Research On The Factors Influencing The Development And Income Increase Of Family Farm E-commerce In Tianjin

As a new format formed by the combination of the Internet and agriculture,e-commerce of agricultural products has become an inevitable trend in economic and social development under the popularization of the Internet.With the characteristics of convenient transaction and information exchange of e-commerce,the traditional circulation channels of agricultural products are effectively reduced,the price space of agricultural products is broadened,and the process of agricultural high-quality production and standardization construction is promoted.To this end,from the national level to local governments,a series of support policies have been issued to promote the integration of e-commerce and rural areas,and strive to give full play to the positive role of e-commerce in agricultural and rural development,and promote agricultural informationization and modernization and digital construction in rural areas with e-commerce as a breakthrough.As a new type of agricultural management subject,family farm has a certain level of organization,scale and socialization,and has more resources and conditions to explore and innovate agricultural development methods than ordinary farmers.If we can guide family farms to actively adopt e-commerce of agricultural products,it will not only help to expand the scale of "agricultural products entering the city",but also play a leading role to promote the wide application of e-commerce in agriculture.The main contents of this paper are as follows: First,introduce the theoretical basis and literature review of the research,and use the method of literature research to sort out and summarize the relevant literature,and at the same time clarify the research purpose,basic ideas,methods and innovations of the selected topic and sort out the main supporting theories.Secondly,it introduces the development of family farm e-commerce in Tianjin,and makes an in-depth investigation and analysis on the development of family farm e-commerce in Tianjin by means of questionnaire and interview.At the same time,according to the survey data,this paper makes an empirical study on the income increase of agricultural products e-commerce in Tianjin,confirms the positive relationship between agricultural products e-commerce and income,expounds the influencing factors of income increase of family farms with different scales,and constructs the intermediary effect model of "online sales-brand-income increase effect",revealing that brands have a partial intermediary role in the income increase of agricultural products e-commerce.On the basis of qualitative and quantitative analysis,the main problems and reasons in the development of family farm e-commerce in Tianjin are deeply analyzed.Finally,based on the research and verification and the main problems of family farm e-commerce in Tianjin,this paper puts forward some targeted countermeasures and suggestions:(1)Improve the standardization of rural e-commerce and establish a sound industrial standard for agricultural products e-commerce.(2)Improve the e-commerce service system of agricultural products and rationally plan e-commerce service stations.(3)Strengthen rural ecommerce infrastructure construction and reduce rural logistics costs.(4)Strengthen personnel training and improve the business ability of e-commerce.(5)Standardize brand registration,stimulate brand efficiency and give full play to brand advantages.