Study On The Influencing Factors Of Strawberry Industry Transformation And Upgrading In Zhongmou County From The Perspective Of Farmers

Industrial prosperity ranks in the first place in the rural revitalization strategy,and is the primary task.Implementing the rural revitalization strategy should focus on the industrial prosperity,and do a good job of industrial prosperity,the foundation and guarantee of rural revitalization.In order to achieve the prosperity of rural industry,we must develop modern agriculture and develop rural industry.In the no.1 central document of 2020-2023,the development of high-quality rural industries is taken as the construction focus,broaden the ways to increase farmers’ income and become rich,and optimize the transformation and upgrading of the agricultural industry.Strawberry belongs to fresh agricultural products,is the characteristic agricultural products of Zhongmou County,Zhongmou County geographical location,convenient transportation,and the climate is suitable,rich water,fertile soil,strawberry industry in Zhongmou County has a high momentum of development.However,compared with other regions in China,the strawberry industry in Zhongmou County has prominent problems such as low quality of seedlings,unscientific planting management,lack of deep processing,low added value,short industrial chain and single sales model,and its competitive advantage is not high.Therefore,how to improve their industrial development ability,meet the market and consumer demand for agricultural products,at the same time drive the development of strawberry industry in Henan province,zhongmou county strawberry industry transformation and upgrading,it also to promote the sustainable development of rural industry high quality,farmers rich rich,promoting rural revitalization is of great significance.As a link in the supply side of products,farmers are also the main body of agricultural production behavior,which plays a key role in the high-quality development of agricultural industry.This study selected zhongmou county strawberry farmers as the research object,the theory of industrial transformation and upgrading theory,industrial organization theory,farmers behavior theory under the theoretical guidance,combined with related literature research and survey interview,build the zhongmou county strawberry industry transformation and upgrading evaluation theory model,design the zhongmou county strawberry industry transformation and upgrading of evaluation questionnaire,empirical analyzes the influence of zhongmou county strawberry industry transformation and upgrading and transformation and upgrading effect.Research found that: industrial structure and farmers behavior of zhongmou county strawberry industry transformation and upgrading effect have significant positive effect,the farmers behavior between industrial structure and market performance has a positive adjustment effect,government behavior,cooperative behavior and leading enterprise behavior has a positive effect on farmers behavior,these factors by the influence of farmers behavior to promote industrial transformation and upgrading.Finally,according to the research conclusion and the requirements of modern agricultural development,four suggestions are put forward for the transformation and upgrading of strawberry industry in Zhongmou County:(1)Improve the market structure of strawberry industry and optimize the market layout;(2)Give full play to the incentive role of government behavior on the strawberry industry;(3)Enhance the organization and coordination role of strawberry industry cooperatives for farmers;and(4)expand the scope of leading strawberry enterprises to farmers to promote the high-quality sustainable development of strawberry industry in Zhongmou County.