A Study On The Electronic Commerce Of Agricultural Products In Hainan

With the continuous development of information technology and Internet technology,e-commerce has gradually developed into a new marketing model,which provides a new direction for the development of major industries.Agriculture is one of the three major economic pillar industry in Hainan Province,the development of e-commerce of agricultural products greatly promoted the circulation of agricultural products,providing a way to realize the development of agricultural information,electronic information,is one of the effective means to realize the development of agricultural modernization.The development of Hainan Province agricultural product electronic commerce,can help to break the geographical position of the limited function of agricultural products in Hainan Province,is conducive to Hainan agricultural products to the national and global markets,promote the circulation and sale of agricultural products in Hainan Province,improve the economic value of agricultural products.Mango is one of five largest fruit in the world,widely planted in Hainan Province,especially mango planting area is increasing in recent years in Hainan.In 2014 mango planting area of 46862 hectares,banana planting area reduced to 44572 hectares in Hainan Province,the mango planting area is more than bananas',become the largest planting fruits in Hainan.Because of Hainan mango,varieties,good quality and relatively early time with respect to other domestic mango producing areas,has quickly become a star product of agricultural products e-commerce in Hainan Province.From the beginning of Hainan Province agricultural products e-commerce development in 2012,mango is already a must for many agricultural e-commerce enterprises.Hainan mango as one of the earliest in the e-commerce of agricultural products marketing of fresh agricultural products,high online sales,diversified online sales model,and the widespread consumer groups.It has a strong representation for the development of e-commerce of agricultural products in Hainan province.This article through to the three party(mango farmers,mango e-commerce operators and consumers)of mango industry e-commerce participants,conducted a questionnaire survey and empirical analysis by using Logstic model respectively on Mango farmers joined the e-commerce of agricultural products,consumer willingness to mango purchase intention factors,and combined with the statistical analysis of investigation of the present situation of mango e-commerce operators,to find out the hindering factors in e-commerce marketing in Hainan mango industry,and put forward the corresponding countermeasures,help the development of e-commerce of agricultural products in Hainan province.The research results show that:the external environmental factors,household characteristic factors,family factors have a certain impact on mango farmers joined the e-commerce industry;commodity characteristics and logistics characteristics on the consumer shopping experience significant influence,and consumer characteristics also has a certain influence;e-commerce operators of mango have such problems as lack of commodity source,confusion of product packaging,lack of brand awareness and single mode of e-commerce marketing.Therefore,the development of e-commerce of agricultural products in Hainan province to be better,must eliminate public concerns for joining the e-commerce of agricultural,to enhance the consumer shopping experience as a guide,to strengthen the quality control of agricultural products,strengthen the standardization of the market,improve the construction and service of logistics system.