Research On The Innovation Mode Of Agricultural Supply Chain Finance In E-commerce Platform

The financing difficulties of small and medium-sized enterprises have always been a key issue that hindered their business development,which that the agricultural-related enterprises are even more versed in this,because of scattered production and the natural weakness of agriculture.In recent years,with the advancement of the strategies of "rural vitalization" and "financial poverty alleviation" and the deep integration of internet finance and agriculture,the agricultural supply chain finance guided by the e-commerce platform has gradually developed as a new financing model.However,due to the short establishment of agricultural supply chain finance in China,the practical experience of e-commerce platforms is still not abundant,so there are few theoretical studies on agricultural supply chain finance in China,especially case studies on specific e-commerce platforms.This article takes Jingdong Agricultural Supply Chain Finance as a case study object,and combines transaction cost theory,asymmetric information theory,and the Long Tail theory to analyze the the specific financing business and its operating mechanism of Jingdong Agricultural Supply Chain from four aspects: core business entities,financing effectiveness,risk management,and orientation to the agricultural industry.The comparative analysis method is used to analyze the advantages of agricultural supply chain finance dominated by e-commerce platforms such as JD.com compared with traditional agricultural finance.At the same time,it is horizontally compared with the agricultural supply chain finance dominated by agricultural service providers and P2 P agricultural online loan platforms.After comparison,it is found that the agricultural supply chain finance guided by e-commerce platforms such as Jingdong has strong advantages in reducing credit risk,saving transaction costs,and improving financing efficiency.In addition,this article also uses the chart analysis method and a combination of qualitative and quantitative methods to analyze the innovation benefits of JD.com’s agricultural supply chain finance.At the same time,this article analyzes the restricts of agricultural supply chain finance guided by e-commerce platform from two different perspectives: the JD.com e-commerce platform and the external environment.Then,make relevantsuggestions based on the analysis of internal and external constraints.In the analysis of Jingdong Agricultural Supply Chain Finance’s business model analysis,this article draws the following conclusions: The agricultural supply chain finance dominated by e-commerce platforms such as Jingdong can reversely guide agricultural production towards market orientation and profitability of the agricultural industry through the specific operation mechanism of financing business besides green agriculture,but need to make efforts in soft information collection,internal credit risk,natural risk management mechanisms,etc.At the same time,in the macro environment,e-commerce supply chain financial information services besides laws and regulations need to be continuously improved.The combination of the two aspects can promote the healthy and sustainable development of e-commerce agricultural supply chain finance.