Gansu Province Agricultural Electronic Commerce Mode Development Research

Gansu Province is a large agricultural province.With the continuous development of urbanization and the Advancement of market economy,the agricultural product economy has a wider market.However,in most rural areas of Gansu province,the circulation of agricultural products is often restricted by factors such as limited market information,weak information technology,imperfect resource allocation,backward logistics and distribution.It directly affects the adjustment of agricultural industry structure and the development of rural economy.By setting up electronic commerce platform and offline service system of agricultural products,the intermediate link between farmers and consumers can be reduced to a great extent,and the efficiency of circulation of agricultural products can be greatly improved.Secondly,the electronic commerce eliminates more than the main body on the agricultural product circulation chain,so that the farmers can face the consumers directly,thus saving the cost to a great extent,so as to ensure that the main body of agriculture can get greater benefit.Finally,it can solve the problem of blind production caused by asymmetric market information and solve the problem of unbalanced production and marketing of agricultural products.This paper takes the model of electronic commerce of agricultural products in Gansu province as the research object,and makes reference to domestic and foreign data and literature materials on electronic commerce of agricultural products,starting with the development status of agricultural products,organization of farmers,logistics construction and talents development of electronic commerce in Gansu province.Based on field research,Summarizing and summarizing the existing agricultural product e-commerce models in Gansu Province include: "Farmer-Rural Taobao Partner-Third-Party Trading Platform" model,"Agricultural Product Leading Enterprise Construction Feature Website" model,and "Farmer-Farmer E-Commerce Cooperative-E-commerce platform" model.Then,the paper analyzes the model from the aspects of the overview,running procedures,typical cases,model analysis and so on.In order to understand the main factors that restrict the development of electronic commerce model of each agricultural product,this paper has carried out the targeted questionnaire survey in the main application areas of the three modes,used the questionnaire data to establish the hierarchical structure model,and determined the main constraints that affect the development of each model.The main factors affecting the development of the "farmer-rural Taobao partner-third party trading platform" model are: the level of farmer's cognition of the e-commerce model,the level of informatization of the trading subject,and the degree of branding of agricultural products.The main factors that affect the development of the "self-built website of agricultural products leading enterprises" model include: the degree of logistics development,the credit environment for agricultural products trading,and the level of trading platform design.The main factors affecting the development of the "farmer-farmer ecommerce cooperative-ecommerce platform" model are: the level of cognition of ecommerce model,the degree of electronic commerce talents,the degree of branding of agricultural products,the degree of standardization of agricultural products,and the degree of logistics development.This paper also gives some corresponding countermeasures according to the problems in the development of each model.