Study On Efficiency And Countermeasures Of E-commerce Of Shanghai Agriculture Cooperatives

With the popularity of internet and development of information technology,e-commerce has developed rapidly.In recent years,as the government increased the input in agriculture,the production is alas increased.As the traditional offline trade had not satisfied the demand,the agriculture products e-commerce appeared.Central document continued to focus on rural issues in 2016,which put forward to promote the agricultural supply side structural reforms,promote and accelerate the development of rural e-commerce,form online to offline under the background of the integration of agricultural products,accelerate the double circulation pattern that rural and agricultural products to the city and goods to the countryside.The application of agriculture e-commerce,which effectively solved a series of problems about the circulation of agricultural products,and improved the agricultural informatization level on some extent: on the one hand,promote the reintegration of agricultural resources and change of traditional trading mode,to facilitate the formation of efficient industry chain,helping farmers and cooperatives to obtain added-value part of the value chain;on the other hand,promote the farmers' view updated,sales channels expanded.It has great significance that promote the economy efficiency,increase the benefit,improve the influence of the brand and standardization of agricultural products.According to the survey data of Shanghai rural fruits and vegetables professional cooperatives,using data envelopment analysis,the e-commerce technology efficiency of fresh products for these cooperatives was assessed,then the logistic regression model was used to analysis the main driving force of the efficiency.Research shows that: the major driving force for efficiency of electronic commerce for the cooperatives is that land should be moderate scale,total revenue and income by e-commerce sales should be relatively high,it is possible to enable consumers to use self-provided services and thesales of agricultural products have characteristics.The first chapter is the introduction,which mainly introduces the research background,significance,content,research methods and technical routes,possible innovations and shortcomings.The second chapter,theoretical basis and literature review.Introduce the related economic efficiency theory,efficiency theory,and Farrell on the theoretical basis of this study(1957)the efficiency of the theory,then summarized the domestic and foreign research on the e-commerce of agricultural products,efficiency evaluation method etc..The third chapter is about the efficiency evaluation of e-commerce of agricultural cooperatives.The paper introduces the data source,the index selection principle,the input and output indicators.According to the survey data,using DEA model to evaluate the efficiency of Shanghai agricultural cooperatives operating e-commerce.The fourth chapter,according to the results of the third chapter,put forward the hypothesis,then selects 8 variables and 17 indicators,using Logistic regression analysis to analyze the main factors that influence the efficiency.The fifth chapter,case analysis.Selection of Gu Yu Vegetable & Fruit professional cooperatives,Malu grape professional cooperatives,Shanghai Min xin peach professional cooperatives as three typical cases.Analyze comparatively and illustrate on the efficiency and influencing factors of e-commerce,which to verify the above conclusions.The sixth chapter,based on the theoretical analysis,empirical analysis of the results,combined with the actual situation of the development of agricultural products in Shanghai City,put forward measures to promote the development of agricultural e-commerce.The seventh chapter,the conclusion.Summarize the main research work and point out the deficiencies and prospects.