| Since long ago, the transaction process of agriculture product in our country has the problem that the transaction cost is high, the transaction efficiency is low, circulate linking is too much, market function is inferior. Electronic commerce has the characteristic of information, automation and no region boundary as a kind of advanced commercial pattern, so it can solve the kinds of problem well that agricultural product transaction is low-efficient and region limitation caused by information symmetry and high transaction cost. The paper proposed the important mentality for solving these problems. [1]This paper devotes the electronic commerce research of modern agriculture product transaction. First, the author analyzed the essence of transaction cost and the economic connotation in whole, compared the concept of transaction cost in the theory definition in western economical world, through which the author explained the importance of saving transaction cost in economic life, proposed the main problem of Chinese agriculture product transaction is high transaction cost, the task of research is to completes the changing agricultural product transaction way with the information method. Next, the article studied thoroughly the existence problem of agriculture product circulation process by using the transaction cost theory in institutional economics, analyzed the reason of high transaction cost and the constitution in agriculture product transaction, concluded that the e-commerce of agriculture product transaction is inevitable choice in market economy, then analyzed feasibility of applying E-commerce in agriculture production transaction.Based on the analysis on the existence question of agriculture product transaction and the modern electronic commerce definition and necessity, the article conducted the research in the agricultural product transaction process from two main aspects, proposed two main electronic commerce models of agricultural product transaction-intermediary model and transaction chain model;Then contrasted the two electronic commerce model transaction cost, summarized application scope of the two models, proposed the difficulty suggestion in the electronic commerce model implementation process. Finally, analyzed the Chinese grain net and the e-commerce construction of Shanghai fresh agriculture product transaction. |
