Study On The Influencing Factors Of Vegetable Farmers’ Participation In "Supermarket Agricultural Docking" In Shanghai

In the report of the 20th National Congress of the Communist Party of China in 2022,it was proposed to "adhere to the integrated development of urban and rural areas and smooth the flow of urban and rural elements",which provided institutional guarantee for further promoting the integrated development of urban and rural areas and realizing rural revitalization.As an important measure to promote the modernization of agricultural product circulation in China,the agricultural supermarket connection is an important driving force to smooth the circulation of urban and rural elements.Farmers,as the main participants in the circulation mode of agricultural supermarket docking,fully understand the influencing factors of their participation in agricultural supermarket docking,which is of great significance to effectively promote farmers’ docking with the big market and enhance their ability to increase income and become rich.Based on the above background,this study takes vegetable planting farmers in Shanghai as the research object.On the premise of clarifying the policy and practical evolution of agricultural supermarket docking,and clarifying the development prospects of agricultural supermarket docking,based on theoretical foundations such as farmers’behavior and cooperative competition,a questionnaire is designed and questionnaire data is collected to investigate and analyze the situation of agricultural supermarket docking in Shanghai,and to clarify the development situation of agricultural supermarket docking in Shanghai;Then,by visiting 19 vegetable farmers in Shanghai and using the Grounded theory,the paper systematically explores the influencing factors of vegetable farmers’participation in the docking between agriculture and supermarket in Shanghai and builds the influencing factor model;Finally,relevant measures are proposed to ensure the participation of vegetable farmers in agricultural supermarket docking in Shanghai.The specific research content is as follows:Part Ⅰ:Introduction.This section will introduce the research background,current research status at home and abroad,and clarify the research purpose and significance.In addition,this section will also introduce research methods,research innovations,and shortcomings.Part Ⅱ:The definition of concepts and related theoretical foundations.This section will define concepts such as vegetable farmers and agricultural supermarket integration,and introduce relevant theoretical foundations.PartⅢ:First introduces the development process of agricultural supermarket docking,further elaborates on the problems faced by the development of agricultural supermarket docking under the current policy,market and other opportunities.Secondly,conducts research an d analysis on the development of agricultural supermarket docking in Shanghai,and comprehensively understands the basic situation of Shanghai’s agricultural supermarket docking development from two aspects:farmers and supermarkets,and conducts corresponding analysis.Part Ⅳ:Analyzing the influencing factors of vegetable planting farmers’ participation in agricultural supermarket docking in Shanghai.Using the research method of Grounded theory,the semi-structured interview data of 19 vegetable farmers were collated and merged,and encoded and refined level by level.Finally,the theoretical model of influencing factors of vegetable farmers’ participation in the agricultural supermarket docking in Shanghai was constructed.Part V:Proposing security measures to promote the participation of vegetable farmers in agricultural supermarket docking in Shanghai based on theory and research conclusions.Part VI:Summary and outlook.Research has found that the main factors affecting the participation of vegetable planting farmers in agricultural supermarket docking in Shanghai include settlement cycle,supply and demand matching,farmers’ willingness to participate,cooperation channels,external environment,and logistics costs.In response to these influencing factors,this article proposes the following six suggestions to promote more effective participation of vegetable planting farmers in agricultural supermarket docking in Shanghai:(1)improve the contract coordination mechanism and remove settlement barriers;(2)Improve communication system and stabilize supply and demand relationship;(3)Strengthen the mechanism of interest linkage and increase the willingness of farmers to participate;(4)Expand cooperation channels and improve the quality of agricultural supermarket docking;(5)Create an external atmosphere to promote value recognition;(6)Improve infrastructure and reduce logistics costs.