我国农产品交易领域普遍存在着交易成本高、交易效率低、流通环节多，市场功能落后等问题，把先进的电子商务交易平台和现代化的市场管理理念引进农产品交易市场，是利用现代信息技术解决这个矛盾的唯一途径。但是实际运作中的电子商务网站，更多的还是发布信息、展示企业形象，没有起到真正的交易作用。同时由于网络交易的虚拟性和网络效应特性，又衍生了新的问题，因而提出解决农产品电子商务的建议。
关键词 农产品 交易成本 电子商务 信息
The Electronic commerce of agriculture product Research
ABSTRACT
The transaction process of agriculture product in our country has the problem that the transaction cost is high，the transaction efficiency is low,circulate linking is too much，market function is inferior．Electronic commerce has the characteristic of information，automation and no region boundary as a kind of advanced commercial pattem，so it can solve the kinds of problem well that agricultural product transaction is low-efficient and region limitation caused by information symmetry and high transaction cost．The paper proposed the important mentality for solving these problems．
This paper devotes the electronic commerce research of modern agriculture product transaction．First，the author analyzed the essence of transaction cost and the economic connotation in whole，compared the concept of transaction cost in the theory definition in western economical world，through which the author explained the importance of saving transaction cost in economic life，proposed the main problem of Chinese agriculture product transaction is high transaction cost,the task of research is to completes the changing agricultural product transaction way with the information method．Next,the article studied thoroughly the existence problem of agriculture product circulation process by using the transaction cost theory in institutional economics，analyzed the reason of high transaction cost and the constitution in agriculture product transaction,concluded that the e-commerce of agriculture product transaction is inevitable choice in market economy,then analyzed feasibilityof applying E-commerce in agriculture production transaction．
KEYWORDS: Agriculture product/Transactioncost/Electroniccommerce/Information
