Research On The Network Marketing Willingness And Influencing Factors Of Flower Seedling Planters

With the rapid development of Internet in China,it has been widely used in various industries,including agriculture.It has become an indispensable part of people’s production activities.At the same time,it has also brought the innovation of agricultural product marketing model.In recent years,with the increase of market demand,all parts of the country actively support farmers to develop the flower seedling industries,and integrate the Internet and flower seedlings,so as to gradually develop the network marketing of flower seedlings.Developing network marketing can change the traditional marketing mode,broaden sales channels and improve farmers’ living standards.As the main body of production and management,the willingness and influencing factors of flower seedling growers have a very important impact on the development of network marketing.This paper aims to explore the network marketing willingness and influencing factors of flower seedling planters in Tiaoma Town,Changsha City,Hunan Province,so as to provide reference for flower seedling planters in this town to carry out network marketing.This paper investigated 329 flower seedling planters in Tiaoma Town,Changsha,by literature review,questionnaire survey,descriptive statistical analysis and quantitative analysis.It analyzes the factors which affect the planters’ willingness to participate in online marketing from four aspects:personal characteristics,production characteristics,network use and e-commerce development characteristics,and government policy characteristics,so we can know something from the conclusions:Gender,age,the number of families planting flowers and seedlings,the number of years planting flowers and seedlings,whether the family is connected to the network,the frequency of online shopping,and the government’s online marketing publicity and promotion of flowers and seedlings and so on.These seven variates have a significant impact on the willingness of growers to participate in online marketing.Among them,gender,the number of families planting flowers and seedlings,whether the family is connected to the network,the frequency of online and seedlings have a significant positive impact,while age and the number of years of planting flowers and seedlings have a significant negative impact.Educational background,whether to participate in agricultural cooperatives,the proportion of annual income from planting flowers and seedlings in annual household income,frequency of Internet access,whether to participate in E-marketing study,whether there are e-commerce comprehensive service stations in villages and towns,whether the government has relevant supporting policies for E-marketing Whether the government support policies can be implemented in time and other eight variables have no significant impact on the willingness of growers to participate in online marketing.Based on the above analysis results and the actual situation of Tiaoma Town,this paper puts forward some countermeasures and suggestions,such as,encouraging youth to return home for development,cultivating network marketing talents,strengthening network supports,mobilizing the enthusiasm of farmers in network marketing,strengthening the construction of network infrastructure,promoting the development of Internet in an all-round way,strengthening publicity and promotion,and actively carrying out network marketing and so on.