“互联网+”时代山西特色农产品营销模式分析

Marketing Patterns of Shanxi Characteristic Agricultural Products in the “Internet +” era

介绍了山西省特色农产品概况,分析了山西特色农产品传统营销模式和电子商务营销模式,包括企业到企业、企业与消费者和个人与个人之间3种。指出了山西特色农产品电子商务的发展仍存在观念滞后,电子商务化水平不高,质量问题频出,商家信用受损,模式选择存在偏差致使营销失败等问题,就如何优化山西特色农产品营销模式提出几点建议,对推动特色农产品"走出山西,走向全国"有现实性研究意义。

The paper introduced the situation of characteristic agricultural products of Shanxi province, and analyzed the drawbacks of traditional marketing patterns of Shanxi characteristic agricultural products and E-business marketing patterns, including three ones, business to business, business to customer, and customer to customer. It was pointed out that there were still some problems in the development of E-business of Shanxi characteristic agricultural products as follows： lagging concept, low level of E-business, frequently appeared product quality problems, impaired credit of businessmen, and improper selection of marketing patterns leading to the failure of marketing, which is of practical significance for promoting the marketing of characteristic agricultural products ＂from Shanxi to the country＂.