Abstract: Based on the questionnaire survey data of 436 jujube farmers from 23 companies of 8 regiments in Alar city of the first division, this paper used factor analysis and Logistic empirical model to study the marketing channel selection behavior of jujube farmers and its influencing factors. The results showed that family resources was an important factor affecting the sales channel selection of jujube farmers. Behavioral ability was the key factor affecting the sales channel selection of jujube farmers. Product factors, channel factors and economic income factors had a significant impact on the sales channel selection of jujube farmers. Social factors and agricultural subsidies had no significant impact on the sales channel selection of jujube farmers; Tanan tank farm was more suitable for planting jujube, and jujube farmers prefer to choose contract sales mode.

Key words: jujube farmers, sales channel choice behavior, influencing factors, Logistic model