Author(s)

Haiying Ma

Corresponding Author

Haiying Ma

Abstract

As a large agricultural country, the consumption concept of agricultural products purchased in farmers' markets and supermarkets is deeply rooted, and the production and marketing methods have many drawbacks. For example, the sales supply chain is too complex, farmers have no pricing power, income is always difficult to improve, and the quality is uneven. As an important means to promote the process of agricultural modernization, the development of agricultural E-commerce has far-reaching significance. The driving force for the development of agricultural E-commerce is the interaction mechanism of economic benefit, government support, social demand and technological progress. At present, we should start from increasing government guidance and assistance, strengthening market constraints, regulations and supervision, and cultivating farmers' or agriculture-related enterprises' awareness of the subject.

Keywords

Agricultural E-commerce; E-commerce System; Dynamic Mechanism