Study On The Development Of Strawberry E-commerce Sales In Changfeng County,Hefei City

As a big agricultural country with a large peasant population,agriculture has a great impact on China and is the foundation of our country.In recent years,in response to the requirements of the times,China’s agriculture has been always in the process of reform and innovation.Agricultural modernization presents a major development trend,and Internet technology is a powerful weapon for it.With the progress of society,more and more people take advantage of the Internet to improve their own works.The e-commerce model of "Internet Plus Agriculture" has been gradually applied to all over this country,creating a new sales channel for farmers to grow agricultural products,bringing e-commerce technology into the countryside and enabling farmers to enjoy the convenience brought by the progress of the times.Agricultural products sold through e-commerce effectively promote the pace of rural industrialization and rural economic development.Firstly,redundant intermediate links in the circulation process shall be reduced to a large extent.For example,wholesalers shall be left out to reduce costs.Secondly,information delay shall be effectively resolved.The buyer can acquire the information of agricultural products through e-commerce in time,so that these products can be sold timely.Thirdly,it can increase the sales scale since the wide areas covered by the Internet made the information of agricultural products be widely known.There exists a large gap between urban and rural development in recent years.Though the government and cadres at all levels have carried out various beneficial policies for rural development,and have been always making efforts to realize the new rural construction policy,but various behind causes lag the speed of agricultural development,such as famers’ cultural backgrounds making it difficult for some of them to transform their old thoughts,and the characteristics of agricultural products,namely,it’s long growing cycle and various categories always make the supply exceed the demand.Although e-commerce selling in rural areas never stop developing,while the slow speed of development and it’s late start make the rural economy doesn’t develop well.This paper writing from the perspective of farmers,making anempirical analysis of some typical cases of strawberry growers in Changfeng County,Anhui Province.Through questionnaires and household interviews,this paper conducts a practical survey of the rural population in this County,aiming to study the problems existing in the development of e-commerce sales among rural strawberry growers.This paper applies an important analysis method — Logistic regression model,which is used in the process of research and discussion.Its main content is to do regression analysis with zero sum of dependent variables,then investigates on the spot,obtaining relevant information through questionnaires and other forms,and then analyzing the main factors affecting the development of e-commerce sales among these farmers.This paper concludes that analyzing the basic characteristics of households(including their ages,culture background,whether these families have university students),family management characteristics(whether registering family farms),basic conditions of e-commerce sales(whether it is convenient to obtain online store design services,whether it’s convenient to get cold chain logistics distribution and whether they enjoy the broadband in their homes)and external environment conditions(whether participating in e-commerce sales training,the propaganda effects on e-commerce sales made by local government)make a great impact on the development of e-commerce sale.Finally,the countermeasures and suggestions are put forward to promote the development of e-commerce sales concerning strawberry selling.Firstly,the rural culture and education should be strengthened;secondly,the construction of demonstration households for strawberry e-commerce sales should be established;thirdly,encouraging family farms to develop strawberry e-commerce sales;fourthly,improving the external basic conditions for developing strawberry e-commerce,and in order to realize this point,the operation service of strawberry online stores and the logistics system for strawberry e-commerce sales should be improved;fifthly,local government should increase policy support for these farmers,strengthening the propaganda effects to enhance farmers’ awareness of e-commerce sales and promulgating policies to develop e-commerce sales as soon as possible,and lastly,strengthening training growers on e-commerce sales.