domain memberships,e-commerce platforms,unified customization,and leisure picking.[Result]Characteristic agricultural products need to match channels according to the resource endowments of production entities,with"characteristic+adaptation"as the core survival logic;industrial upgrading needed to focus on Beijing's consumption demand and realize the coordinated optimization of variety,quality,service,scale and resources;policies should be targeted to address core shortcomings,and promote the seamless connection of production,channel and market ends.[Conclusion]Beijing's fruit tomato industry needs to rely on the five core dimensions of variety differentiation,quality standardization,service precision,scale adaptability,and resource synergy,and accurately match segmented sales channels according to its own resource endowments.Only in this way can it maximize product value in the highly competitive market and promote high-quality industrial development.关键词
消费端/北京/水果番茄/细分市场/销售渠道Key words
consumer end/Beijing/fruit tomato/segmented market/sales channel引用本文复制引用
张琳,张晓玲,韩姣,赵浩森,韩若兰..北京市水果番茄细分市场销售渠道研究[J].中国农业信息,2025,37(3):132-144,13.基金项目
北京市乡村振兴农业科技项目"农产品产销信息预测及智能服务技术研究应用"(NY2502270025) （NY2502270025）
