Abstract
Current e-commerce application in agriculture in China was investigated and a simple application model of e-agriculture in China was proposed. This paper investigates the services provided by different e-commerce enterprises including B2B service providers (third-party platform) and B2C companies (e-shop), and proposes classification of the services according to 4C strategies for the first time. The main findings include that the third-party platform in B2B and e-shop in B2C are used more widely in e-agriculture and the vertical B2B platform is developing more slowly than the level B2B platform. In addition, e-agriculture in animal disease, fruit and fisheries scopes are developing laggardly. Many important services are not available in all e-agriculture platforms, including international trade platform, consulting and research, personalized recommendation, and so on. The findings of the study are expected to assist e-agriculture service providers and companies to understand current e-agriculture in China and to promote their improving services.
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