Study On E-commerce Business Model For Chinese Agricultural Porducts

Since the21st century,"Three Rural Issues",the issues concerning agriculture, rural areas, and farmers, has been attached great importance by the government."The Central No.1Documents" has put these issues in a great important position for ten consecutive years. Meanwhile,"The2013No.l Central Document" hasstressed the important role of information technology in the agricultural transformation. Observing from the overall content of the document, promotion the application of information technology and the construction of the platform will become a foothold of modern agriculture. In the circulation of agricultural products, access to market information is, at present, the bottleneck which restricting the development of agricultural modernization. The document encourages capital flow to the countryside, so the electronic commerce will make a great effect in urban and rural areas. Accelerate the development of agricultural e-commerce has become an inevitable trend.Although e-commerce of agricultural products is, relatively, a blue ocean market, what challenging all the competitors is the top-end of the e-commerce field, which tests the integration capability of all the industrial chain. Of course, this is determined by the special nature of agriculture especially in the problem of mode selection. It will determine whether the business entities could get success,at the same time this also becomes the focus of experts and scholars over the years. The main purpose of the thesis is to summarize the basic model of agricultural e-commerce in China and try to help indicate the direction for the business entities in the mode selection.With this background, this paper starts from the basic theory of e-commerce analysis, using both theoretical research and case analysis, with these two lines of research certificate the current agricultural e-commerce mode mutually. In the aspect of theory research, this thesis sorts out the direction of theoretical research and build agricultural e-commerce mode analysis framework for actual case analysis through the induction and the summary of nearly twenty years of agricultural e-commerce related literature. In the aspect of case investigation, this paper strives for exhaustive instance, then to sum and classify the mode to prove the theoretical framework. Finally, this thesis makes a suggestion to agricultural business entities in mode selection and implementation. The specific content of the six parts of this article is as follows:The first part is the introduction, which discussed the background and significance of this study, to make clear the objectives and grasp the research methods, and then construct the research framework of the agricultural e-commerce model.The second part is about the e-commerce of agriculture product basic theory, which introduced the business models, the concept and connotation of e-business models and agricultural e-commerce models; introduced the academic existing e-commerce three-dimension model and also add to some related theories which further discuss requires.The third part is about the China’s agricultural e-commerce model, which analysis the domestic and foreign agricultural e-commerce research, while building the analysis model of China’s e-commerce of agricultural products in three dimensions. Finally, we summed the four main mode of China’s e-commerce of agricultural products:information intermediary, social marketing and transaction services value chain integration.The fourth part is about the analysis and cases of application of agricultural products e-commerce model, which from the application list, model analysis, typical cases and other aspects analysis the four modes which has summarized by this paper.The fifth part is about the mode selection and implementation, which suggest the selection principle and selection method of agriculture e-commerce mode, making clear the three issues that should be noted in the practice of the mode process, and then discuss how to optimize the mode in detail.The sixth part is about the summary and outlook, which anticipate and foresee the future trend of e-commerce China’s agricultural products model and make a suggestion to agricultural business entities in mode selection.