摘 要

电子商业作为互联网时代兴起的一种全新商业形式已经在经济发展领域趋于白热化。国际电子商业交易网站亚马逊作为首批进军我国的电子商务平台，启发了一批创新者，而之后我国的电商平台阿里巴巴、敦煌网、兰亭集序、全球资源网等电子商务网站纷纷效仿，成为境内和跨境贸易的新型载体，由于电商平台的带动和新型投资机会，出现了一批相关从业者和自主创业者，在国内逐渐形成规模，但仍不完善。我国有着悠久的农耕文明，且地理环境多样，孕育了有地方特色的风土人情，出产丰富，且富于多样性，稳定的社会环境，人民安土重迁的淳厚风俗和充足的物资吸引了不少外来商人，在一些时期也曾和需求国形成了稳定的固定商品贸易往来。虽然因特网和计算机技术的初衷并非在此，国际形势却让我们不得不加入这一场持久战——本文将在对全球化和信息时代这个世界大局的浅要分析下，分析近年来我国的经济社会形势，探讨不同的电子商业模式。由于我国农产品跨境电商仍处于起步阶段，关于农产品跨境电商还未形成完整的概念，尤其是在国际市场上还存在着一些其他问题——在商业法规、秩序、商业模式的不稳定和国内多数对国际政治形势不了解的现状下，一个能够整合资源，充分实现互联网“平等、开放”价值的商业模式对电子商业的发展提出了更多的要求。这是一个技术本身解决不了的问题：竞争、优化结构也无济于事，它需要一种有力的力量将商业活动的参与者联结起来，这让我们去找寻互联网原本的意义——这追溯到一种理想社区的构建，而在国际角度上这种认知在“以发展为首要和第一任务”的发展中国家并不广泛，因此在国际角度下比较分析跨境电子商业模式是存在意义的。在分析我国农产品跨境电商的发展状况和商业模式基础上，对比国外农产品电商发展商业模式，全面地就其“商业模式”及社会问题进行完整分析，对现状提出对策建议。

关键词： 农产品；国际贸易；互联网；计算机技术；商业模式；比较研究

Abstract

As a new business form emerging in the Internet era, electronic commerce has become increasingly heated in the field of economic development. International electronic business website amazon as the first foray into China's e-commerce platform, inspired a number of innovators, and after our country's electric business platform alibaba, dunhuang network, LAN pavilion preface, global resources network and other e-commerce sites to follow suit, become a new carrier of the domestic and cross-border trade, due to the driving of electric business platform and new investment opportunities, appeared a group of related practitioners and independent entrepreneurs, in domestic gradually formed the scale, but still not perfect. Has a long history of farming civilization in our country, and geographical environment is diversiform, have nurtured local ways of local conditions and customs, the fruit is rich, and rich in diversity, stable social environment, people's inclination to Ann namsoon thick customs and ample supplies attracted many foreign businessmen, in some period has been fixed and the demand to form the stable commodity trade. Although the purpose of the Internet and computer technology is not here, the international situation is we have to join a long game this, this paper will be of globalization and information age the world under the overall situation of shallow to analyze, analysis our country's economic and social situation in recent years, based on the study of the business model of different. Because our country agricultural product cross-border electricity is still in its infancy, on farm cross-border electricity has not yet formed the concept of complete, especially in the international market, there are some other problems - in commercial law, order, unstable and domestic business model under the most don't understand the status quo of the international political situation, to integrate resources, fully realize the value of "equality, open" Internet business model puts forward more requirements on the development of electronic business. This is a technology alone cannot solve the problem: competition, optimizing the structure also of no help, it needs to be a powerful force to link together business activities of the participants, this allows us to find out the significance of the Internet originally - which dates back to the construction of an ideal community, and this awareness on the international perspective in "taking development as the first and the first task" of developing countries is not widespread, therefore under the perspective of international comparative analysis of cross-border electronic business model is the existence of significance. On the analysis of the development of our country agricultural product cross-border electricity and business model, based on the comparison of foreign agricultural electricity development business model, and comprehensively in its "business model" and complete analysis of social problems, puts forward countermeasures and Suggestions for present situation.

Key words: agricultural product ; international electronic business ; Internet technology ; business model ; comparative study

目 录

第一章 绪论…………………………………………………………………………..7

1.1 课题研究的背景……………………………………………………………….7

1.1.1 发展理论…………………………………………………………………..7

1.1.2 计算机技术、信息革命与市场论唯一架构………………………………8

1.1.3 中国经济四十年与地方经济……………………………………………..9

1.2 课题研究的目的与意义………………………………………………….…..11

1.3 课题研究综述…………………………………………………………….…..11

1.4 课题研究方法……………………………………………………………...…12

1.5 课题研究的预期目标……………………………………………………...…12

第二章 国际贸易环境下的我国农业与国内跨境电子商业………………………13

2.1 WTO对我国农业的影响…………………………………………………......13

2.2 我国农业如何应对世界挑战——以印度为例…………………………...…14

2.3 跨境电子商业助推农业动力……………………………………………...…15

2.4 我国农产品出口状况与主要问题……………………………………….......15

2.4.1 中国社会经济环境风气不足以担当国际贸易风险…………………....16

2.4.2 新兴农业市场加剧贸易战……………………………………………....16

2.4.3 国内农业发展状况堪忧…………………………………………………16

第三章 我国农产品跨境电商的发展现状…………………………………………17

3.1 我国农产品跨境电商的属性……………...…………………………………17

3.1.1 参与主体的身份不稳定……………………………………………...….17

3.1.2 农产品的特殊性正在被电子商业、物流网络和扶贫政策弱化……….17

3.1.3 供应链物流或后勤风险管理成为农产品跨境突破的关键………..…..18

3.2 我国农产品跨境电商的主要理论可行模式及其特点、规律………………19

3.2.1 F2C模式与F2G2B2C模式………………………………………………19

3.2.2 B2C模式与F2C2B模式…………………………………………………21

3.2.3 F2B模式与F2I2C模式…………………………………………………..22

3.2.4 农村电商扶贫模式与启示………………………………………………22

第四章 我国农产品与国外农产品商业模式的比较分析…………………………23

4.1 商业模式的定义与利益相关者理论…………………………………...……23

4.1.1 以价值主张为中心的商业模式……………………………………...….24

4.1.2 商业模式的构成要素问题——利益相关者理论…………………...….25

4.2 国外农产品跨境电商的商业模式及启示……………………………...……26

4.2.1 国际农产品跨境电子商业发展回顾……………………………………26

4.2.2 发达国家农产品电商商业模式研究……………………………………26