乡村振兴背景下农村电商助推特色农产品销售路径研究——以浙江台州临海蜜桔为例

Study on Sales Path of Distinctive Agricultural Products Boosted by Rural E-commerce under the Background of Rural Revitalization Strategy--Taking Linhai Tangerine in Taizhou,Zhejiang as an Example

随着互联网经济的快速发展,电子商务赋予了传统的“农业镇村大产业”更具现代化的时代特征,为传统农业企业提供了一片新蓝海。本文以临海蜜桔为研究对象,通过对临海蜜桔内外部经营环境进行分析,探究临海蜜桔销售企业发展电子商务的可行性。基于玉满园企业电商销售的实践经验,总结当前临海蜜桔销售企业建立电商机制的常见问题,在此基础上为临海蜜桔电商销售渠道的建立提出建设性意见。

As the rapid development of Internet economy,E-commerce has endowed the“large industry of traditional agricultural towns”with modern characteristics of the times,which provides development opportunities for traditional agricultural enterprise.Taking Linhai tangerine as the research object,this paper analyzes the internal and external management environment of Linhai tangerine,explores the feasibility of developing e-commerce for Linhai tangerine sales enterprises.Based on the experience and practice of e-commerce sales of Yumanyuan enterprises,this paper summarizes the common problems encountered by Linhai tangerine sales enterprises in establishing e-commerce mechanism.On this basis,constructive suggestions are put forward for the establishment of Linhai Tangerine e-commerce sales channels.