Design and Realization of E-Marketing System for Fresh Agricultural Products

Chunm ao TAN，Haishan WANG，Xiudong SUN，Yannan ZHAO

1.Shanghai Vocational College of Agriculture and Forestry，Shanghai201600，China；2.Shanghai Agriculture Information Co.，Ltd，Shanghai200335，China

1 Introduction

With rapid development of the Internet，e-commerce platforms are widely applied in various fields.Compared with traditional shopping ways，e-commerce is convenient and swift.We can select and buy desired products with outgoing outside.Besides，the price is of real benefit.However，e-marketing is relatively few in agricultural products and e-marketing of agricultural products is relatively backward.Two fundamental factors lead to this problem.Firstly，producer end and customer end of e-commerce of agricultural products have numerous separate producers and consumers.How to connect them through an effective e-commerce platform and logistic system and realize rapid circulation of agricultural products between them is a complex problem.Secondly，agricultural products have short shelf life and are perishable，so the e-marketing cost of agricultural products is higher，but the low added value of ordinary agricultural products fails to support operating cost of e-commerce enterprises and logistic distribution［1-4］.This system selected＂three brands and one identification＂（green，organic and nu is anceless and geographic identification）agricultural products of specialized farmers'cooperatives in Shanghai.Such products have higher commercial value.With improvement of people's living standards，people care more and more about health and become urgently to eat fresh agricultural products.In view of this situation，we designed and expected to realize the e-marketing system for fresh agricultural products with the reference to e-marketing operation experience of mature e-commerce platforms on the basis of e-marketing of fresh agricultural products in Shanghai.E-marketing of fresh agricultural products can expand marketing channels for specialized farmers'cooperatives，increase farmers'income，expand businesses of e-commerce enterprises and increase their profit for e-commerce enterprises.For consumers，they can buy fresh agricultural products，which are favorable for their health.Thus，e-marketing of fresh agricultural products is of great realistic significance.

2 Analysis of system demand

From the production to consumption of fresh agricultural products，it mainly include following links［5］.（i）Farmers produce agricultural products，while specialized farmers'cooperatives are mainly responsible for centralized collection of fresh agricultural products and supplying to e-commerce enterprises.（ii）E-commerce enterprises are responsible for quality inspection，classified packaging，storage and sales management of products.In other words，cooperatives supply products for e-commerce enterprises，and e-commerce enterprises package agricultural products according to content of purchase orders，and then make real-time delivery.In this process，e-commerce enterprises should have certain fresh product stock condition.（iii）Consumers can browse，search，order and make payment for products.According to actual application demands，we can divide system users into 3 types：（i）specialized farmers'cooperatives；（ii）e-commerce enterprises；（iii）consumer members.If logistics and delivery are not self-operated by e-commerce enterprises，it can add third-party logistic susers.The system is provided with interface for third-party logistics.

E-commerce has different business modes.According to the above analysis，this e-marketing system is designed to be B2B2C（Business-to-Business-to-consumer）mode.

3 System design

3.1 Design of functional modules According to the above analysis of system business process and user types，this system is mainly designed with following functional modules.

3.1.1 Member management.This includes registration，log-in，member examination，and log-in authentication functions.For suppliers，e-commerce enterprises firstly add users to make centralized management，to ensure true and effective production and supply，and they provide log-in function but not offer registration.

3.1.2 Commodity information management.This functional module is designed for management of pre-defined information such as types，specifications and codes of commodities.It creates types and sub-types.Besides，it makes classified management of commodity information and finally issues the commodity information in the marketing system.In addition，it provides storage condition，shelf life，recommended recipe and health guide of commodities for consumers，to guide consumers to purchase commodities.

3.1.3 Commodity sales.This module provides functions of viewing hot-sale products and promotion products，browsing products，searching and purchase conditions，comment，collection，shopping cart，submitting order，and making payment.

3.1.4 Order management.This includes shopping cart management，order management，order review，order settlement，and sales statistics.

3.1.5 Payment management.This includes cash on delivery，on line payment，score payment，and third-party payment.

3.1.6 Delivery management.This includes management of delivery plan，delivery route，delivery methods，and delivery cost.

3.1.7 Supplier management.This includes supplier information，purchase quantity，and fund settlement.

3.1.8 Storage management.This includes functions of inventory and quality inspection management.

3.1.9 Auxiliary module.This includes shopping guide，delivery scope，charges，means of payment，and after-sales service.

3.2 Design of system data base According to analysis of functional modules and design specifications of database，the major logic structure of database is as follows：

3.2.1 Information of commodity types.This includes number，name，and description and addition date of the commodity types.

3.2.2 Information of commodity sub-types.This includes number，name，and description and addition date of the commodity sub-types.

3.2.3 Commodity information table.This includes item number，type number，sub-type number，name，package specification，unit price，brand，place of production，quality guarantee period，delivery method，earliest delivery time，stock，small chart 1，small chart2，big chart1，big chart2，detailed introduction chart 1，detailed introduction chart2，detailed introduction chart3，detailed introduction chart4，off shelf or not，on-shelf-date.In actual operation of the system，detailed introduction of products is processed into fine chart，including production information，health guide and recipe introduction.

3.2.4 Member information.This includes member name，password，password question，password answer，image path，real name，gender，certificate types，certificate number，date of birth，e-mail，mobile phone，home phone，authorized phone，address1，address2，score，and registered date.

3.2.5 Shopping cart.This includes automatic coding，item number，member name，quantity，and date of adding.

3.2.6 Main table of order.This in cludesorder number，member name，total amount of purchase，order state，payment mode，payment state，delivery state，and order date.

3.2.7 Detailed table of order.This includes automatic number，order number，commodity number，quantity，and anonymity or not，and date.

3.2.8 Collection.This includes automatic number，member name，item number，and collection date.

3.2.9 Comment sheet.This includes automatic number，item number，member name，comment content，comment level，anonymity or not，and comment date.

3.2.10 Supplier user information.This includes supplier ID，supplier name，password，password question，password answer，image，real name，detailed address，contact phone，e-mail，and date of adding.

3.2.11 Storage information.This includes item number，stock，quality inspectionmark，supplier ID，and date.

4 System realization technologies

4.1 System development technologiesThe system developmentadopts PHP（hypertext preprocessor）.PHP isan HTML-embedded scripting language.Much of its syntax is borrowed from C，Java and Perlwith a couple of unique PHP-specific features thrown in.The PHP is easy to learn and has become one of the largest mainstream development technologies for website development and construction［6-7］.

The back-end database adopts Oracle database.The Oracle database is a relational database management system（RDBMS）from the Oracle Corporation.Oracle database is one of the most trusted and widely-used relational database engines.The system is built around a relational database framework in which data objects may be directly accessed by users（or an application front end）through structured query language（SQL）.It is a fully scalable relational database architecture.It is often used by global enterprises，which manage and process data across wide and local area networks.

Oracle database has following features［8-9］：（i）complete data management function：numerous，long storage long，data sharing，and reliability；（ii）distributed processing function；（iii）performance：high usability，high extensibility，high data security，and high stability.Oracle database is one of the first choices of large websites and e-commerce platforms.The system development and operation are realized in Linux operating system.

4.2 Ajax technologyThe core of Ajax is JavaScript XmlHttpRequest.This object is firstly introduced in Internet Explorer 5.It is a group of interrelated Web development techniques used on the client-side to create asynchronous Web applications.Ajax is not a single technology，but a group of technologies.With Xml Http Request，you can make request to the server and process responses.It does not block users.It can make update of the website without loading the entire web page.Now，Ajax has been widely applied in website.In this system，we mainly adopt this technology in the marketing module.After the member logs in，it can ensure browse of products page by page，making comment of browse，and making comment after purchase.It can realize asynchronous data loading and display of web page content.This not only ensures smooth browse of members in the process of shopping，realize excellent shopping experience，and greatly reduce website traffic of e-commerce enterprises and server burden.

4.3 Payment realization technologyThis e-marketing platform adopts flexible and convenient payment methods：cash on delivery，credit card on delivery，score payment（online recharge），and third-party payment platform（such as Union Pay，Ali pay，and 99Bill）.

4.4 MVC framework develop ment This e-marketing system adopts MVC（Model View Controller）architectural pattern.MVC a software architectural pattern for implementing user interfaces.It divides a given software application into three interconnected parts，so as to separate internal representations of information from the ways that information is presented to or accepted from the user.The model directly manages the data，logic and rules of the application.A view can be any output representation of information，such as a chart or a diagram；multiple views of the same information are possible，such as a bar chart for management and a tabular view for accountants.The third part，the controller，accepts input and converts it to commands for the model or view.MVC makes model classes reusable without modification and also makes the view reusable without modification.This development mode is favorable for labor division and cooperative development，increasing development efficiency，favorable for update of website layout without modification of business logic，and also favorable for operation and maintenance of the system.

5 Conclusions

In this study，we introduced the e-marketing system for fresh agricultural products.This system adopts PHPbased MVC framework technology and the database adopts Oracle database.This system has already started providing platform construction and operation and maintenance services for many agricultural product e-commerce enterprises，such as Shanghai Agriculture Information Co.，Ltd and Jinhuize Agricultural Product Marketing Cooperative.Since its operation，this system has realized the objective of winwin of three parties：（i）specialized far mers'cooperativesexp anded their marketing channels，increased far mers'income，and enhanced farmers'enthusiasm for planting agricultural products；（ii）e-commerce enterprises got familiar with operation mode of fresh agricultural product marketing，expanded their business scope，and increased their profit；（iii）consumers can purchase desired fresh agricultural products through this platform.Thus，construction and operation of this e-marketing system for fresh agricultural products greatly promote rural informationization of Shanghai and also play a model and leading role in construction and application of fresh agricultural product e-marketing system in other domestic regions.

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