农产品电商三种上行渠道营销策略研究

Research on Three Upstream Marketing Strategies of Agricultural Products E-Commerce

摘要: 随着互联网技术的发展与应用，通过网络销售农产品逐渐受到农产品经销商的关注，网络营销逐渐发展为销售农产品的重要方式。通过对农产品在网上销售的过程分析，发现我国农产品电商分销渠道多样化，根据农产品销售商使用电商平台的销售方式，可以分为三种分销渠道：第三方电商平台、独立农产品电商平台和自媒体平台。文章从产品货源、销售过程以及物流配送三方面对农产品电商分销渠道的深入分析，发现第三方平台的农产品不支持7天无理由退货，在独立农产品平台上发布的虚假信息，自媒体平台的经营和消费者信息安全等问题，三种渠道还存在共同的问题，如同质化严重、物流体系不完善等问题，并提出从完善市场交易制度和物流体系建设、建立农产品品牌等方面改进，促进农产品电商发展。

Abstract: With the development and application of Internet technology, the sale of agricultural products through the Internet has gradually become the focus of agricultural product distributors, and network marketing has gradually developed into an important way to sell agricultural products. Through the analysis of the process of online sales of agricultural products, it has been found that China’s e-commerce distribution channels for agricultural products are diversified. According to the sales methods of e-commerce platforms used by agricultural product sellers, they can be divided into three distribution channels: third-party e-commerce platforms and independent agricultural products e-commerce, platforms and self-media platforms. The article analyzed in depth the distribution channels of agricultural products e-commerce from three aspects of product supply, sales process, and logistics and distribution, and found that agricultural products of third-party platforms do not support 7 days no reason to return; false information released on independent agricultural products platform, from the media platform Problems such as management and consumer information security; there are still common problems in the three channels, such as serious problems of quality, imperfect logistics system, etc., and propose improvement from improving the market trading system and logistics system construction, establishing agricultural product brands, etc. to promote the agricultural electricity supplier development.