With the diversification of commodity circulation,choices of marketing channels for fruit wholesale households play an important role in the development of the industry.This paper analyzes the determinants of fruit marketing according to a random choice of fruit wholesale households in Guanzhong area in Shannxi and establishes a model of channel factors affecting household based on the data from a stratified random sampling survey,by using Spss to make correlation analysis and binary logistic regression analysis.The results shows that the choices of households are closely related to the sale volume,the main costs,the purchasing channels,the selling methods,the packaging and so on.In order to improve the effects of modern marketing channels,the fruit wholesale households should expand their business scale,choose more convenient,swifter and more regular sales methods and improve the packaging of the fruit.The government should help the fruit wholesale households to establish modern sales concepts and help them to build up modern sales ideology and improve the sales system.