毕业文（设计）
外文翻译
题目： 农业电子商务出现
系部名称： 济理系 专业班级： 营销
学生姓名： 学 号：
指导教师： 教师职称： 教 授
20XX年X月X日
农业电子商务出现
罗夫AE米勒
引言
电子商务重新定义做生意规未观谁够早点抓住成赢家瞻前顾犹豫定会错失新济学者断告诉股票价格点串口飙升2000年4月股票价格急剧降时趣事情结束代表电子商务结束
加利福尼亚世界电子商务渗透农业中2000年二十五分美国农场已网购买出售农产品（美国农业部农业资源理研究1999）戈德曼估计美国2004年百分十二农业销售网进行相1999年百分四
电子商务农业出现引发问题：什样电子商务商业适合农业市场？电子商务农场龙头企业市场农业社区什影响？唯胜者失败者？果谁？政府做什支持反农业中电子商务？领导应该做什准备农业农业电子商务？
电子商务然断变化现想明确答案早然现实施检查表明独特模式出现农业电子商务已帮助预测未发展影响种新营方式问题简提供背景实事电子商务农业中作
正文：
农业简单电子商务定义企业网交易定义允许许方式开展业务交易会涉货物服务权利义务付款线特网访问互联网沟通渠道电子商务中应开放时限制信息交换严格标准化电子数交换
电子商务交易分类通常根合作伙伴——消费者企业政府三种类型合作伙伴六种组合两种现重：企业消费者企业企业两种类型企业费者电子商务现引部分注意
农业电子商务准备条件
参电子商务需买家卖家互联网接入够效求硬件软件外该部分电子商务观察第三方万维网网络中少方交易必须营网站常见网站更专业特定类型交易卖方买方农场农业投入产出专业程度较低群体例农民需参电子商务网站访问互联网
网站什利问题完整前意义概念例搜索加利福尼亚雅虎网黄页取五百运作中农业食品饮料部分加利福尼亚农业网站相联系约半数链接酒厂外60农场提供企业消费者电子商务企业企业电子商务明显存着总部位加州公司广告提供种产前产产品农服务然雅虎搜索产生量链接种网站肯定详清单加利福尼亚省农业龙头企业加利福尼亚农业企业合作社取联系例考尔科特蓝色钻石令惊讶例香吉士晨星外完整清单天成时明天国家农业统计服务局公布数表明1999年美国百分二十九农场进入网贸易互联网普农业部门数国家低美国城乡鸿沟存加利福尼亚排名高国家间电脑网络：拥电脑农场间（55）名列第六次分享农场电脑农场企业（40）第三分享互联网接入占百分四十六年百分已增加1997年1999年间加利福尼亚农场股份互联网接入倍
农民互联网统计证明罕见罗克韦尔互联网研究约400商业农民发现农民网获信息商品价格天气农化学品机械研究发现农民快速转换电子交易购买种子农作物化学品机械
二 电子商务农业应
网络种结合方式途例：显示静态者动态搜寻特定产品辅搜索功声音添加信卡付款成现实加密提高安全交易等结果断发展元组电子商务途商业模式旨样化农业电子商务实践模式正涌现样性原说技术力说济利益互联网市场必需集团农业电子商务网站根显易见济目分四类：
（）节约交易成
（二）电子市场中介
（三）电子商务综合服务部
（四）提供电子商务配套服务
数网站提供目例子象征农业电子商务网站更代表公司
（）节约交易成
交易包括信息交易商品交易金钱交易传统交易中媒介分三种交易例：物理信号显示产品功视觉触觉核查沟通交换条件纸币金属货币作支付手段然电子商务中信息钱甚商品转换成二进制数字位光速距离长互联网传播边际成零
互联网降低交易成转费两者兼买家卖家搜索便利成调整张贴价格降低域分离买家卖家间谈判便利监测更容易实现时交易成降低交易涉商品数字化金钱信息产品权利义务转移成会存储交易成顶部外互联网沟通成程度发送者接收者间独立数量距离理距离搜索谈判中关紧信息数字化互联网交易成着深刻影响例：牛新鲜农产品通数字视频卖出实物展示
通电子商务节约成稳固例：交易成银行业13美元柜台交易027美元线交易（NUA2000）福特公司希利新开发采购台采购费宗交易100美元降低10美元（济周刊2000）电子商务农业生产中节约成尚未报告没理期农业行业减少更时节约采购成时相伴电子商务价格折扣
体制服务产品通互联网传送节省部分交易费信息数字化产品电子商务头号候选农业信息提供者线提供产品信
息包括天气预报新闻市场信息时买方决定现行市场供应系列农产品提供农作物家畜预测数网站巧妙利网站直接传递信息提供超连接影响户网站业务市场信息
农业生产理咨询服务互联网进行例：某网站提供理支持工具土壤分析数农场数理定位数农场野外图作物模型种植建议存储销售踪系统类似智网站家畜生产商事情帮助侦测家畜群体中疾病
目前清楚否产品服务权利网络部分全部进行交易农业商品公司通展示目录产品提供网销售机构数量越越甚旧济目录公司已转网络农业网提供济服务网银行金融财产保险农场理服务农场销售买家代表
（二） 电子市场中介
运市场成降种情况电子商务中公司通市场进行公司部协调真正生产活动信息贸易活动减少交易成会消市场中介组织学者摩擦电子商务预测相反降低交易成会鼓励新市场中介活动新济信徒凯文凯利说：网络中介组织摇篮
面四类中介：
1 供应商分类广告目录服务
2 赛制造商
3 市场提供
4 拍卖行
1供应商分类广告目录服务
互联网需求巨找需苦差事搜索提供商轻松提供常事产品种类广告目录服务牲畜（wwwagriads）活植物材料（wwwfindplants）农场劳动（wwwusdagovwwwagnet）面表水（wwwwaterrightsmarket）组合类（wwwagrimallcomwwwpowerfarmcom）
2赛制造商
种服务更信息目录利互联网互动力赛制造商试图连接买家卖家提供具体产品服务利互联网互动力提供服务样服务目录服务提供更信息例购买新农业设备提交请求wwwbuyagcom报价请求交参零售商反提交报价然买家提交航运信卡信息卖方买方选择进行交易样www
roostercom 型农业产业化企业建立网站购买农业投入销商输出连接起
3市场提供
电子市场允许买家卖家交流讨关产品信息价格许谈判获满意价格美国农业电子商务市场约追溯1975年例棉花电子商务交易1976Telco引起（(Lindsey1990）早期电子销售农产品繁荣出现70年代末80年代初（亨德森1984）然系统互联网法进入数市场
旦特网商业应开放企业家开始竞争提供种农业电子商务市场设计系列农业投入产出时间问题电子商务者专注加利福尼亚唯生产者作物包括葡萄酒核桃杏仁葡萄干李子加工番茄（wwwwineryexchangecomwwwagex）电子商务市场包括肉类家禽（wwwsellmeat）玉米麦豆米谷物（wwwcybercropcom）易腐农作物（wwwtradingproduce）农业化学品（wwwdirectag）农业投入（wwwagriplace）允许输入输出交易（wwwfolnetworks）然许电子商务市场农业农民农场提供服务针零售商农产品（wwwagribuy）批发商（wwwtradingproduce）加利福尼亚农民感兴趣加利福尼亚农场局联合会提供市场400农业商品交易成员免费权
种广泛认知：互联网开放性必须想办法电子商务传统市场更开放透明需样想互联网提供信息私性化信息互联网取特点显然私谈判未公开市场价格价格透明形成信息容价格统计没帮助
4拍卖行
拍卖市场定规公开谈判价格方许农业投入产出已网络涌现出电子拍卖拍卖家畜（wwwonlinelivestockauction）谷物饲料（wwwicecorp）干草（wwwhayexchange）农产品（wwwfarmbid）设备配件（wwwxsag）更农业项目网拍卖
区分拍卖投标规英语拍卖中买家直投标直剩买方荷兰拍卖中相求价格降低急切买家接受双拍卖中买家增加投标卖家降低价格直求达匹配变种流行电子商务拍卖根买家需求买家出价竞标购买愿意购买物品目前电子商务拍卖选择竞价规中没明确趋势
（三）电子商务综合服务部
网站身作农业门户网站试图提供系列信息服务市场中介访问者轻易网站通超链接网站组高度专业化网站链接网络社区形成创建网站vTraction（wwwvtraction）门户网站访客专业电子商务市场
数农产品法数字化果充分利电子商务整合仓储运输商检保险服务实现样服务提供专业服务（wwwifulfillcomwwwdhlusacom）者更常通市场中介机构提供（wwwfoodtrader）
（四）电子商务支持服务
参电子商务需公司互联网会出现网站农民型企业会先进网站重页围棋提供服务然互联网集中农业供应商提供信息市场中介服务户提供服务（ wwwagdomaincom)求更高农民农业企业专门编程网站农业产业提供服务
三 结语
蓬勃创业精神强网络预示着农业电子商务实践商业模式已进入静态模式阻止试图准确预测具体趋势发展法预测未电子商务农业电子商务没未应做错误点相反应该留意关规预测规未研究保罗沙弗说：重规实学…目光短浅犯错误规沙弗明确观点提出：目光朦胧犯错误法预测三五年农业电子商务会发展成什样子应该确信电子商务蓬勃发展演变农业行业展现
附注：文摘译农业问题研究中心加利福尼亚学2000年12月14日
原文：
Emergent ECommerce in Agriculture
Rolf AE Mueller1
Ecommerce redefines the rules of doing business its future is spectacular those who embrace it early will be the winners but the hesitant will be obliterated This is what New Economy pundits kept telling us while share prices of dot coms soared When stock prices dropped sharply in April 2000 some of the fun was over but that did not spell the end of ecommerce
Ecommerce has penetrated agriculture in California as well as the rest of the world By 2000 one in 25 US farms had already bought or sold agricultural products on the Internet (USDA Agricultural Resource Management Study 1999) Goldman Sachs estimates that 12 of all agricultural sales in the US will be conducted over the Internet in 2004 compared to only 4 in 1999
The advent of ecommerce in agriculture raises many questions What ecommerce business models are best suited for which agricultural markets What is the impact of ecommerce on farms agribusiness firms markets and rural communities Are there only winners or are there losers too If so who are they What will government do to with or against ecommerce in agriculture And what should leaders in agriculture do to ready themselves and the industry for ecommerce
Since ecommerce is still evolving it is too early for definitive answers An inspection of current practices however suggests that distinct patterns are emerging in agricultural ecommerce and what we see already may help foretell future developments and impacts of this new way of doing business This Issues Brief provides some background some current facts and some interpretation of the role of ecommerce in agriculture
The concept
Whether agricultural or not we define ecommerce simply as business transactions conducted over the Internet This definition allows for many different ways of conducting business Transactions may involve material goods immaterial services or rights and obligations Payment may be online or off the Internet Access to Internet communication channels used in ecommerce is often open to everyone but is sometimes restricted and the messages exchanged may be rigidly standardized as in Electronic Data Interchange (EDI)
Ecommerce transactions are often classified according to the partners involved – consumers business and government With three types of partners six combinations are possible but only two are presently important businesstoconsumer (B2C) and businesstobusiness (B2B) Of the two B2C ecommerce currently receives most public attention
Ecommerce readiness of agriculture
Participation in ecommerce requires that both buyers and sellers have access to the Internet and that they are able to use the required hardware and software effectively Furthermore the part of ecommerce that is observable to third parties is conducted on the World Wide Web of the Internet where at least one party to a transaction must operate a web site Most often the web site is run by the more specialized party in a particular type of transaction such as the sellers of farm inputs or the buyers of farm outputs The less specialized party such as the farmer need only have access to the Internet in order to participate in ecommerce on the web
It is impossible to get a complete and current sense of what is available on the web For example a search through the agriculture and food and beverages sections of the California Yahoo Internet Yellow Pages yielded over 500 functioning links to California agricultural sites About half of these
links were to wineries and another 60 were to small farms with many offering B2C ecommerce B2B ecommerce was also a significant presence with Californiabased companies advertising and offering a variety of pre and postharvest products
and services for farmers However even though the Yahoo search yielded a large number of links to a variety of sites it was certainly not an exhaustive list of California agriculture and agribusiness firms It yielded links to some of California’s major agricultural companies and cooperatives such as Calcot and Blue Diamond but surprisingly left out others such as Sunkist and Morning Star Furthermore even if a complete listing were available today it would be out of date tomorrow
Data published by the National Agricultural Statistics Service show that 29 percent of US farms had Internet access in 1999 (Fig 1) Internet penetration in the agricultural sector of most states is below the US total and a ruralurban divide exists (Bikson and Panis 1999) California ranks high among the states in computer and Internet use It ranks sixth in computer ownership among farms (55) second in the share of farms that use computers for farm business (40) and third in the share of farms with Internet access (46) These percentages have increased considerably in recent years As shown in Figure 1 the share of California farms with Internet access doubled between 1997 and 1999
Statistical evidence on farmers’ use of the Internet is rare One study by Rockwell ResearchFJIR (wwwfjircom) of Internet use by some 400 commercial farmers found that farmers primarily use the Net to access information on commodity prices weather farm chemicals and machinery The study also found that farmers are quick to make the switch to etransactions specifically with regard to purchasing seed crop chemicals and machinery (NUA 2000)
Ecommerce applications in agriculture
The web allows many uses that can be combined in many ways For example displays may be static or animated search for specific products may be assisted by a search function sound may be added payment by credit card may be possible encryption may enhance the security of transactions etc The result is an evolving diverse set of ecommerce uses and business models Amid the diversity and change patterns of ecommerce practices in agriculture are emerging What provides order to the diversity is not so much technological capabilities and constraints as it is economic interests and necessities that are as valid on the Internet as in other markets We therefore group agricultural ecommerce sites into four categories according to the economic purpose they apparently serve
n Saving transaction cost
n Emarket intermediation
n Integrating ecommerce services
n Providing ecommerce support services
Most sites serve several purposes and the examples are only indicative There may be other agricultural ecommerce sites that better represent the group
Saving transaction costs
A transaction comprises flows of information of merchandise and of money In conventional transactions different media are involved in the three flows For example there are physical displays signaling the availability of products vision and touch for their inspection print to communicate the terms of exchange and paper and metal as means of payment In ecommerce however all information money and sometimes even the merchandise too are transformed into binary digits or bits which can be sent through the Internet over long distances at
the speed of light and at zero marginal cost
The Internet may reduce transaction costs by lowering trading costs or transfer costs or both Trading costs fall when search by buyers and sellers is facilitated when the costs of adjusting posted prices are lowered when negotiations between geographically separate buyers and sellers are facilitated and when fulfillment can be monitored more easily When transactions involve goods that can be digitized such as money information products or rights and obligations transfer costs are saved on top of trading costs Furthermore because communication costs on the Internet are largely independent of data volume and distance between sender and receiver geographic distance is unimportant in search and negotiation Finally the Internet has the most profound impact on trading costs when information is digitized eg when cattle or fresh produce are sold by digital video rather than by physical display
Cost savings from ecommerce can be substantial For example transaction costs in the banking industry are reduced from 130 for a counter transaction to 027 for an online transaction (NUA 2000) and the Ford Motor Company expects to reduce its purchasing costs from 100 to 10 per transaction by using its newly developed purchasing platform (Wirtschaftswoche 2000) Cost savings from ecommerce in agriculture have not yet been reported but there is no reason to expect them to be smaller in agriculture than in other industries Sometimes savings in purchasing costs from ecommerce are accompanied by price discounts
Since physical services and products cannot be delivered through the Internet only part of the transactions costs are saved Digitized information products in contrast are prime candidates for ecommerce Several agricultural information providers offer and deliver their products online Often the information includes weather forecasts news and market intelligence sometimes customizable by the buyer (wwwagriculturecom wwwagwebcom wwwtheagzonecom) Some supply current market prices for a range of farm products (wwwtodaymarketcom) others offer forecasts and data on crops and livestock (wwwwefacom) Some sites make clever use of the web by instead of directly delivering information providing hyperlinks that lead users to sites with business and market information (wwwinternetstatscom)
Agricultural management and consulting services are also available on the Internet For example some sites provide management support tools such as analysis of soil data database management for farm and sitespecific data farm and field maps crop models cropping recommendations and storage and sales tracking systems (wwwmpower3com wwwvantagepointcom) Similar smart sites are also available for livestock producers who among other things are helped to detect illnesses in a herd (wwwemergeinteractivecom)
It is not clear whether there are any products services or rights that cannot be traded more conveniently by using the Internet for part or all of the transaction A large and seemingly swelling number of agribusiness firms offer their wares with online sales facilities or by showing a catalog of their products Even some Old Economy catalog firms have moved to the web (wwwsloanexcom) Business services for agriculture are also offered on the web such as online banking and finance (wwwfarmcreditcom) property insurance (wwwag1com) farm management services (wwwag1com) and buyer representation at farm sales (wwwbuyafarmcom)
Ecommerce intermediaries
When the costs of using the market fall as is the case in ecommerce some activities previously carried out within a firm will be coordinated through the markets (Coase 1998) This is true for production activities as well
as for information and trading activities Therefore reductions in transaction costs will not eliminate market intermediaries as some pundits of a frictionfree eeconomy predict Rather reduced transaction costs encourage new and different market intermediation activities The New Economy apostle Kevin Kelly stated this as Networks are the cradle of intermediaries
There are four categories of intermediaries
n Providers of classified ads and directory services
n Match makers
n Market place providers
n Auctioneers
Providers of classified ads and directory services
The web is vast and finding what is needed can be a chore The search can be made easier by providers of classifieds and directory services that often specialize in product categories such as livestock (wwwagriadscom) live plant material (wwwfindplantscom) farm labor (wwwusdagov wwwagnetcom) ground and surface water (wwwwaterrightsmarketcom) or combinations of categories (wwwagrimallcom wwwpowerfarmcom)
Match makers
Match makers attempt to connect buyers and sellers of specific products and services Such services are much more informationintensive than directories and they exploit the Internet’s capacity for interactivity For example buyers of new and used agricultural equipment may submit a price quote request to wwwbuyagcom The request is then passed on to participating retailers who in turn submit quotes Buyers then submit shipping and credit card information and the seller chosen by the buyer is informed about the transaction Similarly wwwroostercom a site set up by a consortium of large agribusiness firms will connect buyers of farm inputs and sellers of outputs with local dealers
Market place providers
Electronic markets allow buyers and sellers to exchange information about product offerings and prices bid and asked Many also post the prices of successfully concluded negotiations Electronic marketplaces in US agriculture date back about a quarter century For example cotton has been traded electronically by TELCOT since 1976 (Lindsey et al 1990) and an early boom in electronic marketing of agricultural products occurred in the late 70s and early 80s (Henderson 1984) However those systems did not use the Internet and they were inaccessible to most market participants
Once the Internet opened to commercial applications it was only a matter of time until entrepreneurs began to compete by offering various designs of agricultural ecommerce market places for a host of agricultural inputs and outputs Some emarkets focus on crops for which California is the sole or dominant US producer including wine almonds walnuts raisins prunes and processed tomatoes (wwwwineryexchangecom wwwagexcom)
Emarkets have also been installed for meat and poultry (wwwSellMeatcom) corn wheat soybeans rice and other grains (wwwcybercropcom wwwemarketscom) for perishable agricultural produce (wwwTradingProducecom) and for farm chemicals and other farm inputs (wwwdirectagcom)( wwwagriplacecom) Some allow trades of inputs and outputs as well (wwwfolnetworkscom) Whereas many emarketplaces are intended for agribusiness farmers and ranchers some are targeted at retailers of farm produce (wwwagribuyscom) and others at wholesalers only (wwwTradingProducecom) Of particular interest to farmers in California is wwwhorsepowercom a marketplace for farmers and agribusiness where more than 400 agricultural commodities can be traded and to which members of the California Farm Bureau Federation have free access
A widely held misperception suggests that the openness of the Internet must somehow result in emarkets that are more open and transparent than conventional markets This need not be so Information available on the Internet can be private and personalized information is often a desirable feature of the Internet Obviously markets with private negotiations and undisclosed prices contribute nothing to the transparency of price formation and the information content of price statistics
Auctioneers
Auctions are market places where prices are negotiated publicly according to certain rules Eauctions have sprung up on the web for many agricultural inputs and outputs There are auctions for livestock (wwwonlinelivestockauctioncom) grains and feed (wwwicecorpcom) hay (wwwhayexchangecom) farm supplies (wwwfarmbidcom) and equipment parts (wwwXSAgcom) and probably many more agricultural items that promise a reward for the entrepreneur organizing an auction on the Internet
Auctions are often distinguished by their bidding rules In English auctions buyers bid for the item offered until only one buyer remains In Dutch auctions in contrast the ask price is reduced until the most eager buyer accepts in double auctions buyers increase their bids and sellers reduce their prices asked until a match occurs A variant popular on eauctions is the demand bid in which buyers post a bid at which they are willing to buy an item There is no clear trend in the choice of bidding rules used in eauctions At some auctions prices are determined by only one auctioning rule (wwwicecorpcom) at others several rules are used (wwwXSAgcom)
Ecommerce integrated services
Several web sites present themselves as agricultural portals and attempt to provide a range of information services as well as market intermediation (wwwfarmscom) However because visitors can easily move from one web site to the other when they are connected by hyperlinks it is possible for a group of highly specialized web sites to form hyperlinked web communities A recently created site vTraction (wwwvTractioncom) is a portal that then leads its visitors to several specialized ecommerce market places
Since most agricultural products cannot be digitized integration with warehousing transport inspection and insurance services may be necessary if the full advantages of ecommerce are to be realized Such services are offered either as specialized services (wwwifulfillcom wwwdhlusacom) or more often by market intermediaries (wwwfoodtradercom)
Ecommerce support services
Participation in ecommerce requires that a firm be present on the web with its own site For farmers and small businesses it often does not pay to have a sophisticated site and a modest home page may do These users are served by Internet service providers focused on agriculture who bundle Internet services with information and market intermediation (wwwagdomaincom) For more demanding farmers and agribusinesses there are also programming houses that provide web sites for the agricultural industry (wwwAgribiznet wwwtazworkscom)
Summary
Vigorous entrepreneurship and the powerful dynamics of network effects bode ill for agricultural ecommerce practices and business models that settle into static patterns any time soon They also foil any attempts of accurately predicting specific trends But the inability to predict the future of ecommerce should not be mistaken as an argument that ecommerce has no future in agriculture Rather we should heed two related rules of forecasting One rule was told by Paul Saffo of the Institute for the Future The most important rule I actually learned was…to never mistake a clear view for a short distance A corollary to Saffo’s clearviewrule is the mistyviewrule used by sailors Never mistake a misty view for a long distance Our
inability to predict what ecommerce in agriculture will be like in three to five years should not be taken to mean that ecommerce will not grow vigorously and evolve in agriculture as in other industries Chances are it will
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题目： 农业电子商务出现
系部名称： 济理系 专业班级： 营销
学生姓名： 学 号：
指导教师： 教师职称： 教 授
20XX年X月X日
农业电子商务出现
罗夫AE米勒
引言
电子商务重新定义做生意规未观谁够早点抓住成赢家瞻前顾犹豫定会错失新济学者断告诉股票价格点串口飙升2000年4月股票价格急剧降时趣事情结束代表电子商务结束
加利福尼亚世界电子商务渗透农业中2000年二十五分美国农场已网购买出售农产品（美国农业部农业资源理研究1999）戈德曼估计美国2004年百分十二农业销售网进行相1999年百分四
电子商务农业出现引发问题：什样电子商务商业适合农业市场？电子商务农场龙头企业市场农业社区什影响？唯胜者失败者？果谁？政府做什支持反农业中电子商务？领导应该做什准备农业农业电子商务？
电子商务然断变化现想明确答案早然现实施检查表明独特模式出现农业电子商务已帮助预测未发展影响种新营方式问题简提供背景实事电子商务农业中作
正文：
农业简单电子商务定义企业网交易定义允许许方式开展业务交易会涉货物服务权利义务付款线特网访问互联网沟通渠道电子商务中应开放时限制信息交换严格标准化电子数交换
电子商务交易分类通常根合作伙伴——消费者企业政府三种类型合作伙伴六种组合两种现重：企业消费者企业企业两种类型企业费者电子商务现引部分注意
农业电子商务准备条件
参电子商务需买家卖家互联网接入够效求硬件软件外该部分电子商务观察第三方万维网网络中少方交易必须营网站常见网站更专业特定类型交易卖方买方农场农业投入产出专业程度较低群体例农民需参电子商务网站访问互联网
网站什利问题完整前意义概念例搜索加利福尼亚雅虎网黄页取五百运作中农业食品饮料部分加利福尼亚农业网站相联系约半数链接酒厂外60农场提供企业消费者电子商务企业企业电子商务明显存着总部位加州公司广告提供种产前产产品农服务然雅虎搜索产生量链接种网站肯定详清单加利福尼亚省农业龙头企业加利福尼亚农业企业合作社取联系例考尔科特蓝色钻石令惊讶例香吉士晨星外完整清单天成时明天国家农业统计服务局公布数表明1999年美国百分二十九农场进入网贸易互联网普农业部门数国家低美国城乡鸿沟存加利福尼亚排名高国家间电脑网络：拥电脑农场间（55）名列第六次分享农场电脑农场企业（40）第三分享互联网接入占百分四十六年百分已增加1997年1999年间加利福尼亚农场股份互联网接入倍
农民互联网统计证明罕见罗克韦尔互联网研究约400商业农民发现农民网获信息商品价格天气农化学品机械研究发现农民快速转换电子交易购买种子农作物化学品机械
二 电子商务农业应
网络种结合方式途例：显示静态者动态搜寻特定产品辅搜索功声音添加信卡付款成现实加密提高安全交易等结果断发展元组电子商务途商业模式旨样化农业电子商务实践模式正涌现样性原说技术力说济利益互联网市场必需集团农业电子商务网站根显易见济目分四类：
（）节约交易成
（二）电子市场中介
（三）电子商务综合服务部
（四）提供电子商务配套服务
数网站提供目例子象征农业电子商务网站更代表公司
（）节约交易成
交易包括信息交易商品交易金钱交易传统交易中媒介分三种交易例：物理信号显示产品功视觉触觉核查沟通交换条件纸币金属货币作支付手段然电子商务中信息钱甚商品转换成二进制数字位光速距离长互联网传播边际成零
互联网降低交易成转费两者兼买家卖家搜索便利成调整张贴价格降低域分离买家卖家间谈判便利监测更容易实现时交易成降低交易涉商品数字化金钱信息产品权利义务转移成会存储交易成顶部外互联网沟通成程度发送者接收者间独立数量距离理距离搜索谈判中关紧信息数字化互联网交易成着深刻影响例：牛新鲜农产品通数字视频卖出实物展示
通电子商务节约成稳固例：交易成银行业13美元柜台交易027美元线交易（NUA2000）福特公司希利新开发采购台采购费宗交易100美元降低10美元（济周刊2000）电子商务农业生产中节约成尚未报告没理期农业行业减少更时节约采购成时相伴电子商务价格折扣
体制服务产品通互联网传送节省部分交易费信息数字化产品电子商务头号候选农业信息提供者线提供产品信
息包括天气预报新闻市场信息时买方决定现行市场供应系列农产品提供农作物家畜预测数网站巧妙利网站直接传递信息提供超连接影响户网站业务市场信息
农业生产理咨询服务互联网进行例：某网站提供理支持工具土壤分析数农场数理定位数农场野外图作物模型种植建议存储销售踪系统类似智网站家畜生产商事情帮助侦测家畜群体中疾病
目前清楚否产品服务权利网络部分全部进行交易农业商品公司通展示目录产品提供网销售机构数量越越甚旧济目录公司已转网络农业网提供济服务网银行金融财产保险农场理服务农场销售买家代表
（二） 电子市场中介
运市场成降种情况电子商务中公司通市场进行公司部协调真正生产活动信息贸易活动减少交易成会消市场中介组织学者摩擦电子商务预测相反降低交易成会鼓励新市场中介活动新济信徒凯文凯利说：网络中介组织摇篮
面四类中介：
1 供应商分类广告目录服务
2 赛制造商
3 市场提供
4 拍卖行
1供应商分类广告目录服务
互联网需求巨找需苦差事搜索提供商轻松提供常事产品种类广告目录服务牲畜（wwwagriads）活植物材料（wwwfindplants）农场劳动（wwwusdagovwwwagnet）面表水（wwwwaterrightsmarket）组合类（wwwagrimallcomwwwpowerfarmcom）
2赛制造商
种服务更信息目录利互联网互动力赛制造商试图连接买家卖家提供具体产品服务利互联网互动力提供服务样服务目录服务提供更信息例购买新农业设备提交请求wwwbuyagcom报价请求交参零售商反提交报价然买家提交航运信卡信息卖方买方选择进行交易样www
roostercom 型农业产业化企业建立网站购买农业投入销商输出连接起
3市场提供
电子市场允许买家卖家交流讨关产品信息价格许谈判获满意价格美国农业电子商务市场约追溯1975年例棉花电子商务交易1976Telco引起（(Lindsey1990）早期电子销售农产品繁荣出现70年代末80年代初（亨德森1984）然系统互联网法进入数市场
旦特网商业应开放企业家开始竞争提供种农业电子商务市场设计系列农业投入产出时间问题电子商务者专注加利福尼亚唯生产者作物包括葡萄酒核桃杏仁葡萄干李子加工番茄（wwwwineryexchangecomwwwagex）电子商务市场包括肉类家禽（wwwsellmeat）玉米麦豆米谷物（wwwcybercropcom）易腐农作物（wwwtradingproduce）农业化学品（wwwdirectag）农业投入（wwwagriplace）允许输入输出交易（wwwfolnetworks）然许电子商务市场农业农民农场提供服务针零售商农产品（wwwagribuy）批发商（wwwtradingproduce）加利福尼亚农民感兴趣加利福尼亚农场局联合会提供市场400农业商品交易成员免费权
种广泛认知：互联网开放性必须想办法电子商务传统市场更开放透明需样想互联网提供信息私性化信息互联网取特点显然私谈判未公开市场价格价格透明形成信息容价格统计没帮助
4拍卖行
拍卖市场定规公开谈判价格方许农业投入产出已网络涌现出电子拍卖拍卖家畜（wwwonlinelivestockauction）谷物饲料（wwwicecorp）干草（wwwhayexchange）农产品（wwwfarmbid）设备配件（wwwxsag）更农业项目网拍卖
区分拍卖投标规英语拍卖中买家直投标直剩买方荷兰拍卖中相求价格降低急切买家接受双拍卖中买家增加投标卖家降低价格直求达匹配变种流行电子商务拍卖根买家需求买家出价竞标购买愿意购买物品目前电子商务拍卖选择竞价规中没明确趋势
（三）电子商务综合服务部
网站身作农业门户网站试图提供系列信息服务市场中介访问者轻易网站通超链接网站组高度专业化网站链接网络社区形成创建网站vTraction（wwwvtraction）门户网站访客专业电子商务市场
数农产品法数字化果充分利电子商务整合仓储运输商检保险服务实现样服务提供专业服务（wwwifulfillcomwwwdhlusacom）者更常通市场中介机构提供（wwwfoodtrader）
（四）电子商务支持服务
参电子商务需公司互联网会出现网站农民型企业会先进网站重页围棋提供服务然互联网集中农业供应商提供信息市场中介服务户提供服务（ wwwagdomaincom)求更高农民农业企业专门编程网站农业产业提供服务
三 结语
蓬勃创业精神强网络预示着农业电子商务实践商业模式已进入静态模式阻止试图准确预测具体趋势发展法预测未电子商务农业电子商务没未应做错误点相反应该留意关规预测规未研究保罗沙弗说：重规实学…目光短浅犯错误规沙弗明确观点提出：目光朦胧犯错误法预测三五年农业电子商务会发展成什样子应该确信电子商务蓬勃发展演变农业行业展现
附注：文摘译农业问题研究中心加利福尼亚学2000年12月14日
原文：
Emergent ECommerce in Agriculture
Rolf AE Mueller1
Ecommerce redefines the rules of doing business its future is spectacular those who embrace it early will be the winners but the hesitant will be obliterated This is what New Economy pundits kept telling us while share prices of dot coms soared When stock prices dropped sharply in April 2000 some of the fun was over but that did not spell the end of ecommerce
Ecommerce has penetrated agriculture in California as well as the rest of the world By 2000 one in 25 US farms had already bought or sold agricultural products on the Internet (USDA Agricultural Resource Management Study 1999) Goldman Sachs estimates that 12 of all agricultural sales in the US will be conducted over the Internet in 2004 compared to only 4 in 1999
The advent of ecommerce in agriculture raises many questions What ecommerce business models are best suited for which agricultural markets What is the impact of ecommerce on farms agribusiness firms markets and rural communities Are there only winners or are there losers too If so who are they What will government do to with or against ecommerce in agriculture And what should leaders in agriculture do to ready themselves and the industry for ecommerce
Since ecommerce is still evolving it is too early for definitive answers An inspection of current practices however suggests that distinct patterns are emerging in agricultural ecommerce and what we see already may help foretell future developments and impacts of this new way of doing business This Issues Brief provides some background some current facts and some interpretation of the role of ecommerce in agriculture
The concept
Whether agricultural or not we define ecommerce simply as business transactions conducted over the Internet This definition allows for many different ways of conducting business Transactions may involve material goods immaterial services or rights and obligations Payment may be online or off the Internet Access to Internet communication channels used in ecommerce is often open to everyone but is sometimes restricted and the messages exchanged may be rigidly standardized as in Electronic Data Interchange (EDI)
Ecommerce transactions are often classified according to the partners involved – consumers business and government With three types of partners six combinations are possible but only two are presently important businesstoconsumer (B2C) and businesstobusiness (B2B) Of the two B2C ecommerce currently receives most public attention
Ecommerce readiness of agriculture
Participation in ecommerce requires that both buyers and sellers have access to the Internet and that they are able to use the required hardware and software effectively Furthermore the part of ecommerce that is observable to third parties is conducted on the World Wide Web of the Internet where at least one party to a transaction must operate a web site Most often the web site is run by the more specialized party in a particular type of transaction such as the sellers of farm inputs or the buyers of farm outputs The less specialized party such as the farmer need only have access to the Internet in order to participate in ecommerce on the web
It is impossible to get a complete and current sense of what is available on the web For example a search through the agriculture and food and beverages sections of the California Yahoo Internet Yellow Pages yielded over 500 functioning links to California agricultural sites About half of these
links were to wineries and another 60 were to small farms with many offering B2C ecommerce B2B ecommerce was also a significant presence with Californiabased companies advertising and offering a variety of pre and postharvest products
and services for farmers However even though the Yahoo search yielded a large number of links to a variety of sites it was certainly not an exhaustive list of California agriculture and agribusiness firms It yielded links to some of California’s major agricultural companies and cooperatives such as Calcot and Blue Diamond but surprisingly left out others such as Sunkist and Morning Star Furthermore even if a complete listing were available today it would be out of date tomorrow
Data published by the National Agricultural Statistics Service show that 29 percent of US farms had Internet access in 1999 (Fig 1) Internet penetration in the agricultural sector of most states is below the US total and a ruralurban divide exists (Bikson and Panis 1999) California ranks high among the states in computer and Internet use It ranks sixth in computer ownership among farms (55) second in the share of farms that use computers for farm business (40) and third in the share of farms with Internet access (46) These percentages have increased considerably in recent years As shown in Figure 1 the share of California farms with Internet access doubled between 1997 and 1999
Statistical evidence on farmers’ use of the Internet is rare One study by Rockwell ResearchFJIR (wwwfjircom) of Internet use by some 400 commercial farmers found that farmers primarily use the Net to access information on commodity prices weather farm chemicals and machinery The study also found that farmers are quick to make the switch to etransactions specifically with regard to purchasing seed crop chemicals and machinery (NUA 2000)
Ecommerce applications in agriculture
The web allows many uses that can be combined in many ways For example displays may be static or animated search for specific products may be assisted by a search function sound may be added payment by credit card may be possible encryption may enhance the security of transactions etc The result is an evolving diverse set of ecommerce uses and business models Amid the diversity and change patterns of ecommerce practices in agriculture are emerging What provides order to the diversity is not so much technological capabilities and constraints as it is economic interests and necessities that are as valid on the Internet as in other markets We therefore group agricultural ecommerce sites into four categories according to the economic purpose they apparently serve
n Saving transaction cost
n Emarket intermediation
n Integrating ecommerce services
n Providing ecommerce support services
Most sites serve several purposes and the examples are only indicative There may be other agricultural ecommerce sites that better represent the group
Saving transaction costs
A transaction comprises flows of information of merchandise and of money In conventional transactions different media are involved in the three flows For example there are physical displays signaling the availability of products vision and touch for their inspection print to communicate the terms of exchange and paper and metal as means of payment In ecommerce however all information money and sometimes even the merchandise too are transformed into binary digits or bits which can be sent through the Internet over long distances at
the speed of light and at zero marginal cost
The Internet may reduce transaction costs by lowering trading costs or transfer costs or both Trading costs fall when search by buyers and sellers is facilitated when the costs of adjusting posted prices are lowered when negotiations between geographically separate buyers and sellers are facilitated and when fulfillment can be monitored more easily When transactions involve goods that can be digitized such as money information products or rights and obligations transfer costs are saved on top of trading costs Furthermore because communication costs on the Internet are largely independent of data volume and distance between sender and receiver geographic distance is unimportant in search and negotiation Finally the Internet has the most profound impact on trading costs when information is digitized eg when cattle or fresh produce are sold by digital video rather than by physical display
Cost savings from ecommerce can be substantial For example transaction costs in the banking industry are reduced from 130 for a counter transaction to 027 for an online transaction (NUA 2000) and the Ford Motor Company expects to reduce its purchasing costs from 100 to 10 per transaction by using its newly developed purchasing platform (Wirtschaftswoche 2000) Cost savings from ecommerce in agriculture have not yet been reported but there is no reason to expect them to be smaller in agriculture than in other industries Sometimes savings in purchasing costs from ecommerce are accompanied by price discounts
Since physical services and products cannot be delivered through the Internet only part of the transactions costs are saved Digitized information products in contrast are prime candidates for ecommerce Several agricultural information providers offer and deliver their products online Often the information includes weather forecasts news and market intelligence sometimes customizable by the buyer (wwwagriculturecom wwwagwebcom wwwtheagzonecom) Some supply current market prices for a range of farm products (wwwtodaymarketcom) others offer forecasts and data on crops and livestock (wwwwefacom) Some sites make clever use of the web by instead of directly delivering information providing hyperlinks that lead users to sites with business and market information (wwwinternetstatscom)
Agricultural management and consulting services are also available on the Internet For example some sites provide management support tools such as analysis of soil data database management for farm and sitespecific data farm and field maps crop models cropping recommendations and storage and sales tracking systems (wwwmpower3com wwwvantagepointcom) Similar smart sites are also available for livestock producers who among other things are helped to detect illnesses in a herd (wwwemergeinteractivecom)
It is not clear whether there are any products services or rights that cannot be traded more conveniently by using the Internet for part or all of the transaction A large and seemingly swelling number of agribusiness firms offer their wares with online sales facilities or by showing a catalog of their products Even some Old Economy catalog firms have moved to the web (wwwsloanexcom) Business services for agriculture are also offered on the web such as online banking and finance (wwwfarmcreditcom) property insurance (wwwag1com) farm management services (wwwag1com) and buyer representation at farm sales (wwwbuyafarmcom)
Ecommerce intermediaries
When the costs of using the market fall as is the case in ecommerce some activities previously carried out within a firm will be coordinated through the markets (Coase 1998) This is true for production activities as well
as for information and trading activities Therefore reductions in transaction costs will not eliminate market intermediaries as some pundits of a frictionfree eeconomy predict Rather reduced transaction costs encourage new and different market intermediation activities The New Economy apostle Kevin Kelly stated this as Networks are the cradle of intermediaries
There are four categories of intermediaries
n Providers of classified ads and directory services
n Match makers
n Market place providers
n Auctioneers
Providers of classified ads and directory services
The web is vast and finding what is needed can be a chore The search can be made easier by providers of classifieds and directory services that often specialize in product categories such as livestock (wwwagriadscom) live plant material (wwwfindplantscom) farm labor (wwwusdagov wwwagnetcom) ground and surface water (wwwwaterrightsmarketcom) or combinations of categories (wwwagrimallcom wwwpowerfarmcom)
Match makers
Match makers attempt to connect buyers and sellers of specific products and services Such services are much more informationintensive than directories and they exploit the Internet’s capacity for interactivity For example buyers of new and used agricultural equipment may submit a price quote request to wwwbuyagcom The request is then passed on to participating retailers who in turn submit quotes Buyers then submit shipping and credit card information and the seller chosen by the buyer is informed about the transaction Similarly wwwroostercom a site set up by a consortium of large agribusiness firms will connect buyers of farm inputs and sellers of outputs with local dealers
Market place providers
Electronic markets allow buyers and sellers to exchange information about product offerings and prices bid and asked Many also post the prices of successfully concluded negotiations Electronic marketplaces in US agriculture date back about a quarter century For example cotton has been traded electronically by TELCOT since 1976 (Lindsey et al 1990) and an early boom in electronic marketing of agricultural products occurred in the late 70s and early 80s (Henderson 1984) However those systems did not use the Internet and they were inaccessible to most market participants
Once the Internet opened to commercial applications it was only a matter of time until entrepreneurs began to compete by offering various designs of agricultural ecommerce market places for a host of agricultural inputs and outputs Some emarkets focus on crops for which California is the sole or dominant US producer including wine almonds walnuts raisins prunes and processed tomatoes (wwwwineryexchangecom wwwagexcom)
Emarkets have also been installed for meat and poultry (wwwSellMeatcom) corn wheat soybeans rice and other grains (wwwcybercropcom wwwemarketscom) for perishable agricultural produce (wwwTradingProducecom) and for farm chemicals and other farm inputs (wwwdirectagcom)( wwwagriplacecom) Some allow trades of inputs and outputs as well (wwwfolnetworkscom) Whereas many emarketplaces are intended for agribusiness farmers and ranchers some are targeted at retailers of farm produce (wwwagribuyscom) and others at wholesalers only (wwwTradingProducecom) Of particular interest to farmers in California is wwwhorsepowercom a marketplace for farmers and agribusiness where more than 400 agricultural commodities can be traded and to which members of the California Farm Bureau Federation have free access
A widely held misperception suggests that the openness of the Internet must somehow result in emarkets that are more open and transparent than conventional markets This need not be so Information available on the Internet can be private and personalized information is often a desirable feature of the Internet Obviously markets with private negotiations and undisclosed prices contribute nothing to the transparency of price formation and the information content of price statistics
Auctioneers
Auctions are market places where prices are negotiated publicly according to certain rules Eauctions have sprung up on the web for many agricultural inputs and outputs There are auctions for livestock (wwwonlinelivestockauctioncom) grains and feed (wwwicecorpcom) hay (wwwhayexchangecom) farm supplies (wwwfarmbidcom) and equipment parts (wwwXSAgcom) and probably many more agricultural items that promise a reward for the entrepreneur organizing an auction on the Internet
Auctions are often distinguished by their bidding rules In English auctions buyers bid for the item offered until only one buyer remains In Dutch auctions in contrast the ask price is reduced until the most eager buyer accepts in double auctions buyers increase their bids and sellers reduce their prices asked until a match occurs A variant popular on eauctions is the demand bid in which buyers post a bid at which they are willing to buy an item There is no clear trend in the choice of bidding rules used in eauctions At some auctions prices are determined by only one auctioning rule (wwwicecorpcom) at others several rules are used (wwwXSAgcom)
Ecommerce integrated services
Several web sites present themselves as agricultural portals and attempt to provide a range of information services as well as market intermediation (wwwfarmscom) However because visitors can easily move from one web site to the other when they are connected by hyperlinks it is possible for a group of highly specialized web sites to form hyperlinked web communities A recently created site vTraction (wwwvTractioncom) is a portal that then leads its visitors to several specialized ecommerce market places
Since most agricultural products cannot be digitized integration with warehousing transport inspection and insurance services may be necessary if the full advantages of ecommerce are to be realized Such services are offered either as specialized services (wwwifulfillcom wwwdhlusacom) or more often by market intermediaries (wwwfoodtradercom)
Ecommerce support services
Participation in ecommerce requires that a firm be present on the web with its own site For farmers and small businesses it often does not pay to have a sophisticated site and a modest home page may do These users are served by Internet service providers focused on agriculture who bundle Internet services with information and market intermediation (wwwagdomaincom) For more demanding farmers and agribusinesses there are also programming houses that provide web sites for the agricultural industry (wwwAgribiznet wwwtazworkscom)
Summary
Vigorous entrepreneurship and the powerful dynamics of network effects bode ill for agricultural ecommerce practices and business models that settle into static patterns any time soon They also foil any attempts of accurately predicting specific trends But the inability to predict the future of ecommerce should not be mistaken as an argument that ecommerce has no future in agriculture Rather we should heed two related rules of forecasting One rule was told by Paul Saffo of the Institute for the Future The most important rule I actually learned was…to never mistake a clear view for a short distance A corollary to Saffo’s clearviewrule is the mistyviewrule used by sailors Never mistake a misty view for a long distance Our
inability to predict what ecommerce in agriculture will be like in three to five years should not be taken to mean that ecommerce will not grow vigorously and evolve in agriculture as in other industries Chances are it will
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2012年01月02日
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