A case of agricultural product e-marketplace innovation in China

With the development of Information Technology and economics, e-commerce makes it possible that transaction occurs in low risk and low cost by virtual market, which fulfills communication among enterprises who owns their characteristics. However, it is not very popular for agricultural products to utilize the Internet to trade in China. This research project attempts to carry about research on a case of e-market to find development strategic of agricultural product transaction in China, A qualitative research approach was utilized to analyze the application of agricultural product e-marketplace The results of this study conclude that diversity measures are taken suit to different of traders including farmers, agricultural enterprises and so on to better transaction in agricultural product in China, which agricultural concerns are keen to get more involved in e-markets to improve in the immediate future.