电商背景下特色农产品消费的优势、困境与对策

The Advantages,Difficulties and Countermeasures of Characteristic Agricultural Products Consumption under the Background of E-commerce

本文从淘宝、京东等传统平台的电商业务到抖音、今日头条等社交平台的电商业务,从多维度、多层面持续挖掘人们对特色农产品的消费需求。随着我国消费环境逐步改善,催生对特色农产品的更多消费需求。电商能从多个层面触及消费者的消费痛点,激发他们的消费冲动;通过社群方式聚焦共同需求,挖掘人们对特色农产品消费的需求。然而,相关主体难以处理特色农产品消费需求挖掘和交易实现的下列困难:消费者信任感波动较大、电商同质化导致恶性竞争等。为此,相关方应开展差异化营销,科学挖掘用户的消费需求;激发社群的信任连锁效应,提升电商运营水平;从制度层面挖掘消费者对特色农产品的消费需求,促进交易实现。

From the e-commerce business of traditional platforms such as Taobao and Jingdong to the e-commerce business of social platforms such as Tiktok and Toutiao,people's consumer demand for featured agricultural products has been continuously tapped from multiple dimensions and levels.With the gradual improvement of China's consumption environment,more consumer demand for characteristic agricultural products has been spawned.E-commerce can touch consumers'consumption pain points from many levels and stimulate their consumption impulse;Focus on common needs through community means,and tap people's demand for special agricultural products.However,it is difficult for the relevant subjects to deal with the following difficulties in the mining of consumer demand for characteristic agricultural products and the realization of transactions:consumer trust fluctuates greatly,and the homogenization of e-commerce leads to vicious competition.Therefore,the relevant parties should carry out differentiated marketing and scientifically tap the consumer demand of users;Stimulate the chain effect of trust in the community and improve the level of e-commerce operation;From the institutional level,the consumer demand for characteristic agricultural products should be mined to promote the realization oftransactions.