Study And Practice On E-commerce Business Model For Xintai Agricultural Products

In 2014, the central file started the projects of the rural circulation infrastructure and the informatization of agricultural products wholesale market, which put forward to strengthen the construction of e-commerce platform for agricultural products. The e-commerce of agricultural products in China has been entered a rapid growth period and all walks of life have been joined the field, but what all the competitors challenge is the most high-end of ecommerce, which test the ability to integrate the whole industry chain, of course, this is determined by the special nature of agriculture. Especially, the selection of the model will determine the success of agricultural management main body, at the same time it is also the focus of attention of the experts and scholars over the years. On the basis of the summary of the basic model of agricultural e-commerce at home and abroad, and the practice and analysis of agricultural e-commerce of Xintai(Shandong Province, China), this thesis explored the ecommerce operation model of agricultural products with the purpose of providing a basis in the model selection for the agricultural e-commerce business entities and local government.The research results were as follows:1. The e-commerce operation model of agricultural products in county-level cities was set up.The e-commerce model of Xintai is “farmer/cooperation & integrated service platform of local agricultural products e-commerce & large-scale platform & consumer”.2. The integrated service platform of agricultural products e-commerce in Xintai was established, which means that “the integrated service entity of local agricultural products ecommerce & the on-line platform of local agricultural products e-commerce”.3. The agricultural products e-commerce of Xintai acquired great achievements. Since 2014,four concentrated sales of “cherry, prune, walnut and sweet red” have been carried out through the model of “farmer/cooperation & integrated service platform of local agricultural products e-commerce & large-scale platform & consumer”, the online transactions of which has exceeded 20 million, and which have increased the farmers’ income by more than 4million. The platform of “Bai Yuan Qian Dian” has signed contracts with 500 cooperations,cultivated more than 100 online stores. The platform of “Qi Nong You Xuan” has collected more than 100 distinctive agricultural products throughout the city. The “Mai Mai Ti” service platform has provided 60 village-level service stations. “Shandong Qi Nong E-commerceLimited Company” was rated as the model enterprise of e-commerce in Shandong province.The effective operation of this model has greatly promoted the industrialization,standardization and informatization of the agriculture.