Study On The Influencina Factors Of The Farmers Platform E-commerce Marketing Performance

Since the new century,China's e-commerce has made rapid development.In 2015 countries and put forward "Internet+" plan of action,but also the combination of the Internet and other industries to national level.Although e-commerce is not the same as the Internet,electronic commerce is the major application of the Internet,is also "Internet+" is an important carrier of innovation.Therefore,more and more industries and enterprises in e-commerce,tea as an important branch of agriculture in our country,its e-commerce applications also achieved certain results,which contains a new generation of farmers.In this paper,based on this background,to a new generation of farmers as the research object,research the e-commerce application performance problems.Theory,productivity or performance and influencing factors of the research is one of the hot spot of academic research,but in the field of electronic commerce,most scholars in alibaba and other large electricity business enterprise as the research object,through the company's published financial statements material such as research,research on the performance of agricultural e-commerce is a relatively rare.So this article research has certain theoretical significance.Practice,tea farmers e-commerce applications,not only changed the agricultural product circulation pattern and the weak position of farmers,promote the farmers' entrepreneurship,thus to improve production efficiency,production mode of the rural economy,accelerate the transform and upgrade the rural economy.So tea farmers the electronic commerce application as the research object has a certain practical significance.The authour studied the development course,current situation and existing problems of e-commerce at first.Then analyzed the characteristics of the tea farmers market behavior,tea consumption and platform type of e-commerce model characteristics,by farmer behavior theory,business model theory and information asymmetry theory,separately from the body of the tea farmers e-commerce marketing dimension and the dimension of the object.And then studied the influence of these characteristics on entrepreneurial capability,resources endowment,electricity suppliers,tea e-commerce market structure and the tea farmers market behavior.After this,the author analysized the effects on tea farmers e-commerce marketing performance by tea farmers resources endowment,the electricity business entrepreneurship,tea e-commerce market structure and tea farmers' market behavior,based on resource theory,enterprise competence theory and the theory of industrial structure.Finally using structural equation model,carries on the empirical research,search path of affect aggregate e-commerce marketing performance,and according to the theory of hypothesis and the results of empirical research,puts forward the corresponding research conclusions and policy recommendations.This article main research content is as follows:(1)the tea e-commerce development situation and the analysis of existing problems.(2)the tea farmers e-commerce application characteristics analysis.This part is mainly based on business model theory and the peasant household behavior theory,from the perspective of object research the characteristics of tea consumption in e-commerce environment,the tea e-commerce model development characteristic;From the perspectives of subject tea farmers economic features and tea farmers behavior characteristics of the electronic commerce application,for the study of tea farmers e-commerce application performance influence factor theory basis.(3)the construction of tea farmers e-commerce application performance indicators evaluation system.Due to the electronic commerce enterprise and traditional enterprise's internal business process has a certain link,but there is a difference,so this part draw lessons from traditional enterprise performance evaluation system,based on the balanced scorecard method,based on the characteristics of tea consumption and industry characteristics of electronic commerce,building suitable for the performance evaluation index system of electronic commerce.(4)the research to the influential factors of tea farmers e-commerce application performance and the construction of a conceptual model.Based on the resource-based theory and enterprise competence theory,analysis the influence of electronic commerce to the enterprise resources and capacity,according to the theory of SCP model of industrial structure and institutional arrangement,analyzing the characteristics of the electronic commerce and tea consumption of tea market structure,the influence of e-commerce and based on the analysis of tea farmers the influence factors of the electronic commerce application performance,build a conceptual model.(5)the tea farmers e-commerce application performance influencing factors of empirical research.On the basis of further investigation,according to the tea farmers have built e-commerce application performance influence factor concept model,adopting structural equation,at the same time,according to the result of empirical analysis and the research conclusion.In this paper,on the basis of theoretical analysis and empirical research,the conclusions are as follows:(1)based on the resource-based view of the research conclusion:the development of supporting system and platform type electric business model to reduce the demand for aggregate resources endowment,and platform type electric business model weakens the heterogeneity of resources endowment between tea farmers,tea farmers resources endowment heterogeneity between the weakening of led to no significant effect on its e-commerce business performance.(2)based on the conclusion from the perspective of enterprise competence:platform type electric business model to reduce the demand for tea farmers electric business entrepreneurship,but the electricity business entrepreneurship between different tea farmers still have bigger difference,these differences have larger influence on its business performance.The development of other supporting system of tea farmers electricity business entrepreneurship influence was not significant.(3)based on the conclusion from the perspective of market structure:aggregate resources endowment and electrical business entrepreneurship reduced requirements,the development of the platform type electric business mode are reduced barriers to market,thus attracted a lot of tea farmers in the platform,but also cause enormous competitors.Another tea commodity consumption characteristics of asymmetric information led to the homogeneity of the product,market homogeneity competition is serious.An increase in the number of competitors,the product homogeneity,affect the operating performance of tea farmers.(4)based on the perspective of market behavior research conclusion:tea consumer information asymmetry for tea farmers provide possible opportunism behavior;Platform type electric business mode,the tea farmers to operate the asset specificity is reduced,enhance consumer transaction uncertainty,transaction frequency decreased,these contributed to the tea farmers management behavior of short-term opportunism,increased the possibility of tea farmers moral risk;Competition in the market structure has intensified the opportunism behavior of tea farmers,and farmers opportunism behavior affect the electronic commerce application performance.This study includes two aspects,such as research perspectives and research innovation.In terms of e-commerce marketing,most scholars mainly study the object on such big electric business platform or enterprises as Alibaba,Jingdong,without the lack of attention to small micro enterprise.And with the agricultural e-commerce applied,not only the agricultural product circulation pattern and the weak position of farmers are changed,the farmers'entrepreneurship are promoted,but also accelerate the rural economy production efficiency and the transform and upgrade the rural economy.