生鲜农产品电子商务发展策略研究

Research on the development strategy of e-commerce for fresh agricultural products

电子商务这种新型营销方式的普及,给生鲜农产品带来了前所未有的发展机遇,但也有许多问题存在于生鲜农产品电子商务的发展过程之中,亟须从发展策略上发现新的突破口来铲除这些“绊脚石”。文章从物流和信息流这两个角度出发,系统全面地分析了我国生鲜农产品电子商务行业的现状,同时归纳国内生鲜农产品电子商务行业的基本模式,最后从政府、企业、农户个体等多个层面提出发展策略。

The popularization of e-commerce,a new marketing method,has brought unprecedented development opportunities to fresh agricultural products,but there are also many problems existing in the development process of e-commerce for fresh agricultural products,it is urgent to find new breakthrough in development strategy to solve these“stumbling blocks”.This paper comprehensively and systematically analyzes the current situation of China’s fresh agricultural products industry from the perspectives of logistics and information flow,summarizes the basic mode of domestic fresh agricultural products e-commerce industry,and finally puts forward development strategies at the levels of government,enterprises and individual farmers.