Evaluation of Leafy Vegetables Marketing Channel Efficiency Based on Beijing Farmers

Marketing channel efficiency of leafy vegetables was evaluated in this study. The impact factors of leafy vegetable marketing channel efficiency were identified, and then its corresponding evaluation index system was constructed. An evaluation model for multi-hierarchy process based on AHP was established, and the index weights of various factors were calculated. Meanwhile, on the basis of grey evaluation method of triangular whitening weight function, the indexes of various hierarchies in different channels were evaluated and the level and comprehensive evaluation value of performance of marketing channels efficiency were got. The quantitative evaluation results showed that the mode of “Farmers + enterprise (cooperatives)” achieved the highest channel efficiency and the mode of “Farmers + Wholesale” achieved the lowest channel efficiency. The mode of “Farmers + Wholesale” is unsuitable for farmers selling leafy vegetables.