Risk Management Research On Fresh Agricultural Products Circulation Mode Of Third Party Electronic Trading

Acres of mature cabbage rotted in the ground, hundreds of thousands of pounds of radishcan’t be sold, banana fed to the pigs...... Since2011, many parts of our country have occurredin fresh produce slow-moving and dish cheap has hurt farmers, which Damped down theenthusiasm of farmers. With the development of agricultural economy and increase of theproduction capacity, traditional agricultural products circulation mode has seriously hinderedthe smooth circulation of agricultural products and restricted rural economic development, forits much more current link, high costs, big loss and serious distortion characteristics caused byinformation lag of circulation.Therefore, exploring and perfecting modern fresh agriculturalproducts circulation patterns have to be imperative stage.After entering twenty-first Century, with the development and application of networktechnology, the world has stepped into a new era of network economy, and the continuousdevelopment of information technology and with the wide spread of Internet has bred a newfresh agricultural products circulation mode--electronic commerce circulation mode.Compared with the traditional fresh agricultural products circulation pattern, freshagricultural product electronic commerce circulation model has more advantages: reducingthe agricultural products circulation, diminishing transaction costs; overcoming the poorinformation, getting over the problem of separation between sales information andagricultural production, greatly increased the sales channels; conducting to the realization ofagricultural product circulation scale and so on. However, e-commerce as a new economicform, not only brings great opportunities, carrying high profit, but also products a variety ofrisks. Therefore, how to identify, evaluate and control these risks to living produce and tostimulate fresh agricultural product electronic commerce circulation patterns of healthyprogress has very important significance.This article focuses on the third party electronic trading platform circulation patterns,which is the most suitable for our country in present agricultural products electroniccommerce field, and analyzes its transaction process and the structure of its supply chain, anddiscriminates its risk identification. Then, this article established the fuzzy group ofmultidimensional preference linear programming model of risk assessment to evaluate andsort the risk. Finally, according to the third party electronic trading platform’s core status inthe risk management, combining with NongbaoWang’s actual operating conditions, putsforward the corresponding risk management measures. At present, our country freshagricultural products circulation mode of third party electronic trading platform is in the initial stage of its development, less relevant research and risk factors increase the difficultyof its development, so this paper provide some ideas and suggestions of promotion, methodfor the main body of mode to control and avoid the risks, which may have a lot of certainpractical significance for healthy development of the third party electronic trading platformpatterns of fresh agricultural products circulation.