Research On The Circulation Pattern Of Fresh Agricultural Products Under The Background Of "Internet +"

In 2016,the central file no.1 put forward to promote the strategy of "Internet +",realized the wide application of modern information technology,promoted the transformation and upgrading of the industrial chain.In 2017,the central file no.1 document directly proposed the development of circulation enterprises and e-commerce enterprises,realizing the integration of multiple subjects in circulation mode,and developing informatization and data circulation.The "Internet +" strategy has actually affected the field of "Agriculture,rural areas and farmers".The circulation of fresh agricultural products occupies an important position in the circulation of agricultural products and has a long-term impact on the ecological and modernization of agricultural development.With the refinement of the division of labor and the convenience of circulation,China's economic development level and the consumption level of the people are gradually improved.When consumers buy the required agricultural products,the consumption preference is also shifted from the quantitative to the qualitative and the popular to the personality type.The traditional circulation mode of fresh agricultural products has caused a series of circulation obstacles due to its own limitations,which can hardly meet the diversified demands of modern consumers.For the producers,the agricultural operation lacks scientific analysis,the blind production leads to the imbalance between supply and demand,and the economic interests are damaged.The application of the Internet and the innovation of modern information technology have changed people's thinking on traditional circulation,and the new circulation mode of informatization and science is forming.In this paper,the characteristics,development level and market share of five traditional circulation modes are analyzed in terms of transaction cost and division of labor.And the circulation models are compared in circulation,unit circulation cost,channel relationship stability,information level,etc.This paper sums up the common problems such as the long circulation of the traditional circulation mode,the unequal status of the buyers and sellers,the decentralization of the production subject,and the backward information construction.After that,the impact and challenge of implementing the "Internet +" strategy on the circulation of fresh agricultural products were analyzed.This paper proposes the development of the new circulation mode of fresh agricultural products under the background of "Internet +",including the circulation platform mode of wholesale market of fresh agricultural products and the O2O+C2B circulation model of the retail link.Based on the case study of "Chinese cabbage +" and Motion optimization,this paper analyzes the new fresh produce mode under the background of "Internet +",and further illustrates the efficiency of the two modes of circulation.The integration of "Internet +" into the circulation of fresh agricultural products puts forward higher requirements on the standardization level of products,infrastructure construction and informatization level.Therefore,it is necessary for the government to take various measures,such as improving relevant laws and regulations,increasing the investment intensity of funds,and paying attention to the cultivation of professional talents in rural areas,so as to provide multi-directional support for the innovation of circulation mode.