Research On The Development Of Agricultural Products E-commerce In Shandong Province

In the past ten years,China has made rapid development in the field of Internet industry.Various industries have further integrated with Internet industry.E-commerce industry has made great strides and the proportion of agricultural products in e-commerce sales is increasing day by day.Shandong Province has a high degree of marketization of agricultural products and relatively perfect construction of agricultural supporting facilities.Therefore,under the condition that the daily image of the agricultural product e-commerce market is updated,summarizing the current situation and development mode of the agricultural product e-commerce in Shandong Province,studying the willingness of agricultural operators to participate in the sales of agricultural product e-commerce and proposing optimization measures to solve the problems play an important role in improving the degree of marketization of agricultural product e-commerce in Shandong Province.Based on the theories and methods of literature review,statistical analysis,comparative analysis and empirical research,this paper empirically studies the issues related to the development of e-commerce of agricultural products in Shandong Province from the following five aspects: concept definition and theoretical basis,current development situation of e-commerce of agricultural products,development mode of e-commerce of agricultural products,influencing factors of the willingness of operators of agricultural business entities to participate and optimization measures to promote the development of e-commerce of agricultural products in Shandong Province.The main research conclusions are as follows:(1)Summarize the development of agricultural product e-commerce in Shandong Province from five aspects: development process,types of agricultural product e-commerce,marketing methods,processing and logistics status and development benefits.The development process can be roughly divided into four stages: the initial stage,the initial stage,the development stage and the mature stage.The category of e-commerce agricultural products is mainly fruit and vegetable agricultural products,and e-commerce of agricultural products has shown a diversified trend in the development of marketing methods,processing and logistics modes.On this basis,the development benefits are summarized.(2)Summarize the three e-commerce development modes of cooperative unified purchase and marketing,self-built online marketing channels for agricultural operators and the operation of third-party specialized e-commerce enterprises through e-commerce cooperation outsourcing.Based on the three modes,summarize a cooperative model enterprise,a self-built online marketing channel enterprise and two outsourcing specialized e-commerce enterprises that participate in the e-commerce sales of agricultural products and are relatively well developed and typical,and carry out case analysis.(3)Based on the survey data of 214 questionnaires from several cities in Shandong Province,the influencing factors of Shandong agricultural operators’ willingness to participate in the e-commerce sales of agricultural products are determined and analyzed by using the multiple ordered Logit model from four aspects of 12 factors including the basic characteristics of the respondents,the basic conditions of production and operation,cognitive characteristics and environmental characteristics.The regression results show that the basic characteristics of the interviewees and their educational level,number of family members,proportion of agricultural income,and number of years of operation in the basic conditions,awareness of e-commerce feasibility in the cognitive situation,presence or absence of e-commerce training in the external environment,docking of e-commerce resources,and e-commerce sales channels have significant effects on the operators’ willingness to participate in e-commerce sales of agricultural products.Age,production scale,policy awareness,and e-commerce awareness have little effect on the operators’ willingness to participate in e-commerce.(4)In order to improve the development of e-commerce for agricultural products in Shandong Province,optimization measures and suggestions are put forward to improve the development of e-commerce for agricultural products and increase the sales willingness of e-commerce operators from the three levels of agricultural operators,e-commerce platforms and government.