Case Analysis Of Channel Power Evolution Of Agricultural E-commerce Enterprise

The E-commerce of agricultural products is a new thing in the Internet era.The information asymmetry between farmers and consumers was broken by new technology vendors and new platform of E-commerce.Farmers gain the benefit from added value of agricultural product which was in the brand which was built by E-commerce enterprise.The E-commerce enterprise,which was in the agricultural products circulation channel as channel member,played the role of distributor.However in practice of circulation,the role of E-commerce enterprise changed.The reasons of role changing from the perspective of channel power were studied in this thesis.The SPS method of case study was used to do the research,interviews and data collection.Those first-hand and second-hand materials were sorted,then research was conceptualized by channel power theory.The conclusion can be drawn from the three years' business practice of Gogo Green.Because of the scarcity of resources and the advantage to provide greater utility for other channel members,dependence on E-commerce enterprise was enhanced.So the power of E-commerce enterprise on the other channel members increased.As E-commerce enterprise changed its role from distributor to supplier,its channel power innovated as well.At the same time,the Gogo Green's operating performance was promoted and the efficiency of the entire distribution channel was enhanced.The theory support Gogo Green's role changing in the orange circulation channel was found in this thesis.The reason of role changing of Gogo Green was explained.To be the supplier of origin standard products is the goal of Gogo Green.The rationality of this strategy can be verified in the research results of the channel power.Also a new perspective of strategic planning for other E-commerce's development was provided.