At present, domestic agricultural product market development has some problems , for example, the in-formation exchange is not smooth , the prices of agricultural products fluctuate frequently .On the background, the agricultural products electronic commerce emerged due to the driving of the internet technology .Different kinds of agricultural products business models continue to emerge , of which F2F business mode of agricultural products is one of the most important way.In this paper, on the basis of the characteristics of agricultural products electronic business modes, a new agricultural electricity business model - F2F (to Family Farm) was put forward.This model belonged to an environment model of urban agriculture , in which consumers and producers were closely inte -grated and interactive.The article clarified the definition of F2F model, and analyzed its difference with the O2O model.The results showed that the electronic F2F mode had powerful market potential.In addition, it pointed out that this model needed to be promoted.%由于信息交流不通畅、农产品价格波动频繁等原因，农产品电子商务在互联网技术发展带动下应运而生，各类农产品电商模式不断出现，其中农产品 F2F 电商模式就是最为重要的发展模式之一。文章通过归纳总结，从当前几种农产品电商模式特点出发，提出了农产品电商新模式———F2F （Farm to Family）。该文阐述了农产品 F2F 电商模式的运营模式内涵及当前发展现状，其次，剖析了 F2F 农产品模式的优劣点，最后根据前文分析，提出了积极构建农产品物流配送系统、积极培养农产品电子商务优秀人才、强化农产品的品质管理加快农产品电商发展的对策措施。
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