外文翻譯--農(nóng)業(yè)電子商務(wù)的出現(xiàn)

1、<p>　　1.6萬英文字符， 英文2785 單詞 ， 4910漢字</p><p>　　附注：本文摘譯自“農(nóng)業(yè)問題研究中心”，加利福尼亞大學，2000年12月14日。</p><p><b>　　原文：</b></p><p>　　Emergent E-Commerce in Agriculture</p>

2、<p>　　Rolf A.E. Mueller</p><p>　　E-commerce 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

3、 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 e-commerce.</p><p&

4、gt;　　E-commerce has penetrated agriculture in California as well as the rest of the world. By 2000, one in 25 U.S. farms had already bought or sold agricultural products on the Internet (USDA, Agricultural Resource Manag

5、ement Study, 1999). Goldman Sachs estimates that 12% of all agricultural sales in the U.S. will be conducted over the Internet in 2004, compared to only 4% in 1999.</p><p>　　The advent of e-commerce in agric

6、ulture raises many questions: What e-commerce business models are best suited for which agricultural markets? What is the impact of e-commerce on farms, agribusiness firms, markets, and rural communities? Are there only

7、winners or are there losers too? If so, who are they? What will government do to, with or against e-commerce in agriculture? And, what should leaders in agriculture do to ready themselves and the industry for e-commerce?

8、</p><p>　　Since e-commerce is still evolving, it is too early for definitive answers. An inspection of current practices, however, suggests that distinct patterns are emerging in agricultural e-commerce and

9、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 e-commerce in

10、 agriculture</p><p>　　The concept</p><p>　　Whether agricultural or not, we define e-commerce simply as business transactions conducted over the Internet. This definition allows for many differen

11、t 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 e-comme

12、rce is often open to everyone but is sometimes restricted, and the messages exchanged may be rigidly standardized, as in Electron</p><p>　　E-commerce transactions are often classified according to the partne

13、rs involved – consumers, business, and government. With three types of partners, six combinations are possible but only two are presently important: business-to-consumer (B2C) and business-to-business (B2B). Of the two,

14、B2C e-commerce currently receives most public attention. </p><p>　　E-commerce readiness of agriculture</p><p>　　Participation in e-commerce requires that both buyers and sellers have access to t

15、he Internet, and that they are able to use the required hardware and software effectively. Furthermore, the part of e-commerce that is observable to third parties is conducted on the World Wide Web of the Internet, where

16、 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 </p><p>　

17、　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” yie

18、lded 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 e-commerce. B2B e-commerce was also a significant p

19、resence, with California-based companies advertising and offe</p><p>　　and services for farmers. However, even though the Yahoo search yielded a large number of links to a variety of sites, it was certainly

20、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 o

21、thers such as Sunkist and Morning Star. Furthermore, even if a complete listing were available today, it would be out of date tomorrow</p><p>　　Data published by the National Agricultural Statistics Service

22、show that 29 percent of U.S. farms had Internet access in 1999 (Fig. 1). Internet penetration in the agricultural sector of most states is below the U.S. total and a rural-urban divide exists (Bikson and Panis, 1999). Ca

23、lifornia 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 shar<

24、;/p><p>　　Statistical evidence on farmers’ use of the Internet is rare. One study by Rockwell Research/FJIR (www.fjir.com) of Internet use by some 400 commercial farmers found that farmers primarily use the “Ne

25、t” to access information on commodity prices, weather, farm chemicals, and machinery. The study also found that farmers are quick to make the switch to e-transactions, specifically with regard to purchasing seed, crop ch

26、emicals, and machinery (NUA, 2000).</p><p>　　E-commerce applications in agriculture</p><p>　　The web allows many uses that can be combined in many ways. For example, displays may be static or an

27、imated, 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,

28、diverse set of e-commerce uses and business models. Amid the diversity and change, patterns of e-commerce practices in agriculture are emerging. What provides order to the diversi</p><p>　　n Saving transacti

29、on cost</p><p>　　n E-market intermediation</p><p>　　n Integrating e-commerce services</p><p>　　n Providing e-commerce support services</p><p>　　Most sites serve several

30、 purposes and the examples are only indicative. There may be other agricultural ecommerce sites that better represent the group.</p><p>　　Saving transaction costs</p><p>　　A transaction comprise

31、s 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

32、and touch for their inspection, print to communicate the terms of exchange, and paper and metal as means of payment. In e-commerce, however, all information, money, and sometimes even the merchandise too, are transformed

33、 into binary digits or bits, which can</p><p>　　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 facili

34、tated, 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 inv

35、olve goods that can be digitized, such as money, information products, or rights and obligations, transfer costs are save</p><p>　　Cost savings from e-commerce can be substantial. For example, transaction co

36、sts in the banking industry are reduced from $1.30 for a counter transaction to $0.27 for an online transaction (NUA, 2000), and the Ford Motor Company expects to reduce its purchasing costs from $100 to $10 per transact

37、ion by using its newly developed purchasing platform (Wirtschaftswoche, 2000). Cost savings from e-commerce in agriculture have not yet been reported, but there is no reason to expect them to be smaller i</p><

38、p>　　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 e-commerce. Sever

39、al agricultural information providers offer and deliver their products online. Often the information includes weather forecasts, news, and market intelligence, sometimes customizable by the buyer (www.agriculture.com; ww

40、w.agweb.com, www.theagzone.com). Some supply current market prices </p><p>　　Agricultural management and consulting services are also available on the Internet. For example, some sites provide management sup

41、port tools such as analysis of soil data, database management for farm and site-specific data, farm and field maps, crop models, cropping recommendations, and storage and sales tracking systems (www.mpower3.com; www.vant

42、agepoint.com). Similar smart sites are also available for livestock producers who, among other things, are helped to detect illnesses in a herd (www.e</p><p>　　It is not clear whether there are any products,

43、 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 facil

44、ities or by showing a catalog of their products. Even some Old Economy catalog firms have moved to the web (www.sloanex.com). Business services for agriculture are also offered on the web, such as online banking and fina

45、nce (www.farm</p><p>　　E-commerce intermediaries</p><p>　　When the costs of using the market fall, as is the case in e-commerce, some activities previously carried out within a firm will be coor

46、dinated 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

47、 some pundits of a “friction-free e-economy” predict. Rather, reduced transaction costs encourage new and different market intermediation activi</p><p>　　There are four categories of intermediaries:</p>

48、;<p>　　n Providers of classified ads and directory services</p><p>　　n Match makers</p><p>　　n Market place providers</p><p>　　n Auctioneers</p><p>　　Providers o

49、f classified ads and directory services</p><p>　　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 special

50、ize in product categories, such as livestock (www.agriads.com), live plant material (www.findplants.com), farm labor (www.usda.gov; www.agnet.com), ground- and surface water (www.waterrightsmarket.com), or combinations o

51、f categories (www.agrimall.com; www.powerfarm.com;)</p><p>　　Match makers</p><p>　　Match makers attempt to connect buyers and sellers of specific products and services. Such services are much mo

52、re information-intensive 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 www.buyag.com. The requ

53、est 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 </p><p>　　Market place providers</p

54、><p>　　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 marketpl

55、aces in U.S. 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 produc

56、ts occurred in the late 70s and early 80s (Henderson, 1984). However, those s</p><p>　　Once the Internet opened to commercial applications it was only a matter of time until entrepreneurs began to compete by

57、 offering various designs of agricultural e-commerce market places for a host of agricultural inputs and outputs. Some e-markets focus on crops for which California is the sole or dominant U.S. producer, including wine,

58、almonds, walnuts, raisins, prunes and processed tomatoes (www.wineryexchange.com, www.agex.com).</p><p>　　E-markets have also been installed for meat and poultry (www.SellMeat.com), corn, wheat, soybeans, ri

59、ce, and other grains (www.cybercrop.com, www.e-markets.com), for perishable agricultural produce (www.TradingProduce.com), and for farm chemicals and other farm inputs (www.directag.com,)( www.agriplace.com). Some allow

60、trades of inputs and outputs as well (www.folnetworks.com). Whereas many e-marketplaces are intended for agribusiness, farmers and ranchers, some are targeted at retailers of farm</p><p>　　A widely held misp

61、erception suggests that the openness of the Internet must somehow result in e-markets that are more open and transparent than conventional markets. This need not be so. Information available on the Internet can be privat

62、e, 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 informat

63、ion content of price statistics.</p><p>　　Auctioneers</p><p>　　Auctions are market places where prices are negotiated publicly according to certain rules. E-auctions have sprung up on the web fo

64、r many agricultural inputs and outputs. There are auctions for livestock (www.onlinelivestockauction.com), grains and feed (www.icecorp.com), hay (www.hayexchange.com), farm supplies (www.farmbid.com), and equipment part

65、s (www.XSAg.com), and probably many more agricultural items that promise a reward for the entrepreneur organizing an auction on the Internet.</p><p>　　Auctions are often distinguished by their bidding rules.

66、 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 b

67、ids and sellers reduce their prices asked until a match occurs. A variant popular on e-auctions 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

68、 of </p><p>　　E-commerce integrated services</p><p>　　Several web sites present themselves as agricultural “portals” and attempt to provide a range of information services as well as market inte

69、rmediation (www.farms.com). 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 w

70、eb communities. A recently created site, vTraction (www.vTraction.com), is a portal that then leads its visitors to several specialized e-co</p><p>　　Since most agricultural products cannot be digitized, int

71、egration with warehousing, transport, inspection and insurance services may be necessary if the full advantages of e-commerce are to be realized. Such services are offered either as specialized services (www.ifulfill.com

72、, www.dhl-usa.com) or, more often, by market intermediaries (www.foodtrader.com).</p><p>　　E-commerce support services</p><p>　　Participation in e-commerce requires that a firm be present on the

73、 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

74、bundle Internet services with information and market intermediation (www.agdomain.com). For more demanding farmers and agribusinesses there are also programming houses that provide web sites for the agricultural in</p

75、><p><b>　　Summary</b></p><p>　　Vigorous entrepreneurship and the powerful dynamics of network effects bode ill for agricultural e-commerce practices and business models that settle into

76、 static patterns any time soon. They also foil any attempts of accurately predicting specific trends. But the inability to predict the future of e-commerce should not be mistaken as an argument that e-commerce has no fut

77、ure in agriculture. Rather, we should heed two related rules of forecasting. One rule was told by Paul Saffo of the Institute </p><p><b>　　農(nóng)業(yè)電子商務(wù)的出現(xiàn)</b></p><p><b>　　羅夫.A.E米勒<

78、;/b></p><p><b>　　引言</b></p><p>　　電子商務(wù)被重新定義為做生意的規(guī)則，它的未來是很可觀的，誰能夠早點抓住它，將成為贏家，但那些瞻前顧后、猶豫不定的人將會錯失這些。這是新的經(jīng)濟學者們不斷告訴我們，股票價格點，串口飆升。2000年4月，當股票價格急劇下降時，一些有趣的事情結(jié)束了，但這并不代表電子商務(wù)的結(jié)束。</p>

79、<p>　　在加利福尼亞以及世界各地，電子商務(wù)滲透到農(nóng)業(yè)中。到2000年，二十五分之一的美國農(nóng)場已經(jīng)在網(wǎng)上購買或出售農(nóng)產(chǎn)品（美國農(nóng)業(yè)部，農(nóng)業(yè)資源管理研究，1999）。戈德曼估計，在美國，2004年有百分之十二的農(nóng)業(yè)銷售在網(wǎng)上進行，相比之下，1999年只有百分之四。</p><p>　　電子商務(wù)在農(nóng)業(yè)的出現(xiàn)引發(fā)很多問題：什么樣的電子商務(wù)商業(yè)最適合農(nóng)業(yè)市場？電子商務(wù)對農(nóng)場，龍頭企業(yè)，市場，和農(nóng)業(yè)社區(qū)有什么影

80、響？有唯一的勝者或失敗者嗎？如果有，他們是誰？政府做了什么支持或反對農(nóng)業(yè)中的電子商務(wù)？，領(lǐng)導(dǎo)人應(yīng)該做些什么準備好自己的農(nóng)業(yè)和農(nóng)業(yè)電子商務(wù)？</p><p>　　由于電子商務(wù)仍然是不斷變化的，所以現(xiàn)在想要有明確的答案還為之過早。然而，現(xiàn)在所實施的檢查表明，獨特的模式出現(xiàn)在農(nóng)業(yè)電子商務(wù)和我們所看到的已經(jīng)可以幫助預(yù)測未來的發(fā)展和影響的這種新的經(jīng)營方式。這個問題簡要地提供了一些背景，一些當今的實事以及電子商務(wù)在農(nóng)業(yè)中的作

81、用。</p><p><b>　　正文：</b></p><p>　　無論是不是農(nóng)業(yè)，我們都簡單地把電子商務(wù)定義為企業(yè)在網(wǎng)上的交易。這一定義允許許多不同的方式開展業(yè)務(wù)。交易會涉及到貨物，服務(wù)，或權(quán)利義務(wù)。付款可以在線或從因特網(wǎng)上。訪問互聯(lián)網(wǎng)的溝通渠道在電子商務(wù)中的應(yīng)用往往是向所有人開放，但有時也有所限制，信息的交換有很嚴格的標準化，像是電子數(shù)據(jù)的交換。</p&g

82、t;<p>　　電子商務(wù)交易分類通常是根據(jù)合作伙伴——消費者，企業(yè)，政府三種類型的合作伙伴，六種組合都是可能的，但只有兩種是現(xiàn)在最重要的：企業(yè)對消費者以及企業(yè)對企業(yè)。這兩種類型，企業(yè)對費者電子商務(wù)現(xiàn)在引了大部分人的注意。</p><p>　　農(nóng)業(yè)電子商務(wù)的準備條件</p><p>　　參與電子商務(wù)需要，買家和賣家都有互聯(lián)網(wǎng)接入，他們能夠有效的使用所要求的硬件和軟件。此外，該部

83、分的電子商務(wù)，是觀察到第三方是在萬維網(wǎng)上的網(wǎng)絡(luò)，其中至少有一方的交易必須經(jīng)營一個網(wǎng)站。最常見的網(wǎng)站是由更專業(yè)的人在一個特定類型的交易，如賣方或買方的農(nóng)場農(nóng)業(yè)投入產(chǎn)出。專業(yè)程度較低的群體，例如農(nóng)民，只需要為參與電子商務(wù)網(wǎng)站上而訪問互聯(lián)網(wǎng)即可。</p><p>　　在網(wǎng)站上，對于什么是可利用的這一問題，是不可能得到一個完整的、當前意義上的概念。例如，搜索加利福尼亞雅虎網(wǎng)“黃頁”取得的五百的運作中的“農(nóng)業(yè)”和“食品和飲

84、料”部分與加利福尼亞農(nóng)業(yè)網(wǎng)站相聯(lián)系。約半數(shù)的這些鏈接的酒廠，和另外60個小農(nóng)場提供企業(yè)對消費者的電子商務(wù)。企業(yè)對企業(yè)的電子商務(wù)也明顯地存在著?？偛课挥诩又莸墓镜膹V告和提供各種產(chǎn)前和產(chǎn)后的產(chǎn)品為農(nóng)服務(wù)。然而，盡管雅虎搜索產(chǎn)生大量鏈接到各種網(wǎng)站，它肯定不是一個詳盡的清單是加利福尼亞省農(nóng)業(yè)龍頭企業(yè)。它與一些加利福尼亞的主要農(nóng)業(yè)企業(yè)和合作社取得了聯(lián)系，例如考爾科特和和藍色鉆石，但令人驚訝的是一些其他的，例如香吉士晨星。此外，即使一個完整的清單

85、在今天也是有用的，它將成為過時的明天。國家農(nóng)業(yè)統(tǒng)計服務(wù)局所公布的數(shù)據(jù)表明，在1999年美國百分之二十九的農(nóng)場進入網(wǎng)上貿(mào)易?；ヂ?lián)網(wǎng)的普及在農(nóng)業(yè)部門的大多數(shù)國家低于美國和城鄉(xiāng)鴻溝的存在。加利福尼亞排名高的國家之間在使用電腦和網(wǎng)絡(luò)：在擁有電腦農(nóng)場之間（55%）它名列第六，其次在分享的農(nóng)場，使用電腦的農(nóng)場企業(yè)（40%），第三在分享與互聯(lián)網(wǎng)接入占百分之四十六。在最近幾年，這些百分比已大大增加。在1997年和199</p><p

86、>　　對農(nóng)民用互聯(lián)網(wǎng)的統(tǒng)計證明，還是很罕見的。羅克韋爾的一個使用互聯(lián)網(wǎng)的研究，大約有400個商業(yè)農(nóng)民發(fā)現(xiàn)，農(nóng)民主要使用“網(wǎng)”獲得的信息商品價格，天氣，農(nóng)用化學品，機械。研究還發(fā)現(xiàn)，農(nóng)民快速轉(zhuǎn)換到電子交易，用來購買種子，農(nóng)作物化學品，機械。</p><p>　　電子商務(wù)在農(nóng)業(yè)上的應(yīng)用</p><p>　　網(wǎng)絡(luò)有多種結(jié)合方式的用途。例如：顯示可以是靜態(tài)的或者是動態(tài)的、搜尋特定的產(chǎn)品可以輔

87、之以一個搜索功能、聲音可以添加、以信用卡付款可能成為現(xiàn)實、加密可以提高安全交易等。結(jié)果是一個不斷發(fā)展的、多元組電子商務(wù)用途和商業(yè)模式。旨在多樣化的農(nóng)業(yè)電子商務(wù)實踐模式正在涌現(xiàn)。其多樣性的原因，與其說是技術(shù)能力，不如說是經(jīng)濟利益以及互聯(lián)網(wǎng)上其他市場的必需。所以我們集團農(nóng)業(yè)電子商務(wù)網(wǎng)站根據(jù)他們顯而易見的經(jīng)濟目的分為四類：</p><p>　?。ㄒ唬?、節(jié)約交易成本</p><p>　　（二）、電

88、子市場中介</p><p>　?。ㄈ㈦娮由虅?wù)綜合服務(wù)部</p><p>　?。ㄋ模?、提供電子商務(wù)配套服務(wù)</p><p>　　大多數(shù)網(wǎng)站提供的一些目的和例子只是象征?？赡苓€有其他的農(nóng)業(yè)電子商務(wù)網(wǎng)站能更好地代表公司。</p><p>　?。ㄒ唬?、節(jié)約交易成本</p><p>　　交易包括信息交易、商品交易，金錢交易。

89、在傳統(tǒng)的交易中，因媒介的不同被分為這三種交易。例如：有物理信號來顯示產(chǎn)品的功能，以視覺，觸覺來核查，溝通交換條件，以及用紙幣或金屬貨幣作為支付手段。然而在電子商務(wù)中，所有信息，錢，甚至商品，被轉(zhuǎn)換成二進制數(shù)字或位，可以以光速在距離很長的互聯(lián)網(wǎng)上傳播，其邊際成本為零。</p><p>　　互聯(lián)網(wǎng)可以降低交易成本，或轉(zhuǎn)讓費用，或兩者兼而有之。當買家和賣家的搜索便利，當成本調(diào)整張貼價格降低，當?shù)赜蚍蛛x的買家和賣家之間的

90、談判便利，當監(jiān)測更容易實現(xiàn)時，交易成本降低。當交易涉及的商品可以被數(shù)字化，如金錢，信息產(chǎn)品，權(quán)利與義務(wù)，轉(zhuǎn)移成本將會被存儲在交易成本的頂部。此外，因為在互聯(lián)網(wǎng)上的溝通成本很大程度上是一個在發(fā)送者和接收者之間的獨立的數(shù)據(jù)量和距離，因此，地理上的距離在搜索和談判中無關(guān)緊要。最后，當信息被數(shù)字化，互聯(lián)網(wǎng)對交易成本有著深刻的影響。例如：?；蛐迈r農(nóng)產(chǎn)品通過數(shù)字視頻被賣出而不是實物展示。、</p><p>　　通過電子商務(wù)節(jié)

91、約成本是穩(wěn)固的。例如：交易成本在銀行業(yè)從1.3美元的柜臺交易將為0.27美元的在線交易（NUA，2000）。福特公司希望利用其新開發(fā)的采購平臺，把采購費用從每宗交易100美元降低到10美元（經(jīng)濟周刊2000）。從電子商務(wù)在農(nóng)業(yè)生產(chǎn)中節(jié)約成本尚未被報告過，但是沒有理由期待他們在農(nóng)業(yè)上能比其他行業(yè)減少的更多。有時在節(jié)約采購成本的同時，與之相伴的是電子商務(wù)的價格折扣。</p><p>　　由于體制服務(wù)和產(chǎn)品不能通過互聯(lián)

92、網(wǎng)傳送，只能節(jié)省部分交易費用。信息數(shù)字化產(chǎn)品，是電子商務(wù)的頭號候選人。幾個農(nóng)業(yè)信息提供者在線提供產(chǎn)品。信息往往包括天氣預(yù)報，新聞，市場信息，有時得有買方?jīng)Q定。一些現(xiàn)行市場供應(yīng)一系列農(nóng)產(chǎn)品，其他的提供對農(nóng)作物和家畜的預(yù)測和數(shù)據(jù)。一些網(wǎng)站巧妙利用網(wǎng)站，而不是直接傳遞信息，提供超連接，影響用戶網(wǎng)站的業(yè)務(wù)和市場信息。</p><p>　　農(nóng)業(yè)生產(chǎn)管理和咨詢服務(wù)也可在互聯(lián)網(wǎng)上進行。例如：某些網(wǎng)站提供管理支持工具，如土壤分析

93、數(shù)據(jù)，農(nóng)場的數(shù)據(jù)管理和定位數(shù)據(jù)，農(nóng)場和野外地圖，作物模型，種植建議，以及存儲和銷售跟蹤系統(tǒng)。類似的智能網(wǎng)站也可用于家畜生產(chǎn)商，在其他事情上，也可以幫助偵測家畜群體中的疾病。</p><p>　　目前還不清楚是否有任何產(chǎn)品，服務(wù)或權(quán)利不能在網(wǎng)絡(luò)上部分或全部的進行交易。農(nóng)業(yè)商品公司通過展示一個目錄或產(chǎn)品提供網(wǎng)上銷售機構(gòu)的數(shù)量越來越多。甚至一些舊經(jīng)濟目錄公司也已經(jīng)轉(zhuǎn)向網(wǎng)絡(luò)。農(nóng)業(yè)也在網(wǎng)上提供經(jīng)濟服務(wù)，如網(wǎng)上銀行及金融、財

94、產(chǎn)保險、農(nóng)場管理服務(wù)以及農(nóng)場銷售的買家代表。</p><p><b>　　、電子市場中介</b></p><p>　　當運用市場的成本下降，這種情況在電子商務(wù)中，一些公司通過市場進行公司內(nèi)部的協(xié)調(diào)。這是真正的生產(chǎn)活動以及信息和貿(mào)易活動。因此，減少交易成本不會消除市場中介組織，就像一些學者的“無摩擦電子商務(wù)”預(yù)測。相反，降低交易成本會鼓勵新的和不同的市場中介活動。新經(jīng)濟

95、的信徒凱文凱利說：“網(wǎng)絡(luò)是中介組織的搖籃。”</p><p><b>　　下面有四類中介人：</b></p><p>　　供應(yīng)商分類廣告和目錄服務(wù)</p><p><b>　　比賽制造商</b></p><p><b>　　市場提供</b></p><p&g

96、t;<b>　　拍賣行</b></p><p>　　1、供應(yīng)商分類廣告和目錄服務(wù)</p><p>　　互聯(lián)網(wǎng)是需求是巨大的，要找到它所需要的是一個苦差事。但是搜索可以為提供商輕松提供經(jīng)常從事產(chǎn)品的種類廣告和目錄服務(wù),如牲畜（www.agriads），活植物材料（www.findplants），農(nóng)場勞動（www.usda.gov；www.agnet），地面和地表水（ww

97、w.waterrightsmarket），或組合的類別（www.agrimall.comwww.powerfarm.com）</p><p><b>　　2、比賽制造商</b></p><p>　　這種服務(wù)更多的信息比目錄，他們利用互聯(lián)網(wǎng)的互動能力。比賽制造商試圖連接買家和賣家來提供具體的產(chǎn)品和服務(wù)。他們利用互聯(lián)網(wǎng)的互動能力提供服務(wù)，這樣的服務(wù)將比目錄服務(wù)提供更多的信

98、息。例如，購買新的和使用農(nóng)業(yè)設(shè)備也可以提交請求www.buyag.com報價。這個請求是再交由參與零售商人反過來提交報價。然后買家提交航運和信用卡信息，賣方由買方選擇進行交易。同樣的,www.rooster.com, 由一些大型農(nóng)業(yè)產(chǎn)業(yè)化企業(yè)建立的一個網(wǎng)站,將購買農(nóng)業(yè)投入與當?shù)亟?jīng)銷商的輸出連接起來。</p><p><b>　　3、市場提供</b></p><p>　

99、　在電子市場下是允許買家和賣家交流和討論關(guān)于產(chǎn)品信息及價格。許多人經(jīng)過談判后獲得滿意的價格。美國農(nóng)業(yè)電子商務(wù)市場大約可以追溯到1975年。例如，棉花的電子商務(wù)交易自1976由Telco引起（(Lindsey，1990），以及一個早期電子銷售農(nóng)產(chǎn)品的繁榮在出現(xiàn)在70年代末和80年代初（亨德森，1984）。然而，由于這些系統(tǒng)不使用互聯(lián)網(wǎng)，他們將無法進入大多數(shù)市場。</p><p>　　一旦因特網(wǎng)向商業(yè)應(yīng)用開放，企業(yè)家

100、就開始競爭，提供各種農(nóng)業(yè)電子商務(wù)市場的設(shè)計以及一系列農(nóng)業(yè)投入和產(chǎn)出，這只是一個時間問題。一些電子商務(wù)者專注于加利福尼亞是唯一的或主要的生產(chǎn)者的作物，包括葡萄酒，核桃，杏仁，葡萄干，李子和加工番茄（www.wineryexchange.com，www.agex?！保ｋ娮由虅?wù)市場也包括有肉類和家禽（www.sellmeat?！保?，玉米，小麥，大豆，大米，谷物和其他（www.cybercrop.com）易腐農(nóng)作物（www.tradingpr

101、oduce）以及農(nóng)業(yè)化學品（www.directag），其他農(nóng)業(yè)投入（www.agriplace）和一些允許輸入和輸出的交易（www.folnetworks）。然而許多電子商務(wù)市場是為農(nóng)業(yè)，農(nóng)民和農(nóng)場主提供服務(wù)的，只有一些是針對零售商農(nóng)產(chǎn)品（www.agribuy）和其他批發(fā)商（www.tradingproduce）。最讓加利福尼亞農(nóng)民感興趣的是加利福尼亞農(nóng)場局聯(lián)合會提供一個市場，對有400個以上農(nóng)業(yè)商品交易和成員的有免費使用權(quán)。<