Study On Performance Evaluation And Development Strategy Of Agricultural Crowd-funding In China

Agricultural crowdfunding originated from the United States,which is a brand new model for agricultural projects to directly receive social capital financing through the Internet platform.Agricultural crowdfunding has not only brought a new approach to solve the fundsshortage problem in agricultural development,but also become an important direct channel to seamlessly connect agricultural projects with consumers.China's agricultural crowdfunding has developed rapidly since 2014.The average annual number of crowdfunding projects has exceeded 2000,and the amount of financing has exceeded 400 million yuan.However,it should be noted that China's agricultural crowdfunding still has a long way to go,and it still faces a series of issues such as small-scale financing,poor development performance,and unclear project features,etc.Therefore,there is no doubt that to intensively study China's agricultural crowdfunding development strategy is an issue with great importance in the development of the modern agriculture.Scientific performance evaluation is undoubtedly an important basis for strategic research.Currently,however,the in-depth research on the development performance of China's agricultural crowdfunding is still lacking in academic and industrial circles.It failed to construct a comparatively scientific quantitative model for performance evaluation,and an in-depth empirical analysis of the problems in the process of agricultural crowdfunding improvement hasn't been conducted.Thus,based on the entropy weight TOPSIS method,a quantitative evaluation model was constructed in this study to quantify the performance of China's agricultural crowdfunding,analyze the problems in the development of agricultural crowdfunding and give strategic countermeasures.This cannot only offer comparatively important methodological support to China's agricultural crowdfunding theoretical research,but also provide significant decision-making reference for China's agricultural crowdfunding development.The main research contents of this study are as following:1.Concept definition and theoretical basis.This study summarized the concept definitions of crowdfunding given by scholars at home and abroad systematically.Referring to some classic theories as information asymmetry theory,differentiation theory,community income theory,and price discrimination theory,this paper defined the concept of agricultural crowdfunding,analyzed the classification ways,operation methods and the development significance of agricultural crowdfunding,and put forward the theoretical analysis framework of this paper.2.The characteristics analysis of China's agricultural crowdfunding development.Our country's agricultural crowdfunding has developed rapidly with obvious Chinese characteristics.The main characteristics are reflected in the continuous increasing of the agricultural crowdfunding amount,the rapid development of agricultural crowdfunding platforms,the more distinctive features of agricultural crowdfunding projects,and the continuous improvement of the policy environment for agricultural crowdfunding.3.The model and demonstration of China's agricultural crowdfunding development performance.The entropy method was adopted in this paper to calculate the index weight of China's agricultural crowdfunding performance evaluation,and the TOPSIS method was also adopted to construct a quantitative model for performance evaluation.Based on the sample data of typical agricultural crowdfunding projects on the Zhongchou.com,this paper quantitatively analyzed the development performance of China's agricultural crowdfunding,and thoroughly analyzed the characteristics of China's agricultural crowdfunding evaluation indicators,the successful experience of project crowdfunding,as well as problems existing in the development of agricultural crowdfunding projects.4.The strategic countermeasures for the China's agricultural crowdfunding development.SWOT and other strategic analysis methods were adopted in this paper to systematically analyze the development conditions and trends of China's agricultural crowdfunding,predict the strategic model for China's agricultural crowdfunding development,and give the safeguard measures: to increase support for agricultural crowdfunding,improve the management mechanism of agricultural crowdfunding projects,strengthen the construction of agricultural crowdfunding talents,and improve the staff's organization and planning capabilities of crowdfunding projects.