Studies On The E-commerce Development Of Fruit In Dashahe Town

With the impact of Internet industry on the revolution of information technology,a new era of market environment and sales industry has arrived in China.The combination of traditional business and the Internet has given birth to a new era of e-commerce,and the phenomenon has shown a very broad space with the development of the global industry.Agriculture is the basis of the national economy;however,the traditional marketing model of it is unable to be fit with the development of the modern society and economy.Moreover,along with the rapid development of the Internet industry,its drawbacks become more prominent.In order to improve the sales number of agricultural products and the income level of farmers,the construction of agricultural products platform should be speed up and the agricultural modernization should also be realized as soon as possible.Based on the summary of the related literature at home and abroad,this study,combined with the situation of the development of the typical e-commerce enterprises of the research area,chooses Dashahe Town in Feng County of Xuzhou City of Jiangsu province as the research area,which enjoys the good reputation of the fruit town in China.At the same time,the study designs the questionnaire about farmer's basic information,the characteristics of farmers' contact with the Internet,the sales channels of fruit as well as the perception of ease of use,usefulness,cognition and willingness of e-commerce platform,and makes the hypothesis and verification of the factors that restrict the selection of the platform.The main conclusions are as follows:the development of electricity business in the study area is not the same as the overall cultural level of the farmers,the lack of understanding of the development of electricity providers,the aging of rural farmers,weak(average lower level of education),the feminization,the scale of land and the lack of mechanization and the low degree of rural cooperative organization.The country's continuous investment in the Internet infrastructure for the development of electricity providers laid the foundation,but at the same time the population aging,weak,low quality of cultural problems still affect the promotion and application of electricity providers;(the distribution channel)farmers selling pear Of the way is relatively simple,and its access to(scope of)the sales channel is very limited in the market.Meanwhile,the position of market information for farmer's sales channel is unequal inferior,the electricity business platform and other modern sales channel trust is low;and the farmers,they hold lower trust on the electricity business platform who are unwilling to survey.More than 70%of farmers are optimistic about the sales channels of electricity providers,more than 60%of farmers intend to use the electricity business platform for sales,and more than 40%of farmers in the future priority(firstly)use of electricity as a platform Sales channels,so the electricity business is expected to become the study area of future farmers selling pear fruit the main way.Based on the above conclusions and hypothesis verification,combined with the successful experience of the development of agricultural products in developed countries,this study,mainly from the government point of view,puts forward some useful suggestions including encouraging the co-operation between e-commerce platform and local governments to set up the training schools so as to improve the training level of the local talent development of e-commerce,the positive development of the infrastructure construction such as the rural logistics,the network systems,etc.,expanding the financing channels and encouraging farmers to finance through the multiple channels,expanding the scope of publicity to enhance farmers' awareness of the application of e-commerce,encouraging farmers to use e-commerce platform as the sales channel,and so on.Thus the policy support could be provided to solve the problem of the development of e-commerce sales platform for the local farmers.