Research On The Analysis And Optimization Of E-commerce Development Model Of Agricultural Materials

Nowadays, with the rapid development of e-commerce, “Internet +” has become a social focus under the new situation. In March 2014, after Prime Minister Li puts forward to the "Internet +" action plan, each industry began to pay close attention to the “Internet+”. Both of agricultural materials and e-commerce enterprises join in the groups to promote the development of "Internet + agricultural materials" actively. The enterprises began to explore the road of combining agricultural materials and e-commerce. In the age of “Internet + agricultural materials”, the new e-commerce model of agricultural materials has stood out from the market competition and becomes a new formats in the field of e-business and agricultural materials. The e-commerce of agricultural materials is no longer a strange term. And the industry experts believe that agricultural materials e-commerce will be the main-trend of the future development.After researching on the current e-commerce model of agricultural materials, the paper finds the problems of current e-commerce development model of agricultural materials. This paper takes Jilin province as an example to have an investigation and analysis on the consumer behavior and willingness of the clients with agricultural material needs. Combined with the results analyzed above and in order to serve the farmers better, the paper optimizes the e-commerce model of agricultural materials, and then puts forward a new e-commerce model of agricultural materials. The paper wishes to have a reference value for the agricultural material and e-commerce enterprises to develop the e-commerce of agricultural materials.Firstly, the paper has a summary of the current e-commerce model of agricultural materials. According to the differences of e-commerce platform of agricultural materials, the mode is divided into three kinds of mainstream e-commerce model of agricultural materials, they are enterprise proprietary type, synthesizing platform type and professional platform type respectively. The paper has an analysis on the operation and characteristic of the three kinds e-commerce models of agricultural materials to find the problems in the e-commerce models of agricultural materials. The first problem is bad publicity and less online trade customers; the second is that the clients with agricultural material needs cannot accept the model of prepayment online; the third is that the services of the current e-commerce platform do not reach the designated position; and the last one is that the enterprise funds for the channels construction are too large which affect enterprise earnings.Secondly, the paper takes Jilin Province as an investigation sample to have a research on the consuming behavior and willingness of the clients with agricultural material needs including farmers, cooperatives and retailers by two ways of online and offline. As data display, the e-commerce model of agricultural materials are not widely known and accepted by the consumers. They were used to purchasing products through traditional sales channels and concerning about the quality, logistics distribution, online payment and after-sales service of e-commerce of agricultural materials.Thirdly, based on the investigation and analysis of consumer demand and willingness of the clients with agricultural material needs and combined with the problems of current e-commerce model of agricultural materials, this paper optimizes the e-commerce model. Then the paper puts forward the new e-commerce model of agricultural materials on the basis of online to offline integration with the model “agricultural material enterprises + e-commerce platform + logistics + township operation center/plant protective station /cooperatives + expert + the clients with agricultural material needs”.Finally, the paper puts forward the countermeasures of developing e-commerce model of agricultural materials from the points of macro and micro aspects. The countermeasure points that it needs to promote the development of e-commerce of agricultural materials steadily from now on, to strengthen the logistics system construction and the quality supervision for products, to integrate the service resources of agricultural technology, to consummate policies and regulations, and to strengthen the guarantee of rights and interests of the clients with agricultural material needs.