Abstract:

The article firstly sorts out the current situation of new agricultural business entities such as family farms (large and specialized agricultural family operations), specialized farmers’cooperatives and agribusinesses' carrying out e-commerce of agricultural products. It summarizes the characteristics of various types of e-commerce of agricultural products and the e-commerce models. Secondly, from two aspects of objective conditions and subjective consciousness, the key factors restricting the development of new agricultural business entities to carry out e-commerce of agricultural products are analyzed. Finally, relevant countermeasures are proposed from the perspective of government management and new agricultural business entities. At the level of government management, efforts should be made to improve the status quo from the aspects of talent training, smart logistics, precise governance, and third-party services. At the level of new agricultural business entities, the suggestions given are accurate brand positioning, standardization of production processes, visualization of production processes, diversification of marketing models and standardization of product packaging, and give full play to the leading role of new agricultural business entities in promoting the development of agricultural product e-commerce and agricultural modernization.

Key words: New Agricultural Business Entities, E-commerce of Agricultural Products, Constraints, Family Farms, Specialized Farmers’ Cooperatives, Countermeasure