Abstract: 70 cherry growers in Mouping District and Fushan District of Yantai City were investigated by questionnaire and telephone interview on consumers of different ages，education level，planting area and income of cherry.Using binary logistic model，an empirical study was made on marketing channel choice of farmers with different family business types，and conclusion was as follows:specialized farmers were more willing to choose to sell to the vendors，and farmers who were also engaged in business operation were more willing to choose wholesale market.The farmers with large planting area tended to choose the form of wholesale market sales，and the higher the education level，the higher the degree of Internet sales.Farmers with small planting area were more likely to sell big cherries to vendors.