Study On “Government Participated B2C Fresh Agricultural Products E-commerce”

With the arrival of the era of big data and the progress of information technology, the speed of the information transmission and the carriage of logistic are increasing rapidly. As a result, the style of consumption is changing with it, i.g city residents are getting used to buy commodities on line other than shopping in the markets. In 2014, 24.7% of Chinese enterprises have carried out online sales, 34.9% of which are the sales and wholesales. China with vast land and diverse climates, is agricultural super-country. In 2014, the output of grain was 60710 tons, meat 8707 tons, and aquatic products 6450 tons. However, influenced by factors of geography, population, economic policies, etc, the agriculture industry in China behaves as "disperse farmers, big market" which is not good for E-commerce. The coverage of information technology in rural area is much lower than that in cities. Furthermore, agriculture producers response slower to the market than other industries in cities. Thus, the strong E-commerce storm has not yet effectively changed the sales of fresh agricultural products in rural areas in China yet. Undeniably, fresh agricultural products E-commerce is gradually changing agricultural activities, i.g. production, management, etc. By building the agricultural information platform which connecting the market with the agricultural producer effectively, the market competitiveness of agricultural products improved day by day. But, since the fresh agricultural product E-commerce in china is weak in cold chain, high cost, etc, the profit of fresh agricultural product E-commerce is very poor. Furthermore, the fresh agriculture product E-commerce enterprises unfortunately fight a price war to hurt themselves. The fresh agriculture product E-commerce is now unprofitable. To help the fresh agricultural product E-commerce to open the market and increase profits are very urgent now.With the rapid development of electronic commerce, the busy city residents wish to buy fresh, high quality agriculture products online to help them save time. Responds to the need of fresh agriculture products online shopping, B2 C E-commerce of fresh agriculture is springing up. This dissertation introduces the history of fresh agriculture E-commerce in Europe, USA and China first. Then, briefly elaborates the pattern of the fresh agricultural E-commerce in USA which is example of fresh agricultural product E-commerce in developed countries. To overcome the shortcoming of "disperse farmers, big market", this dissertation proposed an innovative pattern of B2 C E-commerce in which the government help enterprises to organize agricultural cooperation clubs. Chapter 3, 4, 5 are cores of this dissertation, which analyze the necessity of the new B2 C pattern, demonstrate the feasibility of the third-part cold chain logistics under the cooperation between government and enterprises. The last chapter sets the sale of seafood of Zhoushan as an example to illustrate the fresh agricultural product B2 C innovative pattern and build a simple E-commerce online platform in this chapter.This dissertation includes 6 chapters. Chapter 1 summarizes the significance of fresh agricultural product B2 C E-commerce, contents of this dissertation and study methods used in this dissertation. Chapter 2 reviews history and development of E-commerce and patterns of fresh agricultural product E-commerce in China and abroad, then sums up the shortcomings of fresh agricultural product E-commerce in China. Chapter 3 and 4 analyze some certain patterns of fresh agricultural product E-commerce, and propose a B2 C E-commerce innovative pattern which based on the support of governments. Chapter 5 sets the sale of seafood of Zhoushan as an example to illustrate the fresh agricultural products B2 C E-commerce innovative pattern. Chapter 6 points out the innovations and deficiencies of this dissertation.