E-Commerce Development Pattern Analysis Of Different Agricultural Operating Entities

After entering the 21st century,with the popularization of Internet and the rapid development of electronic commerce,rural e-commerce present the accelerating trend of the development.The rapid development of rural e-commerce,to cultivate new type of agricultural operating entities,change the way of promoting agricultural production,increase the farmers' income,drive the farmers' employment and entrepreneurship,promote transformation and upgrading of rural consumption,promote the innovation of rural circulation system has played a very positive role,also to our country's agricultural product circulation has injected new vigor and vitality.Due to the particularity of the agricultural products,different types of agricultural products have different storage,transportation,sales requirements,that mainly reflected in the differences of e-commerce development pattern in different agricultural operating entities.It is the key point of this paper that different agricultural operating entities of Jurong city how to choose suitable for their own agricultural products e-commerce sales model,such as professional investors,leading enterprises,farmers' professional co-operatives,family farms etc.In order to achieve the purpose of high efficiency,low cost,timely and accurate trade.Based on the e-commerce related theory,the theoretical research and empirical analysis in parallel,the paper starting from the two routes,combined with the visiting survey,analyzing the different agricultural operating entities of the e-commerce development pattern of Jurong city.At the same time,reference the domestic and foreign agricultural product e-commerce development experience,introduce our country's agricultural product e-commerce development condition,the types of agricultural product e-commerce platform,the classification of agricultural operating entities,the development state,characteristics,advantages of agricultural product e-commerce in Jiangsu province,and main problems of developing agricultural product e-commerce.Development present situation and development pattern analysis of Jurong city's agricultural operating entities,at present stage Jurong city's e-commerce development pattern mainly include agricultural enterprise+platform pattern,the farmers' professional cooperatives + platform pattern,leading enterprises + operators pattern,family farm+platform pattern,supply and marketing cooperatives+platform pattern,each pattern list a specific agricultural operating entities analyzes,summarizes agricultural operating entities' existing problems in the development of e-commerce of Jurong city,such as agricultural e-commerce is not formed industry gathered,uneven development,lack of electronic commerce talented person,the brand awareness is not strong,the management main body strength is weak,lack of professional sales knowledge,business promotion does not reach the designated position,agricultural products logistics distribution system is not sound,etc.Finally put forward e-commerce development ideas and countermeasures of promoting agricultural operating entities from two spects:government and farmers.