The Study On E-Commerce Entity Of County Agricultural Products

In the 1990 s,with the rapid development of information technology, human society has entered a new era—the era of the Internet economy. With the features of real-time and interactive,internetmakes the information and resources of the world shared in anytime without the restriction of time,space and region.Because of the advantage of acrossing geographical boundaries,reducing transaction costs,reducing circulation,shorten the time of circulation,regulating trading patterns,the new product—e-commercedeveloprapidly.China has vast territory, the resources and culturalhistory are different due to diff erent area. The feature of county agricultural e-commerce is directly related to the the resources of the local, every area has its uniqueresources.Since the condition of theco ntradiction between small-scale production and big market, it’s difficult for farmerstosel l out the agricultural products.The county agricultural e-commerce have not exploitted the advantages to the full.As the booming of internetand the high attention the govern mentpaying to the agricultural e-commerce,the county agricultural e-commerce has also developed rapidly as apart of theagricultural e-commerce.County agricultural e-commer ce is able to provide good solution to the problem of information asymmetryand circu lationweaken during the circulation of agricultural products,it’s one of the important w ay to increase the circulationefficiency and boom the country economy. At present, the county agricultural e-commerce has entered the stageof scale development,but the ope rators ofcounty agricultural e-commerceare farners,by the restriction offarmers’ weaknes s, the market is lack of development potential, it will be more difficult for them to m eet the development demandof agricultural e-commerce market,leading to some attemp tting of county agricultural e-commerce end infailure.It is for these reasons,the article in order to the innovation of county agricultural e-commerce seller as the breakthrough point.First,the articleanalyze the current situatio n and problem of county agricultural e-commercedevelopment, finding out the new de mand to entity,agricultural products and support links.the articleanalysis that as the entity of the county agricultural e-commerce,farmers are incomplete,there weakness and o rganize diversified are the key factory to the fact that all demands of development c an not be met,it restrict the long and healthy development of county agricultural e-co mmerce.So it is necessary to introduce a new organization in order to innovate from i ncreasing the degree of entity’sorganization and making up the entity’sbusiness capacity.This articlefocus on the analysis of theintermediary organizations who leading theinnov ation in county agricultural e-commerceentity.Second, the article makes Suichangcounty agricultural e-commerce for the typical case, analyzing the mode of entityinnovation l ed by industry association,summarizing the experience and revelation that worthy of re ference.Finally,the articleanalyzes in combination with the case of Suichang county agri cultural e-commerce and the related theory, makingsuggestions for the innovatioc of co unty agricultural e-commerceentity from the effect of market intermediary organizations and the effect of governmental support.