Deveiopment Modles Of Agriculture Products E-Commerce Of Wugong County

The single and narrow selling channels of agricultural products make it a dilemma for both producers and consumers: it’s difficult for the producers to sell out their products, as well as the consumers to buy them. As a result, the prices of agricultural products fluctuate frequently. With e-commerce being involved in various industry sectors, it has also been applied in the development of agriculture. It can solve a lot of problems related to agricultural products trade effectively by large scale information collection and diffusion. With the help of e-commerce, the farmers can not only expand sales channels, increase sales revenue, but also introduce more new products, so as to expand market and increase new opportunities effectively. E-commerce can promote the reform of information technology in rural areas, improve the income of farmers, and promote the modernization of rural development.Since 2012, there is a rapid development in e-commerce of agricultural products. E-commerce has become a major sales channel of agricultural products. Through introduction of transaction pattern and its future prospect, this paper has used WuGong County as research model to analyze its transaction pattern via document analysis, theory analysis and comprehensive analysis methods. Firstly, this paper starts with researching e-commerce theories, and exploring its definition and pattern; secondly, it breaks down to research elements of e-commerce and significance of e-commerce. Through analysis of transaction pattern for agricultural product in WuGong County, the following drawbacks are identified: the process is too simple; farmers lack the ability of self protection of their own rights; insufficient government policy, simple distribution channel and problematic online payment system. This paper then comes up with solutions to address each of the problems, including exploring new transaction patterns, improving distribution channel, making suggestions to legislation, investing in more e-commerce talents and securing the online payment system. Through detailed analysis, this paper has developed applicable e-commerce solution for agricultural product in WuGong County, which will contribute to the prospect of local economy.