“互联网+”下的农产品网络营销困境与出路

Dilemma and Solution of Agricultural Product Network Marketing under the "Internet +"

在"互联网+"的大背景下,网络技术的快速发展极大地促进了传统行业的发展。随着农产品需求规模进一步扩大,农产品网络营销模式逐渐兴起,但是在农产品网络营销的发展过程中也遇到了一系列困境,首先对农产品网络营销现状进行科学地剖析,发现其存在农产品网络交易平台法律体系不完善、网络营销人才匮乏、物流体系不健全一系列问题,最后从网络营销信息化平台建设、物流体系完善、人才建设、营销网络结构、营销整合策略等方面提出相应的对策。

On the background of ＂Internet ＋＂,the rapid development of network technology has greatly promoted the development of traditional industries.With the further expansion of the demand scale of agricultural products,agricultural product network marketing model is gradually on the rise,which also encountered a series of difficulties.This paper firstly analyzed the present situation of agricultural product network marketing,and found the existing problems,including that the law system of agricultural products network trading platform was incomplete,network marketing talents were deficient,logistics system was imperfect,and finally put forward the countermeasures from the construction of network marketing information platform,the improvement of logistics system,talent construction,marketing network structure and integrated marketing strategy.