“互联网+”环境下农产品营销渠道优化——以陕西省合阳县为例

Optimization of Marketing Channels for Agricultural Products Under the Environment of “Internet+”——Take Heyang County, Shaanxi Province as An Example

随着"互联网+"的发展,农产品网络营销渠道也发生了巨大的变化。因此,如何在"互联网+"环境下,优化农产品营销渠道,提高农产品销售量,增加农民收入,成为当前急需解决的问题之一。以陕西省合阳县为例,在对农产品营销渠道现状进行分析的基础上,指出农产品营销渠道存在的问题,主要有农产品网络营销环境有待改善、网络营销渠道人员素质参差不齐、农产品物流配送体系有待完善和农产品电子商务平台建设有待加强,并针对所存在的问题,提出加快农产品网络营销渠道环境建设、提高农产品网络营销渠道人员素质、完善农产品物流配送体系,以及加强农产品品牌和电子商务平台建设等优化农产品营销渠道的建议,为其他地区农产品营销渠道的优化提供经验借鉴。

Abstract： With the development of “Internet＋”, the network marketing channels of agricultural products have also undergone tremendous changes. Therefore, how to optimize the marketing channels of agricultural products, increase the sales of agricultural products and increase the income of farmers in the “Internet ＋” era has become one of the urgent problems to be solved. Taking Heyang County of Shaanxi Province as an example, on the basis of analyzing the current situation of agricultural product marketing channels, this paper points out the problems existing in agricultural product marketing channels, mainly including the agricultural product network marketing environment need to be improved, the uneven quality of network marketing channel personnel, the logistics and distribution system of agricultural products needs to be improved and the construction of e-commerce platform for agricultural products needs to be strengthened. In view of the existing problems, this paper puts forward some suggestions to optimize the marketing channels of agricultural products, such as speeding up the construction of the environment of the network marketing channels of agricultural products, improving the quality of the personnel of the network marketing channels of agricultural products, perfecting the logistics distribution system of agricultural products, and strengthening the construction of the brand of agricultural products and e-commerce platform. Provide experience for other regions to optimize the marketing channels of agricultural products.