Restrictive Factors And Implementation Paths Of Developing Agricultural Product E-commerce In Remote Mountainous Areas

This paper is based on the survey of 204 person-times of the 15 administrative villages in renju town of pingyuan county,the qualitative interviews of 60 people who were not involved in the e-commerce farmers,and the investigation of the e-commerce situation of10 featured agricultural products sales enterprises in renju town,constructed a multiordered Logit model,analyzed the questionnaire data through the Stata data software,summarized the analysis of 10 enterprises' application of e-commerce,and analyzed the analysis of the main causes of the e-commerce farmers and the analysis of the situation of the farmer's e-commerce.The main reasons for the above investigation are the corresponding Suggestions for the corresponding government,enterprises and farmers themselves.Electronic commerce is the "Internet +" and "big logistics,data" inevitably choice,as the vast rural areas,to grasp the trend of the development of e-commerce,actively implement the "rural taobao" project,let the electronic commerce power in rural areas the improvement of income level,farmers living standards to improve.Through questionnaires and interviews,the research shows:1.In this paper,data analysis is carried out on the sample characteristics,the storage of electric traders,the distribution of logistics and the characteristics of consumers.Most of the ten enterprises are traditional sales enterprises in transition to e-commerce enterprises,with unclear positioning and low efficiency.In particular,e-commerce marketing,operation and other skills are lacking.Appear such problem with electricity traders closely related to inadequate reserves,ten enterprise high-level personnel less,10 companies in college undergraduate level accounted for only 13%,the professional electrical business is scarce,which limits the development of enterprise electronic commerce;The ten enterprises chose corresponding logistic distribution according to the actual situation,and 83.72% of the reasons for the survey of returned goods were closely related to logistics.Ten enterprises according to the characteristics of consumers for marketing,according to browse theconsumers' gender,the number of browsing and purchase the number of rules and conversion efficiency and complaints sex ratio for targeted research,to better prepare for ecommerce sales.2.Qualitative interview 60 people did not come into contact with the electronic commerce of farmers,according to the investigation purpose of need specific interviews,which induces the e-commerce implementation of the problems in rural areas,only to find out problems can put forward the corresponding solution.Was not involved in electricity is the main reason of the electricity usability of electronic commerce,services,income,logistics,returns,money,etc.,the most prominent is the interview farmers cultural level is low,conservative cause of new things with suspicion and mistrust,lack is the professional electrical business knowledge training and skill training.3.The data extraction and analysis of the effective recycling questionnaire mainly involves two main aspects: the individual characteristics of the questionnaire farmers and the characteristics of the operation behavior.The analysis of individual characteristics includes the gender,age,degree of culture,family population,and size of cultivated crops,etc.,and the analysis of the characteristics of operational behavior includes all aspects of ecommerce.Through the survey of these two aspects to explore farmers themselves to electronic commerce applications,a higher educational level are more likely to opportunity in e-commerce,early exposure of electricity can obtain higher returns on electricity,credit rating higher electricity sales revenue is considerable,in electricity to benefit more people's confidence in electricity and the development of more positive.4.Multiple ordered Logit model analysis showed that the level 5 points system of farmer's attitude toward e-commerce variable,the overall score of 3.3,showed that the trend of local farmers for the future of e-commerce is more optimistic.The individual characteristics of peasant households,the characteristics of e-commerce business and the professional skills of farmers will affect the degree of the farmers' enthusiasm for e-commerce.For remote survey found the restricting factors of e-commerce of agricultural products,this article from the Angle of government,enterprises and farmers,put forward the corresponding ways: one is the government departments to do a good job in the role of the organizers,guiders and server,structures,electrical business service platform,the full support from the policy to the money to the staff;Second,the enterprise should give full play to its subjectivity,initiative and foresight,with the help of e-commerce platform,to realize the brand and sales promotion of its products,and build its own brand image;Third,farmers should be brave enough to be enterprising,open up innovation and keep up with The Times.With the help of "mass innovation and entrepreneurship",we will improve the income level and improve the quality of life.