Research On The Development Of E-commerce Of Fresh Agricultural Products Industry

With the development of science and technology, the speed of the carriage of goods and thetransmission of information are greatly accelerated．Not only enhance the social efficiency, butalso profound impact and change people’s way of life and production．The poem of Du Mu said：No one knows that the running horse coming from one thousand mails away just to sent freshlitchi to the imperial concubine Yang．I’m afraid at that time only the Royal can afford the highcost of logistics, but now ordinary people can afford the price of litchi.With the rapiddevelopment of electronic commerce, the busy city residents want to buy fresh, quality freshagricultural products on internet, so the E-commerce of fresh agricultural products emerge as thetimes require．In recent years the E-commerce of fresh agricultural products has been rapiddevelopment, and in the year2012the social from all walks of life become more and moreinterest in it by several large enterprises involved in．Because of the fresh agricultural products have some special requirements such aspreservation and food safety, there are still many problems to be solved on the operation of freshagricultural products under the environment of e-commerce. The train of thought in this study isas follows. Firstly, through the consolidation of the Internet information and academic literature,I state the development background and environment of the E-commerce of fresh agriculturalproducts of China, and introduce the business mode of typical enterprises of the developedcountries represented by USA. Secondly, I analyze some facts and figures of the industry.According to the difference of business model, the industry is classified into four types by thedifferences of business model, which are vertical type, comprehensive type, platform-based type,and new farmer fresh agricultural product electronic commerce, and then analyze the four typesin Five Forces Model and Profit Model to show the basic competitive situation and the existingmain profit pattern. Thirdly, to describe the development prospects of the industry morecomprehensively, I analyze both the advantages and the disadvantages interiorly and exteriorlyin SWOT mode. At last, based on the analysis results and the development inspiration of theindustry in USA, I give some suggestions to the Chinese E-commerce of fresh agriculturalproducts industry macroscopically and microcosmically so that to promote the industrymaintains a steady and rapid development trend. In the macroscopic view, I think that advance agriculture to standardize, improve the land transfer task, cut down the cost of food test forcitizens, improve the legislative work, promote the agriculture technology development, and putthe food safety on a higher level in government job, will help the fresh agricultural productelectronic commerce．And in the microcosmic view, I think that some measures can promoteenterprises’ development,which are advancing ordinary agriculture products to standardize,getting involved in industry chain upstream, relying on the standardized farm development,applying O2O business model, strengthening consumer habits guidance, leading in socialmarketing means, etc.