生态农产品电商营销发展模式研究

• 作者： 佟冠杰 ¹ 葛文光 ¹ 崔兰 ¹ 韩尧 ¹ 张家瑞 ¹
• 作者单位：
  1.  河北农业大学经济管理学院
• 通讯作者： 葛文光 
• 提交时间：2024-10-16

摘要: 随着科学技术的迅速发展，网络技术的广泛运用极大便利了居民的日常生活，也极大推动了各个行业的转型和升级。基于此，本文分析了生态农产品电商营销的流程，并以西安彩虹星球合作社为例，分析其在“互联网+”背景下扩大生态农产品销售市场的规模，为打造生态农业品牌、减少营销成本，提出“互联网+”农业营销现阶段仍面临农业互联网基础设施发展滞后、互联网销售平台监管不足、专业队伍不足等困难。同时文章根据上述情况提出了增强农户的网络使用意识、加强农业地区基础设施建设、加强网络销售平台监管力度、运用互联网提高农民的专业度等解决措施，以供参考。

Abstract: With the rapid development of science and technology, the extensive use of network technology has greatly facilitated the daily life of residents and greatly promoted the transformation and upgrading of various industries. In this context, this article analyzes the process of e-commerce marketing of ecological agricultural products. Taking Xi’an Rainbow Planet Cooperative as an example, it analyzes its expansion of the sales market of ecological agricultural products under the background of “Internet+.” In order to build an ecological agricultural brand and reduce marketing costs, it is proposed that “Internet+” agricultural marketing still faces difficulties such as lagging development of agricultural internet infrastructure, insuffi cient supervision of internet sales platforms, and insuffi cient professional teams. According to the above situation, this article puts forward some solutions, such as enhancing farmers’ awareness of network use, strengthening infrastructure construction in agricultural areas, strengthening the supervision of network sales platform and using the internet to improve farmers’ professionalism.

• 分类： 工商管理学 >> 企业管理
• 稿件状态： 已在期刊出版
期刊名称： 《中国商论》 2024年 第3期
• 引用： PSSXiv:202410.01978 (或此版本 PSSXiv:202410.01978V1)
  DOI:10.19699/j.cnki.issn2096-0298.2024.03.033
  CSTR:32012.36.PSSXiv.202410.01978
• 推荐引用方式： 佟冠杰,葛文光,崔兰,韩尧,张家瑞.生态农产品电商营销发展模式研究.中国商论,2024(3).[DOI:10.19699/j.cnki.issn2096-0298.2024.03.033] (点此复制)