【作者】 吴玉刚；

【导师】 黄世祥；

【作者基本信息】 安徽农业大学 ， 农业经济管理， 2001， 硕士

【摘要】 电子商务自从二十世纪九十年代得到迅速发展以来，已经在各个贸易领域得到迅速应用。从九十年代中期到现在，各国通过电子商务实现的贸易额呈现指数级的增长。电子商务在实践中表现出来的无可比拟的时空优势使人们看到了她在农产品贸易中的无限潜力。本文结合农产品贸易的特点，探讨在中国现行国情条件下，把电子商务应用于农产品贸易的解决方案。本文主要从以下方面进行分析和论述： 一、关于电子商务的概念、发展和分类的讨论 从不同的角度，对于电子商务这一新兴事物的解释和分类各不相同。笔者通过对各种解释和分类的综合理解，归纳出：所谓电子商务，从宏观上理解，是计算机网络的又一次革命，旨在通过电子手段建立一种新的经济秩序，它不仅涉及电子技术和商业交易本身，而且涉及到诸如金融、税务、教育等社会其他层面；从微观角度理解，电子商务是指各种具有商业活动能力的实体（生产企业、商贸企业、金融机构、政府机构、个人消费等）利用网络和先进的数字化传媒技术进行的各项商业贸易活动，它包括两个方面，一是活动要具有商业背景，其二是网络化和数字化。从过程角度理解，可以归纳为：电子商务是在计算机与通信网络的基础上，利用电子工具实现商业交换和行政作业的全过程。而担当具体实现电子商务任务的商务网站按照其主营业务的分类，可以划分为：搜索引擎类电子商务网站、销售类电子商务网站、拍卖类电子商务网站、商业信息发布以及网上交易平台类电子商务网站以及新兴的比较型电子商务网站五种类型。 二、关于我国农业电子商务网站实现模式的讨论 建设农产品电子商务网站的目标在于实现农业信息共享、加速农业信息流通、拓宽农产品销售渠道、改进农产品销售方式、降低农产品营销成本。笔者认为，应该从以下几个方面进行农产品电子商务网站的建设：首先，考虑到目前农业网站的发展日新月异，为了便利广大农户和农业企业对农产品贸易信息的查询需求，应该进行专业化农业搜索引擎的建设；其次，考虑到为了实现企业与农产品消费者的直接沟通，即通过B2C这种电子商务类型的直接销售，应该考虑制作专业化的农产品销售网站；第三，对于大宗农产品 和特种农产品的销售，国际上传统采用的是拍卖的方式。为此，可以尝试创 建专业性农产品拍卖网站，尽可能地提升农产品的价值；第四，为了满足农 产品买方和卖方直接沟通的需要，有必耍创建专业性的农产品商业信息发布 网站以及网上交易平台，网站本身只提供买卖双方交易的场所，并不直接参 与双方的交易；最后，为了解决农产品贸易中存在的价格信息不透明的问题。 可以创建用于提供农产品价格比较的专业型比较电子商务网站。促进全国范。 围内实现统一的农产品市场格局。 三、对电子商务应用于我国农产品贸易可行性的分析 无论是农业生产还是农产品贸易都有其自身的特点，我国农村实行的家 庭承包责任制不可避免地造成上地分割经营。从而使我国农业生产存在着基 本单位数量巨大，而单位经营规模较小这一客观事实。在农产品贸易方面， 国家对重要的关系到国计民生的农产品收购和贸易实行国家垄断。保护价敞 开收购政策使部分农产品生产出现结构性过剩，而没有受到价格保护的农产 品供求完全受到市场价格的左右。 实现我国农产品贸易电子商务化已经具备了初步的条件。首先，我国的 网络基础设施建设己经初具规模，我国目前农业网站（不含港、澳、台等地） 总数己接近2200个，其中在2000年底以前多次顺利通过链接（即可以了解 其网站内容以及有关信息）的达1585个，占国内农业网站总数的72．89％； 其次，很多农业企业己经意识到了发展电子商务的重要性，他们纷纷在国际 互联网上建立自己的网站，开晨初步的电子商务和网络营销活动；第三，在 贸易环境方面，中国加入世界贸易组织从客观上会促使中国的农产品贸易融 入世界，在这种情况下利用全球网络贸易发展迅速的特点，发展农产品的电 子商务，利用网络传播信息方便、快速和廉价的特点进行农产品的贸易和营 销不失为一种很好的对策。一方面通过降妖贸易成本可以扩大一些传统优势 农产品的出口，另一方面又可以通过信息的加速扩散来改善我国一些农产品 由于加入世界贸易组织，面对其他国家农产品的竞争所处的不利的贸易地 位；最后，安全支付体系在技术上的完善将为农产品电子商务的实现提供技 术保障。但是，我国小规模的农业生产格局，国家对部分农产品贸易的垄断 政策，以及计算机在乡村的低普及率都使我国农产品贸易发展受到相应限 四、关于实现我国农产品网络营销的探讨更多还原

【Abstract】 Since the Electronic Commerce has been developed rapidly in 1990’s, it has been put into use in different areas of trade. From middle of last decade to today, the trade amount that realized by electronic commerce have increased on an exponential growth rate. The time and space advantage that revealed during practice made people understand the infinite potential of electronic commerce if it is to be used in agriculture products trade. Combined the feature of agriculture trade, this article discussed the electronic commerce solution to be used in agriculture products trade. The solution will be discussed and analyzed by the following aspects.1 Discussion on conception, history and classification of electronic commerce.Electronic commerce can be explained and classified in different ways from different respect. Concluded from all of these different definitions and classifications, the author understands electronic commerce in a comprehensive way. In macro aspects, electronic commerce is another revolution of computer network; aim at the establishment of the new economic order. Not only the electronic technology and business transaction was involved in, but other aspects of society such as finance, taxation affairs, education also been included. In micro aspects, electronic commerce refers to the business entity such as factory, firm, financial institute, government and individuals doing business by using advanced digital media technology. Two factors are included inside. Firstly, all of these activities should have commercial background. Secondly, Computer network and digital transfer should be used. Electronic commerce can be also understood as a process that based on computer and network on which business transaction and administrative operation would be realized. The business web sites on which the electronic commerce can be carried can be classified as search engine, the web site expert in sales, auction web site, the web site expert in business information exchange and act as a transaction platform and the web site expert in price comparison.2 Discussion on the actualized mode of agriculture business web site in China.The target of agriculture business website construction is to share the agriculture information, accelerate information transferring, widen the agriculture products sales channel, improve sales mode of agriculture products and decrease marketing cost of agriculture products. In author’s opinion, following factors should be cared when construct agriculture business website. First, since the number of agriculture web site change quickly, search engine specified in agriculture website should be constructed to convenient farmers and agriculture enterprises searching for trade information. Second, for the purpose of direct communication between firm and agriculture products consumer, business website expert in direct agriculture products sales should be constructed to realized the direct trade between business and consumers. Third, the sale of agriculture products in large amount or special type, auction was traditionally used, therefore, the construction of auction website which specified in agriculture products business should be attempted to promote the price of agriculture products as much as possible. Forth, for the purpose of direct communication between sellers and buyers, it is necessary to construct the web site expert in agriculture business information exchange and act as a transaction platform. Website in itself only furnish the place to make business, while direct participation of business are not involved. Finally, the web site expert in agriculture products price comparison can be established to unify national agriculture products market and solve the problem of price unclearness during transaction. 3 Analysis on the feasibility of electronic commerce that to be used in Chineseagriculture products trade.Agriculture has its own features in both production and trade. Land been divided into small parts and contracted to each farmer are prevalent in China. There更多还原