淮阳县农户农特产品电商发展问题研究

发布时间：2018-02-09 04:53

本文关键词： 农特产品电商经营意愿淮阳模式　出处：《河南财经政法大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,随着“互联网+”的发展,农村电商的发展也越来越快。从2015开始,国家通过中央一号文件及相关文件制定了一系列关于农村电商发展的政策。可见国家对通过发展农村电商来解决“三农”问题寄予了厚望。淮阳县政府响应国家号召,积极探索农产品电商发展的模式,并取得了一些成绩,但也存在一些问题,如农户的参与积极性不高,电商服务不到位等。因此进行以农户为中心的农特产品电商的研究是很必要的。它能给政府和相关社会组织构建农产品电商发展模式提供参考。本文根据价值采纳模型,提出农户参与农特产品电商的理性因素,包括感知成本和预期收益,它将会影响其电商经营意愿;根据社会影响理论,提出农户参与农特产品电商的非理性因素,包括社会规范、示范带头、亲朋支持,它将会影响其电商经营意愿。通过对以上两方面因素的分析,构建了农户经营农特产品电商意愿的影响因素模型。通过问卷调查收集数据并利用结构方程模型对影响因素模型进行了验证。根据问卷中农户特征数据和其经营意愿,对淮阳县的农户进行了精准识别,把他们分为了农特产品供应链的前端农户和后端农户,然后通过非结构化访谈的方式收集数据,识别其需求,最后针对其需求提供支持服务。同时借鉴国内电商发展的成功模式——遂昌模式,构建了以农户为中心的农特产品电商发展的“淮阳模式”。通过对淮阳县农特产品电商发展中农户参与意愿的影响因素分析和借鉴成功经验构建了以农户为中心的农特产品电商的淮阳模式的研究,给淮阳县发展农特产品电商提供如下建议:(一)通过降低成本,增加收益;营造氛围、树立典型等措施,鼓励农户积极参与到农特产品电商的发展中;(二)通过组建并维持电商综合服务平台、积极联接外部资源等方式来解决不同农户的痛点,来提高农户的经营效果,最终达到增加收入的目的。本文的创新点是:根据淮阳县的实际情况,围绕农户这一微观主体,探讨了农特产品电商发展中农户的参与意愿的影响因素分析,进而对淮阳县的农户进行了精准识别,然后根据不同的农户的需求痛点提供支持,并借鉴成功经验构建了以农户为中心的淮阳县农特产品电商发展的新模式。
[Abstract]:In recent years, with the development of the Internet, rural e-commerce is also growing faster and faster. The state has formulated a series of policies on the development of rural e-commerce through document No. 1 of the Central Committee and related documents. It can be seen that the state has high hopes for solving the "three rural" problems through the development of rural e-commerce. The Huaiyang County government responds to the national call. We have actively explored the development model of agricultural products e-commerce, and have made some achievements, but there are also some problems, such as the low participation enthusiasm of farmers. Therefore, it is necessary to carry out the research on the ecommerce of agricultural special products centered on farmers. It can provide a reference for the government and relevant social organizations to construct the development model of agricultural products ecommerce. This paper adopts the model according to the value. The rational factors of farmers' participation in ecommerce of agricultural special products, including perceived cost and expected income, are put forward, which will affect their willingness to operate, and according to the theory of social impact, the irrational factors of farmers' participation in ecommerce of agricultural special products are put forward. Including social norms, exemplary leadership, and family and friends' support, which will affect their willingness to operate e-commerce. Through the analysis of the above two factors, This paper constructs a model of influencing factors of farmers' willingness to engage in e-commerce of special agricultural products, collects data by questionnaire and verifies the model by using structural equation model. According to the characteristic data of farmers and their management will, The farmers in Huaiyang County were accurately identified, they were divided into front-end farmers and back-end farmers in the supply chain of special agricultural products, and then collected data through unstructured interviews to identify their needs. Finally, to provide support services for its needs. At the same time, draw lessons from the successful model of domestic e-commerce development-Suichang model, The "Huaiyang model" of the development of agricultural special products ecommerce with farmers as the center is constructed. Through the analysis of the influencing factors of farmers' willingness to participate in the development of agricultural and special products e-commerce in Huaiyang County and the reference of successful experience, this paper constructs a farmer-centered model. Research on Huaiyang Model of Agricultural products' E-quotient, To give Huaiyang County the following advice to develop e-commerce for agricultural and special products: (1) measures such as reducing costs, increasing revenue, creating an atmosphere, setting up a typical example, etc. Encouraging farmers to actively participate in the development of e-commerce for special agricultural products. (2) to improve the management effectiveness of farmers by setting up and maintaining a comprehensive service platform for e-commerce, actively connecting external resources, and so on, to solve the pain points of different farmers. The innovation of this paper is: according to the actual situation of Huaiyang County, this paper discusses the factors influencing the farmers' willingness to participate in the development of ecommerce of special agricultural products. Then the farmers in Huaiyang County were accurately identified, and then according to the needs of different farmers to provide support, and to learn from the successful experience of the farmers as the center of the development of agricultural special products in Huaiyang County, a new model of e-commerce.
【学位授予单位】：河南财经政法大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F323.7

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