蔬菜零售商经营行为研究综述

Literature Review of the Research on the Conduct of Vegetable Retailers

摘要: 蔬菜是居民日常生活的重要组成部分，同时也与生产经营者的收入息息相关。蔬菜营销渠道是否畅通直接影响到蔬菜产业的发展和渠道各成员的经济利益。作为蔬菜营销渠道中的重要环节，蔬菜零售商对稳定蔬菜价格、促进蔬菜产业链健康运转发挥着重要作用。本文从经营环境、零售商与批发商、消费者间的博弈关系等几个方面对蔬菜零售商的经营行为的研究进行归纳分析，总结评述国内外学者对影响零售商经营行为的各个因素的相关研究，并针对研究中发现的问题提出相应改进的建议与对策，以期对蔬菜零售商经营行为的进一步研究提供参考。

Abstract: Vegetables are an important part of the daily life of residents, which are closely linked with the income of production managers. The efficiency of the operations of vegetable marketing channels directly affects the development of vegetable industry and the economic interests of channel members. As an important link in the marketing channel of vegetables, vegetable retailers play an important role in stabilizing prices of vegetables and promoting the healthy operation of vegetable industry chain. This paper summarized and analyzed the researches on the management behavior of vegetable retailers from the perspectives of the operating environment, the game relationship between retailers, wholesalers and consumers. The paper summarized and commented on the domestic and foreign scholars’ studies on the various factors which affect the behaviors of retailers. And some suggestions and countermeasures to improve the issues were put forward in order to provide the reference for further study on vegetable retailers’ operating behaviors.