The Obstacle Factors In Fresh Produce Electronic Commerce Of China

With the development of the internet, the progress of science and technology, more and more modern science and technology began to be used in the traditional agriculture, the modernization of production, planting, harvesting, even trading means. From 2005 to 2012 approved by a few Fresh e-commerce suppliers in the industry began to emerge, with the establishment of Yiguo, Helekang, and Tuo Tuo industrial society. Due to the single operation mode, supply is greater than demand, cold chain logistics developments lag and so on, most companies failed to quit. Fresh e-commerce once again became a focus with the success of "Chu’s orange came to Beijing", "litchi war of Beijing", during 2012-2013, the rapid development of social media and the universal coverage of the mobile Internet, making the e-commerce business of fresh produce began to more diversify and dynamic. Since 2013, the strength enterprises rely on strong capital injection and its own resources from mastering less but accurate to more and comprehensive. The consumer’s consumption concept is gradually changed, from skepticism into accepting even fall in love with fresh e-commerce. However, the development of fresh e-commerce are encountered a lot of bottlenecks. And fresh e-commerce is emerging industries. It is considered to be the blue ocean of e-commerce, and scholars have relatively little research on this aspect. Therefore, the research on the barrier factors of the fresh e-commerce is quite necessary.This research uses the literature analysis, network investigation and qualitative analysis. Through collecting information and read the literature, completing the concepts, theories, and domestic and foreign cases. The research is based on the Internet survey and key person interviews to obtain the required information. The analysis and research of the paper is mainly through qualitative analysis. The research mainly includes analysis of production supply, processing link, network sales and cold chain logistics. Based on the above problems, some successful cases are discussed, and the successful experience is summarized.The innovation is this study based on the supply chain management, the theory of transaction cost, value chain and virtual value chain theory to solve the problems encountered in fresh electricity supplier operators. I hope this research can provide reference for the development of fresh agricultural products e-commerce and the research of the later in this field.