Research On E-Commerce Model Of Farmer Specialized Cooperatives In Liaoning Province:Case Study Based On Different Growth Stages

With the development of our country's economy,we are stepping into the Internet era,the combination of information technology and marketing means.It has become a new type of sales mode,that is,network marketing mode.The integration of agricultural products and the Internet can further speed up the development of agricultural modernization.By changing the marketing mode of the original agricultural products,it can effectively guide the cultivation,storage,processing and marketing of agricultural products,thus bringing new opportunities for the development of agricultural industry.For growers,online marketing of agricultural products can not only bring convenience to them,but also broaden the channels of agricultural products sales and improve family income.Donggang City,Liaoning Province,as a very important strawberry production base in China,it belongs to the representative of fresh fruits.In this paper,295 strawberry growers in Donggang City were investigated by literature review,questionnaire survey and descriptive statistical analysis.The factors affecting farmers' willingness to participate in online marketing were analyzed from the aspects of their personal basic characteristics,family basic characteristics,growers' network use characteristics and external environment characteristics.The research content mainly includes five parts.The first chapter is the introduction,which mainly introduces the research background,research purpose,research significance,research methods and technical routes used in this paper,which lays a certain foundation for the analysis of this paper.The second chapter is literature review.This part mainly introduces the concepts of network marketing and agricultural products network marketing,and analyses the current situation of domestic and foreign scholars on network marketing.Chapter three analyses the current situation of strawberry development in Donggang City,so as to have a deeper understanding of strawberry development in Donggang City.Chapter 4 uses descriptive statistical analysis to analyze the factors affecting the willingness of strawberry growers to participate in online marketing in Donggang City.The results showed that "gender factor","whether it is a member of the cooperative","health factor","number of workers planting strawberries","strawberry planting scale","whether or not to access the network factor","Internet frequency factor","Internet shopping frequency factor","distance from express delivery" and "number of people around different network marketing factors" were related to each other.Donggang strawberry growers' willingness to participate in online marketing has a certain impact.The fifth chapter chooses the factors that may influence the willingness of farmers to trust land through descriptive statistical analysis,and uses Logistic model to analyze the factors that have significant impact.The analysis results show that there are five factors that have significant impact,namely,gender,age,cooperative situation,strawberry planting scale and frequency of online shopping.Chapter 6,based on the above analysis and the actual situation of Donggang City,puts forward relevant countermeasures and suggestions for Donggang City's network marketing.