Research On The Development Strategy Of E-commerce Service For Leisure Agriculture

In recent years,China's economy has entered a stage of steady development at a moderately high speed.The country implements the strategy of Rural Revitalization and promotes industrial integration to reduce the gap between urban and rural development.Leisure agriculture has become one of the most powerful measures to promote the construction of agriculture and rural areas.With the improvement of the residents living standards,the increase of leisure time and the escalation of consumer demand,leisure agriculture has entered a stage of rapid development.But due to its location,resources,traffic conditions and other reasons,there are many problems in the course of development,the use of "Internet + leisure agriculture" has provided new ideas.On this basis,this paper studies the consumer demand and service development strategy of leisure agriculture e-commerce,and connects the information between consumption demand,investment and service supply,which has both theoretical and practical significance.At first,we summarized the research status of leisure agriculture development,demand behavior and its e-commerce construction at home and abroad,then defines concepts in this paper.Secondly,with Maslow's hierarchy of needs theory and business ecosystem theory,we construct an e-commerce ecosystem for leisure agriculture,and analyze consumer demand and divide demand into environmental needs,leisure needs and e-commerce services.The demand influence factors mainly include five parts: consumption ability,willingness to use,service content,service ability and service feedback.Thirdly,a questionnaire is designed to make surveys in several areas in Guangzhou and 379 valid questionnaires were collected.Then we use SPSS software for data statistics and get the relevant descriptive statistical analysis.Logistic regression were used for scale verification and preliminary screening of impact variables.After that,we build a model of leisureagriculture e-commerce system and make simulation with Vensim DSS software,to explore the relationship between the quality of e-commerce services in leisure agriculture and the influencing factors of demand,and to predict its development trend.We also make sensitivity analysis of the service quality,satisfaction and the intention of the use of the web site,to provide theoretical basis for the development of the service strategy.The survey results show that there are many problems in the construction of leisure agriculture such as imperfect facilities,low service levels,and chaotic management.Problems in e-commerce construction are insufficient promotion,small application scope,and lack of website functions,etc..At the same time,the lack of the connection between rapid growth demand and service information hinder to the development.We need to increase investment and improve service quality.Based on the empirical analysis,we puts forward four development strategies:(1)Strengthen the construction of e-commerce platform,increase industrial integration,information integration and platform development;(2)Connect the demand and investment information,give full play to the leading role of government,mining consumer demand and strengthen infrastructure investment and construction of public services;(3)Strengthen propagandaand promotion of buyers and sellers,take the road of regionalization and branding;(4)Strengthen service system construction and industry collaboration,innovate service content.The research results provide a reference for the development of e-commerce in leisure agriculture in Guangzhou.