Study On The Dependence Of Agricultural Products Enterprises On E-commerce Platform In Jilin Province

As an important granary in China,Jilin Province has always been a concern of researchers and the government by promoting its economic development.The agricultural resources of Jilin Province are vast and there is an excellent external environment suitable for the production and processing of agricultural products,but its relative in the first-tier cities such as Beijing and Shanghai,the platform is relatively small,and agricultural products enterprises still have problems such as difficulty in selling and low prices.The agricultural product market needs to be further improved to form a certain scale and chain.At the same time,with the rapid development of the global network,e-commerce has become a new business development model.Since the establishment of Taobao in 2003,China's e-commerce platform has ushered in a new beginning,and e-commerce platforms are gradually recognized by the people.As of 2018,e-commerce has grown to 3.0 times.The data shows that the number of Chinese netizens has reached 731 million,and the number of agricultural e-commerce platforms has reached 3,000.It can be seen that the dependence of agricultural products enterprises on e-commerce platforms has increased year by year,and e-commerce platforms have also provided new sales and marketing platforms for agricultural products enterprises.For the agricultural products enterprises in Jilin Province,the dependence of different types of agricultural products enterprises on the e-commerce platform is not the same,and the development strategy suitable for the enterprise can be made for different dependence.The author adopts agricultural product supply theory,marketing theory,corporate behavior theory,long tail theory and product differentiation theory,and carries out theoretical analysis and empirical research on the dependence of agricultural products enterprises in Jilin Province on e-commerce platform through correlation coefficient.The research content and research conclusions are mainly reflected in:(1)Firstly,it analyzes the development status of agricultural products enterprises in Jilin Province.It can be seen that the development of leading enterprises in agricultural industrialization in Jilin Province has grown steadily,but the top 500 agricultural industrialization enterprises in Jilin Province accounted for less;then they analyzed the e-commerce platform and traditional offline.Advantages and disadvantages of the channel,the advantages of e-commerce platform are reflected inlocation advantages,cost advantages,link advantages,channel advantages,management advantages,user information advantages and competitive advantages.The e-commerce platform disadvantage is reflected in poor product perception and uncertainty.,the right to protect the rights,the system is not perfect.(2)Agricultural products enterprises can be divided into five categories:agricultural investment enterprises,agricultural product production enterprises,agricultural product processing enterprises,agricultural product circulation enterprises,and comprehensive agricultural product enterprises;the development status of agricultural products enterprises in Jilin Province and dependence on e-commerce platform can be obtained through questionnaires.The original data of the degree,and then the correlation coefficient analysis method can be used to obtain the difference of the dependence of different types of agricultural enterprises in the Jilin Province on the e-commerce platform;from the calculation results of the correlation coefficient,the agricultural product circulation enterprises in Jilin Province have the highest dependence on the e-commerce platform.And agricultural enterprises have the lowest dependence on e-commerce platforms.(3)Combining the different types of agricultural products enterprises in Jilin Province,the development countermeasures for the e-commerce platform are proposed.Agricultural-funded enterprises: docking rural cooperatives,improving the quality of agricultural production materials,improving agricultural-related services,and optimizing distribution channels.Agricultural product manufacturing enterprises:use policy dividends,develop direct sales model of e-commerce platform,develop characteristic agricultural products,and develop standardized agriculture.Agricultural product processing enterprises: establish food safety guarantee mechanism,expand sales channels of e-commerce platform,and pay attention to word-of-mouth marketing.Agricultural product circulation enterprises: establish cooperative relations with e-commerce platforms,accelerate the circulation of agricultural products infrastructure,strengthen the construction of cold chain systems,improve the degree of organization,and strengthen and improve the macro-control of agricultural products circulation.Comprehensive agricultural products enterprises: strengthen brand building,improve scientific and technological innovation capabilities,implement technical talent strategy,and establish their own e-commerce platform.