乡村振兴背景下特色农产品电商发展模式研究

Research on the development mode of e-commerce of characteristic agricultural products under the background of rural revitalization

发展特色农产品电商是落实乡村振兴中培育新产业新业态的重要举措,也是互联网+农业生产的重中之重。本文从我国特色农产品发展的现状出发,探讨了特色农产品发展的4种模式分别为:微信电商模式、F2B2C模式、O2O模式、直播订单模式,并对现有电商模式的问题如:购群体问题、产品问题、消费习惯问题、物流问题进行了深入剖析并给出针对目标群体营销、完善法律法规准则、开展体验式消费、跟进新兴媒体等破解困境的对策建议。

The development of e-commerce of characteristic agricultural products is an important measure to cultivate new business type,a new industry in the process of rural revitalization.Based on the present situation of the development of characteristic agricultural products in China,this paper probes into the development mode of characteristic agricultural products,analyzes the problems of the existing modes of e-commerce,such as purchasing group problems,product problems,consumption habits and logistics problems,and gives marketing for target groups and perfecting laws and regulations.Carry out experiential consumption,follow up the emerging media and other countermeasures and suggestions to solve the predicament.