Research On Quality Traceability System Of Fresh Products Of Hunan Platform E-commerce

With the improvement of national development level and people’s living standard,urban residents’ demand for fresh agricultural products will continue to rise,and the demand for fresh products purchased on e-commerce platforms is also increasing,while the market has put forward higher demand for the quality and safety of fresh agricultural products.As the main production and consumption of fresh agricultural products of Hunan province,has become a platform for electricity selling fresh products in major provinces,completes the fresh agricultural products quality safety management in whole process from supply to consumer,and meet consumer demand for fresh agricultural products quality and safety will be a key work.Referring to the food safety management system,it is a feasible scheme to connect the information of the whole process of fresh food production and sale for monitoring and management,which is to realize the whole quality and safety management of fresh products "from farmland to table".Therefore,it is urgent to establish the quality and safety traceability system of the supply chain of fresh agricultural products in Hunan Province.In this paper,e-commerce platform enterprises,some fresh product producers and online shopping consumers as the research object,using literature research method,field research method,comparative research and strategy analysis method.Interview first by sorting and analyzing the box Ma Xian born build a fresh product system’s overall structure and the basic process,from production,fishing,circulation and consumption link analysis of factors hindering the research on the food safety information,to electric business platform for enterprises to the traceability system in various dimensions summarized;Then,a questionnaire survey was conducted on 265 producers in some agricultural production areas of Hunan Province,and data analysis was conducted on how to ensure food quality and traceability factors of fresh food,so as to explore how agricultural producers can better join in the traceability system of fresh product quality in Hunan Province.Finally,a questionnaire survey was conducted on 200 consumers of fresh products online shopping in Changsha,and a descriptive analysis was conducted on their understanding of food safety traceability system and purchase intention.The study found that the fresh products of Hunan province electric business platform quality traceability system developing very rapidly in recent years,but there are many places can be perfect,in this paper,put forward the following Suggestions:after enterprise together,a total of pushing forward the construction of the traceability system to strengthen electric business platform main body responsibility,set up electronic credit archives and improve platform and government regulatory functions;The government standardizes relevant policies and regulations,promotes the access system of fresh products of e-commerce and increases the input of traceability system;Strengthen the management and inspection of producers in all aspects of production,so that farmers actively participate in the construction of traceability;Finally,consumers should be strongly promoted and guided to strengthen their awareness of traceability products and systems.Multi-party efforts to jointly build Hunan province fresh platform e-commerce quality traceability system.