The Study On E-commerce Business Model Improvement Of Agricultural Products In Hunan Tongchao Holdings

During the year 2011 to 2016,dozens of policy guidance and project welfare related to“agriculture,farmers,rural e-commerce" have been issued by national ministries including the State Council,the State Council General Office,the Ministry of Agriculture,the Ministry of Commerce,the National Development and Reform Commission etc.,The policy orientation is clear for the country to develop "Internet +Three Rural Issues" vigorously.The one after another happening events like "garlic makes crazy","ginger makes you troublesome","beans makes you funny”with the agricultural products price going out of normal price range and with amazing price increasing range fully shows that the information exchange is poor between the agricultural product producers and consumers,and agricultural growers and farmers cannot correctly estimate the market demand for a single agricultural product,thus just follow the trend to produce but not based on the reality.Agricultural products e-commerce information flow can effectively solve the root causes of this contradiction,to realize precision marketing.In recent years,agriculture-related online trading is developing rapidly,but because of the market,logistics and other problems,only one percent of the online e-commerce traders realize profit,to explore agricultural product e-commerce model in line with the long-term development of enterprises is really necessary.In this paper,taking Hunan Tongchao Holding Co.,Ltd.as the object,it is fully introduced with the company's overall situation,target customers,business model,work processes,and sum up the existing problems under the present business model such as the poor purchasing bargaining ability,distribution logistics problem,lack of professional information platform and food safety and security issue,In order to solve these problems,taking the theory of value chain and supply chain management and business model canvas map as the main research basis in this paper.,four modules and nine elements are outlined according to the business model canvas map to analyze the agricultural e-commerce model of Hunan Tongchao Holdings,and make improvement design in aspect of target customers,core resources,channel expansion and profit model,give out the specific improvement plan,it is suggested that to establish the e-commerce platform with information and data processing center to receive online orders and real-time monitor,to expand target customers,increase purchasing volume,construct self-operated direct selling stores to solve network construction problem of logistics and distribution.Finally,based on the company development plan and operating status,put forward the supporting measures for the study on E-commerce Business Model improvement of Agricultural Products in Hunan Tongchao Holdings including implement plan,organization chart,risk prevention,regulation system and platform.The study on E-commerce Business Model improvement of Agricultural Products in Hunan Tongchao Holdings can improve corporate reputation and speed up enterprise's working efficiency,implement order farming with big data analysis,improve corporate profitability with effective financial data analysis,ultimately becoming the leading enterprise of agricultural products sales in Changsha,taking use of its own advantageous resources to integrate standardized bases and sell terminal resources to the form an integrated platform,thus realizing the production and marketing docking between the based and consumers in real sense.