Research On The Influencing Factors Of Fresh Agricultural Products Logistics Development Under The E-commerce Mode Of "Agricultural And Consumer Docking"

The emergence of the e-commerce mode of “agricultural and consumer docking” spans the middleman link,provides a direct docking platform for producers and consumers,optimizes the traditional circulation mode of fresh agricultural products,widens the sales channels of fresh agricultural products,increases farmers' income,satisfies consumers' diversified consumption demand for fresh agricultural products,and improves the convenience of purchase.The logistics and distribution of fresh agricultural products under the e-commerce mode of “agricultural and consumer docking” are mostly undertaken by express delivery enterprises,which improves the logistics efficiency,reduces the loss of fresh agricultural products in the logistics process,and further promotes the development of the e-commerce mode of “agricultural and consumer docking” of fresh agricultural products.However,at present,there are still some imperfections in the development of fresh agricultural products logistics under the e-commerce mode of “agricultural and consumer docking”.Therefore,it is of great significance to comprehensively analyze the influencing factors of the development of fresh agricultural products logistics under the e-commerce mode of “agricultural and consumer docking”,find out the main problems that hinder the development of logistics,and put forward reasonable and effective development measures.The main content of this paper is divided into five parts:The first part is the theoretical basis.On the basis of reference to the domestic and foreign literature,this paper determines the research angle,context and research methods.This paper expounds the concepts of fresh agricultural products,fresh agricultural products e-commerce,“agriculture and consumer docking” e-commerce mode,“agriculture and consumer docking” e-commerce mode of fresh agricultural products logistics,as well as government regulation theory,agricultural products supply chain theory,third-party logistics theory,which lays a theoretical foundation for the research of this paper.The second part is the current situation and influencing factors of the development of fresh agricultural products logistics under the e-commerce mode of “agricultural and consumer docking”.On the basis of expounding the composition of logistics system,this paper analyzes the general situation of logistics development,including “scale,efficiency,cost and standardized development”.From the aspects of “industry environment,infrastructure,informatization and technology,fresh agricultural product quality control,logistics distribution”,this paper studies the main influencing factors of logistics development,including the status quo of these influencing factors,the relationship between them and the impact on logistics development.The third part is the empirical analysis of the development of fresh agricultural products logistics under the e-commerce mode of “agricultural and consumer docking”.Based on the qualitative analysis of the second part,through the questionnaire survey data collection,the structural equation model is constructed,and further quantitative analysis of industry environment,infrastructure,information and technology,fresh agricultural product quality control,logistics distribution and other factors on the impact path and degree of the development of fresh agricultural product logistics under the “agricultural and consumer docking” e-commerce model is carried out,and explains the model.The fourth part is the countermeasure part.Under the guidance of “government regulation theory,agricultural product supply chain theory and third-party logistics theory”,combined with the results of qualitative and quantitative analysis,the paper put forward some countermeasures,including “improving informatization and technology level,improving the distribution capacity of third-party logistics enterprises,improving infrastructure construction,strengthening industry management by the government and strengthening the quality control of fresh agricultural products”,so as to promote the development of fresh agricultural products logistics under the e-commerce mode of “agricultural and consumer docking”.The fifth part is the conclusion.Summarize the whole paper,analyzes the innovation and shortcomings of the paper,and makes a prospect for the future research.