On Primary Agricultural Product Circulation Model Based On Electronic Commerce Platform

"Agriculture, rural areas and farmers" have long been one of the most important issues in China. "Document No.1" published by the Party Central Committee from 2004 to 2015, are focused on the "three rural" issues. The "Document No.1" clearly put forward innovate agricultural product circulation model. Agriculture is the foundation of the social development, primary agricultural product is one of important products to the national economy and people’s livelihood, the circulation of agricultural products is the key to solve the "three rural" issues. The efficient agricultural product circulation mode is the effective way to improve circulation efficiency, reduce circulation cost, solve the difficulty selling and buying agricultural products, promote farmers’income and social stability. Since the reform and open policy, major changes have been taken place in the primary agricultural products circulation system, from the "unified purchase and sale" to market-oriented, multi-channel, diversified circulation system. But there is still difficulty selling and buying and low circulation efficiency in primary agricultural product. Building primary agricultural product circulation model is the key to accelerate primary agricultural product circulation, which suitable for China’s national conditions. Under the background of rapid development of agricultural e-commerce and network economy, researching and anglicizing primary agricultural product electronic commerce platform circulation model, has practical significance.This paper focuses on primary agricultural product, form the perspective of electronic commerce platform, based on theory of platform economy theory and transaction cost theory, take qualitative analysis, literature research and the development situation of primary agricultural product electronic commerce platform circulation model. It is considered that there are three kinds of trading modes in the primary agricultural product electronic commerce platform circulation model. Primary agricultural product electronic commerce platform circulation model can break through the time and geographical constraints, in terms of reducing the circulation, improve the efficiency of circulation has obvious advantages. Then, from the theoretical point of view, the primary agricultural product electronic commerce platform circulation model in improving the circulation efficiency, reduce transaction costs, enhance the economic interests of the main agricultural products, improve the pricing power of agricultural products, and the CNCE as an example to demonstrate. Finally, for the problem of the primary agricultural product electronic commerce platform circulation model put forward some policy suggestions.