Research On Innovation Of Agricultural Product Circulation System Under Digital Village Strategy

In 2018,the new concept of "Digital Village" was firstly mentioned by the No.1 Central Document;In 2019,the central government further formulate a "implement the digital rural strategy to promote rural revitalization plan".Digital village is an application of network,informatization and digitization in agricultural development and rural economic society.It is an endogenous modern transformation and development path for improving farmers’ modern information skills.Implement the digital village strategy to make fundamental changes in market factors such as large-scale agriculture,eco-environmental protection,fresh e-commerce,self-media public participation,and user consumption experience.The implementation of the digital rural strategy puts forward higher requirements and new challenges to the traditional agricultural products circulation system on the production,circulation and consumption sides of agricultural products.The innovation of the modern agricultural product circulation system involves multiple dimensions such as the main body of the circulation market,the circulation business model,the circulation infrastructure,the quality traceability supervision,and the circulation technical means.It is an important part of implementing the digital rural strategy.How to innovate and build a modern agricultural product circulation system that adapts to China’s future agricultural development trend and ensure the people’s healthy living needs has become an important research goal of this issue.China’s wholesale markets play a critical role in distributing agricultural products by connecting scattered suppliers with customers.Bulk sales are mainly transacted on-site and cold-chain rarely involved.Excessive links in distribution prevents perishables from reaching customers in a timely and costly efficient manner.Having no direct channel to reach potential customers,farmers have to sell high quality products at discounted price while customers don’t get solid value for what they pay for.Through theoretical research into relevant literature and field study on agricultural distribution in Jiangxi Province,this paper analyzes the changing environment for innovations in modern agricultural distribution by focusing on nature-inclusive farming,productivity,urban-rural welfare gap,and internet involvement.What’s more,the study builds an innovative model of agricultural distribution which prioritizes efficiency and quality.By analyzing,monitoring and shaping public opinions on social media,the research sets up a marketing mechanism which put product safety on top of the agenda.The paper innovates rural e-commerce and cold-chain logistics to distribute perishables more efficiently.By applying tools of system dynamics,we design and run an e-commerce platform for perishables to explore new ways of distributing agricultural goods in the modern society.In our research,we have done the following.First,we identify problems and road-map for research through field trip and literature review.After following agricultural production,distribution,and sales enterprises in provinces other than Jiangxi and more than 60 counties in Jiangxi Province for four years,we have listed the shortcomings in agriculture distribution which make reform imperative.Statistical analysis of relevant researches and distribution map generated by CiteSpace reveal that agricultural e-commerce,cold chain logistics,supply chain,distribution innovation,time and cost efficiency have attracted most academic attention.By quantitatively categorizing previous researches,our study presents an objective and reliable picture of what really happens in China’s agricultural distribution.Both literature review and field trips demonstrate distribution efficiency and quality control are key targets in reform.Therefore,we aim to raise efficiency by designing an online marketing mechanism which takes both public opinion and product safety into account,and innovating business models for rural and perishable e-commerce agents.In order to control quality,we suggest to build cold-chain infrastructure and draw a road-map to digitalize rural areas.Second,through analyzing changing agricultural landscape,we incorporate participants’ attitude into the distribution system.Innovations in distribution shall not overlook suppliers or customers’attitude change towards nature-inclusive farming,productivity,urban-rural welfare gap,and internet involvement.For instance,we study grain producers’understanding about China’s grain security and ecological sustainability and put forward suggestions to better maintain the delicate balance.We analyze factors driving productivity gap,including economies of scale,land trust,rural cooperatives,specialization and capital.All these have enhanced China’s agricultural productivity and widened regional gap.However,agricultural technology progress cannot meet demand,resulting in possible problems in food safety,such as soil compaction induced by pesticide residual and the abuse of ripeners and sweeteners.One of the root causes of these problems lies in consumers’rising demand on food safety and oversight,which cannot be answered by producers through the existing distribution system.By studying urban and rural welfare gap in a long period and many regions,we find that the gap is narrowing,and the demand for wholesome,high-quality,and special food is on the rise.Through research on food-safety-related events on social media,how typical cases develop and are handled,and in-depth interviews with opinion leaders,we propose two models to let more people voice their opinions in a more time and cost efficient way,so as to step up public oversight on food safety.Third,based on generations of rural e-commerce model,we explore better ways to organize agricultural e-commerce enterprises.Considering the status quo,problems and solutions of rural e-commerce,we have followed company for four years,The companies involved innovate business model and build a rural e-commerce platform to enhance efficiency in line with regulations,resulting in increased sales and less distribution links.After the reform,the "X+1" rural e-commerce business model of both online and offline marketing integrates urban and rural distribution resources such as warehouses,transportation,and outlets in the last kilometer of delivery for both suppliers and customers.It not only retains the strength of previous business model,but also make small business legitimate and make the best use of state-owned resources.The research provides a practical model for how to better organize e-commerce companies in modern agricultural distribution.Fourth,build cold chain logistics and apply better quality control in agricultural distribution.Cold chain logistics is conspicuously lacking in China’s agricultural industry.The Politburo has made cold chain development an imperative.In agricultural distribution,cold chain infrastructure is fundamental for better quality of food.Guided by top-level policy and overall industrial planning,we take Jiangxi province as an example to innovate fourth-party logistics and rural e-commerce business model.By building a provincial cold chain,we improve distribution by developing network effect.To guarantee the high-quality of agricultural products,improve distribution and shorten its delivery,we suggest to invest 11.5 billion yuan in building cold chain.Fifth,by introducing a public opinion responding mechanism,we innovate agricultural marketing system.The strategy to digitalize rural areas has changed agricultural production and informed rural people.The rise of social media has facilitated public oversight on food production.Therefore,we use big data and derivative law to build a model on public opinion,and use public demand to drive progress in agricultural distribution.We can monitor food safety more efficiently by identifying problems through user feedback,forcing companies to improve food distribution.By analyzing people’s online behavior and opinion leaders on social media,we find that influencers on micro blog(Chinese parallel of Twitter)play a vital role in shaping public opinion.We identify those influencers by using Pajek software to conduct cluster analysis according to certain user traits in big data.The development of public opinion in social media provides a new window to understand modern agricultural distribution and marketing,and weigh heavily in the development of agricultural e-commerce platforms and information systems.Sixth,under the guidance of theoretical research,we have built an innovative e-commerce platform for distribution of perishables.We take into account the changed attitude of modern agriculture,focus on efficiency and quality in distribution,innovate business model,build cold chain,exercise public supervision and set up a traceability system.The study also adopts tools from system dynamics modelling to analyze elements of perishable e-commerce platform,build basic flow rate entry model and receive system feedback.Furthermore,we design and build a perishable e-commerce platform that works in the modern agricultural distribution.After following businesses on the platform for more than one year,we’re heartened to see expected results.To sum up,the new agricultural products circulation system has the characteristics of less circulation intermediate links and high circulation efficiency.Through the integration of online and offline rural e-commerce business models and the innovation of the cold chain logistics backbone network,the shortcomings of the traditional agricultural products circulation system have been avoided and improved To improve the efficiency of agricultural product circulation,reduce the loss of agricultural product circulation,reduce the occurrence of food safety incidents,and bring more well-being to consumers,it has strong practical significance for promoting the construction of modern agricultural product circulation system under the digital rural strategy.In the context of the digital village strategy,from the perspective of the three external macro-environment evolution patterns of production,circulation and consumption,establish a modern agricultural product circulation system,introduce iterative innovations of agricultural product e-commerce business model,cold chain logistics backbone network construction,self-media network public opinion guidance mechanism,and other innovative elements.Design innovative new agricultural product circulation fresh e-commerce platforms around the quality and efficiency of circulation.The research on the innovation of agricultural product circulation system has certain theoretical contributions and innovative value.Throughout the research process,methods such as grounded theory,system dynamics,social network analysis,and bibliometric analysis were adopted.Citespace,Noteexpress,Pajek,Vensim,Xmind,etc.were used on the tools,which made the research methods and research tools effective It is applied to the research on the innovation of agricultural product circulation system,and has certain reference value for other researchers in this field.This research has published a SCI of one district,4 CSSCIs and a core of Chinese.Two countermeasures suggestion reports have been approved by provincial leaders,and ten software joint research and development software copyrights have been obtained.The lack of research lies in the wide selection of related content,and the holistic study of multi-dimensional organic integration,there is still much room for improvement.Future research can deeply integrate multiple dimensions,such as cold-chain logistics,e-commerce for agricultural products,and the pressure transmission mechanism of Internet public opinion,as the direction for further research,and further promote the upgrading and construction of the agricultural product circulation system.