Research On The Community Group Buying Of Agricultural Products Based On The Perspective Of Supply And Demand

In the context of rural revitalization,to solve the problem of small farmers’ sales of agricultural products,and to realize the effective connection between small farmers and the big market,the circulation of agricultural products is one of the most important links.The circulation of agricultural products has existed for a long time,and the government has been working hard on optimizing the circulation of agricultural products.However,after the outbreak of the COVID-19 in January 2020,community group buying,as a bilateral market,effectively solved the circulation of agricultural products and consumers’ concerns,realized real estate sales,shortened the circulation chain of agricultural products,and promoted rational production by farmers.,But there are still some problems.Based on the related research of community group buying,based on cooperative economic theory,bilateral market theory,consumer behavior theory,and transaction cost theory,this article first comprehensively analyzes the influence of external factors such as technology and policy and the reasons for the rise of community group buying of agricultural products under internal economic incentives.Then,by analyzing the existing circulation channels and comparing with community group buying,it is concluded that the advantages of community group buying are mainly reflected in the three aspects of the production end,the circulation end and the consumption end.Secondly,through case analysis of Xingsheng Optimum,group buying initiated by individuals,group buying initiated by YH company,respectively,the reasons for community group buying,specific operations,achievements and shortcomings were summarized,and the product types and quality between the cases were sorted out.Relations and differences in terms of responsibilities of the group leader,delivery timeliness,product sources,etc.Prosperity Optimum brings convenience to consumers,but also has problems such as low-price dumping,low product quality,poor after-sales service,etc.,initiated by individuals and initiated by the company Although community group buying is rare in the market,it has played an important role in rational agricultural production,increasing farmers’ income,and promoting real estate sales.However,there are still problems such as low supply chain efficiency and difficulty in product standardization.Finally,based on consumer questionnaire surveys and interviews,the use status,motivation and satisfaction of the community group buying consumers in the participating cases are analyzed,and the reliability and validity of the questionnaire are proved to be reliable and reasonable when analyzing consumer satisfaction It analyzes consumer satisfaction in five aspects: product distribution,product collection convenience,product packaging and appearance,product quality and freshness,and product after-sales service.The satisfaction level is at a medium level,among which the convenience of product collection The average value is the highest,and then the research on the correlation between the overall consumer satisfaction and the above five aspects is carried out,and it is found that the convenience of consumers has the greatest impact on the overall satisfaction.Based on case analysis,consumer questionnaires and interviews,it was discovered that there are some problems in the development of community group buying of agricultural products,such as the quality of agricultural products cannot be effectively guaranteed,after-sales and supervision of agricultural products need to be improved,low-price vicious competition,big data,and supply chain efficiency The reasons for the above problems are summarized.This article finally puts forward suggestions for improvement from five perspectives: agricultural product quality,group buying platform management,standardizing market order,supply chain efficiency,and small farmers’ participation.