天水市特色农产品电子商务发展问题及对策

陈俐伶; 王乐; 樊王妮

doi:10.11829/j.issn.1001-0629.2018-0214

天水市特色农产品电子商务发展问题及对策

甘肃农业大学管理学院，甘肃兰州 730070

基金项目: 甘肃省乡村振兴战略实施中的农民主体参与性研究(YB064)

摘要: 本文通过调查走访甘肃省天水市特色农产品网络销售及物流面临的发展困境，梳理出天水特色农产品发展的诸多影响因素并据此设计调查问卷，运用SPSS软件对影响当地特色农产品电子商务发展的因素进行分析，得出影响由强到弱的依次为交易对象因子、交易平台因子、交易环境因子、交易主体因子和交易媒体因子。并针对天水市农产品电子商务面临的困境提出了符合当地现状的发展对策。

关键词:

English

Development problems and countermeasures of electronic commerce for characteristic agricultural products of Tianshui City

College of Management, Gansu Agricultural University, Lanzhou 730070, Gansu, China

Received Date: 2019-04-27
Accepted Date: 2019-07-28
Available Online: 2019-10-07
Publish Date: 2019-08-31

Abstract: This article investigates the development dilemma of individuals and the institution of network sales of characteristic agricultural products in Tianshui City, Gansu Province. Many factors influencing the development of characteristic agricultural products of Tianshui were identified. In addition, questionnaires were designed based on the influencing factors. SPSS was used to analyze the factors affecting the development of e-commerce of characteristic local agricultural products based on data gathered from the survey questionnaires. The influencing factors, from strong to weak, were object factors, platform factors, environment factors, subject factors, and media factors. Furthermore, the development countermeasure that corresponds to the current local situation is proposed.

Keywords:

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参考文献

[1]	李红, 尚永华. 基于供销社的农产品流通体系创新研究: 以山西为例. 西北农林科技大学学报(社会科学版), 2012(2): 61-66. doi: 10.3969/j.issn.1009-9107.2012.02.012 LI H, SHANG Y H. Study on agricultural products circulation system based on SMC: Taking Shanxi Province as an example. Journal of Northwest A & F University (Social Science Edition), 2012(2): 61-66. doi: 10.3969/j.issn.1009-9107.2012.02.012
[2]	唐亭亭, 孙剑明. 提升生鲜农产品电子商务用户体验的措施与途径. 商业经济, 2018(2): 77-79. doi: 10.3969/j.issn.1009-6043.2018.02.032 TANG T T, SUN J M. Measures to improve the user experience of fresh agricultural products e-commerce. Business Economy, 2018(2): 77-79. doi: 10.3969/j.issn.1009-6043.2018.02.032
[3]	任晓翠. 现代电子商务环境下的农产品冷链物流发展思路. 农业科教, 2018(22): 77-78. REN X C. Thoughts on the development of agricultural products cold chain logistics in the context of modern electronic commerce. Agricultural Science and Education, 2018(22): 77-78.
[4]	罗梦诗. 基于电子商务平台的农产品供应链物流模式构建. 中国市场, 2019(12): 179-180. LUO M S. Construction of logistics model of agricultural product supply chain based on e-commerce platform. Chinese Market, 2019(12): 179-180.
[5]	洪涛. 农产品电子商务及其模式创新. 北京财贸职业学院学报, 2013(6): 10-13. doi: 10.3969/j.issn.1974-2923.2013.06.003 HONG T. Encourage e-commerence and its mode of agricultural innovation. Journal of Beijing vocational college of finance and commerce, 2013(6): 10-13. doi: 10.3969/j.issn.1974-2923.2013.06.003
[6]	谈海霞, 张敏. 我国农产品电子商务的制约因素及对策研究. 物流技术, 2011(5): 121-124. TAN H X, ZHANG M. Hinderance for the development of farm produce e-commence in China and the countermeasures. Logistics Technology, 2011(5): 121-124.
[7]	曾奕棠. 农业电子商务发展现状与制约因素分析. 物流工巧与管理, 2013(10): 159-162. ZENG Y T. Analysis on the present situation and the restricting factors of the agricultural electronic commerce development. Logistucs Engineering and Management, 2013(10): 159-162.
[8]	耿荣娜, 曹丽英. 基于AHP方法的农村电子商务发展制约因素. 江苏农业科学, 2016(9): 535-539. GENG R N, CAO L Y. Constraints of rural e-commerce development based on AHP method. Jiangsu Agricultural Science, 2016(9): 535-539.
[9]	王玉珍, 许艳茹. 农产品电子商务发展的制约因素分析: 以甘肃省为例. 兰州工业学院学报报, 2017, 24(5): 89-94. WANG Y Z, XU Y R. Analysis of the restricting factors to the e-commerce of agricultural products: Taking Gansu Province as an example. Journal of Lanzhou institute of Technology, 2017, 24(5): 89-94.
[10]	何建华, 张立华. 天水市电商产业发展情况调查与分析. 甘肃农业, 2018(12): 20-28. HE J H, ZHANG L H. Investigation and analysis on the development of electronic commerce industry in Tianshui City. Gansu Nongye, 2018(12): 20-28.
[11]	任帅. 生鲜电商运营模式及发展对策研究. 电子商务, 2018(33): 27-29. REN S. The study on the operation mode and development strategy of fresh e-commerce. Electronic Business, 2018(33): 27-29.
[12]	周秋菊. 新疆农产品电子商务发展关键制约因素研究. 乌鲁木齐: 新疆大学硕士学位论文, 2018. ZHOU Q J. Research on the key constraints to the development of agricultural products e-commerce in Xinjiang. Master Thesis. Urumqi: Xinjiang University, 2018.
[13]	石鲁达. 黑龙江省农产品电子商务发展对策研究. 哈尔滨: 东北农业大学硕士学位论文, 2013. SHI L D. The research of development countermeasures of agricultural product electronic commerce in Heilongjiang Province. Master Thesis. Harbin: Northeast Agricultural University, 2013.
[14]	刘崇龙. 生鲜农产品电子商务发展研究. 武汉: 华中师范大学硕士学位论文, 2015. LIU C L. E-commerce development research of fresh agricultural product. Master Thesis. Wuhan: Central China Normal University, 2015.
[15]	伦墨华. 浅谈电子商务支付与安全. 中国市场, 2018(34): 194-195. LUN M H. On electronic commerce payment and security. Chinese Market, 2018(34): 194-195.
[16]	王沛栋. 我国农村电子商务发展的问题与对策. 中州学刊, 2016(9): 43-47. doi: 10.3969/j.issn.1003-0751.2016.09.010 WANG P D. Problems and countermeasures of rural e-commerce development in China. Academic Journal of Zhongzhou, 2016(9): 43-47. doi: 10.3969/j.issn.1003-0751.2016.09.010
[17]	李英, 魏浩. 我国农村电子商务的发展对策研究. 农村经济与科技, 2017, 28(16): 76-78. doi: 10.3969/j.issn.1007-7103.2017.16.049 LI Y, WEI H. Research on the development strategy of rural electronic commerce in China. Rural Economy and Science and Technology, 2017, 28(16): 76-78. doi: 10.3969/j.issn.1007-7103.2017.16.049
[18]	简雅露. 湖北省农产品电子商务发展研究. 武汉: 湖北大学硕士学位论文, 2016. JIAN Y L. Research on e-commerce development of agricultural products in Hubei Province. Master Thesis. Wuhan: Hubei University, 2016.

表 1 指标共同度

Table 1 Communalities

指标 Item	初始共同因子方差 Initial communalities	提取共同因子方差 Extraction communalities
X₁	1.000	0.832
X₂	1.000	0.570
X₃	1.000	0.670
X₄	1.000	0.823
X₅	1.000	0.829
X₆	1.000	0.780
X₇	1.000	0.878
X₈	1.000	0.853
X₉	1.000	0.873
X₁₀	1.000	0.801
X₁₁	1.000	0.830
X₁₂	1.000	0.736
X₁₃	1.000	0.675
X₁₄	1.000	0.834
X₁₅	1.000	0.702
X₁₆	1.000	0.525
X₁₇	1.000	0.502
X₁：对电子商务认知有限；X₂：信息化应用水平低；X₃：电商技术接受程度差；X₄：产品生产规模化程度低；X₅：农产品品牌化程度低；X₆：农产品附加值低；X₇：农产品交易平台不规范；X₈：交易平台设计水平低；X₉：农产品电子商务宣传力度小；X₁₀：网络销售农产品盈利空间小；X₁₁：专业技术人才缺乏；X₁₂：物流仓储发展不成熟；X₁₃：网购农产品对消费者需求的满足程度低；X₁₄：运输效率不高；X₁₅：交易信用环境差；X₁₆：网络基础设施欠缺；X₁₇：政策支持力度低，表4同。　X₁: Limited awareness of e-commerce; X₂: Low level of information application; X₃: Poor technical acceptance of e-commerce; X₄: Low scale production of products; X₅: The brand construction of agricultural product is low; X₆: Low value-added of agricultural products; X₇: The trading platform of agricultural products is not standardized; X₈: Low design level of trading platform; X₉: Lack of publicity for e-commerce of agricultural products; X₁₀: Small profit margin for agricultural products sale online; X₁₁: Lack of professional and technical personnel; X₁₂: Immature development of logistics warehousing; X₁₃: Low satisfaction of agricultural products to consumer demand; X₁₄: Transportation efficiency is not high; X₁₅: Poor trading credit environment; X₁₆: Lack of network infrastructure; X₁₇: Lack of policy support; similarly for the following Table 4.

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表 2 总方差贡献率

Table 2 Contribution rate of variance

因子 Component	提取平方和载入 Extraction sums of squared loadings			旋转平方和载入 Rotation sums of squared loadings
因子 Component	特征值 Total	占总变量百分比 Variance/%	累积贡献率 Cumulative/%	特征值 Total	占总变量百分比 Variance/%	累积贡献率 Cumulative/%
1	5.428	31.932	31.932	3.811	22.418	22.418
2	3.083	18.136	50.068	3.123	18.371	40.790
3	1.850	10.880	60.948	2.946	17.332	58.122
4	1.228	7.226	68.174	1.630	9.588	67.710
5	1.121	6.595	74.770	1.200	7.060	74.770

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表 3 旋转后的因子载荷矩阵

Table 3 Rotated Component Matrix

指标 Item	因子 Component
指标 Item	1	2	3	4	5
X₄	0.904
X₆	0.878
X₅	0.772	0.450
X₁₀	0.768
X₁₃	0.765	0.476
X₈		0.905
X₇		0.882
X₁₁		0.862
X₁₇		0.873
X₁₄			0.885
X₁₅			0.784
X₁₆			0.664
X₁₂			0.553		0.503
X₁				0.800
X₃				0.634
X₂		–0.443			0.788
X₉					0.584

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参考文献(18)

[1]	李红, 尚永华. 基于供销社的农产品流通体系创新研究: 以山西为例. 西北农林科技大学学报(社会科学版), 2012(2): 61-66. doi: 10.3969/j.issn.1009-9107.2012.02.012 LI H, SHANG Y H. Study on agricultural products circulation system based on SMC: Taking Shanxi Province as an example. Journal of Northwest A & F University (Social Science Edition), 2012(2): 61-66. doi: 10.3969/j.issn.1009-9107.2012.02.012
[2]	唐亭亭, 孙剑明. 提升生鲜农产品电子商务用户体验的措施与途径. 商业经济, 2018(2): 77-79. doi: 10.3969/j.issn.1009-6043.2018.02.032 TANG T T, SUN J M. Measures to improve the user experience of fresh agricultural products e-commerce. Business Economy, 2018(2): 77-79. doi: 10.3969/j.issn.1009-6043.2018.02.032
[3]	任晓翠. 现代电子商务环境下的农产品冷链物流发展思路. 农业科教, 2018(22): 77-78. REN X C. Thoughts on the development of agricultural products cold chain logistics in the context of modern electronic commerce. Agricultural Science and Education, 2018(22): 77-78.
[4]	罗梦诗. 基于电子商务平台的农产品供应链物流模式构建. 中国市场, 2019(12): 179-180. LUO M S. Construction of logistics model of agricultural product supply chain based on e-commerce platform. Chinese Market, 2019(12): 179-180.
[5]	洪涛. 农产品电子商务及其模式创新. 北京财贸职业学院学报, 2013(6): 10-13. doi: 10.3969/j.issn.1974-2923.2013.06.003 HONG T. Encourage e-commerence and its mode of agricultural innovation. Journal of Beijing vocational college of finance and commerce, 2013(6): 10-13. doi: 10.3969/j.issn.1974-2923.2013.06.003
[6]	谈海霞, 张敏. 我国农产品电子商务的制约因素及对策研究. 物流技术, 2011(5): 121-124. TAN H X, ZHANG M. Hinderance for the development of farm produce e-commence in China and the countermeasures. Logistics Technology, 2011(5): 121-124.
[7]	曾奕棠. 农业电子商务发展现状与制约因素分析. 物流工巧与管理, 2013(10): 159-162. ZENG Y T. Analysis on the present situation and the restricting factors of the agricultural electronic commerce development. Logistucs Engineering and Management, 2013(10): 159-162.
[8]	耿荣娜, 曹丽英. 基于AHP方法的农村电子商务发展制约因素. 江苏农业科学, 2016(9): 535-539. GENG R N, CAO L Y. Constraints of rural e-commerce development based on AHP method. Jiangsu Agricultural Science, 2016(9): 535-539.
[9]	王玉珍, 许艳茹. 农产品电子商务发展的制约因素分析: 以甘肃省为例. 兰州工业学院学报报, 2017, 24(5): 89-94. WANG Y Z, XU Y R. Analysis of the restricting factors to the e-commerce of agricultural products: Taking Gansu Province as an example. Journal of Lanzhou institute of Technology, 2017, 24(5): 89-94.
[10]	何建华, 张立华. 天水市电商产业发展情况调查与分析. 甘肃农业, 2018(12): 20-28. HE J H, ZHANG L H. Investigation and analysis on the development of electronic commerce industry in Tianshui City. Gansu Nongye, 2018(12): 20-28.
[11]	任帅. 生鲜电商运营模式及发展对策研究. 电子商务, 2018(33): 27-29. REN S. The study on the operation mode and development strategy of fresh e-commerce. Electronic Business, 2018(33): 27-29.
[12]	周秋菊. 新疆农产品电子商务发展关键制约因素研究. 乌鲁木齐: 新疆大学硕士学位论文, 2018. ZHOU Q J. Research on the key constraints to the development of agricultural products e-commerce in Xinjiang. Master Thesis. Urumqi: Xinjiang University, 2018.
[13]	石鲁达. 黑龙江省农产品电子商务发展对策研究. 哈尔滨: 东北农业大学硕士学位论文, 2013. SHI L D. The research of development countermeasures of agricultural product electronic commerce in Heilongjiang Province. Master Thesis. Harbin: Northeast Agricultural University, 2013.
[14]	刘崇龙. 生鲜农产品电子商务发展研究. 武汉: 华中师范大学硕士学位论文, 2015. LIU C L. E-commerce development research of fresh agricultural product. Master Thesis. Wuhan: Central China Normal University, 2015.
[15]	伦墨华. 浅谈电子商务支付与安全. 中国市场, 2018(34): 194-195. LUN M H. On electronic commerce payment and security. Chinese Market, 2018(34): 194-195.
[16]	王沛栋. 我国农村电子商务发展的问题与对策. 中州学刊, 2016(9): 43-47. doi: 10.3969/j.issn.1003-0751.2016.09.010 WANG P D. Problems and countermeasures of rural e-commerce development in China. Academic Journal of Zhongzhou, 2016(9): 43-47. doi: 10.3969/j.issn.1003-0751.2016.09.010
[17]	李英, 魏浩. 我国农村电子商务的发展对策研究. 农村经济与科技, 2017, 28(16): 76-78. doi: 10.3969/j.issn.1007-7103.2017.16.049 LI Y, WEI H. Research on the development strategy of rural electronic commerce in China. Rural Economy and Science and Technology, 2017, 28(16): 76-78. doi: 10.3969/j.issn.1007-7103.2017.16.049
[18]	简雅露. 湖北省农产品电子商务发展研究. 武汉: 湖北大学硕士学位论文, 2016. JIAN Y L. Research on e-commerce development of agricultural products in Hubei Province. Master Thesis. Wuhan: Hubei University, 2016.

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天水市特色农产品电子商务发展问题及对策

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Development problems and countermeasures of electronic commerce for characteristic agricultural products of Tianshui City

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