Research On E-commerce Model Of Green Agricultural Products In Hainan Province

Now we are building free trade area and exploring ways to build free trade ports with Chinese characteristics in Hainan province.The paper focuses on analysing a mode for selecting the mode of e-commerce between green agricultural products to meet global consumer expectations about the quality of the green agricultural product of hainan province and personalized needs,and taking Chengmai Fu orange as an example.Based on theory research achievements and the successful examples of domestic practices,analysing the problems existing in Fu orange e-commerce in ChengMai.Summarising the main factors affecting the development,and creating the scheme for mode selection as follows:Firstly,analysis the influence factors of macro environment with PEST and SWOT.Secondly,establish the factor hierarchy chart,obtain the score by questionnaire,calculate the weight of factors influencing the choice of agricultural products e-commerce model for Fu orange by FAHP.Finally,compared and analyzed 6 modes from the aspects of characteristics and brand effect,and based on factors weight matching,we can select the most suitable mode of e-commerce for development of Fu orange in ChengMai.According to the correspondence analysis,the CSA e-commerce model with the most economical circulation link is the best choice among the six models for the e-commerce enterprises in ChengMai county,the research result of this article can also be applied in the selection of e-commerce mode in other cities and counties.