Copy of Marketing Cost.xlsx

Honey bee rearing plays a dual role in agriculture by enhancing crop yield through pollination and providing income from honey and its by-products. This research looks into the honey supply chain in Gujarat and suggests the best ways to market honey. The study also highlights the hurdles that the beekeepers face when they try to branch out their product line. A descriptive survey was conducted with 50 beekeepers and 10 intermediaries using purposive sampling. Data were analyzed using Garrett Ranking, Likert Scale, and Acharya & Agarwal’s Modified Marketing Efficiency method. The study identified five key marketing channels, among which direct sales from producer to consumer (Channel I) emerged as the most efficient, offering beekeepers 94% of the final price. In contrast, export channels yielded only 10.24% of the consumer’s rupee. Despite the profitability of value-added products like royal jelly and bee venom, constraints such as lack of skilled labour, short shelf life, and the absence of defined markets hinder diversification. The study recommends targeted interventions, including training, improved technology, product standardization, and policy support, to enhance beekeepers' income and market position. Strengthening farmer collectives and direct marketing infrastructure can further improve efficiency and sustainability within the honey value chain in Gujarat.

蜜蜂养殖（Honey bee rearing）在农业领域兼具双重价值：既可通过授粉提升作物产量，又可依托蜂蜜及其副产物创造经济收益。本研究聚焦古吉拉特邦的蜂蜜供应链，提出了最优蜂蜜营销方案，并梳理了养蜂人拓展产品线时面临的各类障碍。研究采用目的抽样（Purposive Sampling）法，对50名养蜂人与10名中间商开展描述性调查，通过加勒特排序法（Garrett Ranking）、李克特量表（Likert Scale）以及阿查里亚与阿加瓦尔修正营销效率法（Acharya & Agarwal’s Modified Marketing Efficiency method）对数据进行分析。研究共识别出5类核心营销渠道，其中生产者直接面向消费者的直销渠道（渠道I）效率最高，养蜂人可获得最终售价的94%；相较之下，出口渠道仅能让养蜂人获得消费者支付卢比的10.24%。尽管蜂王浆（royal jelly）、蜂毒（bee venom）等增值产品具备盈利潜力，但技能型劳动力短缺、产品保质期较短以及缺乏明确市场等制约因素，仍阻碍了产品线的多元化拓展。为提升养蜂人的收入与市场地位，研究建议开展针对性帮扶举措，包括技能培训、技术升级、产品标准化建设以及政策支持。强化农户合作社与直销营销基础设施建设，可进一步提升古吉拉特邦蜂蜜价值链的运营效率与可持续性。