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一、国内农产品电商发展的宏观大环境(一)国家政策扶持近几年,国家一号文件和五年发展规划不断聚焦发展农业现代化,以深化农村土地制度改革,并推进农业标准化和信息化,促进农产品流通。政府还特别注重农业产品冷链物流建设,颁布了《农产品冷链物流发展规划》。在中央一号文件及规划的影响下,各部委也争相出台政策鼓励农产品电子商务。如农业部和商务部都出台了相关文件以进一步推进农产品电子商务。(二)消费者的需要
I. Macro Environment for the Development of E-commerce of Agricultural Products in China (I) Support of National Policies In recent years, the national No.1 document and the five-year development plan have been focusing on the development of agricultural modernization to deepen the reform of rural land system and to promote agricultural standardization and informationization , To promote the circulation of agricultural products. The government also paid special attention to the construction of cold chain logistics of agricultural products and promulgated the “Development Plan of Agricultural Products Cold Chain Logistics.” Under the influence of Document No.1 and the Central Government, various ministries also vied with each other to introduce policies to encourage e-commerce in agricultural products. Such as the Ministry of Agriculture and the Ministry of Commerce have issued relevant documents to further promote agricultural e-commerce. (B) the needs of consumers