Research On The Development Problems And Countermeasures Of The E-Commerce For The Specialized Agricultural Products

The market system is changed due to the diet diversity of agricultural products, specifically reflected in the consumers’ concerns about food safety and the needs for a better quality agricultural product. Farmers shift their attention from growing food to the production of valued-based agricultural products, such as fruits, vegetables and other healthy agricultural products, for high quality agricultural products with local characteristics have broad market prospects. However, due to the following reasons, the specialized agricultural products face a great challenge concerning its development and upgrade, like the current production of specialized agricultural products, low degree of marketing organization and relatively simple ways of transactions, which make the competitive advantage not prominent; Furthermore, the asymmetry of the demand information for the specialized agricultural products’circulation and the sales channel limited to the original origin also make it hard to get into the big market, as a result, the function of guidance to the ecological agriculture is also not fully reflected, the development of the specialized agricultural products industrial upgrading is facing enormous challenges. The e-commerce, as a new business model, can get rid of the barriers of time and space; it can provide a wealth of information resources and change the activities of farmers’ production and management of the products, which makes the link of production, processing, packaging, distribution, marketing for the specialized agricultural products more integrated and it has improved the market competitiveness of local agricultural products, expanded market advantage, and ultimately increased farmers’ income.This paper is based on the current situation of the e-commerce development of Malu Grape as well as the sorting and analysis of the transaction costs and related theories. Firstly, the author gives a theoretical definition of the e-commerce agricultural products and specialized agricultural products, and then he analyzes the current situation and problems faced by the e-commerce of Malu Grape in Shanghai.Through the empirical data, this paper analyzes the factors affect the e-commerce development of Malu Grape, and on the basis of analyzing, it puts forward the integration and innovation regarding to the e-commerce model. Through the relevant experience from developed countries and regions, it proposed several measures so as to promote the development of e-commerce, such as relevant government departments should further promote the popularity of e-commerce in rural areas and strengthen the confidence of farmers to carry out e-commerce; E-commerce should be developed by relying on the farmers’ cooperative organization; the standardized operations of agricultural products and the work of brand identification can be strengthened; the improvement of the construction of agricultural logistics system and the development of third-party logistics can be guided; the promotion of innovation based on the agricultural e-commerce and other network technology so as to innovate an e-commerce trading platform for Malu Grape in Shanghai by integration. This paper aims to provide a viable basis and strategy for e-commerce by promoting the development of e-commerce for Malu Grapes, promoting the circulation of local agricultural products, and accelerating the development of local agricultural products.