Analysison the Willingness and InfluencingFactors of the Villagers to Market the Rural Collective Construction Land in Nanhai District of Guangdong Province under the Background of Transformation and Upgrading of Manufacturing Industry

By analyzing the cognition and willingness of the villagers in Nanhai district (a big manufacturing city) of guangdong province to the marketing of the rural collective operating construction land, this paper finds out the key factors of the villagers' response to the marketing of the rural collective operating construction land, and puts forward some suggestions on how to promote the villagers' response to the marketing of the rural collective operating construction land. This paper takes villagers from 7 towns in Nanhai District of Guangdong Province as the investigation objects, and effectively gets questionnaires from 596 villagers by means of random investigation. The research methods of descriptive statistics and Logistic regression model are specifically used.The villagers in Nanhai District of Guangdong Province have a strong willingness to market the rural collective operating construction land, among which 63.42% of the surveyed villagers agree to market the rural collective operating construction land, but 36.58% of the surveyed villagers still have a weak willingness. There are five key factors that affect villagers' willingness to market rural collective operating construction land: villagers' education level, agricultural dependence, annual household net income, expectation of market effect and view of market risk of agricultural land.In order to improve the willingness of the villagers in Nanhai District of Guangdong Province to enter the market of the rural collective operating construction land, the following four measures can be taken to realize it: First, to improve the villagers' education level; Second, reduce the villagers' dependence on agriculture and increase the annual net income of the villagers' families. Thirdly, the demonstration effect of entering the market should be effectively done to improve the villagers' expectation of the effect of entering the market. Fourthly, the education of popularizing the knowledge of entering the market should be strengthened to guide the villagers to correctly understand the institutional nature of entering the market of agricultural land so as to reduce the risk of entering the market of agricultural land.