| In recent years,the vigorous development of e-commerce in China has brought new opportunities for the development of rural e-commerce.However,the development of rural e-commerce can not be separated from the active participation of agricultural operators.Family farms,as an important part of agricultural operators,are the fastest-growing agricultural operators in China in recent years.However,the degree of commercialization of family farms is not high.How to attract and promote more family farms to participate in agricultural e-commerce and realize transformation and upgrading through e-commerce is one of the basic problems to be solved in the current development of agricultural e-commerce.This paper chooses Zhuji City in Zhejiang Province as the research object,using the methods of literature review,questionnaire survey,statistical description and econometric model analysis,summarizes and analyses the development mode and characteristics of e-commerce of family farms in Zhuji City,analyses its development process,and uses econometric model to study the impact factors of e-commerce participation of family farms.To provide decision-making basis for promoting the promotion and development of e-commerce in family farms.The main research process and conclusions are as follows:(1)Based on the survey and statistics of family farms in Zhuji City,it is found that the family farms in Zhuji City are mainly pure planting and cooperative+farmer business model,with an average scale of 256 mu.Most of the farm operators are male,mainly aged 40-60 years old,and the age structure is unbalanced.The average education level of the farm owners is in the junior middle school stage,and the education level is low.The number of farm owned labor force is low Only 2.5 people are facing the problem of labor shortage.(2)Based on the statistics of the e-commerce participation of the sample family farms,the following characteristics are obtained:at present,only 29%of the farms participate in e-commerce operation,with a low penetration rate.The e-commerce platforms of this part of farms are mainly Taobao platforms,with sales concentrated in 10000-100000,and the scale is small.Fortunately,most family farms can try e-commerce operation Or very willing to try.The research also summarizes the following problems:high cost and slow return of electronic investment,decline of farmers' willingness to operate;low level of farmers' culture,lack of e-commerce business capacity;lagging brand building of e-commerce agricultural products,lack of awareness,etc.(3)Through the empirical research on the influencing factors of family farms' participation in e-commerce,it is found that:the age of farmers and whether they are village cadres have a significant negative impact on the participation of family farms in e-commerce business,the training of e-commerce has a significant positive impact on the participation of farms in e-commerce business;the age of farmers,difficulties in e-commerce business and the increase of e-commerce business These three variables have a significant negative impact on the willingness of farms to participate in e-commerce.The number of farmers who are village cadres,family labor force and the surrounding people who participate in e-commerce has a significant positive impact on the willingness of farms to participate in e-commerce.Based on the research,this paper puts forward relevant suggestions to promote the development of e-commerce in family farms from the perspectives of government and farmers:strengthening the training and introduction of e-commerce talents,expanding the reserve of e-commerce talents;strengthening the construction of infrastructure,reducing the cost of logistics information in family farms;improving the support policy system,and promoting e-commerce in family farms.Business development;break the traditional sales concept,become a new type of e-commerce farmer;pay attention to enhance brand image,improve the fame of family farm products. |
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