The Study On The Construction Of Agricultural Commodities Electronic Trading Platform Based On Networks Theory

With China’s rural economic reform deepening, agricultural production continues to increase. The problem of how to make agricultural products sold becomes the key to promote agricultural development and increase farmers’ income. Agricultural SMEs account for99%of the total agricultural enterprises in the agricultural products circulation network. There is a high demand for information, logistics, financing and transaction services. Agricultural commodities electronic trading platform focuses on a large number of agricultural traders. It makes the online and offline, real and virtual, the traditional economy and the new economy combined with the use of network information technology to provide the bulk of cash transactions of agricultural activity as a dealer. But due to the development of a shorter time in our country, there is few electronic trading platform which provides information, logistics, finance and trade services for agricultural traders. Network organization is the product of the rapid development of Network information technology and e-commerce. Its essence is a complex combination consisted by different enterprises who need to adapt to the changing market environment. They cooperate with each other by integrating and making their internal and external processes optimal. They share the value chain to achieve complementary resources so as to win competitive advantage in the market competition. Under the trend of the agricultural product circulation scale and network development, how to establish an agricultural commodities electronic trading platform to provide information, logistics, finance and trading services for traders becomes the key to solve the problem.This paper firstly expounds the theory of electronic trading platform and network organization of agricultural commodities, and analyses the necessity of constructing agricultural commodities electronic trading platform under the environment of network organization. Secondly, this paper describes four types of electronic trading platform mode under the environment of network organization based on the theoretical research and case study: information-oriented network organization model, transaction-oriented network organization model, logistics-oriented network organization model and financial-led network organization model. And it analyzes the importance of information, logistics, financial services for online transactions. Then the cooperative model of network organization is established in this paper, the whole cooperation process analysis is divided into single game and repeated game. Then the construction of agricultural commodities in China’s electronic trading platform is analyzed. Finally, taking the China National Cotton Exchange as an example, this paper proposed the building of agricultural commodities in China’s electronic trading platform should establish a "cooperative+leading enterprises+platform" model. The platform provides information, trading, logistics, finance and other services to support information flow, business flow, logistics, capital flow of the agricultural commodities circulation.