By collecting theoretical research and practical cases on the application of big data in agricultural production and management at home and abroad, this article is based on the actual production and management of rural farmers, deeply analyzes the current situation of big data construction, and finds a model suitable for the development of local agricultural big data. We establish an agricultural big data system suitable for rural characteristics and provide suggestions and suggestions. First of all, this article is based on actual research. Through interviews and questionnaires on the occupational differentiation and agricultural production management of local farmers, the relevant theoretical connections are made, through descriptive statistical analysis of data, and Stata is used for intersectionality. This study uses modular construction methods to build a complete industrialized farm house system and, on this basis, combines the nature of family industry and family intergenerational relationship to divide the unit types and combinations of industrialized modular farm houses. In corresponding analysis and discussion, the test shows that the professional differentiation of farmers is related to the willingness of agricultural production management and agricultural production management behavior. Secondly, this paper uses logistic model to carry out empirical analysis of influencing factors and conducts research on the influencing factors of agricultural production management willingness and agricultural production management behaviors of farmers with different occupational differentiation degrees and models agricultural production management willingness and agricultural production management behaviors, respectively, for empirical testing. Farmers’ professional differentiation has related influence factors on agricultural production management willingness and land transfer behavior. After analyzing the results of the model, this article concludes that the occupational differentiation of farmers has a significant impact on the willingness of agricultural production management, and the specific manifestations are significant in many aspects such as farmers’ age, education level, whether they have nonagricultural employment skills, and the number of family agricultural labors. The professional differentiation of farmers also has a significant impact on agricultural production management behavior, which is specifically manifested in many aspects such as farmers’ age, education level, nonagricultural employment skills, and geographical location of land.

Many activities in modern business marketing management are random and repetitive. The marketing effect is constantly influenced by a variety of factors such as changing market supply and demand, customers’ purchase intentions, and national financial policy. As a result, Markov analysis can be used to analyze the status and trend of some variables, that is, to predict the future status and trend of a variable based on its current status and trend, in order to forecast possible changes in the future and take appropriate countermeasures. The mathematical model of product marketing prediction is presented in this paper by establishing the probability matrix of product state transition and analyzing and calculating with the Markov chain, resulting in a practical and reliable theoretical basis for economic prediction. After using the Markov analysis method, a suitable mathematical model can be created based on market investigation and statistics, which is extremely useful for making reasonable predictions about the market’s future development trend and improving marketing effectiveness.

This paper adopts the analysis method of big data to conduct an in-depth analysis and research on the sustainable development mechanism of enterprises, firstly, combing the content and methods of enterprise business performance evaluation, defining enterprise sustainable development, and exploring the integration of enterprise sustainable development and enterprise business performance evaluation by specifically analyzing from different perspectives. Then, we analyze the industry in which the enterprise is located, its business situation, and strategy, and after analyzing the current business performance evaluation system of the enterprise, we point out its problems. The current performance evaluation system is incomplete, focuses only on economic benefits, is not long term, and does not consider the company’s strategy and stakeholders’ needs, which affects its importance and feasibility. Then, the above analysis is integrated to build a performance evaluation system consisting of four dimensions, namely, economic dimension, scientific research and innovation dimension, social dimension, and ecological dimension, from the perspective of sustainable development, and a total of 29 indicators are selected. Then, the two research tools of first value method and fuzzy comprehensive evaluation method were combined, based on the panel data of enterprises from 2016 to 2020; the first value method was used to get the weights of each indicator in the business performance evaluation system. The fuzzy comprehensive evaluation method was used to get a comprehensive evaluation score of enterprise’s business performance in 2019, and then the evaluation results were analyzed in detail and suggestions were made, which confirms that enterprises are based on the sustainable development perspective. The evaluation of business performance is necessary and important. Finally, we propose supporting safeguards, such as establishing a performance evaluation team and a monitoring mechanism, dynamically improving the enterprise performance evaluation system, establishing a sustainable corporate culture, preparing and publishing a sustainable development report, and accelerating the information construction of performance evaluation.