A Collaborative Study On The Supply And Demand Of Agricultural Products Between Family Farms And Consumers

With the continuous improvement of living standards,the demand of urban and rural residents for high-quality agricultural products has rapidly increased.However,due to various factors such as the asymmetric information between producers and consumers of agricultural products and the unsound related systems,the structural contradiction between supply and demand of agricultural products has become increasingly prominent,and it is unable to meet the demand of consumers for high-quality agricultural products.As an important agricultural production entity,the supply and demand coordination of family farms and consumers can achieve a good docking of supply and demand of agricultural products.Realizing value appreciation of both parties while meeting consumer needs is an effective way to alleviate the contradiction between supply and demand of agricultural products.Therefore,it is of great practical significance to study the synergy between supply and demand of agricultural products between family farms and consumers.Based on the review of the literature and the definition of relevant concepts,the synergistic mechanism and coordination of farm supply and demand for family farms and consumers are firstly studied.Secondly,using the survey data of 109 family farms and 183 consumers in Yangzhou,the author analyzes the current situation of supply and demand coordination between family farms and consumers,and analyzes the problems in collaboration.Thirdly,based on the survey data,the structural equation model was used to verify the influencing factors of family farms and consumers'supply and demand synergies.Finally,on the basis of summarizing the research conclusions,the paper puts forward the countermeasures and suggestions for promoting the synergy between supply and demand of agricultural products of both parties.The main conclusions of this paper are as follows:(1)The family farmer has a good spirit of innovation,but there are problems such as low synergy of knowledge,lack of unobstructed information channels,insufficient fund subsidy,and limited technical guidance for agricultural product supply and demand synergy.At the same time,the consumer' s cooperative understanding of agricultural supply and demand is better.They have good agricultural product consumption capacity and initially have a coordinated demand for customization of agricultural products.(2)The results of model analysis showed that the four variables of farmer recognition,publicity acquisition,information communication,and innovation consciousness had a significant positive impact on the participation of family farms in the supply and demand of agricultural products.Otherwise,the five variables of risk preference,information communication,product trust,participation interaction,and consumer's own traits have a significant positive effect on the participation of consumers in agricultural supply and demand synergy.(3)According to the research conclusions,suggestions for promoting the synergies between supply and demand of agricultural products for family farms and consumers are proposed in three aspects:The first is to increase farmer's collaborative awareness and supply-demand synergies through measures such as propaganda and guidance,and project support.The second is to broaden the channels for information communication and promote effective collaboration between family farms and consumers.The third is to improve the risk mechanism and establish a transparent chain of production and consumption of agricultural products.