Research On The Innovation Of Fresh Agricultural Products Supply Chain Model And The Performance Of Producer Participation Under The Background Of Internet

Since the implementation of the structural reform of agricultural supply side,China’s agricultural reform has made new progress,agricultural production capacity has been significantly improved,the structure has been constantly optimized,and the new mode of rural new industry has been vigorously developed."Internet + agriculture" has accelerated the structural reform of the supply side of rural agriculture,promoted the gradual change of the supply system of agricultural products,and accelerated the innovation of the model of supply chain of agricultural products.Under the background of internet,government policy support,Internet technology development,consumer demand upgrading and the inherent requirement of independent innovation of main body of supply chain create new opportunities for the innovation of fresh agricultural products supply chain mode,and promote the development of fresh agricultural products supply chain from offline entity supply chain to modern e-commerce supply chain mode.On the basis of comparing the supply chain modes of fresh agricultural products,this paper draws the characteristics and impacts of supply chain mode innovation.Taking Yanling County,Hunan Province,as an example,the paper makes a thorough analysis of the practice and effect of Huangtao supply chain mode innovation in this county.It is concluded that the new e-commerce supply chain mode not only changes the organizational structure of the supply chain,but also makes farmers more effective.Attention to quality and consumer demand has improved farmers’ production awareness and behavior,and improved farmers’ production performance.Then,this paper uses logit binary regression model and stochastic frontier analysis model,taking Yanling yellow peach growers as the research object,to explore the influencing factors of supply chain innovation and the impact of supply chain innovation on farmers’ production performance.The empirical results show that the factors influencing farmers’ participation in e-commerce are different,but the educational level and the number of migrant workers both significantly increase the probability of farmers’ participation in e-commerce of different scales;the new e-commerce supply chain can effectively improve farmers’ production and technical efficiency,and the proportion of e-commerce sales is proportional to farmers’ technical efficiency level;the development of e-commerce also increases the probability of farmers’ participation in e-commerce.Affected the income of farmers,production concept and sales concept,thereby improving the production performance of farmers.The conclusion of this paper shows that E-commerce supply chain model can promote agricultural production,improve the quality of agricultural products,save production costs,stabilize the price of agricultural products,and play a significant role in promoting agricultural development.The conclusion of this paper shows that E-commerce supply chain model can promote agricultural production,improve the quality of agricultural products,save production costs,stabilize the price of agricultural products,and play a significant role in promoting agricultural development.