数字经济背景下农产品网络营销模式与战略研究

Research on the Network Marketing Mode of Agricultural Products and Strategy under the Background of Digital Economy

"十三五"时期,是中国互联网蓬勃发展、硕果累累的5年。5G通信从无到有,网络、信息等技术加速向产业渗透,平台经济、共享经济蓬勃发展,线上线下快速融合,互联网以不可阻挡之势,与各行各业全面融合。更催生数字经济发展,成为经济的新增长点,推进数字乡村建设发展。"买它,买它!,这是在"带货"主播们亢奋而又接地气的叫卖声中,"6·18"、"11·11"网络购物节释放着人们的消费热情。数字经济的全面发展,激发了我国消费市场的惊人能量。但是,在开展农产品网络销售过程中还存在农产品上行困难,销售模式同质化,区域发展不平衡、网络营销专业人才缺乏、物流配送体系建设不足等问题。因此,本文从农产品网络营销销售现状与模式研究出发,提出"多元化的互联网+"农产品网络营销创新策略,对改变我国农民因"农产品卖难"而导致的增产不增收现象具有重大战略意义。

In the"13 th Five-Year"period,China’s Internet is booming,fruitful of five years.5 G communication has grown from scratch.The platform economy and sharing economy are booming.Online and offline integration is fast.Internet has become integrated with all walks of life with an unstoppable momentum.In addition,digital economy will be promoted to become a new economic growth point,and digital rural construction and development will be promoted."Buy it,buy it!’6·18’and’11·11’online shopping festivals release people’s consumption enthusiasm in the excited and down-to-earth cries of"bring goods"anchors.The comprehensive development of digital economy has stimulated the amazing energy of China’s consumer market.However,in the process of carrying out online sales of agricultural products,there are still problems such as upward difficulties in agricultural products,homogenization of sales mode,unbalanced regional development,for lack of online marketing professionals,and insufficient construction of logistics distribution system.Therefore,starting from the research on the status quo and mode of agricultural products network marketing,this paper proposes"diversified Internet+"agricultural products network marketing innovative strategy,which is of great strategic significance for changing the phenomenon of increasing production and not increasing income caused by"difficult selling of agricultural products"in China.