Research on the Economic Development of Guangxi Orange Industry

Under the Background of New Media Matrix

Xiaonan Ren

, Hailong Li

and Hongjun Huang

School of Business, Guilin University of Electronic Technology, Guilin, China

Corresponding author’s Email: huanghongjun@guet.edu.cn

Keywords: New Media Matrix, Guangxi Orange Industry, Informatization.

Abstract: Since the outbreak of the COVID-19, the development of the orange industry has been hit hard, and seeking

a window for economic recovery has become a top priority. New media platforms are inexpensive and

inefficient, and have become an important way to promote economic development. The advent of the

information age has brought opportunities and challenges to the development of agricultural economy. Facing

a variety of new media platforms, how to make efficient use of multimedia has become the key to promoting

the informationization of agricultural economy. This paper will study the development of the orange industry

from the multimedia matrix.

1 INTRODUCTION

The new media matrix can make full use of the new

media platform, construct a new media array, form a

closed loop of propaganda, effectively improve the

efficiency of propaganda, and achieve the best

publicity effect. The ongoing coronavirus epidemic

has already had a certain impact on the country's

economic development. Among them, it has had a

tremendous negative impact on the agricultural

product planting industry. The Guangxi region is rich

in resources and orange cultivation has become its

main economicgaung pillar by virtue of geographical

advantages, and industrialized operation standards

have been achieved earlier, but the epidemic of the

new coronavirus has caused a shortage of picking

workers, increased labor costs, market demand

declined. In order to promote the economic recovery

of the orange industry as soon as possible, we have

studied and analyzed the strong driving force of the

new media matrix for the development of the

industry. The new media matrix can quickly

disseminate agricultural product information to

demanders in a matrix manner, realize the docking of

supply and demand, achieve the purpose of increasing

https://orcid.org/0000-0002-8639-480X

https://orcid.org/0000-0002-9708-1585

sales, and also enable farmers to better understand

market demand and adjust the direction of planting.

2 OVERVIEW OF NEW MEDIA

MATRIX

The new media matrix is to fully integrate the modern

new media platforms, to form a matrix relationship

between each platform, and to promote the matrix-

like dissemination of information among the various

platforms. Due to the different audiences of users on

different new media platforms, their preferred content

is also different. According to the user portraits of

different platforms, information on agricultural

products will be released in a targeted manner, and

the traffic resources on each platform will be fully

utilized. The same subject publishes accurate content

through different new media platforms, forming a

multi-platform channel matrix, and diverting users

from multiple platforms to a certain platform, thereby

improving the dissemination of agricultural product

information and achieving the best publicity effect.

https://orcid.org/0000-0002-8482-5901

Ren, X., Li, H. and Huang, H.

Research on the Economic Development of Guangxi Orange Industry Under the Background of New Media Matrix.

DOI: 10.5220/0012027800003620

In Proceedings of the 4th International Conference on Economic Management and Model Engineering (ICEMME 2022), pages 185-190

ISBN: 978-989-758-636-1

 2023 by SCITEPRESS – Science and Technology Publications, Lda. Under CC license (CC BY-NC-ND 4.0)

185

3 EVALUATION OF THE

QUALITY DEVELOPMENT OF

THE ORANGE INDUSTRY

UNDER THE BACKGROUND

OF AGRICULTURAL

INFORMATIZATION

3.1 Analysis of Influencing Factors for

the Development of the Orange

Industry Under the Background

3.1.1 Extension of Orange Industry Chained

of Agricultural Informatization

At present, the economic model of extending

agriculture to the secondary and tertiary industries is

developing rapidly, and the extension of the industrial

chain has realized the organic integration and

development of all links; in this model, planting bases

are built through large-scale circulation of land

factors, and then capital factors are injected into

agricultural product processing, intelligent storage

management, marketing, and other links, thus

forming a whole industrial chain based on agricultural

federation industry and commerce (Jiang, 2021). As

the epitome of the development of agriculture in

general, the orange industry has realized the

integration of the whole industrial chain of planting,

processing and sales of agricultural products, realized

the value-added of the agricultural industry chain

system, and promoted the efficiency and income of

local farmers.

In order to study the impact of the extension of the

orange industry chain on economic development,

through market research and literature collection, the

following three points were subdivided and scored

one by one.

(1) Output value of orange planting industry:

reflects the planting output of orange as an

agricultural product, which is the basis for the vertical

extension of the industrial chain.

(2) Output value of orange processing: reflects the

degree of horizontal expansion of the orange industry,

which is specifically reflected in the use of orange as

raw material for agricultural product processing to

enhance the value of orange.

(3) The output value of the tertiary industry of

oranges: It reflects the ability of the development of

oranges industry to serve the society, and the

development of oranges industry drives the

employment and entrepreneurship of farmers and

expands sales.

3.1.2 New Media Matrix Sales Expansion

Factors

Under the background of informatization, the new

media matrix has a great impact on the expansion of

agricultural products, expanding agricultural product

publicity channels through live broadcasting,

releasing agricultural product information with the

help of short video platforms, establishing the brand

image of agricultural products through e-commerce

platforms, and using social media to pay attention to

user feedback (Su, 2021). The new media matrix

plays a role in promoting the development of

agricultural economy. Taking the orange industry as

an example, it is embodied as follows:

1. It can effectively reduce the marketing cost of

agricultural products and improve marketing

efficiency.

2. Improve the marketing system of agricultural

products and optimize the structure of agricultural

economic development.

3. Promote the development of agricultural

economy, improve quality and efficiency, and

promote the high-quality development of agricultural

economy.

In order to conduct an in-depth study of the impact

of the new media matrix on the expansion of the

orange industry, the relevant impact factors were

scored one by one through market research and expert

opinion.

(1) Network hardware facilities: The

infrastructure conditions reflecting the information

construction of the orange industry are the foundation

for the modernization of agricultural economy

(2) Promotion of the Ministry of Agricultural

Management: Reflects the role of the Agriculture-

related Management in promoting the use of new

media matrix in the orange industry.

(3) New media platform support conditions:

reflect the software foundation in the process of using

the new media matrix in the orange industry.

3.1.3 Farmer Factors

As the main body of the development of the orange

industry, farmer factors plays an important role in

economic development, in order to study the impact

of farmer factors on the development of orange

industry, through market research and expert opinion,

the relevant factors are scored.

(1) Farmer's education level: It reflects the

education level of farmers. As the main personnel of

agricultural management, although farmers have rich

agricultural knowledge, they have insufficient

ICEMME 2022 - The International Conference on Economic Management and Model Engineering

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awareness of the development of modern technology,

which makes it difficult for them to apply modern

technology to manage agriculture. Rural residents

generally have a low level of education, lack of

technical training related to the Internet, and lack of

awareness of new media, which makes it difficult to

effectively use new media platforms in practical

applications.

(2) New media platform awareness and

application ability: reflect the legal of awareness and

understanding of new media platforms.

(3) The number of people involved in the

orange industry: reflects the overall scale of farmers

engaged in the orange industry, and to a certain

extent, it can reflect the role of orange industry in

promoting employment.

3.2 Evaluation System for the

Development of Orange Industry

Quality Under the Background of

Agricultural Informatization

3.2.1 Purpose of Evaluation

The evaluation model of orange industry quality

development analyzes the influencing factors of the

development of the orange industry under the

background of agricultural informatization,

quantifies and scores the influential factors one by

one, and finds out the key factors affecting the

development of the orange industry through scientific

calculation and analysis, and puts forward scientific

and reasonable countermeasures for the further

development of the orange industry.

3.2.2 Evaluation Principles

1. The principle of objectivity. The indicators and

influence intensity involved in the study can

accurately reflect the development of the orange

industry under the background of informatization,

which is in line with objective reality.

2. Systemic principles. The model

systematically analyzes the influencing factors of the

development of the orange industry under the

background of agricultural informatization, from

macro to micro, from objective to subjective,

systematically lists the influencing factors and

conducts scientific analysis.

3. The principle of reasonableness. The

evaluation adopts the analytic hierarchy method,

compares the two one by one, and analyzes and

calculates the relevant indicators, and obtains the

weight of each influencing factor, which is reasonable

(Wu, 2022).

3.2.3 Evaluation Methods

Using the fusion of expert scoring method and

analytic hierarchy method to analyze the

development of the orange industry under the

background of agricultural informatization. Through

the survey data, set up questionnaires, let each expert

score in the form of questionnaire, and then calculate

and analyze the initial data using the analytic

hierarchy method to finally determine the degree of

impact.

3.3 Data Sources

The data of this study was mainly obtained through

questionnaire surveys, market research and literature

collection, and the interviewees included 50 experts

in the orange industry, employees in the orange

industry and relevant agricultural researchers. The

survey results fully reflect the intentions of experts

and practitioners in the relevant fields, the data are

reliable and the survey is valid.

3.4 Evaluation Process

3.4.1 Build an Indicator System

In this study, the index system is constructed from the

principle of systematization, and comprehensively

considers the factors affecting the development of the

orange industry in various aspects under the

background of agricultural informatization. A total of

9 items were identified, as shown in Table 1

Table 1: Evaluation system for the development of orange industry under the background of agricultural informatization.

Target layer

Primary

indicators

Secondary indicators

The quality

development of

Guangxi orange

orange industry

chain extension

Output value of orange planting industry

(F11)

Research on the Economic Development of Guangxi Orange Industry Under the Background of New Media Matrix

187

industry under

the background

of agricultural

informatization,

orange processing output value (F12)

Output value of the tertiary industry of

orange (F13)

New media

matrix sales

expansion factors

Network hardware facility conditions (F21)

Agricultural management department

advancement (F22)

According to the scores of experts and orange

practitioners in the questionnaire and the data

collected in the literature, the relationship between

the frequency of occurrence and the intensity of each

influencing factor was sorted out and valued. The

frequency of occurrence is expressed by numerical

values: no occurrence is 0, rare occurrence is 1~2,

occasional occurrence is 3~5, sometimes occurrence

is 6~8, frequent occurrence is 9~10, and the same is

the effect intensity value.

Table 2: Table of influencing factors for the quality

development of orange industry in Guangxi under the

background of agricultural informatization.

Indicat

factors

Frequency

occurrence

Affects

intensity

Factor

scoring

6.86 5.96 40.9

6.88 5.25 36.1

6.31 5.56 35.1

6.61 6.55 43.3

6.71 6.01 40.3

6.73 6.12 41.2

6.69 4.96 33.2

6.68 5.61 37.5

6.66 4.55 30.3

According to Satie scale method and experts'

scoring opinions, the judgment matrix is constructed

by comparing two by pair. According to the expert

opinions, the degree of extension of the orange

industry chain, the expansion factors of the new

media matrix, and the farmers' own factors are judged

as follows:

Table 3: Indicator judgment matrix F.

Judgment matrix A1 F1 F2 F3

F1 1 1/3 3

F2 3 1 7

F3 1/3 1/7 1

According to the statistics of expert scoring, the

judgment matrix of the secondary index factors under

the first-level index (F1) is as follows:

Table 4: Indicator judgment matrix F1.

Judgment matrix F1 F11 F12 F13

F11 1 3 5

F12 1/3 1 3

F13 1/5 1/3 1

3.4.2 Application of Analytic Hierarchy

In this study, the AHP hierarchy model is constructed,

and the influencing factors are scored by the analytic

hierarchy method combined with the survey data, the

relative importance of each influencing factor is

determined, and the influence intensity and weight of

each influencing factor are finally obtained after

reasonable calculation and analysis (Wu,2022).

1.Construct a judgment matrix

Figure 1: Satie scale method.

Similarly, the judgment matrix of the secondary

index network hardware facility conditions (F21), the

promotion of agricultural management departments

(F22), and the support conditions of new media

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platforms (F23) under the new media matrix

expansion factor (F2) can be obtained as follows:

Table 5: Indicator judgment matrix F2.

Judgment matrix F2 F21 F22 F23

F21 1 5 3

F22 1/5 1 1/3

F23 1/3 3 1

The judgment matrix of the secondary index

factors under the farmer factor (F3), the farmers'

education level (F31), the understanding and

application ability of new media platforms (F32), and

the number of people involved in the orange industry

(F33) are as follows:

Table 6: Indicator judgment matrix F3.

Judgment matrix

F31 F32 F33

F31 1 1/3 3

F32 3 1 6

F33 1/3 1/6 1

2. Calculate weights and check consistency

The row product of the matrix is calculated by the

root method, and then the nth root is opened to

determine the eigenvector of the matrix:

Then the weights are calculated according to the

feature vectors:

Then calculate the maximum characteristic root of

the judgment matrix to obtain the agreement index:

Finally, considering that the deviation of the

agreement may be caused by random reasons, the CI

and the random agreement index RI are compared to

obtain the test coefficient CR, and then the test

coefficient CR is obtained

If CR<0.1, the matrix is consistent.

Taking 4-1 as an example, the calculated

w1=0.243 consistency test shows that λmax=3.007,

CI=0.004, CR=0.037<0.1 matrix have consistency.

Similarly, it can be concluded that the relative weight

vectors of the influencing factors (F) of the

development of Guangxi orange industry under the

background of agricultural informatization are: (W1,

W2, W3)=(0.243,0.669,0.088).

Similarly, the judgment matrix and weight vector

under the secondary index factors are calculated, the

maximum eigenroot λmax=3.039, the consistency

index CI=0.0193 consistency ratio CR=0.037<0.1,

and the consistency test is passed. Therefore, the

relative weight vector of the output value of orange

planting industry (F11) the output value of orange

processing (F12) and the output value of the tertiary

industry of orange (F13) under the first-level index

(F1) of the second-level index factors (F1): (W11,

W12, W13) = (0.637, 0.258, 0.105).

Similarly, the relative weight vectors of the

secondary index factors network hardware facility

conditions (F21), the promotion of agricultural

management departments (F22) and the support

conditions of new media platforms (F23) under the

new media matrix expansion factor (F2) are

calculated:(W21, W22, W23) = (0.637, 0.105, 0.258)

The relative weight vectors of the secondary index

factors under the farmer factor (F31), the

understanding and application ability of new media

platforms (F32), and the number of people involved

in agriculture in the orange industry (F33) are: (W31,

W32, W33) = (0.195, 0.717, 0.088).

3. Ranking of the influence of each influencing

factor: Combined with the above calculation results,

the weight and comprehensive weight of each

influencing factor can be obtained, and the weight of

the influencing factor evaluation index is ranked as

follows

Table 7: Evaluation System of Guangxi orange Industry Quality Development under the Background of Agricultural

Informatization.

Target layer

Primary

indicatorss

weight

Secondary

indicators

weight Composite weight sort

F1 0.24

F11 0.64 0.15 3.00

F12 0.26 0.06 6.00

F13 0.10 0.03 7.00

F2 0.67 F21 0.64 0.43 1.00

Research on the Economic Development of Guangxi Orange Industry Under the Background of New Media Matrix

189

F22 0.10 0.07 4.00

F23 0.26 0.17 2.00

F3 0.09

F31 0.19 0.02 8.00

F32 0.72 0.06 5.00

F33 0.09 0.01 9.00

3.5 Analysis of Evaluation Results

Through the above calculation and analysis, it can be

concluded that among the influencing factors of the

development of Guangxi's orange industry under the

background of agricultural informatization, the

impact of new media matrix sales expansion is more

significant. Among the factors of new media matrix

expansion, the construction of network hardware

infrastructure has a greater impact. Therefore, under

the background of agricultural informatization,

Guangxi's orange industry should pay attention to the

sales expansion of new media matrix, increase the

construction of network hardware infrastructure in

rural areas, and promote the development of

agricultural modernization.

4 COUNTERMEASURES TO

MAKE FULL USE OF THE

NEW MEDIA MATRIX

1. Strengthen training and education for growers and

enhance awareness of new media.

2. Agriculture-related management departments

actively collect relevant information

about oranges and actively strengthen the

awareness of new media matrix.

3. Strengthen infrastructure construction to ensure

the modernization of agriculture.

5 CONCLUSIONS

The progress of information technology has laid a

solid foundation for the development of new media

platforms, and the operation of new media platforms

has provided a window for economic development. In

the face of the impact of the new crown pneumonia

epidemic, the development of Guangxi orange

industry and the combination of information

technology is an inevitable trend, the use of new

media matrix to achieve information matrix

dissemination, from the field of orange production

and sales, to promote the development of agricultural

economy information intelligence. Agricultural

economic in various regions should pay more

attention to the advantages of the new media matrix,

make more use of the new media matrix to improve

the quality of agricultural economic development,

and promote the modernization of agricultural

economy.

ACKNOWLEDGEMENT

This research is supported by Innovation and

Entrepreneurship Training Program for College

Students of Guangxi (S202210595211)

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