The Study Of Agricultural Online Stores' Element Based On The Internet Plus Agriculture Strategy

With the further development of information technology and e-commerce technology,information technology and e-commerce have been widely applied and popularized in traditional industries.Agriculture is the foundation of our national economy and an important guarantee for economic and social development and social operation.The combination of information technology and e-commerce technology and traditional agriculture has greatly stimulated the vitality of traditional agriculture and enhanced the competitiveness of traditional agriculture.After the 12 th National People's Congress meeting which held in March 2015,prime minister Li keqiang put "Internet +" action plan in his government work report,pointed out that we should combine the Internet,big data and cloud computing and other modern technology with the traditional agriculture deeply.Acting as an outstanding form of "Internet + agriculture",agricultural products online store has a significant influence on the realization of "Internet + agriculture".It is of great significance to analyze the actual operation situation of "Internet + agriculture" by analyzing the components of the agricultural products online store.Tmall is the most representative online platform in China,whose agricultural total sale exceeded 100 billion yuan in 2016 alone.It plays an irreplaceable role in promoting the combination between traditional agricultural production and the "Internet + agriculture".In this paper,we focus on 201 Tmall agricultural online stores,through in-depth analysis of the components of agricultural online store,evaluate agricultural online store from the properties of agricultural products,agricultural products marketing,website design,agricultural products logistics,payment,etc.Using entropy method to analysis the important component of online stores,then calculate the final scores of online stores.Amazon has the highest market share of online sales platform in the USA,this paper selected agricultural products online store on amazon platform,compare them with Tmall agricultural online stores,summarize its characteristics and advantages,in order to provide useful experience to the development of agricultural online store.The conclusions of this paper are as follows:1.In the role of "Internet + agriculture",the development of "Internet + agriculture" has played an important role in promoting the development of agricultural products online stores.With the national policy support and encouragement,agricultural producers and business operators make full use of the "Internet + agriculture" in the field of cloud computing technology,the Internet of things technology to expand agricultural products market,overcome the inherent flaws in agricultural products.There has a sharp increase in the number of agricultural products online stores,with the sales of agricultural products on Tmall over 10 billion RMB.2.From the weights of the online components,1)Using the entropy method we found out that the product information has a very high proportion.2)online store adopts appropriate technical means,such as remote tracking towards agricultural products can increase consumers' trust thus increase the buyback rate.3)Tmall online stores and amazon online stores have similar payment.Although providing consumers with a limited payment is beneficial to shop'management,but it also makes payment options limited to a certain extent.3.From national perspective,online stores of Tmall have a better performance website design,marketing,logistics.They constantly hold different promotion and marketing activities,which has received good effects.In comparison,Amazon's online store has a slight deficiency in marketing methods and product information introduction.Finally,according to the research conclusion,the following Suggestions are as follows:1)Continue promoting the implementation of the "Internet + agriculture" strategy,and promote the deep integration of "Internet" technology methods and agriculture.2)Agricultural products store should pay attention to the factors such as website design and product information.(3)Encourage online store managers to adopt proper marketing means to expand their popularity.(4)Amazon online stores should attach great importance to the website design,marketing,and brand creation,in order to increase consumers' understanding of the online store.