乡村农产品电商在网络营销中的发展探析

Analysis on the Development of Rural Agricultural Products E-Commerce in Network Marketing

摘要: 在这个高速发展的时代背景下，人们的消费水平和生活质量已上升了一个台阶，对农产品的质量要求也随之提高，农产品电子商务也在这个过程中得到了很大的发展。如何做好农产品的高质量生产与高效的营销推广，使农产品能够筑起广大农民与消费者之间更为强韧而坚固的纽带，让其更好地发挥作用，还是目前还有待解决的难题。发展农产品电商可以帮助农户改善生活水平落后的局面，增加经济收入方式，同时带动更多当地青年返乡创业，增加农村就业机会等。电商的发展也促进了优秀的农产品资源在全国各地的推广流通，打破了过去传统的销售模式。不过目前我国农产品电子商务还存在着许多问题，相比于发达国家，我国生产者素质略低，物流发展水平低下，电商法律不完善等，这些对于我国农产品的营销推广造成了极大的影响，阻碍了其发展。本文以乡村农产品电商在网络营销中的发展为题，通过分析农产品的质量、市场、营销等条件，论述了农产品电商营销的现状，困境与应对措施。笔者期望通过这篇论文的研究，能为我国农产品电子商务的发展提供力所能及的支持。

Abstract: Under the background of this rapid development era, people’s consumption level and quality of life have risen a step, and the quality requirements for agricultural products have also been improved, and e-commerce of agricultural products has also been greatly developed in this process. How to do a good job of high-quality production and efficient marketing and promotion of agricultural products, so that agricultural products can build a stronger and solid bond between farmers and consumers, so that it can play a better role, is still a problem to be solved. The development of agricultural products e-commerce can help farmers improve the backward living standards of the situation, increase the way of economic income, while driving more local youth to return home to start businesses, increase rural employment opportunities. The development of e-commerce has also promoted the promotion and circulation of excellent agricultural resources across the country, breaking the traditional sales model in the past. However, there are still many problems in the e-commerce of agricultural products in our country; compared with developed countries, the producer quality is slightly lower, the level of logistics development is low, the laws of e-commerce are imperfect, and so on; these have had a great impact on the marketing of agricultural products in our country, hindered its development. Based on the development of rural agricultural products e-commerce in network marketing, this paper discusses the current situation, dilemma and countermeasures of agricultural products e-commerce marketing by analyzing the quality, market and marketing conditions of agricultural products. The author hopes that through the research of this paper, we can provide the best support for the development of e-commerce of agricultural products in China.