The e-commerce ecosystem of agricultural products: a theoretical research framework

WANG Sheng1 DING Yongbing1

(1.Chongqing Academy of Social Sciences)

【Abstract】Based on the ecological system theory, the synergetics theory and the transaction cost theory, the paper proposed the concept of agricultural electric commerce (e-commerce) e-cosystem, and built the theoretical research framework of the agricultural e-commerce ecosystem from four aspects of the environment scanning, structure analysis, function analysis, and evolution analysis. The paper points out that agricultural e-commerce ecosystem is a system of openness, interaction, multiple symbiosis, and co-evolution, and dynamic evolution. The external environment and the development stage of itself have important effects on the contradictions and problem of the system. Currently the external environment of China agricultural e-commerce development needs to be improved; the internal structure is not reasonable; the function of information transmission, and supply chain optimization and value-added function yet get full played; and the competition among the e-commerce enterprises is increasingly fierce. Thus, it needs the government to play a good guiding role, vigorously support the development of private agricultural e-commerce enterprises, actively create the fourth party e-commerce service platform of agricultural products, and improve the enterprises' exit mechanism.

【Keywords】 agricultural products; e-commerce; ecosystem;


【Funds】 Project of Chongqing Association for Science and Technology (2015kxkt02) Soft Science Project of Chongqing (cstc2015jccxB0064)

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    [2]. ②A large part of businesses in agricultural e-commerce just show, advertise and market their products via network platforms, but the sale of products must be conducted offline. This kind of e-commerce is not “trading e-commerce.” [^Back]

    [3]. ①Biotope is originally a concept of ecology, which refers to the environment of the living area of biological individuals, populations, and communities, including necessary surviving conditions and other ecological factors functioning on organisms. It is used here to refer to the living environment of relevant economic subjects. [^Back]

    [4]. ①Ali Research., June 2015. [^Back]

    [5]. ①Hong, T., April 2015. [^Back]

    [6]. ②Ibid [^Back]


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This Article


CN: 11-3586/F

Vol , No. 04, Pages 39-48+70+96

July 2015


Article Outline


  • 1 Introduction
  • 2 Literature review
  • 3 Formulating a theoretical framework of e-commerce ecosystem of agricultural products
  • 4 The evolutionary trends and major obstacles of China’s agricultural e-commerce ecosystems
  • 5 Conclusion and policy implications
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