我国农产品B2C网络营销制约因素及对策研究

Restricting Factors of B2C Internet Marketing of Agricultural Products in China

农产品B2C网络营销直接增加农产品生产者与终端消费者的联系,减少许多中间环节和流通成本,为消费者提供一个新型、便利的购物体验。但我国农产品B2C网络营销存在消费习惯制约、网络营销信用体系不健全、物流难题、争议仲裁难度大等制约因素。推进农产品网络营销的建设需要加强农产品B2C网络营销知识的推广,拓展网络商户销售,建设信用评级系统,开展第三方质量鉴定等,使传统农产品营销模式向现代电子商务模式转变。

B2C internet marketing of agricultural products directly increases the contacts between producers and end consumers and decreases many intermediate links and circulation cost,so it can provide consumers with a new and convenient shopping experience.However,there are a lot of obstacles in China＇s internet marketing of agricultural products such as consumer habit,imperfect internet marketing credit system,logistics difficulties,arbitration difficulties,etc.To promote internet marketing of agricultural product,it is essential to strengthen the spread of B2C internet marketing knowledge,to extend internet sales,to establish credit level evaluation system and to develop the third party quality evaluation,etc.so as to change the sales pattern from traditional marketing pattern of agricultural products into modern e-business pattern.