Study On Fresh Products E-commerce Model

With the development of information technology and the popularity of Internet, e-commerce has become an important part of people life shopping, convenient shopping through the network has been deep into the idea of people. Fresh products has always been the major e-commerce enterprises as a "blue ocean" in the field of electricity, as in recent years a large number of companies try to into the fresh electrical business electricity, but many of them has been faired in this fired. This kind of phenomenon is exposed the many problems that exist in the fresh electrical business operations in China:scattered origin of fresh products, the low degree of product standardization and the brand, and the main body of trade too much, cold chain logistics distribution system is imperfect, and so on, these are all important factors restricting the development of our fresh electricity enterprises. So, Under the e-commerce environment, how to establish effective fresh products e-commerce mode that suit for China’s national conditions, on the basis of guarantee quality and safety of fresh products, improve the efficiency of logistics distribution, guarantee the quality of fresh products and freshness, is key problems to be solved in the fresh products electric business field.In this paper, based on the model of agricultural products that researched by scholars at home and abroad, defined the concept, characteristics and classification of fresh products, and researched the electronic commerce theory, transaction cost theory, scale economy theory, generalizes the supply chain theory, based on the problems existing in the fresh products business, such as imperfect logistics facilities, low proportion of cold chain logistics, lack of information platform construction and so no, this paper put forward the design guiding ideology. Under the guidance of the design framework is proposed in this paper, this paper proposed two model of fresh product electronic commerce, the first model is based on supply chain integration, and the second is based on social networks.In the first model, this paper selects the fresh products subjects, cold chain logistics system, distribution network and information communication platform to design the model, and study on the integrating factors, integrated approaches when an enterprise that in the supply chain integrated, and it is concluded that enterprises should according to their own scale, business scope, the degree of control over the logistics consider themselves upstream and downstream integration; the second model design is focused on the establishment of enterprise social networking platform and maintenance, and offline activities of the organization through the social platform, make consumers through online and offline to fully understanding of the enterprise, resulting in a trust to purchase, and help enterprises to carry out propaganda through word of mouth effect.This article selects the business case to the empirical analysis, through study on Tuo Tuo commune e-commerce model and combined with Tuo Tuo commune social information platform, these two kinds of innovation model was verified.