Analysis And Suggestion On The E-commerce Of Fresh Agricultural Products Based On The SCP Model

In recent years,with the development of information technology and improvement of people's consumption level,E-commerce of fresh agricultural products has became a hot spot of e-commerce.Whether the rapid development of market scale and the entrance of capital have suggested it is a great potential industry.This article used the SCP model of industrial organization to analyse E-commerce of fresh agricultural products industry.Its first purpose is to help extend the application range of industrial organization.Second,I hope I can.,find out the factors hindering the development of the industry,and put forward the optimization Suggestions with analysis raw electricity industry,the development situation of enterprise behavior and market performance,etc.,Main idea:(1)industry concentration of E-commerce of fresh agricultural products gradually strengthen?,trend oligarchic monopoly market.Product difference is not high,Vertical products differentiation gradually strengthened.The industry is economics of scale,sunk costs is so high that market barriers level is high?(2)in this case enterprise pricing competition is intense,product differentiation is the main to raise their level of distance on behavior.Because of the existence of scale economics and market barriers,big companies have established a leading position,have cooperative behaviors based on the cold chain logistics and brand channels.(3)from E-commerce of fresh agricultural products in China's market operation,E-commerce of fresh agricultural products appeared to promote the effective competition,but E-commerce of fresh agricultural products industry efficiency is not high.Most enterprises is still in the loss,the enterprise scale needs to be enabled.(4)it is concluded that high cost of cold chain logistics?incomplete information of product quality,market scale is small is the main factor restricting the development of E-commerce of fresh agricultural products industry.(5),four Suggestions from the perspective of macro and micro are put forward.Which are to help promote the development of cold chain logistics industry,to promote the agricultural standardization.On microscopic Suggestions enterprises do a good job in information disclosure and the brand,a variety of open cooperation based on supply chain logistics need to starting.