基于PEST分析的中国农业电子商务 竞争环境研究

摘 要：农业电子商务是一种先进的商务模式，能改进中国农业市场流通环节存在的突出矛盾。中国农业电子商务还处在网上农业商务信息服务发展的初期。作者运用了竞争情报理论中的PEST分析工具，从政治、经济、社会以及技术四个方面分析了中国现阶段农业电子商务行业所处的宏观竞争环境。研究结果表明，中国目前的农业电子商务行业虽然在信用体系、农产品标准化等方面还存在很多不足，但基本的硬件条件已具备。制约农业电子商务发展的主要障碍是农民用户比较传统的意识形态。农业电子商务企业首先应充分认识到开展农业电子商务的必要性，然后以国家农业政策为依托，努力提高农业电子商务的认知度，帮助农民用户转变传统思维。

Research on The Competitive Environment of Chinese Agricultural E-commerce Based on PEST Analysis

Abstract: As one of the advanced business modes, agricultural E-commerce is capable of solving sharp conflicts existing in the circulation of agriculture market in China. Agricultural E-commerce in China is in the initial stage of on-line agricultural commerce information service. In this article, PEST analysis tool of the competitive intelligence theory is used to analyze the current macro competitive environment of Chinese agricultural E-commerce from political, economic, social and technological points of view. The results indicated that, though there are disadvantages in our agricultural E-commerce industry in many aspects such as credit system and agriculture standardization, the basic hardware condition is already prepared. The primary obstacle that restricts agricultural E-commerce is the traditional ideology of the peasantry. The agricultural E-commerce enterprises should first realize the necessity of developing agricultural E-commerce, enhance its cognitive degree and help the farmers transform their traditional thoughts by utilizing our national agricultural policy.