RESEARCH ON THE DEVELOPMENT OF AGRICULTURAL E-COMMERCE UNDER THE ENVIRONMENT OF "INTERNET plus "

Since the implementation of the "Internet +" strategy for the national development, many new agricultural businesses and e-commerce companies have effectively explored the "Internet +" modern agriculture field, resulting in the rapid development of agricultural e-commerce industry. However, compared with other fields, development level of agricultural e-commerce is still lagging due to its unique characteristics and the operational system, and, thus, the operation and promotion effects are not satisfactory. Based on the characteristics of agriculture, it is imperative to solve the individualized problems in the development of e-commerce with Internet technology, innovative thinking and channels. In the given context, this paper uses the case study method to conduct an empirical analysis of the development of agricultural e-commerce through surveying relevant agricultural data. While comparing the industrial value chain model, a systematic analysis of the overall operation of the agricultural e-commerce industry value chain and the status of each subject have been proposed. The main problems in this paper are: for example, the agricultural industry value chain is long and scattered, the leading role of the dominant enterprises is not sufficient, and the logistics distribution and marketing strategies cannot meet the needs of agricultural e-commerce development. The study stresses on agricultural enterprises to use "Internet +" as a means to promote intelligent and data-based production management, integration of industry chain resources with industry e-commerce platforms, and building of brands through network integration marketing.