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从2004年开始,中央一号文件多次强调:“要积极稳定、完善与加强扶持农业发展的相关政策,积极调动农户的生产积极性,增加我国农民收入”。而我国传统的农副产品销售方式粗放,销售链长,市场消息渠道不畅,让很多有地域特色的农产品只能局限在产地,这就造成了生产和销售之间信息不对称;农副产品品种种植、养殖的产业结构不合理,产品单一,达成交易困难,利益被许多中间流通环节截留,这样就不能满足市场多样化需求和流通环节渠道不畅等问题,农户的家庭式小生产与社会市场需求间的矛盾越来越明显。和以往的商务相比较,目前的电子商务经营模式表现出了明显优点,它使信息更加通畅,大大的降低了交易双方的交易成本,提高了效率,加快了农产商品流通速度,已经成为目前电子商务运行的主要形式之一。而我国农产品本身它具有鲜明的季节性和准确的周期性、区域性等特点,其商品流通过程也就相应具有了成本高、交易方式相对落后、交易信息不顺畅等缺点,为解决这些缺点,发展农产品电子商务是根本路径。
Since 2004, the Central Document No.1 has stressed many times: “We must actively stabilize, perfect and strengthen related policies that support the development of agriculture, actively mobilize the enthusiasm of farmers and increase the income of peasants in our country.” However, the traditional methods of selling agricultural and sideline products in China are extensive, the sales chain is long, and the market channels for information are sluggish. As a result, many agricultural products with regional characteristics can only be confined to the place of origin, resulting in asymmetric information between production and sales. , The unreasonable industrial structure of breeding, the single product, the difficulty in reaching the transaction, the interests of many intermediate circulation interception, so that can not meet the diverse needs of the market and poor circulation channels and other issues, the family of small farmers and the social market demand The contradiction between the more obvious. Compared with the previous business, the current e-commerce business model has shown obvious advantages, which make the information more smooth, greatly reducing the transaction costs of both parties, raising efficiency and speeding up the circulation of agricultural products has become the current E-commerce is one of the main forms of operation. However, due to its distinctive characteristics of seasonal and accurate cyclicality and regionality, the agricultural products in our country have the shortcomings of high cost, relatively backward trading methods and unsmooth trading information. Therefore, in order to solve these shortcomings, E-commerce is the fundamental way to develop agricultural products.