Network And Physical Combination Of Agricultural Marketing Model For Innovative Research

With the development of economy, information technology and globalization, China—the world's largest agricultural country, faces the challenge to merge its domestic agricultural products market into the international market. In order to achieve steady, rapid development and prosperity of agriculture, and development of the relevant market, international resources for agriculture and related industries must be utilized. It is known that information technology and e-commerce are essential parts to improve the efficiency of business operations and increase market competitiveness in the course of domestic agricultural trade flows as well as the process of internationalization of agriculture.Since China started late in the exploration of modern agricultural e-commerce transaction model based on practice and exploration, theoretical research in this area significantly lagged behind practice. However, when we think about the context of the current flow of foreign agricultural products to the changing patterns of trade in the macro environment, agricultural e-commerce is now becoming a newly arising practice in modern agricultural products circulation trend of marketing and agricultural products. With our country's macro-control over the development of the modern agricultural products, the right business model must be set up to enhance the international competitiveness of Chinese agricultural products and improve the efficiency of China's agricultural products circulation.This paper first introduces the e-commerce and the basic theory of modern logistics and e-commerce environment, and logistics management-related issues. Then it analyzes the status of agricultural e-commerce and modern logistics, the agricultural e-commerce transaction model, in combination with the actual marketing of our agricultural products situation, and tentatively designs an innovative marketing model for agricultural products based on a combination of network and entities. The network of agricultural marketing center can provide timely information on sales of agricultural products, with its entity section including service centers and distribution sections to meet consumers'demand for distributing and circulating agricultural products. Moreover, this model can provide all-in-one and one-stop services including distribution services, safety checks, information services, user consumption of the network. In this way, this model can link three steps—agricultural products manufacture, source purchase and retail procedures tightly to avoid unnecessary waste of time, which is to be the key model to set up the agricultural products circulation network. Currently, the effective implementation of this model is only in small scale and scattered around different areas. In this way, it can only be limited in agricultural information project and be regarded as an issue concerning the application of the circulation of agricultural products. However, it will inevitably bring about profound changes in agricultural production and marketing model. The realization of this model desires to change the old circulation system of agricultural products completely with combining the "visible" and "invisible" market of our agricultural products and find a new path for China's underdeveloped circulation system of agricultural products.