coupling of agricultural product marketing and

Research ArticleCoupling of Agricultural Product Marketing and AgriculturalEconomic Development Based on Big Data Analysisand ldquoInternet+rdquo

Jing Xiao1 Wenlan Wang 2 and Sang-Bing Tsai 3

1Jinshan College Fujian Agriculture and Forestry University Fuzhou Fujian 350002 China2School of Economics and Management Fujian Agriculture and Forestry University Fuzhou Fujian 350002 China3Regional Green Economy Development Research Center School of Business WUYI University Nanping China

Correspondence should be addressed to Wenlan Wang wzg916163com and Sang-Bing Tsai sangbinghotmailcom

Received 27 August 2021 Revised 22 September 2021 Accepted 30 September 2021 Published 18 October 2021

Academic Editor Zhiyong Yu

Copyright copy 2021 Jing Xiao et al is is an open access article distributed under the Creative Commons Attribution Licensewhich permits unrestricted use distribution and reproduction in any medium provided the original work is properly cited

In the era of ldquoInternet+rdquo the increase of agricultural products sales can be achieved by creating and joining e-commerce platformsMost of the farmers in China are self-employed and cannot form an industrial scale With the rise of ldquoInternet+rdquo backgroundresearch the combination of this technology and the marketing of agricultural products has become a new marketing modelunder the deep integration of different fields Based on the marketing of products under the background of ldquoInternet+rdquo and usingmarketing theories this paper reviews the development of marketing of agricultural products under the background of ldquoIn-ternet+rdquo including the Internet infrastructure the establishment of logistics system the formation of branding and the deepprocessing of agricultural products e paper reviews the development of agricultural marketing under the background ofldquoInternet+rdquo including the Internet infrastructure establishment of logistics system branding and deep processing of agriculturalproducts e marketing mode of agricultural products under the background of ldquoInternet+rdquo is proved and the development ofagricultural products marketing under the background of ldquoInternet+rdquo is discussed from various angles and insights into how toimprove it are proposed from five aspects After excluding the influence of environmental factors through the improved three-stage SE-DEA model the mean value of TE of comprehensive efficiency of agricultural information allocation increases from0773 to 0832 the mean value of SE of scale efficiency increases from 0844 to 09219 and the mean value of PTE of pure technicalefficiency adjusts from 09087 to 09058 e mean value of pure technical efficiency (PTE) was adjusted from 09087 to 09058Compared with the parametric method DEA does not require a specific production function to be set in advance and it is alsodifficult to select a suitable production function in advance for complex problems

1 Introduction

Despite the rapid level of economic development the worldstill belongs to a large agricultural country Compared withthe development of other industries the marketing level ofour agricultural products is low and cannot become animportant driving force of agricultural economic develop-ment [1] e reason for this is that Chinarsquos farmers lack ahigh level of cultural literacy and do not have the correctconcept of network marketing Although farmers have beenvery familiar with the Internet they always do not know howto correctly apply it For this reason farmers should establish

the correct concept of Internet marketing strengthen theirown understanding and application of the Internet use theInternet as an important way to sell agricultural productsand no longer limit the sale of agricultural products to aspecific region [2] At this time farmers need to innovatetheir concepts take the first step of Internet marketing openstores in e-commerce platforms learn relevant Internetmarketing knowledge and improve the sales of agriculturalproducts Establishing a sound network infrastructure is animportant way to improve the coverage of the Internet andan important way to use the Internet for agriculturalproducts sales [3]

HindawiMobile Information SystemsVolume 2021 Article ID 3702064 10 pageshttpsdoiorg10115520213702064

Today most rural areas have achieved full networkcoverage but some areas with more backward economicdevelopment have not yet achieved full Internet coverage[4] e sale of agricultural products in these areas stilladopts the previous low-priced bulk purchase method Forexample some agricultural products that are not suitable forpreservation often rot because they cannot be sold in timebringing certain losses to farmers For this reason gov-ernments at all levels should increase the investment innetwork infrastructure construction and improve the cov-erage of the Internet by means of financial subsidies etc sothat farmers can grasp market information in time to selltheir agricultural products Professional talents are an im-portant factor in promoting the development of agriculturaleconomy and Internet talents play a greater role in theprocess of selling agricultural products [5] erefore thegovernment should increase the training of Internet talentsorganize farmers to participate in Internet skills trainingduring the agricultural leisure period improve farmersrsquoInternet knowledge and practical marketing operationability improve farmersrsquo Internet literacy and providetalents to support the Internet marketing of agriculturalproducts so that they can create corresponding Internetmarketing stores on the Internet platform upload agricul-tural products regularly strengthen communication withconsumers and promote the sales of agricultural productswith good and high-quality services In the background ofthe new era the Internet is developing very rapidly andapplied to many fields [6] A small number of special ag-ricultural products in the world have seized the opportunityto innovate the development mode of agricultural productsbut there are still many local special agricultural productsthat follow the traditional marketing model and now nolonger have strong competitiveness and advantages thetraditional promotion and marketing means of special ag-ricultural products are in a marketing dilemma [7] but theincrease of total government investment amount may bringthe waste of agricultural information allocation input [8]e specific environmental factors selected in this paperinclude gross per capita product total government invest-ment amount and the number of new rural population withhigher education among which the increase of gross percapita product and the number of new rural population withhigher education can drive the utilization rate of agriculturalallocation input amount and save the cost of agriculturalinformation resource allocation but the increase of totalgovernment investment amount may bring the waste ofagricultural information allocation input

With the rapid development of the economy and thecontinuous innovation of Internet technology the mar-keting mode of the worldrsquos agricultural products has un-dergone great changes in recent years Some agriculturalproducts with local characteristics have started to attract theattention of consumers outside the region and promotingthe development of special agricultural products will becomean inevitable trend of economic development [9] In thispaper we analyze the current situation of marketing ofcharacteristic agricultural products under the background ofldquoInternet+rdquo and some of the difficulties faced at present

study the development history and marketing path ofmarketing of characteristic agricultural products and ex-plore the innovation mode of marketing of characteristicagricultural products so as to provide some reference for themarketing of characteristic agricultural products under theenvironment of high-speed development of InternetHowever due to the different realities in different places thelag of various links from production and operation of ag-ricultural products to consumer purchase the traditionalconcept of marketing compared with the marketing conceptof ldquoInternet+rdquo agricultural products has not been able toplay the greatest superiority e problems of agriculturalproducts marketing under the background of ldquoInternet+rdquostudied in this paper include low coverage of Internet in-frastructure inadequate construction of logistics systemasymmetry of product marketing information relatively latebranding construction and lack of marketing awarenessunder the background of ldquoInternet+rdquo In addition wepropose targeted marketing strategies under the backgroundof ldquoInternet+rdquo

is has theoretical significance for the research ofmarketing strategies of agricultural products in differentregions in the world at the present stage and at the sametime due to the development of this study each region canuse different methods based on its own characteristics toconduct in-depth Internet marketing exploration for thespecial agricultural products in the region which can alsoprovide reference opinions for such research in differentregions Agricultural marketing refers to the marketingprocess of agricultural products according to the sub-jectmdashthe operatormdashand the producerrsquos independent dy-namic behavior coupled with interference factors thetargeted marketing activities so as to meet the transfor-mation of crops from goods to commodities of commercialproperties so that agricultural products are given com-mercial value to meet the needs of society for agriculturalproducts so as to get more economic added value of a kindof activity It is different from the traditional marketingwhich is dominated by production conditions

2 Related Work

e development of agricultural industry is inseparable fromthe marketing effect of agricultural products which directlydetermines whether the overall industrial chain of agricul-tural products is well developed or not and is also theembodiment of the marketing value of agricultural products[10] e background of ldquoInternet+rdquo technology has de-veloped with the rise of online shopping is consumptionchannel chosen by consumers has accelerated the speed ofcommodity circulation and also made the competitionamong merchants in various regions more transparent andfierce Farmers should fully grasp the business opportunitiesuse the ldquoInternet+rdquo integration of technology platform fordevelopment sales of their own agricultural products sothat the sales of agricultural products to improve is is notonly the result of integrating modern technology but alsothe sublimation of modern marketing concept [11] eadded value of agricultural products can be actively

2 Mobile Information Systems

increased and the marketing efficiency of production anddistribution can reach a level unmatched by the traditionalmarketing mode so that the production and operationmethods of agricultural products can be improved and themarket share of different agricultural products can be in-creased [12]e accelerated development of the agriculturalindustry is not only conducive to improving the income andliving standards of the majority of farmers but also haspractical significance in reducing the unbalanced economyof various regions in this context

At present the research on the development of agri-cultural marketing under the perspective of ldquoInternet+rdquo is inthe initial stage at home and abroad and certain results havebeen achieved e current situation of online marketing ofagricultural products in the world and the experience ofonline marketing of agricultural products in other countriesare fully integrated [13] In addition researchers also discussthe logistics and distribution system of agricultural productsmarketing and follow the development of the Internet inorder to promote the rapid development of the worldrsquosagricultural products online marketing [14] At the sametime in the context of the ldquoInternet+rdquo era scholars haveanalyzed the impact of the ldquoInternet+rdquo model on the worldrsquostraditional agricultural marketing model and the domesticmarket economy [15] e research results of the scholarshave the characteristics of being close to the actual andpractical sources for the online marketing of agriculturalproducts in the world which are more foreseeable andpioneering for the development of agricultural marketingunder the premise of ldquoInternet+rdquo and also provide moreaccurate reference and reference for the marketing of ag-ricultural products [16] Our government departments at alllevels also actively support the marketing of agriculturalproducts and continuously guide and promote the devel-opment of the agricultural industry chain However due tothe vast territory the natural resources and productionconditions of agricultural products vary from place to placeso the characteristics of agricultural products vary fromplace to place However the quality of agricultural productsin some regions is good but there is no good marketingstrategy to expand their popularity resulting in the mis-match between production and marketing [17] ere is anurgent need to study and set up a reasonable marketingmodel to broaden the sales channels of agricultural productsIt is necessary to integrate the regional and seasonal factorsto promote the economic prosperity of agricultural productsunder the unique natural resources of each region and toupgrade the industrial chain of agricultural products as soonas possible

In recent years under the guidance of the relevant de-partments of logistics system construction the state hasintroduced a series of development plans to accelerate theconstruction of logistics facilities such as storage trans-portation and processing of agricultural products in theworld and to establish a sound logistics service system [18]e development plan requires emphasis on providingguarantee for the improvement of logistics marketing effi-ciency of agricultural products in the world However re-garding the logistics system of agricultural products in some

areas especially in Guangxi Shanxi Gansu and other ag-ricultural products planted in a wide area but for the weakeconomic base of the part whether from the equipmenttechnology or labor frozen storage and other aspects thereis still room for improvement Undertaking the key logisticssystem of the circulation of important agricultural productsstill needs to improve and enhance the part of the con-struction [19] is will directly affect the damage rate ofagricultural products especially fresh products [20] edifferent natural resources in each region have given birth toexcellent crop varieties [21] Whether it is vegetables fruitsor rice all of them have geographical advantages and someof them have already occupied a certain position in con-sumersrsquo heart such as Jiangsu Yangshan peach and Shan-dong chestnut which have been awarded with geographicalindications However the marketing method of brand es-tablishment and maintenance is less and at present agri-cultural products still take the geographical location of eachplace as the main symbol and the formation and devel-opment of brands are not synchronized among differentagricultural products producers

3 ldquoInternet+rdquo Perspective of AgriculturalMarketing Information Resource AllocationMarketing Efficiency

31 Nonparametric Analysis of the Efficiency of ConfigurationMarketing When studying the marketing efficiency prob-lem of agricultural information resource utilization thereare two general analysis methods nonparametric analysis(DEA) and parametric analysis (SFA) each of which hasadvantages and disadvantages in use e parametricanalysis method (SFA) has a greater advantage in dealingwith the marketing efficiency problem of multiple inputscorresponding to one output [22ndash24] However agriculturalinformation resource allocation marketing efficiency prob-lems generally need to solve the correspondence betweenmultiple inputs and multiple outputs which cannot bemeasured simply by using the parametric analysis methodCompared with the parametric method DEA does not re-quire a specific production function to be set in advance andit is also difficult to select a suitable production function inadvance for complex problems and directly apply the outputand input data of agricultural information resource allo-cation decision subjects to the DEA method it can measurethe relative marketing efficiency values among decisionunits eliminating the adverse effects of many human sub-jective factors

DEA analysis whose full name is Data EnvelopmentAnalysis is a nonparametric analysis method studiedthrough the integrated use of mathematical statisticsmanagement science and operations research as shown inFigure 1 e method can use the results of the evaluation ofthe marketing efficiency of multiple-output and multiple-input systems to represent the marketing efficiency values ofagricultural information resources allocation and also toanalyze the relative marketing efficiency values among thedecision units Before determining the input-output

Mobile Information Systems 3

effectiveness the production frontier surface is first foundwhich can be determined using linear programming eneach decision unit is mapped and the relative effectivenessof each decision unit is evaluated by comparing the distancebetween each decision unit and the production frontiersurface (see Figure 1)

e scale of the input and output indicators also does notaffect the measurement results so DEA is a good method tojudge the validity between multiple inputs and multipleoutputs Assuming that there are n decision units eachdecision unit has s different outputs and m different inputsthe input of the ith input and the jth decision unit can berepresented by xi and the output of the rth output and thejth decision unit can be represented by yi the basic input-oriented DEA analysis model (CCR) is

Vd Amin

1113944

n

i1Vixi βi

1113944

n

i1Viyi αi

(1)

Andersen (1993) created the SE-DEA model of super-marketing efficiency Compared with the traditional DEAmodel SE-DEA uses a reference set that does not include theevaluated decision units that is the inputs and outputs ofthe evaluated decision units are expressed by linear com-binations of the inputs and outputs of other decision units sothat the evaluation results can still be measured with in-creasing returns to scale At the same time SE-DEA can rankor classify all decision units that satisfy the effective pro-duction frontier Coupled with the ability to redundantlyanalyze slack variables specific information on specific re-sources with high marketing efficiency can be identified incities with high-resource utilization providing more effec-tive information to guide resource allocation in other citiese supermarketing efficiency SE-DEA model is shown asfollows

1113944n

i1Viyi minus s

+ αio

1113944

n

i1Vixi minus s

minus βio

Vd αi minus βi

(2)

e construction of the evaluation index system of anyresearch object requires scientific basis and systematic andthorough consideration e application theory of agricul-tural information science recognized by the industry is thetheoretical basis for constructing evaluation indexes of ag-ricultural information resource allocation and marketingefficiency e construction of agricultural information re-source allocation indexes should not only meet the logic ofagricultural information science application but also fullyconsider the development of agricultural informationtechnology and truly and accurately reflect the fundamental

problem of marketing efficiency differences in various re-gions Agricultural information resource allocation involvesmultiple inputs and outputs and is a complex systemic issuethat requires coordinated and common assistance fromvarious aspects such as financial investment in agriculturalinformatization human and material investment in agri-cultural operation agricultural information technologydevelopment and application and agricultural informationinfrastructure construction Research on the efficiency ofagricultural information resources configuration marketingshould not only consider the configuration and utilization oflocal municipalities but also grasp the important guidingpolicies of agricultural informatization to improve the ac-curacy of configuration and utilization measurement

32 Marketing of Agricultural Products Agricultural mar-keting refers to the marketing process of agriculturalproducts according to the subjectmdashthe operatormdashand theproducerrsquos independent dynamic behavior coupled withinterference factors the targeted marketing activities so asto meet the transformation of crops from goods to com-modities of commercial properties so that agriculturalproducts are given commercial value to meet the needs ofsociety for agricultural products so as to get more economicadded value of a kind of activity It is different from thetraditional marketing which is dominated by productionconditions Marketing of agricultural products also refers toa marketing method in which agricultural producers andoperators ensure the efficient service of the whole industrialchain based on the market law and the characteristics ofvegetables and fruits produced in the specific situation andthe different local regions and seasons so that the sales ofagricultural products can be increased is is a marketingmethod to grasp the overall demand of consumers and tomeet the potential orientation of the market actively seekthe sales effect and cope with anti-interference

Agricultural information resource allocation assess-ment indicators need to be as comprehensive as possibleunder the premise of feasibility in order to constitute abasic and operable evaluation indicator system It is notthe case that the more indicators selected to assess theallocation marketing efficiency of agricultural informa-tion resources the better too many indicators are likelyto make the system overfitted and the calculated results toguide the operability value to be lower as shown inFigure 2 In the process of configuration marketing ef-ficiency evaluation some factors are incidental smallamount short duration and no important influence andthese factors can be blocked out At the same time theevaluation indexes selected in this paper need to be testedin practice and their operability can be corroborated bypractical cases e development of agricultural infor-matization has not stopped since the 1980s but with theadjustment of agricultural informatization policy in-novation of information technology and change of ag-ricultural economic development ideas the allocation ofagricultural information resources needs to be adjusted indifferent ways according to the current situation


Agricultural information resource allocation evaluationindexes need to be adjusted at different stages accordingto the development direction and development capacityof informatization and only in this way can we con-tinuously improve the efficiency of agricultural infor-mation resource allocation and marketing and morepractically and feasibly contribute to the development ofagricultural informatization (see Figure 2)

e concept of ldquoInternet+rdquo is not just a simple su-perimposition of concepts nor is it a superficial associ-ation between agricultural marketing and ldquoInternet+rdquobut a deep organic integration of ldquoInternet+rdquo with theoverall It is a deep organic integration of ldquoInternet+rdquo andoverall agricultural marketing creating more scientificand efficient modern agricultural marketing means andmethods It is the integration of the traditional

agricultural market into the new agricultural marketingmethods and proposes a reasonable fast and shared newmarketing approach It can change the traditional agri-cultural marketing means pursue the development ofproduction and market expansion more quickly enhancethe new agricultural marketing methods and promotethe agricultural industry to promote the steady progressof modern agriculture e combination of ldquoInternet+rdquoand agricultural marketing is divided into different stagesto carry out In the primary stage we can simply integratethe platform sales technology of e-commerce into themarketing of agricultural products reflecting the char-acteristics of its network sales in the second stage theconcept of the Internet will be fully penetrated into themarketing of agricultural products in the third stage thestage of comprehensive integration more detailed

MarketingManagement

Sales Management

Customer SupportManagement

CustomerIntelligence

Decision Support System

Knowledge Management

Shared Knowledge Base

New productdevelopment

Marketresearch

Publicmanagement

Brandmanagement

Marketsurvey

Brandplanning

Branddesign

Put intoeffect

Performanceevaluation

Productdevelopment

Trial-manufacture

Productproject

Productlaunching

Figure 1 Marketing analysis theory based on mathematical statistics

Buyers Supplier

Logistics warehouse

Warehousing system

Servicecontent

Servicecontent

Agriculturalinformatization

Developmentdirection

Developmentcapacity

Agricultural informatization policy

Agriculturalinformationresources

Resourceallocation

assessment

Marketing efficiency Calculated

results Operability value

Figure 2 Indicators of marketing efficiency of agricultural information resources allocation


guidance on the whole industrial chain of agriculturalproducts and the service concept of consumers to realizethe integrated development of modern agriculture

4 Results and Analysis

In order to analyze in more detail the main influencingfactors of agricultural information resource allocationmarketing efficiency in 10 prefecture-level cities we com-bine the evaluation indexes of agricultural information re-source allocation marketing efficiency established in theprevious chapter based on scientific operability and dy-namics and establish the explanatory variables of theinfluencing factors of Tobit model including the number ofcell phones in 100 rural residentsrsquo households the pop-ulation coverage rate of digital TV in rural residents thenumber of rural residentsrsquo 100 Internet bandwidth accessthe number of agricultural information-related websites andthe number of cultural stations for rural residents as shownin Figure 3 e agricultural sector has also formed a specialwebsite for the sale of agricultural products e data in thischapter are also derived from Internet information Atpresent although the deep processing of agriculturalproducts has attracted the attention of various productionand processing enterprises the systematization required ishigh the software and hardware equipment for professionalproduction and processing are not well implemented andthe unfavorable factors in the processing process may alsoaffect the quality of agricultural products To a certain extentthis will pull the marketing system and competitiveness ofagricultural products to a weaker side In the field of pro-cessing in terms of the current situation of deep processingthe industrial chain and market radiation ability are rela-tively weak which will affect the size of the added value ofagricultural products e self-built enterprise refers to theself-built platform of the agricultural production enterprisesbased on their production technology and marketingmethods By perfecting their own sales chain they candevelop and cooperate from their own platform and sellagricultural products For example Gansu Jurong Companyhas built its own ldquoJurongcomrdquo and Jiangxi Nanfeng FruitTrade has built its own e-commerce platform to carry outone-stop services Some agricultural production bases alsobuild platforms for agricultural products but such enter-prises build their own way mainly by commissioning otherlarge enterprises to complete (see Figure 3)

rough Tobit regression analysis as shown in Figure 4the degree of influence of these five variables on the allo-cation marketing efficiency of agricultural information re-sources was measured among which the number of cellphones per 100 rural residents and the amount of Internetbandwidth access per 100 rural residents were significantbelow the level of 001 (Problt 001) and the degree ofinfluence of the remaining items was measured not verysignificant but also had a correspondingly positive effect onthe allocation marketing e remaining items are notsignificant but they also have a positive effect on the allo-cation of marketing efficiency Among the five variablesmentioned above the number of cell phones and the amount

of Internet bandwidth access are the most important ones interms of allocative marketing efficiency Governmentguidance refers to the provision of enterprise services such asinformation-based production and marketing of the wholeindustry chain to the marketing platform of agriculturalproducts in the mode of government services e agri-cultural sector has also formed a special website for the saleof agricultural products It can help and support the smalland micro agricultural products production enterprises ineach region to occupy a favorable position in the operationand marketing activities of agricultural products is kindof platform is a public welfare project of the governmentand the cost is also borne by the government At present themore commonly used authoritative platforms includeldquoNational Public Service Platform for Agricultural ProductsBusiness Informationrdquo ldquoPlanting and Breeding AgriculturalProducts Traceability System Platformrdquo and ldquoNationalPublic Information Platform for Agricultural ProductsQuality and Safetyrdquo rough the discovery of invisiblecustomer groups more and more people understand agri-cultural products Farmers canmake use of various modes ofthe Internet to advertise their agricultural products Bycreating web pages dedicated to agricultural products fic-tional animated stories about agricultural products de-signing special icons of agricultural products etc andadding pictures videos and relevant product proofs to themto make consumers understand more clearly and minimizethe problems arising from asymmetric information aboutagricultural products between farmers and consumers epromotion of agricultural product information and out-standing sales volume cannot be achieved without the In-ternet (see Figure 4)

e coefficients of factors such as the number of cell phonesper 100 rural households Internet bandwidth per 100 ruralhouseholds digital TV population coverage of rural residentsand the number of agricultural information-related websites arepositive indicating that agricultural information infrastructureconstruction factors have a significant positive effect on in-formation allocation marketing efficiency in general which isconsistent with the guiding goal of promoting informationservice system construction in agricultural informatization andthe allocation of agricultural information resources should beadhered to Quantity and quality should be given equal

2015 2016 2017 2018 2019 2020

000510152025303540

Coeffi

cien

t

s1-s2 movement

s1-

s2+s2

-

s1+

Figure 3 Impact of variables in Tobit model


importance to development and the construction of infor-mation service system needs to be vigorously promoted bygovernment-led efforts to help support the development ofenterprises talents and technologies that carry informationservices and solve the problems of coverage acceptance and thelast mile in information services Each increase of 1 unit in thenumber of cell phones will increase the value of comprehensivemarketing efficiency of agricultural information resource al-location by 001 units and each increase of 1 unit in the amountof Internet bandwidth access will increase the value of com-prehensive marketing efficiency of agricultural informationresource allocation by 004 units as shown in Figure 5 Takentogether the increase in the amount of these positively cor-related inputs will continue to promote the improvement ofcomprehensivemarketing efficiency until a certain optimal scalelevel is achieved e continuous development of e-commercehas driven a change in the marketing model of agriculturalproducts to a certain proportion of online sales Farmers areflocking to participate in online sales tapping more invisiblecustomers and giving agricultural products access to a widersales market Because the price of the same product is lower andmore affordable in offline stores and online platforms than inonline platforms it is more in line with consumer demanderefore in the context of ldquoInternet+rdquo the pricing on theonline platform also limits the sales volume of agriculturalproducts With the decline in net income farmers have im-proved their production technology by innovating in terms ofplanting techniques in order not to losemoney In response thefierce competitive environment is also conducive to stimulatingrelated companies to play the game thus leading to the progressof agriculture as a whole (see Figure 5)

e Tobit measurement coefficient of the number ofrural residential cultural stations on the comprehensivemarketing efficiency is negative but the importance of ruralresidential cultural stations in promoting the marketing

efficiency of agricultural information resource allocationcannot be denied in its entirety nor is it one-sided to say thatby reducing the number of rural residential cultural stationsthe comprehensive marketing efficiency of 00004 units canbe improved as shown in Figure 6e reason for this is thatthe focus of the current use of cultural stations for ruralresidents has shifted and they may no longer be singleagricultural information and cultural stations but may alsobe used for information dissemination in other industriesand for entertainment in rural areas ldquoVisual agriculturerdquorefers to the use of the Internet the Internet of ings andmodern video technology to show consumers the growthprocess of crops or livestock so that they can buy qualityproducts with confidence that is a kind of visible

028132

-002

145

324

153

001 004 005 007 0060056

2978245

-3542

413

513

242

00040421

0023 013 0001 00132

X1 X2 X3 X4 X5 X6

-4

-2

0

2

4

6

Coeffi

cien

t

Coefficient Std Error

z-statistics Prob

Figure 4 Results of Tobit model

00 02 04 06 08 10

0

50

100

150

200

Inte

rnet

dev

ices

Integrated marketing efficiency value

Figure 5 Correlation between the integrated marketing efficiencyvalue of agricultural information resource allocation and thenumber of internet devices


agriculture is model is to let farmers reveal all theirplanting and operating behaviors in the sunlight so thatfarmersrsquo management can be further improved and badbehaviors can be restrained Agricultural products can beadvertised by hiring a professional filming team andbroadcasted in commercial plazas with high traffic flow aswell as on various Internet media Consumers can view thevegetables and fruits planted in the base through Internetvideo and also enjoy the joy of raising livestock in the cloudNo matter when and where they are they can see the growthdynamics of crops or livestock fertilization and feedingthrough video or pictures so that they can buy healthyproducts without additives and pollution without worries(see Figure 6)

Because most consumers learn about the agriculturalproducts they need on e-commerce or Internet platformsmore and more farmers are leaving the opportunity toshowcase and promote their agricultural products toe-commerce and Internet platforms In this way consumerscan buy the agricultural products they need without havingto leave home e Ali platform has opened up new saleschannels for agricultural products with e-commerce to thecountryside creating a village e-commerce system in col-laboration with relevant departments deepening the field ofagricultural products e-commerce and solving the problemof difficult sales and transportation of agricultural productse most important thing for the development of agricul-tural products on the Internet is the means of networkmarketing the Internet is developing rapidly but thetechnology is still immature and there is a serious lack ofmarketing talents in network various relevant departmentsshould increase rural education capital improve farmersrsquoawareness of agricultural production and marketing effi-ciency provide farmers with knowledge and technicalguidance so as to enhance farmersrsquo network business and

marketing management techniques cultivate the technologyengaged in agricultural products network Talent to providea strong guarantee for the worldrsquos agricultural productsnetwork marketing At the same time the improved DEAmodel also conducts superefficiency analysis for cities in theefficiency frontier side of agricultural information resourceallocation and provides a more in-depth interpretation ofeach cityrsquos decision-making unit as shown in Figure 7 inwhich the superefficiency value of City reaches 16896 andrank 2nd to 3rd and the superefficiency analysis can indicatethat the financial investment agricultural information ser-vice input and agricultural information e superefficiencyanalysis can show that these four cities can still maintaintheir relative efficiency by increasing their financial inputagricultural information service input and agricultural in-formation construction input according to the ratio of6896 3986 2538 and 2175 (see Figure 7)

With the scale marketing efficiency SE and pure tech-nical marketing efficiency PTE as the axes and the fullevaluation value (09058 09219) as the critical point fourtypes of cities are divided to show the allocation of agri-cultural information resources in northern Shaanxisouthern Shaanxi and central as shown in Figure 8e firstcategory in the upper right corner of the figure is theldquodouble-highrdquo cities with scale marketing efficiency and puretechnical marketing efficiency above the critical value in-cluding Xirsquoan Yulin Yanrsquoan and Tongchuan which haveless room to improve the marketing efficiency of agriculturalinformation resource allocation the second category is thesecond quadrant with the critical point as the origin whichhas high-scale marketing efficiency but low pure technicalmarketing efficiency is type of cities includes Xianyangand Weinan with PTEs of 0739 and 0801 respectivelywhich have more room for improvement the third categoryis the third quadrant with the origin of the critical pointwhere the scale marketing efficiency and the pure technicalmarketing efficiency are double-bottom cities such asAnkang which need to be adjusted from the configurationscale and technical management level in order to improvecomprehensively the fourth category is the last quadrantwith the origin of the critical point where the scale mar-keting efficiency is high but the technical marketing effi-ciency is low High-low cities with high pure technicalmarketing efficiency but bottom scale marketing efficiencyincluding Baoji Hanzhong and Shangluo these citiesshould improve in the configuration scale strategy increasethe coverage of agricultural informatization and improve inthe scale efficiency of agricultural information resource al-location (see Figure 8)

e efficiency values estimated by the BCC model in theimproved DEA method belong to discrete distribution datatruncated between 0 and 1 If the efficiency values of theimproved three-stage DEA are interpreted by regressionusing the traditional OLS least squares method they areprone to large biases in the estimation of agricultural in-formation input parameters e Tobit model is also anextension of the traditional Probit model in which theexplanatory quantity can be ldquounrestrictedrdquo when the value ofthe explanatory variable is greater than 0 is paper

0 5 10 15 20 25 30 35 400

50

100

150

200

250

300

Effici

ency

()

Row Numbers

Scale efficiency

Technical efficiency

Overall efficiency

Figure 6 Effect of the number of cultural stations for rural res-idents on the efficiency of integrated marketing


constructs a Tobit regression model to analyze the impact ofagricultural information resource allocation efficiency basedon the input parameters of agricultural information resourceallocatione specific environmental factors selected in thispaper include gross per capita product total governmentinvestment amount and the number of new rural pop-ulation with higher education among which the increase ofgross per capita product and the number of new ruralpopulation with higher education can drive the utilizationrate of agricultural allocation input amount and save the costof agricultural information resource allocation but the in-crease of total government investment amount may bringthe waste of agricultural information allocation input Wehope that we can refer to the positive and negative corre-lation reasons of specific environmental factors to adjust andhelp to improve the allocation efficiency more

5 Conclusion

is paper reviews the development of agricultural mar-keting under the background of ldquoInternet+rdquo including the

Internet infrastructure the establishment of logistics systembranding and deep processing of agricultural products emarketing mode of agricultural products under the back-ground of ldquoInternet+rdquo is proved and the ways of agriculturalmarketing development under the background of ldquoInter-net+rdquo are discussed from various angles and insights intohow to improve them are proposed from five aspects ecombination of ldquoInternet+rdquo background and agriculturalmarketing is of great practical significance to enhance thelogistics and brand reputation of agricultural productsstrengthen the construction of network platform infra-structure and further improve the system of agriculturalmarketing in the world Based on the Tobit model this paperestablishes a detailed analysis of the positive and negativeeffects of input factors on agricultural allocation efficiencysuch as the number of cell phones per 100 rural householdsthe population coverage rate of digital TV for rural residentsthe amount of Internet bandwidth access per 100 ruralhouseholds the number of agricultural information-relatedwebsites and the number of cultural stations for ruralresidents Comprehensive Tobit model measurement resultsanalysis cell phone Internet bandwidth access and otherfactors have a positive effect on the comprehensive effi-ciency the role of the number of cultural stations for ruralresidents has a negative effect on the comprehensive effi-ciency e results of the traditional DEA model measuringthe efficiency of agricultural information resource allocationhave large errors After excluding the influence of envi-ronmental factors through the improved three-stage SE-DEA model the mean value of TE of agricultural infor-mation allocation increases from 0773 to 0832 the meanvalue of SE of scale efficiency increases from 0844 to 09219and the mean value of PTE of pure technical efficiencyincreases from 09087 In the future we would improve theirproduction technology by innovating in terms of plantingtechniques in order not to lose money

Data Availability

e data used to support the findings of this study are in-cluded within the article

Conflicts of Interest

e authors declare that they have no conflicts of interest

References

[1] H Schaak and O Muszlighoff ldquoUnderstanding the adoption ofgrazing practices in German dairy farmingrdquo AgriculturalSystems vol 165 pp 230ndash239 2018

[2] R Stellian and J P Danna-Buitrago ldquoColombian agriculturalproduct competitiveness under the free trade agreement withthe United States analysis of the comparative advantagesrdquoCEPAL Review vol 2017 no 122 pp 127ndash149 2018

[3] R Harder R Wielemaker T A Larsen G Zeeman andG Oberg ldquoRecycling nutrients contained in human excreta toagriculture pathways processes and productsrdquo Critical Re-views in Environmental Science and Technology vol 49 no 8pp 695ndash743 2019

2010 2011 2012 2013 2014 2015 2016 2017 2018 201900

02

04

06

08

10

Efficiency

s1s2s3

Figure 7 Variation of the relationship between entities E and R

0 1 2 3 4 5

0

2

4

6

8

10

12

East partNorth part

West partSouth part

Scal

e effi

cien

cy (

)

Technical efficiency ()

Figure 8 Configuration efficiency distribution quadrant


[4] R Ghisi T Vamerali and S Manzetti ldquoAccumulation ofperfluorinated alkyl substances (PFAS) in agricultural plantsa reviewrdquo Environmental Research vol 169 pp 326ndash3412019

[5] A Bhagwat ldquoAgricultural product marketing based on ratingsand reviews (APMRR)rdquo International Journal for Research inApplied Science and Engineering Technology vol 7 no 5pp 1548ndash1554 2019

[6] F Hadi and Y Diana ldquoPenerapan UML sebagai alat per-ancang website dinas pertanian kota payakumbuhrdquo Indone-sian Journal of Computer Science vol 8 no 1 pp 11ndash21 2019

[7] P Teluguntla P S enkabail A Oliphant et al ldquoA 30mlandsat-derived cropland extent product of Australia andChina using random forest machine learning algorithm ongoogle earth engine cloud computing platformrdquo ISPRSJournal of Photogrammetry and Remote Sensing vol 144pp 325ndash340 2018

[8] U L Nkeiruka and T I Umar ldquoCommodity marketing andservices systemsrsquo relationship with spacio-economic interac-tions in Akure city and itsrsquo inner towns and villagesrdquo Journalof Environment and Earth Science vol 8 no 8 pp 55ndash652018

[9] A M Bondarenko E I Lipkovich and L S KachanovaldquoControl of technological processes of organic fertilizersapplication as a tool to ensure food safetyrdquo Journal of En-vironmental Management and Tourism vol 9 no 1 pp 5ndash112018

[10] C Wang and P Jiang ldquoFarmersrsquo willingness to participate inagricultural product safety cogovernance and self-governancein Jiangsu China a gender perspectiverdquo Journal of FoodProtection vol 83 no 5 pp 736ndash744 2020

[11] S Zurinani N Rodiyah N Rodiyah D T Prastyo andM Y A Zuhri ldquoDevelopment strategy of brau edufarmtourism in baturdquo Journal of Indonesian Tourism and Devel-opment Studies vol 7 no 2 pp 100ndash110 2019

[12] G W Williams O Capps and D Hanselka ldquoUS Nationaleconomic contribution of generic food and agriculturalproduct advertisingrdquo Journal of International Food amp Agri-business Marketing vol 30 no 2 pp 191ndash210 2018

[13] M Comi ldquoOther agricultures of scale social and environ-mental insights from Yakima valley hop growersrdquo Journal ofRural Studies vol 80 pp 543ndash552 2020

[14] P A Mbum and I G Ederewhevbe ldquoEconomic recoverygrowth paradox and agricultural product marketing inNigeriardquo Lwati A Journal of Contemporary Research vol 16no 3 pp 125ndash148 2019

[15] A Syahza E Savitri B Asmit and G Meiwanda ldquoSmall-scaleagricultural product marketing innovation through BUMDesand MSMEs empowerment in coastal areasrdquo ManagementScience Letters vol 11 no 8 pp 2291ndash2300 2021

[16] C B D P Mahardika W Y Pello and M Pallo ldquoPerformausaha kemitraan ayam ras pedagingrdquo Partnerberatungvol 25 no 1 pp 1270ndash1281 2020

[17] J-F Li and Z-X Wang ldquoResearch on coordination of multi-product ldquoagricultural super-dockingrdquo supply chainrdquo ProcediaManufacturing vol 30 pp 560ndash566 2019

[18] F Bantis S Smirnakou T Ouzounis A KoukounarasN Ntagkas and K Radoglou ldquoCurrent status and recentachievements in the field of horticulture with the use of light-emitting diodes (LEDs)rdquo Scientia Horticulturae vol 235pp 437ndash451 2018

[19] I G Ushachev V V Maslova and V S Chekalin ldquoImportsubstitution and ensuring food security of Russiardquo VegetableCrops of Russia vol 2 no 2 pp 3ndash8 2019

[20] J Guo Y Bao and M Wang ldquoSteel slag in China treatmentrecycling and managementrdquo Waste Management vol 78pp 318ndash330 2018

[21] C Jinbo Z Yu and A Lam ldquoResearch on monitoringplatform of agricultural product circulation efficiency sup-ported by cloud computingrdquo Wireless Personal Communi-cations vol 102 no 4 pp 3573ndash3587 2018

[22] H R Shim and B G Kim ldquoe effect of customer value onuser satisfaction with dialogue characteristics of applersquos in-telligent agent sirirdquo Journal of Organizational and End UserComputing vol 32 no 1 pp 62ndash74 2020

[23] M Zaher A Shehab M Elhoseny and F F Farahat ldquoUn-supervised model for detecting plagiarism in internet-basedhandwritten Arabic documentsrdquo Journal of Organizationaland End User Computing vol 32 no 2 pp 42ndash66 2020

[24] S F Verkijika ldquoAssessing the role of simplicity in the con-tinuous use of mobile appsrdquo Journal of Organizational andEnd User Computing vol 32 no 4 pp 26ndash42 2020


Today most rural areas have achieved full networkcoverage but some areas with more backward economicdevelopment have not yet achieved full Internet coverage[4] e sale of agricultural products in these areas stilladopts the previous low-priced bulk purchase method Forexample some agricultural products that are not suitable forpreservation often rot because they cannot be sold in timebringing certain losses to farmers For this reason gov-ernments at all levels should increase the investment innetwork infrastructure construction and improve the cov-erage of the Internet by means of financial subsidies etc sothat farmers can grasp market information in time to selltheir agricultural products Professional talents are an im-portant factor in promoting the development of agriculturaleconomy and Internet talents play a greater role in theprocess of selling agricultural products [5] erefore thegovernment should increase the training of Internet talentsorganize farmers to participate in Internet skills trainingduring the agricultural leisure period improve farmersrsquoInternet knowledge and practical marketing operationability improve farmersrsquo Internet literacy and providetalents to support the Internet marketing of agriculturalproducts so that they can create corresponding Internetmarketing stores on the Internet platform upload agricul-tural products regularly strengthen communication withconsumers and promote the sales of agricultural productswith good and high-quality services In the background ofthe new era the Internet is developing very rapidly andapplied to many fields [6] A small number of special ag-ricultural products in the world have seized the opportunityto innovate the development mode of agricultural productsbut there are still many local special agricultural productsthat follow the traditional marketing model and now nolonger have strong competitiveness and advantages thetraditional promotion and marketing means of special ag-ricultural products are in a marketing dilemma [7] but theincrease of total government investment amount may bringthe waste of agricultural information allocation input [8]e specific environmental factors selected in this paperinclude gross per capita product total government invest-ment amount and the number of new rural population withhigher education among which the increase of gross percapita product and the number of new rural population withhigher education can drive the utilization rate of agriculturalallocation input amount and save the cost of agriculturalinformation resource allocation but the increase of totalgovernment investment amount may bring the waste ofagricultural information allocation input

With the rapid development of the economy and thecontinuous innovation of Internet technology the mar-keting mode of the worldrsquos agricultural products has un-dergone great changes in recent years Some agriculturalproducts with local characteristics have started to attract theattention of consumers outside the region and promotingthe development of special agricultural products will becomean inevitable trend of economic development [9] In thispaper we analyze the current situation of marketing ofcharacteristic agricultural products under the background ofldquoInternet+rdquo and some of the difficulties faced at present

study the development history and marketing path ofmarketing of characteristic agricultural products and ex-plore the innovation mode of marketing of characteristicagricultural products so as to provide some reference for themarketing of characteristic agricultural products under theenvironment of high-speed development of InternetHowever due to the different realities in different places thelag of various links from production and operation of ag-ricultural products to consumer purchase the traditionalconcept of marketing compared with the marketing conceptof ldquoInternet+rdquo agricultural products has not been able toplay the greatest superiority e problems of agriculturalproducts marketing under the background of ldquoInternet+rdquostudied in this paper include low coverage of Internet in-frastructure inadequate construction of logistics systemasymmetry of product marketing information relatively latebranding construction and lack of marketing awarenessunder the background of ldquoInternet+rdquo In addition wepropose targeted marketing strategies under the backgroundof ldquoInternet+rdquo

is has theoretical significance for the research ofmarketing strategies of agricultural products in differentregions in the world at the present stage and at the sametime due to the development of this study each region canuse different methods based on its own characteristics toconduct in-depth Internet marketing exploration for thespecial agricultural products in the region which can alsoprovide reference opinions for such research in differentregions Agricultural marketing refers to the marketingprocess of agricultural products according to the sub-jectmdashthe operatormdashand the producerrsquos independent dy-namic behavior coupled with interference factors thetargeted marketing activities so as to meet the transfor-mation of crops from goods to commodities of commercialproperties so that agricultural products are given com-mercial value to meet the needs of society for agriculturalproducts so as to get more economic added value of a kindof activity It is different from the traditional marketingwhich is dominated by production conditions

2 Related Work

e development of agricultural industry is inseparable fromthe marketing effect of agricultural products which directlydetermines whether the overall industrial chain of agricul-tural products is well developed or not and is also theembodiment of the marketing value of agricultural products[10] e background of ldquoInternet+rdquo technology has de-veloped with the rise of online shopping is consumptionchannel chosen by consumers has accelerated the speed ofcommodity circulation and also made the competitionamong merchants in various regions more transparent andfierce Farmers should fully grasp the business opportunitiesuse the ldquoInternet+rdquo integration of technology platform fordevelopment sales of their own agricultural products sothat the sales of agricultural products to improve is is notonly the result of integrating modern technology but alsothe sublimation of modern marketing concept [11] eadded value of agricultural products can be actively












Vd Amin

1113944

n

i1Vixi βi

1113944

n

i1Viyi αi

(1)


1113944n

i1Viyi minus s

+ αio

1113944

n

i1Vixi minus s

minus βio

Vd αi minus βi

(2)









MarketingManagement

Sales Management







Marketresearch

Publicmanagement

Brandmanagement

Marketsurvey

Brandplanning

Branddesign

Put intoeffect


Productdevelopment

Trial-manufacture

Productproject

Productlaunching


Buyers Supplier

Logistics warehouse

Warehousing system

Servicecontent

Servicecontent



Developmentcapacity



Resourceallocation

assessment











2015 2016 2017 2018 2019 2020

000510152025303540

Coeffi

cien

t

s1-s2 movement

s1-

s2+s2

-

s1+






028132

-002

145

324

153

001 004 005 007 0060056

2978245

-3542

413

513

242

00040421

0023 013 0001 00132

X1 X2 X3 X4 X5 X6

-4

-2

0

2

4

6

Coeffi

cien

t


z-statistics Prob


00 02 04 06 08 10

0

50

100

150

200

Inte

rnet

dev

ices









0 5 10 15 20 25 30 35 400

50

100

150

200

250

300

Effici

ency

()

Row Numbers

Scale efficiency


Overall efficiency




5 Conclusion



Data Availability




References




2010 2011 2012 2013 2014 2015 2016 2017 2018 201900

02

04

06

08

10

Efficiency

s1s2s3


0 1 2 3 4 5

0

2

4

6

8

10

12

East partNorth part

West partSouth part

Scal

e effi

cien

cy (

)




































Vd Amin

1113944

n

i1Vixi βi

1113944

n

i1Viyi αi

(1)


1113944n

i1Viyi minus s

+ αio

1113944

n

i1Vixi minus s

minus βio

Vd αi minus βi

(2)









MarketingManagement

Sales Management







Marketresearch

Publicmanagement

Brandmanagement

Marketsurvey

Brandplanning

Branddesign

Put intoeffect


Productdevelopment

Trial-manufacture

Productproject

Productlaunching


Buyers Supplier

Logistics warehouse

Warehousing system

Servicecontent

Servicecontent



Developmentcapacity



Resourceallocation

assessment











2015 2016 2017 2018 2019 2020

000510152025303540

Coeffi

cien

t

s1-s2 movement

s1-

s2+s2

-

s1+






028132

-002

145

324

153

001 004 005 007 0060056

2978245

-3542

413

513

242

00040421

0023 013 0001 00132

X1 X2 X3 X4 X5 X6

-4

-2

0

2

4

6

Coeffi

cien

t


z-statistics Prob


00 02 04 06 08 10

0

50

100

150

200

Inte

rnet

dev

ices









0 5 10 15 20 25 30 35 400

50

100

150

200

250

300

Effici

ency

()

Row Numbers

Scale efficiency


Overall efficiency




5 Conclusion



Data Availability




References




2010 2011 2012 2013 2014 2015 2016 2017 2018 201900

02

04

06

08

10

Efficiency

s1s2s3


0 1 2 3 4 5

0

2

4

6

8

10

12

East partNorth part

West partSouth part

Scal

e effi

cien

cy (

)





























MarketingManagement

Sales Management







Marketresearch

Publicmanagement

Brandmanagement

Marketsurvey

Brandplanning

Branddesign

Put intoeffect


Productdevelopment

Trial-manufacture

Productproject

Productlaunching


Buyers Supplier

Logistics warehouse

Warehousing system

Servicecontent

Servicecontent



Developmentcapacity



Resourceallocation

assessment











2015 2016 2017 2018 2019 2020

000510152025303540

Coeffi

cien

t

s1-s2 movement

s1-

s2+s2

-

s1+






028132

-002

145

324

153

001 004 005 007 0060056

2978245

-3542

413

513

242

00040421

0023 013 0001 00132

X1 X2 X3 X4 X5 X6

-4

-2

0

2

4

6

Coeffi

cien

t


z-statistics Prob


00 02 04 06 08 10

0

50

100

150

200

Inte

rnet

dev

ices









0 5 10 15 20 25 30 35 400

50

100

150

200

250

300

Effici

ency

()

Row Numbers

Scale efficiency


Overall efficiency




5 Conclusion



Data Availability




References




2010 2011 2012 2013 2014 2015 2016 2017 2018 201900

02

04

06

08

10

Efficiency

s1s2s3


0 1 2 3 4 5

0

2

4

6

8

10

12

East partNorth part

West partSouth part

Scal

e effi

cien

cy (

)
































2015 2016 2017 2018 2019 2020

000510152025303540

Coeffi

cien

t

s1-s2 movement

s1-

s2+s2

-

s1+






028132

-002

145

324

153

001 004 005 007 0060056

2978245

-3542

413

513

242

00040421

0023 013 0001 00132

X1 X2 X3 X4 X5 X6

-4

-2

0

2

4

6

Coeffi

cien

t


z-statistics Prob


00 02 04 06 08 10

0

50

100

150

200

Inte

rnet

dev

ices









0 5 10 15 20 25 30 35 400

50

100

150

200

250

300

Effici

ency

()

Row Numbers

Scale efficiency


Overall efficiency




5 Conclusion



Data Availability




References




2010 2011 2012 2013 2014 2015 2016 2017 2018 201900

02

04

06

08

10

Efficiency

s1s2s3


0 1 2 3 4 5

0

2

4

6

8

10

12

East partNorth part

West partSouth part

Scal

e effi

cien

cy (

)





























028132

-002

145

324

153

001 004 005 007 0060056

2978245

-3542

413

513

242

00040421

0023 013 0001 00132

X1 X2 X3 X4 X5 X6

-4

-2

0

2

4

6

Coeffi

cien

t


z-statistics Prob


00 02 04 06 08 10

0

50

100

150

200

Inte

rnet

dev

ices









0 5 10 15 20 25 30 35 400

50

100

150

200

250

300

Effici

ency

()

Row Numbers

Scale efficiency


Overall efficiency




5 Conclusion



Data Availability




References




2010 2011 2012 2013 2014 2015 2016 2017 2018 201900

02

04

06

08

10

Efficiency

s1s2s3


0 1 2 3 4 5

0

2

4

6

8

10

12

East partNorth part

West partSouth part

Scal

e effi

cien

cy (

)































0 5 10 15 20 25 30 35 400

50

100

150

200

250

300

Effici

ency

()

Row Numbers

Scale efficiency


Overall efficiency




5 Conclusion



Data Availability




References




2010 2011 2012 2013 2014 2015 2016 2017 2018 201900

02

04

06

08

10

Efficiency

s1s2s3


0 1 2 3 4 5

0

2

4

6

8

10

12

East partNorth part

West partSouth part

Scal

e effi

cien

cy (

)



























5 Conclusion



Data Availability




References




2010 2011 2012 2013 2014 2015 2016 2017 2018 201900

02

04

06

08

10

Efficiency

s1s2s3


0 1 2 3 4 5

0

2

4

6

8

10

12

East partNorth part

West partSouth part

Scal

e effi

cien

cy (

)


























coupling of agricultural product marketing and

Documents