1、有关农业电子商务的特色创新与发展的探析中英文互译About agricultural the analysis of the characteristics of innovation and the development of e-commerce in Chinese and English translation 国家一号文件中共中央国务院关于加快发展现代农业 进一步增强农村发展活力的若干意见强调，要促进工业化、信息化、城镇化、农业现代化同步发展，着力强化现代农业基础支撑，深入推进社会主义新农村建设。要大力培育现代流通方式和新型流通业态，发展农产品网上交易、连锁分销和农民网店。继续实施
2、“北粮南运” 、 “南菜北运” 、 “西果东送” 、万村千乡市场工程、新农村现代流通网络工程，启动农产品现代流通综合示范区创建。No. 1 country of the central committee of the CCP state council about accelerate the development of modern agriculture to further enhance the vitality of rural development certain opinions “, stressed that to promote industrialization,
3、informatization, urbanization and agricultural modernization synchronization development, focus on strengthening modern agriculture as the foundation, and thorough going efforts to promote socialist new rural construction. To foster modern ways of distribution and new circulation mode, the developme
4、nt of agricultural product trade on the net, chain store distribution and farmers. We will continue to implement the “north south yun“, “south food north luck“, “west GuoDong“, new market project of thousands of villages and townships, rural modern circulation network engineering, start the creation
5、 of integrated demonstration area of modern circulation of agricultural products. 一、当前农业电子商务发展中遇到的主要问题A, the main problems in current agricultural electronic commerce development 近年来，电子商务产业发展迅猛，逐渐受到企业界和政府部门重视。作为我国立国之基的农业，要摆脱传统的束缚，创新发展农业电子商务是明智之举。而在当前农业电子商务的快速发展阶段，我们也看到了一些现实问题。In recent years, the fa
6、st development of e-commerce industry, is increasingly attach importance to corporate and government departments. As founding the base of agriculture in our country, to get rid of the bondage of traditional and innovative agricultural electronic commerce development is wise move. And the rapid devel
7、opment of agricultural e-commerce in the current stage, we have also seen some realistic problems. 1、 “信息孤岛”现象严重1, the “information island“ phenomenon is serious 一些涉农网站只和自己的上级网站“接头” ，网站间缺乏信息交换机制，网站内容繁杂、雷同，农民难以从海量信息中查找真正有用的内容，各网站只是一个信息的传递平台，并http:/ agricultural websites and their website only “joint“
8、, lack of information exchange mechanism between sites, site content is multifarious, identical, farmers are difficult to find really useful content from the vast amounts of information, the website is only an information platform for the delivery, did not become substantial information sharing and
9、exchange platform. 2、受众局限2, the audience is limited 中国互联网络信息中心的数据显示，截至 2010 年底，我国农村互联网用户破亿，但仅占中国农村人口的 15%。除了部分青年农民，大部分农民仍未养成上网的习惯，而即使是有上网习惯的农民，也更多地将上网视之为娱乐方式而非“致富之路” 。China Internet network information center, according to data by the end of 2010, Internet users more than in the rural areas, but onl
10、y 15% of Chinas rural population. In addition to some young farmers, most farmers still did not get into the habit of surfing the Internet, and even have access to the Internet habits of the farmers, also more WangShi as entertainment rather than a way to “get rich“. 3、农业电子商务配套环节薄弱3, weak supporting
11、 agricultural e-commerce 商务部信息化司副司长聂林海曾表示：“我国目前农产品的生产和加工能力相对比较落后，农产品的质量标准体系也还没有完全建立，与国际农产品质量体系脱节。而且我国农产品电子商务网站的力量也比较薄弱，网站建设的高素质人才也不是很多。 ”此外，农产品的物流、配送机制不健全，涉农网站、平台主要集中在发达地区等也是制约农业电子商务发展的瓶颈。Commerce informationization department deputy director of the nie Lin hai had said: “in our country at present a
12、gricultural products production and processing capacity is relatively backward, and agricultural products quality standard system is still not fully established, and the international agricultural product quality system. And the force of the agricultural products e-commerce sites in China is relativ
13、ely weak, the website construction of high-quality talent is not a lot.“ In addition, the agricultural products logistics and distribution mechanism is not sound, the agricultural website, platform, mainly concentrated in the developed areas is also restricted agricultural electronic commerce develo
14、pment bottleneck. 针对这些情况，有关专家建议由政府引导，地方协调，搭建覆盖全国范围的电子商务试点平台，提高涉农网站的覆盖面。同时，建立农业信息的资源数据库，打破涉农网站各自为政的局面，整合、共享相关信息，还要打造国家地方结合的专业联盟物流公司体系，帮助农业电子商务解决后顾之忧。http:/ to these situation, experts suggest that guided by the government, the local coordination, set up nationwide pilot range of e-commerce platform,
15、increase agricultural site coverage. At the same time, the establishment of agricultural information resource database, break the fragmented situation agricultural website, information integration and sharing, and building the national professional league place combined with logistics company, to he
16、lp agricultural e-commerce to solve the trouble back at home. 二、农业电子商务创新发展的几种方式Second, agricultural e-commerce innovation and development of several ways 鼠标一点，新鲜水果就能送到家。农业电子商务的发展让人们感受到生活的便利。但与发达国家相比，我国农业电子商务发展还存在一定差距，应大力培养农业电子商务人才，加强农业电子商务基础技术设施建设，创新电子商务组织，进一步加强政府支持。The mouse point, can be sent to h
17、ome fresh fruit. Agricultural electronic commerce development let people feel the convenience of life. But compared with developed countries, the agricultural electronic commerce development in our country there is a certain gap, should vigorously develop agricultural electronic commerce talented pe
18、rson, strengthening the construction of agricultural e-commerce infrastructure technology, innovative electronic commerce organization, to further strengthen the government support. 1、立足区域经济发展，依靠政府平台突破发展瓶颈1, based on the regional economic development, relying on government platform breakthrough deve
19、lopment bottleneck 在阿里巴巴公司发布的电子商务应用平台交易额排名中，湖北省位列全国第八、中部地区第一，由此可见，电子商务的应用发展空间还很大。湖北省是农业大省，传统农业转型困难。2012 年 12 月由武汉市武汉农畜产品交易所搭建的湖北省农业淘宝网上线运营，为农户开辟了销售农产品的新渠道，让优质农产品有了更高的身价，价格公开透明。作为一种全国首创的信用农业交易模式，上线两个月来，网上交易量直线攀升。据初步统计，平台上共卖出鸡蛋 4 亿多元。武汉市新洲区潘塘街道办的养殖户陈群宏刚说，这种方式“解决了鸡蛋积压，能够及时销出去。以前总是局限于本地区经销商，滞销的时候，蛋品积压上千
20、件。通过这个平台，可以在网上找到全国性的买家” 。In alibaba e-commerce application platform trading rankings, ranked the eighth, the central region, hubei province first, thus, e-commerce application development space is very big. Hubei province is an agricultural big province, the traditional agriculture transformation di
21、fficulty. In December 2012 by wuhan wuhan of hubei province agriculture livestock products exchange taobao online operations, for the peasant household has opened up a new channel, sales of agricultural products to high-quality agricultural products with higher social status, price transparency. As
22、a kind of the credit of agricultural trade pattern, online two months, online trading in the steep climb. According http:/ preliminary statistics, platforms sold eggs 400 million multivariate. Xinzhou district of wuhan, pan pond garden producers iwslt macro said this approach “can solve the backlog
23、of eggs, timely pin out. Always confined to the region dealer, unsalable, egg backlog of thousands of pieces. Through this platform, can be found in the online national buyers“. 2、借助知名电商平台，打造农业电子商务品牌2, with the help of famous electric business platform, make agricultural e-commerce brand 在电子商务快速发展的过
24、程中，淘宝、1 号店、京东商城、卓越网、苏宁易购、当当等主流第三方电商平台都开辟了农业专栏，而且中粮、山东寿光、湖北周黑鸭等传统农业企业依靠自身资源优势也开辟了专门的农产品购物平台，这预示着新型农业发展之路逐渐铺开。In the process of rapid development of e-commerce, taobao shop, 1, jingdong mall, joyo, Su Ningyi buy, dangdang and other third party the mainstream electric business platform opens the agricu
25、lture column, and black grain shouguang, shandong, hubei weeks, ducks and other traditional agricultural enterprise on its own resources advantage also opens a special shopping platform for agricultural products, this heralds a new agricultural development way gradually rolled out. 2013 年 1 月 8 日，集合
26、浙江省遂昌县原生态农产品、美食、竹炭、高山茶、旅游产品等特色商品的淘宝网“特色中国遂昌馆”正式上线。这也是淘宝网特色中国全国首家县级特色馆。 “特色中国”是淘宝网倾力打造的中国地方特色特产专业市场，从 2010 年开始就积极与各省市政府紧密合作，精选全国各地的名优土特产及名优企业，联手搭建以省级为单位的特色中国地方馆，共同推进土特产网上零售市场。在特色中国馆我们可以购买湖北的武昌鱼、孝感麻糖、荆州鱼糕、武汉热干面等几十种品牌的土特产，也可以购买上线的湖南、新疆、浙江等全国几十个省份的特产。据统计，其中湖南馆上线短短 4 个月，点击率高达 587 万人次，33 个品牌农产品借助该网络平台实现了销
27、售 400 多万元的良好业绩。On January 8, 2013, the local county, zhejiang province ecological agricultural products, food, bamboo charcoal, camellia, tourism product characteristic such as high commodity taobao “characteristics of China - the local house“ is launched. This is taobao characteristics of Chinas na
28、tionals first feature pavilion at the county level. “China“ is taobao, bend force makes Chinas local characteristic specialty professional market, from 2010 began to actively work closely with provincial and city governments, selected across the country, famous local products and famous enterprise,
29、to build Chinas local units of provincial characteristics, promoting local products online retail market. Features in China pavilion, we can buy a hubei wuchang fish, fish cake, xiaogan MaTang, jingzhou wuhan hot-and-dry noodles and so on dozens of brand products, can also purchase online, hunan, xi
30、njiang, zhejiang and other dozens of provinces of the countrys speciality. According to statistics, in which hunan pavilion online within 4 months, click-through rates as high as 5.87 million, 33 brand agricultural products through the network platform to realize the good performance of sales more t
31、han 400 ten thousand yuan. http:/ rely on modern science and technology, optimize the channels of agricultural development 近三年来，农产品的交易额在各个平台均在持续上升。以淘宝网为例，2010 年涉及农产品的类目以干果山货、粮油米面、鲜花园艺为主，交易额为 37.35 亿元；2011 年增加了花卉蔬果、植物树木等类目后，同年交易额攀升到了 113.66 亿元；2012 年又增加了茶叶和生鲜水产两大类目，交易额则达到了 198.61 亿元。Nearly three year
32、s, the agricultural products trading in various platforms are rising. In taobao, for example, in 2010 the category involving agricultural products is given priority to with dried fruit forest products, edible oil, flour, flower gardening, turnover of 3.735 billion yuan; In 2011 increased by categori
33、es such as vegetables and fruits, plants, trees, flowers in the same year turnover reached 11.366 billion yuan; In 2012 added tea and fresh aquatic products two categories, turnover reached 19.861 billion yuan. 从具体类目来看，传统滋补营养品（包括蜂蜜/蜂产品、燕窝、灵芝、冬虫夏草等） 、粮油米面/干货/调味品、茶叶是淘宝网 2012 年交易额最大的几个农产品类目，分别为 61.41亿元
34、、34.53 亿元和 34.16 亿元。而从增长趋势来看，生鲜类目（海鲜/水产品、新鲜水果等）是增长最快的类目，2012 年同比增幅达到 42.06%。这些统计数据可以引导农民种植，将农业种植从看天色转变为看数据、看信息，使农民做到提前预备、心中有数，并认识到农业并非单纯地跟风或者逃避，而是现代科技与信息的结合，是渠道的优化。4、推进农业信息化建设，加快农村电子商务人才培养From the point of specific categories, traditional tonic nourishment (including/honey bee products, birds nest,
35、ganoderma lucidum, cordyceps sinensis, etc.), edible oil rice flour/dry/spices, tea is taobao transactions in 2012 the largest category of agricultural products, 6.141 billion yuan, 3.453 billion yuan and 3.416 billion yuan respectively. And from the point of growth, fresh category/aquatic products,
36、 seafood, fresh fruit, etc.) is the fastest growing category, achieved year-on-year growth of 42.06% in 2012. These statistics can lead farmers to grow and transform agriculture from the sky to see the data, information, farmers do preparation in advance, have some and realized that agriculture was
37、not simply follow suit or to escape, but the combination of modern technology and information, is the channel optimization. 4, to promote agricultural informatization construction, accelerate the rural electronic commerce talents cultivation 2013 年 1 月 15 日，中国互联网络信息中心（CNNIC）在北京发布第 31 次中国互联网络发展状况统计报告
38、 。截至 2012 年 12 月底，我国网民规模达到 5.64 亿，全年共计新增网民 5090 万人。互联网普及率为 42.1%，较 2011 年底提升 3.8%，保持低速增长。与之相比，手机网络各项指标增长速度全面超越传统网络，手机在微博用户及电子商务应用方面也出现较快增长。这显示出网络的普及率发展迅速，尤其是移动商务这种新兴的网络方式，在农村也是如此。但笔者认为目前的网络应用主要仍集中在社交、娱乐、游戏等方面，在农业经济应用领域还需下大力气推进，对于新生代农村人员更需着力宣传培养。http:/ January 15, 2013, the China Internet network inf
39、ormation center (CNNIC) in Beijing 31 times the China Internet network development state statistic report. Up to the end of December 2012, the number of Chinese Internet users reached 564 million, a total of 50.9 million Internet users were created throughout the year. Internet penetration rate of 4
40、2.1%, a 42.1% increase at the end of 2011, a low growth. Mobile phone networks, by contrast, the growth rate of the indicators comprehensive beyond the traditional network, mobile phone users on weibo and e-commerce applications also appears relatively fast growth. It shows that Internet penetration
41、 has developed rapidly, especially in mobile business this new way of network, so it is in the countryside. But I think the current web applications is still concentrated in the main social, entertainment, games, etc., in the still need to strive to promote agricultural economic applications, traini
42、ng for the new generation of rural workers need more focus on propaganda. 与其他的电商产品不同，农业产品讲究一个鲜字，鲜字走天下。在电子商务平台一个西红柿放着一个星期还在卖，这是对消费者的不尊重，在超级市场这样的做法还可以接受，但是在网络平台就难以让人相信。农业实现电子商务，基本的信息化基础设施很重要，国内农村的信息化建设很落后，尤其是网络这块，与电子商务的全面高速度发展不匹配。2007 年的数据显示，美国 63%的农场、59% 的奶牛场装备了电子计算机，欧洲的农业网络已进入实用阶段。发展农业电子商务，归根到底还是需要专
43、业的人才，解决这个问题还得从源头出发。要加强对农村人的电子商务知识的培训以及灌输，着力从农村后代入手，掌握新生代农村人员特征，从早期培养；此外，可从外面引进人才，让他们来做信息平台的带头人，关注农业的基础作用，服务农业。With other electric products, agricultural products to pay attention to a fresh word, the fresh word go all over the world. In a tomato with e-commerce platform with in a week to sell, this
44、is dont respect for consumers, it was acceptable at the supermarket, but on the network platform is difficult to let people believe. Agriculture to realize e-commerce, the basic information infrastructure is important, domestic rural informatization construction is lagging behind, especially the net
45、work, with the high speed development of e-commerce did not match. In 2007, according to data from the 63%, 59% of the dairy farm is equipped with the electronic computer, European agriculture network has entered the practical stage. Development of agricultural electronic commerce, in the final anal
46、ysis or need professional talented person, have to set off from the source to solve this problem. To strengthen the training of rural electronic business knowledge as well as infusion, emphatically from the perspective of the rural children, grasp the new generation of rural personnel characteristic
47、s, from the early training; In addition, to introduce talents from the outside, let them to do information platform, pay attention to the basic role of agriculture, agricultural services. 5、完善国家政策倾斜和法律体系5, improve the national policy tilt and legal system 农业电子商务跟其他行业的电子商务不同，想要让其更快发展，国家必然要加大政策支持。农业是国之根本，一旦农业发生动荡，稳定和谐发展就无从谈起。此外，国家要根http:/ 2012 年的电商价格大战，这对于农业价格来讲是个禁区，它不仅关系着消费者的利益，更重要的是关系着农户的利益。国家应该扶持新型农业科技型企业发展，加大农超对接力度，加大农产品直供社区范围；加大“农场+平台”的发展模式，开辟农产品运输绿色通道等。Agricultural e-commerce is different from other industry electronic commerce, wan
