Study On The Influencing Factors Of Agricultural E-commerce Development In Meizhou City,Guangdong Province

As the basic industry of China's national economy,agriculture supports the development of China's national economy.Meizhou City,Guangdong Province is an agricultural prefecture-level city,located in the northeastern part of Guangdong Province and in the subtropical monsoon region.The climate in this area is suitable,the light is sufficient,the rainfall is abundant,the land is fertile,and the agricultural resources are rich and varied.It is suitable for the development of various types of agricultural production.Meizhou enjoys the reputation of “Hometown of Chinese Golden Pomelo”,“Hometown of China's Single Cong Tea” and “Hometown of Chinese Camellia Tea”.Products such as Jinyou and Navel orange produced in Meizhou are exported to overseas markets.In recent years,with the popularization of the Internet and the development of technology,Meizhou City,Guangdong Province has attached great importance to the development of e-commerce in agricultural products.This not only saves transaction costs,reduces information asymmetry,and limits time and space for both parties of trade,but also helps expand agriculture.Development,enhance the competitiveness of agricultural products,increase the income of farmers,and promote the construction of new countryside.This paper takes Meizhou City of Guangdong Province as an example to investigate the status quo of e-commerce development of agricultural products in the city,and analyzes the influencing factors that affect the development of e-commerce of agricultural products,including four major factors: environmental factors,subjective factors,object factors and resource factors.Subsequently,an analytic hierarchy process was used to conduct an empirical analysis,and on this basis,a feasible proposal that was in line with the current development status was proposed.It aims to promote the effective use of e-commerce platforms and Internet information by agricultural product companies and individuals to integrate resources,expand business scope,rationally manage agricultural products,reduce transaction costs,and increase operating profits.This article provides a feasible quantitative process for the related research on the influencing factors of the development of e-commerce in agricultural products.It is a quantifiable thinking framework with operability and provides a theoretical reference for future research;this study combines the actual development measures for the development of Meizhou City.The development of electronic commerce in agricultural products enterprises provides practical guidance,which is expected to bring about good returns for the company.