Study On E-commerce Model Of Agricultural Products Based On The Perspective Of Inclusive Growth

Agricultural products are the most basic and important resources for farmers getting rich,rural economic development and business operating relationship with agriculture in our country.In the complex business environment with difficulties in distinguishing good or bad quality agricultural products and consumers purchase cycle shortened and globalized competitive market,sales of agricultural products,especially for tiny farmers no large scale planting of agricultural products sales,have met the plight of "increased yield can not bring increased income".In order to let everyone enjoy the safe agricultural products and let farmers concentrate on cultivating food to receive what they should get by their good products and enjoy their good revenues and planting joys.At the same time,helping consumer never contacting farming agricultural products and difficulty in recognizing the products quality to avoid only relying on the beautiful appearance of products to identifying the quality and strength of the products and to eliminate all kinds of fraud from the source.This topic will study agricultural products sales model from the view of systematic coordination evolution development.This paper,combining inclusive growth theory,E-commerce platform theory and business model ontology,referencing the good sales model of agricultural products in developed countries and E-commerce model applied in field of non-farm products,aligning marketing strategy of agricultural products with goal of business model in the strategy level,using the basic method of business modeling object(BMO),integrating the sales strategy,sales model,sales process together,will build e-commerce framework structure model with inclusive growth horizon.The established model emphasized that farmers,agricultural experts,agricultural cooperatives,the agricultural products sellers,agricultural research institutions,food safety volunteer workers,social media,infrastructure providers,food expert and the local government should all participate and join value network effort to achieve common development,sustainable making money and realize the stakeholder inclusive growth.And furthermore,using the business model visualization tools E3-value visually describes the e-commerce framework structure model.All the value proposition and the value receiving of customer form a structured network with visual tools clearly show the whole process of value creation and value transfer of agricultural products.The model calculation result is not evaluating good or bad of model,but putting out the reason why a model is good or bad and to find effective measures to help its business model operation and innovation.Through adjusting the selected parameters and calculating can further reveal its business model operation process and internal mechanism to help users and designers find good part and bad part in the model,at the same time,also can help find effective measures of innovation to constantly optimize the business model.The possible innovation points here:(1)Understanding E-commerce model of agricultural products from systematic point of view.From the perspective of inclusive growth,this paper emphasizes the agricultural products related to ecological environment and the sustainable development of social economy and should be co-participation of farmers,agricultural experts,agricultural cooperatives,food sellers,agricultural research institutions,food safety volunteer workers,social media,infrastructure providers,food expert,local government departments and so on;(2)Aligning Sales target with target of E-commerce model of agricultural products from strategic level,combining inclusive growth theory,e-commerce platform theory with business model ontology,Using the basic method of business modeling object(BMO)and integrating sales strategy,sales model,sales process together build agricultural products E-commerce framework of structure model with inclusive growth horizon;(3)Quantifying E-commerce model of agricultural products.Using business model visualization tools E3-value describing the structured value of agricultural products E-commerce framework with inclusive growth horizon.Structured value providers'value proposition and the recipient's customer value,forming a clear value network,shows the whole process of value creation and value transfer of agricultural products and calculates the economic effectiveness of the established business model and identifies whether stakeholders selling agricultural products are profitable and improvement measures further conducting.