Agircultural Products E-commerce Model Study Based On Urban And Rural Information Platform

Currently the poor circulation in china agricultural product logistics distribution has become themain limiting factor in the growth of consumption and the enrichment of the peasants, and electronicbusiness as an emerging trade pattern failed to play the roles it should play.In order to clarify the characteristics of e-commerce on farm product and analyze the current statusand problems of the agricultural product e-commerce in depth, the establishment of the long-termeffective mechanism that aims at promoting the development of the agricultural product e-commerce isof great theoretical and practical significance.The agricultural products e-commerce is the application of e-commerce in the field of agriculture,which includes a series of electronic transaction centering on the production of farm product, such asagriculture production management, product marketing, logistics management, e-payment and customerrelation management. There are two kinds of Agricultural products e-commerce subject,namely subjectof implementation and subject of support. Agricultural products are the object. The current Agriculturalproducts e-commerce has seven main representative patterns, i.e.1)directory pattern;2)informationagency pattern;3)virtual community pattern;4) e-shop pattern;5) e-procurement pattern;6)supplychain integration pattern;7) third party e-marketplace pattern.The development of agricultural products e-commerce in china for now faces a wide range ofchallenges, from exterior problems (such as lag in the agricultural product quality standard systembuilding, weakness of information infrastructure in rural area, absence of agro-technician，grim situationof network integrity and network security and so on) to interior problem (such as the low level offarmers’ organization, insufficient of information-based agricultural enterprise, little acknowledge onthe agricultural products e-commerce, immature of agricultural products preservation and logistics andso on).As one of the mass consumption products, fresh vegetables has its own characteristics as well asthe general character of agricultural products. The populace often set strict quality requirements in it.fresh vegetable is hard to guarantee its quality and easy to spoil itself during transition process, thusasks for specified logistic storage asset.The establishment of fresh vegetable e-commerce mechanism has great reference value to all kindsof agriculture products e-commerce. And based on the urban information and rural informationintegrated platform, using SO and ST strategy to build fresh vegetables e-commerce is feasible.During the operation of fresh vegetables e-commerce that based on the urban information and ruralinformation integrated platform, we must uphold the principle of farmer enrichment, the principle ofmarket-oriented and the principle of suiting measures to local conditions. Its implementary subjectscontain farmer, peasants’ cooperative economic organizations, agricultural corporation(production andprocessing), information integrated platform and customer. Among them the information integratedplatform is the leader of e-commerce supply chain. Its supportive subject includes governmentdepartment, financial and insurance institutions, agri-scientific research institute, intermediary,instituteof food certification. Such e-commerce supply chain consists of an upper, a middle and a lower part.And fresh vegetables e-commerce mechanism has four parts, namely development mechanism,organization mechanism, interest balance mechanism and risk prevention mechanism. In light ofdevelopment mechanism, we should select members of fresh vegetables e-commerce supply chain andestablish a supply chain cooperation pattern reasonably. As to organization mechanism, fresh vegetables e-commerce supply chain organizations contains farmer, peasants’ cooperation economic organizations,agricultural corporation and information integrated platform itself, and we should strive to foster theorganization members. As far as interest balance mechanism concerned, in the premise of upholding theprinciple of protecting farmers’ interests, the principle of sharing benefit, the principle of making overallplans and the principle of interests vitrification, we will distribute benefits more fair and help to realizethe coordinated development among supply chains by constructing the reasonable benefit adjustmentmechanism, the benefit balance mechanism and the interest demand mechanism. From risk preventionmechanism, we should set up guarding mechanism to prevent natural hazard, market risk, contract riskand benefit distribution risk. The steady long-term running and smooth develop of fresh vegetablese-commerce supply chain calls for four mechanisms’ coordinated operation.