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โครงการหนังสออเล็กทรอนกสด้านการเกษตร เฉลมพระเกียรตพระบาทสมเด็จพระเจ้าอยู่หัว
6) HONGJIU and PAGODA are good cases to the point. Their roles could
be described in a 5i model: 1) Information (Quick feedback from the
retail end); 2) Initiation (Trigger reactions in networks of SMEs,
research units, & farms); 3) Interconnection (Coordinate along the
supply chain); 4) Inspection (Establish and implement the higher
standard with trace back system); and 5) Investment (Bring in financial,
technological, and human resources leveraging the economy of
scale). These roles will be more significant in the context of digital

transformation. They should also be complemented by active
government regulations to protect the interests of Thai farmers and
SMEs and make sure the Thai and Chinese stakeholders abide by laws
and get their fair share of benefits.
!)K " - 4 < #
Table 2.17 Channel Structure of Fruit Retailing in Mainland China

8 9 < # # " 中商情报⽹ 8 C !
Source: CASPIM based on data from 中商情报⽹ ASKCI.com
5. P57 figure 2.17 （revised）
Figure 2.17 Channel of Fruit Retailing in Mainland China
4 !)K " - 4 < #

Source: CASPIM
Graph Credit: 1) sohu.com; 2) m.tibet.cn; 3) kknews.cc; 4) m.huoyuan51.com
Graph Credit: 1) sohu.com; 2) m.tibet.cn; 3) kknews.cc; 4) m.huoyuan51.com
Supply Chain 57
8 9 <

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