基于社交电商的农产品上行对策研究

Research on the Countermeasures of Social E-Commerce Based on Agricultural Products Going Upstream

摘要: 随着互联网技术飞速发展，农产品电商逐渐从电脑端转向手机端，通过运用社交模式，发挥社群优势，实现农产品出村进城，拓展销售渠道，提高农民收入，促进农村电商可持续发展的目的。当前，社交电商处于发展探索阶段，通过阅读大量文献，参考国内社交电商平台的实际情况，发现助力农产品上行过程中存在质量缺乏保障、供求信息不对称、物流系统不完善、品牌不健全等问题。通过分析社交电商运营模式，结合农产品特性特此提出在农产品上行过程中要推进农产品标准化进程、增强用户对平台的信任度、完善物流基础设施、打造具有竞争力的农产品品牌等建议对策，为农产品社交电商领域提供坚实有效的理论基础和现实依据。

Abstract: With the rapid development of Internet technology, agricultural products e-commerce has gradually shifted from the computer terminal to the mobile phone terminal. Through the use of social mode, the advantages of the community are brought into play to realize the purpose of getting agricultural products out of the village and into the city, expanding sales channels, improving farmers’ income and promoting the sustainable development of rural e-commerce. At present, social e-commerce is in the exploration stage of development. By reading a lot of literatures and referring to the actual situation of domestic social e-commerce platforms, it is found that there are problems such as lack of quality assurance, asymmetric information of supply and demand, imperfect logistics system and unsound branding in the process of helping agricultural products to go upstream. By analyzing the operation mode of social e-commerce and combining the characteristics of agricultural products, we propose to promote the process of standardization of agricultural products, enhance the trust of users in the platform, improve the logistics infrastructure and create a competitive brand of agricultural products in the process of agricultural products going upstream, so as to provide a solid and effective theoretical basis and practical basis for the field of social e-commerce of agricultural products.