A Study On The Countermeasures Of Promoting The Agricultural Products Marketing Ability Of Farmers By Network Public Relations

With the concept of "Internet+" is put forward,,through the Internet to improve rural household'agricultural products marketing ability,and to help farmers get rid of agricultural products "selling difficulties "dilemma,have reached a consensus in the government and academic circles.As the network public relations such as microblog,Wechat are formed with low cost,wide range of transmission,promoting two-way information communication etc,it has become a powerful tool for rural household' sales of agricultural products.But,these forms of public relations are not used frequently in the process of the sale of agricultural products by farmers,the "selling difficulties" still exists in rural areas.Therefore,it's helpful to improve farmers' ability of selling agricultural products by network public relations and solve the problem of agricultural products "selling difficulties " by exploring farmers' willingness of using network public relations and its influencing factors.In this research,the present condition of rural household' agricultural products marketing ability is analyzed and the unique role of network public relations in the marketing of agricultural products is revealed.Then,rural household' willingness to use network public relations is explored by using questionnaires and the binary choice model is used to analyze the factors that influence their decision-making behavior.The results showed that farmers' level of education,their ability of using internet,whether there are logistics around farmers' home,their ability of maintaining relationship when using the network and the safety and convenience of online payment are key factors that influence their will to adopt..So,based on the conclusion above,this study concludes that the government,enterprises and individuals should make some improvement from the aspects such as policy,law,technology and product quality to improve the marketing ability of farmers' using network public relations.In the future research,the application of the way of thinking of network public relations in the farmer's agricultural product sales and the different modes and mechanisms of popularizing the network public relations in rural areas by different subjects can be analyzed.