Digital Transformation of Agricultural Product Circulation under the Background of Industrial Internet：Theory and Countermeasures

Abstract：The consumption Internet is mainly about the consumption process of individual user ；and it is used to significantly change consumers’experience in terms of diet，traveling，and entertainment. While the industrial Internet is mainly about the producers；it can realize the redistribution and efficiency improvement through digital transformation in terms of production，circulation，and organization；and it is the process of value improvement which is different from the consumption Internet which taking“viewership first”as the characteristic. China should，first，take informatization and digitization as the main line，strengthen the infrastructural construction for the information system of agricultural products wholesale market ，establish the Big Data integration platform，encourage the open and smart data information，promote the construction of non-profit wholesale market and core network for agricultural product circulation ，and realize the government- oriented administrative function and market- oriented operational and service function ；second，China should promote the standardized and digitalized agricultural product circulation，and the whole process of cold chain，and meet the consumers’requirement in terms of quality and immediacy；third，China should integrate the production end of agricultural product circulation ，reduce the hierarchy of that， promote information feedback，increase farmer’income，and promote the development of agricultural modernization ；and fourth，strengthen the construction of infrastructure and Internet information platform ，improve the quality of circulation professionals，establish the powerful main bodies of upstream production and circulation organization to finally realize the digital transformation of agricultural product circulation.

Key words：industry Internet；agricultural product circulation；digitization；transformation and upgrading