Research On The Influencing Factors And Development Countermeasures Of Agricultural Product E-commerce In Wenzhou

After informatization has become the mainstream of the world’s development,the emergence of the Internet has changed people’s way of life dramatically,and has gradually changed the traditional business philosophy of enterprises.With the birth of e-commerce,the emergence of mobile devices has made e-commerce closely linked with people’s daily life.This new business model is not only scientific and efficient,but also has strong vitality.It also promotes the reform and development of the traditional business model.In 2015,China put forward the e-commerce business model of "Internet plus" and the concept of "Internet plus" and agricultural integration for the issues of agriculture,rural areas and farmers,aiming to apply the best Internet technology to the development of new agricultural ecology,and promote the new development of agriculture nationwide with the help of blockchain and big data technology.Wenzhou has a large number of agricultural products.In response to the call of the state,Wenzhou Municipal Government has implemented the "Internet plus" agricultural policy promoted by the State Council,and constantly promoted the coordinated development of ecommerce and agricultural products industry to form a more optimized business model.Therefore,on the basis of studying the relevant concepts and theories of agricultural products,this paper conducts a survey from three dimensions of e-commerce promotion,enterprise infrastructure and external business environment,explores the factors that affect its development according to the survey results,finds out the existing problems of agricultural products e-commerce in Wenzhou,and puts forward targeted countermeasures to promote the development of agricultural products e-commerce in Wenzhou,It aims to further promote the development process of agricultural product e-commerce in Wenzhou.The research results show that although the degree of impact is not high,e-commerce promotion,enterprise infrastructure and external business environment all have a certain impact on e-commerce development,and they are all positive.Therefore,the following suggestions are put forward: From the perspective of e-commerce promotion,it is necessary to stimulate the internal motivation of farmers,strengthen their awareness,improve the quality of agricultural products,and actively carry out relevant training and learning activities;From the perspective of enterprise infrastructure construction,enterprises need to constantly create e-commerce models,create distinctive agricultural product brands,promote the integration of development with other industries,and create a diversified modern marketing system;Based on the external business environment,the government needs to create a good environment for the development of agricultural e-commerce,accelerate the construction of the logistics system,and improve the personnel training policy.