我国农产品网络营销现状及优化策略

THE CURRENT SITUATIONAND OPTIMIZATION STRATEGIES OF NETWORK MARKETING OF CHINA′S AGRICULTURAL PRODUCTS

关键词:  农产品市场 网络营销 电子商务 产销 策略

Key words:  agricultural production market  network marketing  electronic business  production and sale  development strategy

摘要:

信息时代的到来，将网络营销带到中国市场。特别是近年来网络越来越成为生活中不可或缺的一部分，网络营销也成为继传统营销模式后新发展的一种营销模式，近3年来农产品网络营销更是异军突起。目前，农产品网络营销市场环境逐步形成，农产品网上交易平台建设初具规模，网络营销得到初步应用，但整体水平较低。农产品网络营销的发展根基尚浅，随着网络营销的运用，诸多问题也随之而来，如企业对网络营销的意识不到位、网络诚信及安全问题存在隐患、农业从业人员网络营销意识浅薄等。为解决这些阻碍因素，文章提出完善网络平台建设、建立农产品品牌、强化物流体系、健全网络法律法规等利于农产品网络营销发展的优化策略。

Abstract:

At the arrival of the information age, the network marketing comes to the Chinese market.Currently,because the network marketing of agricultural products represents the current market trends, the market environment gradually changed from producing online trading platform construction to network marketing.But the foundation for the development of agricultural marketing is still in lag and has some problems, for example, the business awareness of network marketing is not in place, the network integrity and security issues have many potential dangers, and so on.To address these obstacles, this paper put forward some countermeasures, such as perfecting network platform, building a brand of agricultural products, strengthening the logistics system, and so on.