"Internet +" Background Study On The Factors Affecting The Marketing Of Agricultural Products In Hunan

Hunan,a big agricultural province in midland of China,has enjoyed good reputation as “When Huguang(Hubei,Hunan,Guangdong,Guangxi)has a Bumper crop,the country will be free from hunger” and “a land flowing with milk and honey”.The annual output of rice,pig,citrus,tea and so on are ranked among the top nationwide in Hunan’s agricultural products.However,in recent years,we found that the problem of agricultural products unsalable.According to the scheme of central to deepen rural reform in 2015,new ways of agricultural products circulation and E-commerce platform needed to be a stronger development between the farmer and market.Although the rural market E-commerce platform has already be used with the promotion of government.But there are still a lot of problems like the cut between production and salesmen,logistics which influence the Internet technology in agricultural product marketing."Internet +" provides a rare opportunity for Hunan agricultural product marketing innovation,especially for the development of Hunan agricultural product’s “production supply consumption”.This is also an opportunity to build a marketing model like “production + logistics + sales”.The thesis was inspired,shaped and finally accomplished based on such background.The research about the influence factors of “production + logistics + sales”.In the thesis,we put forward relevant countermeasures and provided new ways,new ideas for the agricultural innovation.Firstly,I do the research for the literature.The literature about agricultural products marketing at home and abroad summarized and reviewed in this thesis.The research direction of agricultural products marketing innovation was founded in the paper.We pointed out the Study of theoretical and practical significance,define the relevant concepts and connotations.The second,building the “production + logistics+ sales” with "Internet +" can help us get 12 important influence factors about promoting Hunan agricultural products marketing in theory.Thirdly,through the questionnaire survey,we do empirical research for agricultural products marketing,production,sales and related problems in logistics link and its operation.Collecting the data and using R language data processing software to analyses the influence factors,reliability and regression.We also do the inspection to the research hypothesis,using the factor analysis model to research Hunan agricultural marketing factors affecting of 12 indexes under the background of "Internet +".The research can distinguish the effects between primary and secondary indicators,and use relevant data to analysis the Hunan agricultural products factors which based primary and secondary indicators.Finally,after the above research,put forward countermeasures and suggestions to promote Hunan agricultural product marketingunder the background of "Internet +".