Research On The Circulation Channel Of Fresh Agricultural Products In O2O Mode

With the extensive application of network information technology,there are obvious trends in the electroniccommercialization of fresh agricultural products,such as the emergence of vertical fresh agricultural products online retailers,integrated online retailers involved in fresh agricultural products industry and traditional fresh agricultural productsenterprise involved in O2 O and so on.As we all know,fresh agricultural products as people's daily necessities,with a high consumption and high repurchase rate,while fresh agricultural products attached to its biological characteristics,with easy to corruption,easy to wear,difficult to store characteristics.The circulation of agricultural products is the focus of the issues concerning agriculture,countryside and farmers,by the party and the people's attention.In the traditional fresh agricultural productscirculationchannel,the High consumption of goods,circulation of heavy fare increasesand other issues seriously affected people's food safety and farmer income,low-price injuries farmers,orhigh-price injuries consumers is common phenomenon.E-commerce model for fresh agricultural products opened up a new circulation channels,the O2 O model integrated online and offline resources,is a new breakthroughsto meet the fresh agricultural consumer demand.Based on the SCE framework,this paper comparecirculation channels of traditional fresh agricultural products with the circulation channels of fresh agricultural products in O2 O mode to analyzes the circulation channel structure,circulation channel behavior and its influence on the efficiency of circulation channels.This paper constructing the O2 O circulation channel evaluation system of fresh agricultural products,and makes the empirical analysis of the eight enterprise data in the four O2 O channel modes.It is concluded that the current operation of fresh agricultural products O2 O in China is relatively technical efficient,and the universalphenomenon is increasing returns to scale.Combined with the development period of fresh agricultural products O2 O circulation channel is shorter,and the market penetration in less than 2%,that the fresh agricultural products O2 O circulation channels should expand the scale of circulation to improve efficiency.And through the analysis of the current status of the develop ment of fresh agricultural products O2 O and the existing problems,such as the quality standard system and the logistics and distribution system is not perfect,and the reverse logistics system problem etc.Given feasible policy recommendations that the cons truction of fresh agricultural products from the quality standards and traceability system and to strengthen the basic logistics and cold chain logistics system,through the combination of O2 O and C2 B mode to cultivate consumers and other aspects of improvement.With a view to provide referenceto the future development of China's fresh agricultural products O2 O circulation channels.