笔者通过构建Logistic二元选择模型,分析了生鲜畜产品购买渠道选择影响因素。研究表明,超市和农贸市场的购买群体既有区别,又有交叉,消费者越关注商家信誉、服务质量、购买环境、他人正向口碑越倾向于在超市购买生鲜畜产品,而越关注生鲜畜产品品质、种类、价格、新鲜度,就越倾向于在农贸市场购买。这些结论可以为经营主体制定渠道政策提供参考依据。 By constructing a Logistic binary selection model, the author analyzes the influencing factors of the purchasing channels of fresh animal products. Research shows that there are differences and crossings in the purchasing groups of supermarkets and farmers' markets. The consumers are more concerned about the business reputation, service quality and purchasing environment. The more they are willing to buy fresh produce in supermarkets, The quality, variety, price and freshness of fresh animal products tend to be purchased in the farmer's market. These conclusions can provide reference for the formulation of channel policies by business operators.