Prospects Of “Internet+ Modern Agricultuer” Under Model Of E-commerce

With issues about China's economic downturn, supply-side reform and food safety, it is the main trend to transform and upgrade agricultural industries in agricultural development in China. In 2015, Premier Li Keqiang put forward the "Internet +"strategic idea and Administration Document No.1 issued by the Central Government of China in 2016 will emphasize the strategy at the national strategic level, so that China has been entering the "Internet +" era. In China, "Internet +" promotion, not only involving US industrial Internet but also resulting in the “acquisition” of Germany's industry 4.0, facilitates gradual formation of the new patterns of regional agricultural economies depending modern agriculture similar to industrial "Internet +" 4.0. In the past, researches on agricultural modernization in China has paid more attention to Internet applications in agricultural production, that is, agricultural informatization dissemination. Nowadays, driven by Internet Cloud Computation, Internet of Things and Giant Data, agricultural e-commerce applications in China has fundamentally changed, expanding its characteristic connotations. Electronic commerce's gradually shifted from serving as one marketing channel to working for a wider range of purposes, so that it has been playing the role of systematically transforming traditional agricultural production and its growth pattern, that is, taking the responsivity of driving industrial transformation and upgrading of agricultural industries and working as an important foothold for agricultural modernization in China. Currently, deep integration between “Internet +" and agriculture, has caused interests in all the walks of life, especially in agricultural and related fields, to "Internet + modern agriculture" and "Internet + modern agriculture" based E-commerce providers, which have been becoming hot research fields of agricultural development in the latest two years.Taking the kiwifruit industry of Meixian County in Shaanxi as its object,The study investigated the prospect of "Internet + modern agriculture" under the backdrop of E-commerce supplier. By collecting and reviewing relevant literatures concerned with electronic business models of “Internet + modern agriculture", it reviewed the definitions, essences and development of E-commerce as well as characteristics and development pattern of "Internet +" involved by "Internet + Modern Agriculture". Meanwhile, it analyzed the current developments of kiwi fruit industries in Meixian County using SWOT and then put forward countermeasures to address system defects of E-commerce providers in Meixian depending on successful domestic experiences and lessons in E-commerce promotions and proposals for E-commerce providers according to agricultural and kiwi industry characteristics in Meixian, and envisioned prospects of kiwi industries in Meixian under the model of E-commerce.The study found that relying on its geographical, science&technology and foreign investment advantages, kiwi industries would have a strong development momentum in Meixian and in the era of " Internet +", the development of modern agricultural industrialization should be driven by E-commerce dependent on suitable local characteristics of modern agriculture industry characteristics model of E-commerce, That is, in the production process through combination involving production, teaching and research to form production and research alliance, with the help of Internet modern information technology, to promote the industry to intensive and organic production; business model, with the help of the Internet in the production and operation of the optimization and integration of the role of the establishment of their respective. For the logistics, e-commerce, transportation and other enterprises with strong integration of the distribution center, the formation of production, supply and marketing resources to cooperate with each other, co-operation of a strong agricultural e-commerce operating mechanism to promote the local business model power Kiwi industrial upgrading and transformation, and promote the development of information technology industry to achieve a more perfect convergence of demand and supply.