Research On The Operation Mode Selection And Implementation Path Of Citrus E-commerce For T Agricultural Company

With the deepening of supply-side Structural Reform,the development of China’s agriculture is in a critical period,transforming from traditional agriculture to modern agriculture.So agricultural enterprises must seize all possibilities to carry out strategic transformations.They should establish a modern management system,and complete industrial upgrading from the ways of production and operation,their methods of organizing,management,marketing and customer service and other aspects.The rapid development of Internet technology and the rapid popularization of e-commerce have not only impacted the sale modes of traditional agricultural product,but also brought about new changes to the traditional mode of agricultural production and management and their internal management.Thus the electronic commerce shoulders the responsibility of agricultural industry’s transformation and upgrading.With this background,agricultural enterprises need to find a suitable e-commerce operation mode according to their own situation,adjust the operation management ideas according to the characteristics of ecommerce,and build a brand new agricultural product marketing system.T agriculture is a company mainly engaged in citrus cultivation.As a county-level rural revitalization project,it shoulders the important task of solving the employment problems of resettlement households and poor households in different places,leading the role of poverty alleviation,and achieving the integration of urban and rural industries.Due to the limited traffic conditions in the production base,backward production conditions,and diverse planting varieties,it is difficult for the company to achieve the expected goals if it uses traditional production management and marketing models.Therefore,this paper takes T agricultural company as the research object to study how micro-enterprises choose the e-commerce operation mode which is suitable for their own development under specific circumstances,guide the implementation,help enterprises upgrade and transform,and provide references for the development of other similar enterprises.Starting with the research background and research significance,at the beginning of the thesis,it briefly introduces the development of domestic agricultural e-commerce,defines the research objectives and methods,and clarifies the research route and content.Then it summarizes the related concepts and research status of agricultural product e-commerce and agricultural product e-commerce operation mode and introduces the theories of transaction cost,value chain,BSC and AHP,providing a theoretical basis for the subsequent analysis of the company’s e-commerce operation process,e-commerce constituent elements,business status,and mode selection factors.Secondly,based on the development status of the citrus industry and citrus ecommerce,the external environment and internal management of T Agricultural Company are analyzed,and the current operating status of the company is introduced.This paper points out the necessity of e-commerce operation from four aspects: The long sales cycle caused by the variety of planting varieties,the complex traffic conditions in the planting base,the single function of the operation team and the low profit rate caused by the traditional selling way.Then through the analysis and summary of the commonly used e-commerce operation mode of the planting enterprise,combined with the characteristics of the enterprise,it is concluded that the components of the e-commerce operation mode of T agricultural company are the operation subject,product,consumer group,transportation logistics,capital risk and support system.Thirdly,combing the citrus e-commerce operation process of T agricultural company,according to the characteristics of Citrus agricultural products,four e-commerce operation modes applicable to the company are found: Third-party platform consignment model,Direct selling mode of self operated production area,Community self-operated consignment group purchase model,Product pre-sale crop adoption model.Then,according to the steps of the multi-objective decision-making problem of the analytic hierarchy process,the index system of citrus e-commerce operation mode selection is constructed by using the balanced scorecard method,and the weights and levels of each index are obtained by calculating,finally,it is concluded that the model of Product presale crop adoption is an effective scheme to achieve the stated goal of the Enterprise.Finally,according to the weight relationship of various indicators,the specific implementation path of product pre-sale crop adoption e-commerce model is planned.Through this research,the model of Product pre-sale crop adoption is obtained as the operation model of the company’s E-commerce,which combines e-commerce with traditional agriculture.With the help of Internet information technology,We can promote citrus industry to standardization,scale,brand direction,set online sales and offline experience for the integration of e-commerce mode of operation,e-commerce for the same type of enterprises to provide reference for transformation,to help enterprises sustainable development.