The Study Of Agricultural Product Circulation Models Under Electronic Commerce Environment Of Our Country

"Make an overall urban and rural economic and social development, builds modern agriculture , makes the development of the rural economy , increases the peasants' income , is a significant task for building a well-off society in an all-round way ". This is that 17th National Congress of the CPC gives the new connotation of agriculture, countryside and peasants in the new century and new stage. If fanners do not have all-round moderate prosperity , that for all the people is impossible .Therefore, it is very important for improving the circulation of agricultural product.In recent years, with the reforms and opens go deeply and the socialist market economy built step-by-step of our country, the circulation of agricultural product as a whole is fairly good .But, by the effect of dual structure in urban and rural economy and comparatively low level of productivity for a long time, the circulation of agricultural product is poor. The main problems are: the cost of circulation is high, the radius of circulation is minor, many intermediate links , the market system function falls behind.Electronic Commerce is to take suppositional space as platform, make the economic activity digitization, have the flexible automation of business affairs, boundless-rization on time and region of business affairs , network-rization of business affairs. By developing the circulation of agricultural product under Electronic Commerce, can cut down many unnecessary intermediate links, reduce the cost , make good for the mechanism and function of the agricultural product market, solve the problem of asymmetric information ,high cost and low efficiency, area restriction .There are following innovations in this paper:1 .Have analysed the characteristic of the circulation of agricultural product and it's strong adaptability to Electronic Commerce. Take theory of business cost as theoretical analysis basis , go a step further with the network interrelation of Electronic Commerce and the degree fitting in with mutually.2.By analyzing and studying, summarized out the four main kinds of business model of circulation of agricultural product. The four models are: Electronic Advertising model, directly marketing by network model, network information platform model , electronic marketplace model.3.By comparable analyses and optimize choice, with China's actual conditions in the current stage , electronic marketplace model comparatively suitable.