On the Business Model of Modern Rural Commodity Circulation Network in the Perspective of E-Business

Rural commodity circulation network is playing a significant role of ¿one network multi-purpose and two-way circulation¿ in the urban and rural commodity market. Taking the Supply and Marketing Cooperative (SMC), an organization of economic cooperation in China, for an example, this paper proposed a business model for the modern rural commodity circulation network based on extensive and thorough actual survey. That is to strengthen the construction of rural commodity circulation carriers, including the leading enterprises, distribution centers, agriculture product market, recovery network of renewable resources, chain supermarket, franchise stores, direct-sale stores and so on, by using the newly developing e-business technique and information communication technology (ICT) and actively taking the advantages of the SMC as a government functional department. Then, construct and improve the information network of taking the leading enterprises as guide, trading market and distribute centers as support, retail stores as terminal, management information system of rural commodity circulation as supply chain. And ultimately construct a comprehensive rural commodity circulation network on the virtual marketing platform through the e-business of rural circulation.