Research On Online Marketing Willingness And Influencing Factors Of Torreya Planters In Zhuji City

The rapid development of network marketing has become an important medium for the development of local agricultural products to a broader consumer market and played a significant role in the development of local economy and the increase of farmers' income.As a characteristic industry that optimizes the industrial structure and promotes forestry efficiency in Zhuji City,the industry of Torreya has occupied an important position in the agricultural economy of Zhuji City.Understanding the recognition and participation of torreya farmers in network marketing is of great significance for promoting the development of the marketing model of torreya,increasing the influence of agricultural products in juji city and increasing the income of farmers.In view of this,this article takes Zhaojia Town and Dongbaihu Town of Zhuji City as the main research areas.According to on-site interviews and questionnaires,the author studies the online marketing intentions of growers of Torreya,analyzes the factors affecting growers 'participation in online marketing,and formulates relevant policies for Zhuji City.Promote farmer torreya network marketing to provide a certain reference.Through the analysis of 393 questionnaires,the following conclusions are drawn: 1.The proportion of growers willing to carry out network marketing is low;Second,the farmer's personal characteristics,production characteristics,the level of development of electronic commerce,and government policies are all factors that constitute the farmers 'network marketing willingness;The three-and binary Logic regression model analysis shows that Educational level,whether he has participated in online marketing,whether he has established a family farm or joined a farmer professional cooperative,whether he has built a village-level service station in the administrative village,the construction of a network marketing social service system,the construction of a logistics system for agricultural products,and the timely implementation of support policies.Marketing has a significant impact;Sex,age,regular Internet access,home access to broadband,understanding of rural e-commerce knowledge,planting area of torreya,standardization of torreya industry,whether the township is an e-commerce demonstration town,whether the township has achieved broadband full coverage,government support The impact of government policy propaganda was not significant.According to the influence factors of network marketing of torreya,the following countermeasures are put forward in this study: strengthening professional learning training and paying attention to the renewal of professional knowledge;Supporting new types of agricultural business entities and improving market development capabilities;Improve the construction of village-level service stations and guide the soil out of the city;Promote the network marketing service supply,improve the management service level;Develop rural logistics vigorously,deep processing of characteristic products;We will improve policies to support the development of e-commerce and foster the development of e-business personnel.