【作者】 胡俊；

【导师】 刘丹； 唐建；

【作者基本信息】 四川农业大学 ， 农业推广硕士（专业学位）， 2018， 硕士

【摘要】 近年来,为了响应国家乡村振兴战略的实施,四川省资中县政府利用本地优势农业项目——塔罗科血橙产业,结合电子商务的发展趋势,在血橙电商销售方面取得了一定的成绩,带动了农民增收、农村发展和农业增效。但从总体上来看,资中县血橙种植户在电商销售方面仍然存在诸多的障碍。为了进一步了解影响资中县血橙种植户开设网店的实际问题,深层次推动资中县农村电子商务的健康发展,本文对资中县血橙种植户开设网店的意愿进行调查研究,并基于研究结果提出了相应的解决措施,以期能够更好地推动资中县血橙产业和资中县农村电商的进一步健康发展。首先,本文通过实地调研指出资中县目前主要存在三种血橙种植产业链组织模式:模式一为“县政府+专合社(农户)+全城电商+物流企业”,模式二为“龙头企业+专业合作社+基地+农户”,模式三为“基层组织+农户+物流企业+电商”。其次,在研究方法上,本文通过问卷调查收集一手数据,运用因子分析及构建Logistic回归模型进行实证研究分析资中县血橙种植户的网店开设意愿及关键性制约因素。将农户开设网店的意愿强度作为因变量,构建Logistic模型进行回归分析,通过回归系数判断各种影响因素对资中县血橙种植户开设网店意愿的影响大小。其中,农户开设网店意愿主要由3项指标来评价——开设网店的兴趣、开设网店的信心和开设网店的态度,对这3项指标加重取均值作为农户开设网店的意愿,再以4分为界,将网店开设意愿分为两类——意愿较强和意愿不强;影响农户开设网店因素涉及外部政策环境、基础设施和个人条件等12项指标。论文通过因子分析,选择出相关度较高的因素并带入模型分析。结果显示,政策服务及现有网店开设情况是影响农户开设网店的主要因素,其次是服务设施及个人电商技能。因此,要切实有效地提高资中血橙种植户开设网店的意愿,资中县政府首先需要加大对农户政策服务方面的帮扶,让农户对电商有更进一步的认识,同时树立网店开设的典型,宣传网店开设的具体事例和效果,激发农户开设网店的积极性;其次是完善电商基础设施建设,以及促进农户对个人电商能力的培养,从而进一步提高资中县血橙种植户网店开设的意愿,从而切实有效地促进资中血橙产业电子商务的健康持续发展。更多还原

【Abstract】 In recent years,in order to respond to the implementation of National village revitalization strategy,Sichuan Zizhong County Government used local advantage agriculture Project-tarocco Blood Orange industry,combined with the development trend of e-commerce,in the blood orange e-commerce sales have made certain achievements,led to farmers income,rural development and agricultural efficiency.On the whole,however,there are still many obstacles in the Zizhong County of the Blood orange growers in E-commerce Sales.In order to further understand the practical problems affecting the opening of the shop in Zizhong County blood Orange growers,to promote the healthy development of Zizhong County Rural e-commerce,This paper investigates the willingness of the Zizhong County to set up online shop,and puts forward the corresponding solutions based on the research Results.In order to better promote the Zizhong County blood orange Industry and Zizhong County Rural E-commerce further healthy Development.First of all,this article through field research pointed out that Zizhong County at present there are three kinds of blood orange planting industry chain organization Mode: The model is "county Government + special Union(peasant Household)+ whole city E-commerce + Logistics enterprise",mode Two for "leading Enterprises + professional Cooperatives + base + farmers",the model for "grass-roots +farmers + Logistics Enterprises + secondly,in the research method,this paper collects the primary data through the questionnaire survey,uses the factor analysis and constructs the logistic regression model to carry on the empirical research analysis Zizhong County the Blood Orange Grower’s shop opening intention and the key restriction Factor.In this paper,the willingness intensity of the farmers to set up the shop is used as the dependent variable,the logistic model is constructed to return the analysis,and the influence factors are judged by the regression coefficient to the Zizhong County of the Blood Orange Growers.Among them,the intention of the farmers to open a shop is mainly from 3 indicators to Evaluate-open shop interest,open Shop confidence and the attitude of opening shop,on the3 indicators to increase the mean value as a farmer to set up an online shop will be divided into 4,will be divided into two types of online Stores-will be strong and will not strong,affecting the farmers to set up online shop factors related to external policy environment,infrastructure and personal conditions,such as 12 indicators.Through factor analysis,This paper chooses the factors with higher correlation and brings it into logistic model Analysis.The results show that policy services and the opening of existing online stores are the main factors affecting the establishment of online stores,followed by service facilities and personal E-commerce skills.therefore,in order to effectively improve the blood orange growers to open a shop,Zizhong County government first need to increase the support of farmers policy services,so that farmers have a further understanding of e-commerce,at the same time set up a typical shop,publicity shop opened the specific case and effect,to stimulate the enthusiasm of the farmers to open shop;The second is to improve the construction of E-commerce infrastructure,and promote the cultivation of individual e-commerce ability,so as to further improve the Zizhong County Blood Orange Growers Shop opened the will to effectively promote the healthy and sustainable development of e-commerce in the blood orange industry.更多还原