基于电子商务平台的农产品营销模式研究——以重庆为例

随着互联网普及程度越来越高,农产品电子商务作为一种新型营销方式在现代营销中具有重要的作用。文章首先对电子商务相关概念和基础理论进行概述,明确了电子商务的重要性。其次在对重庆市农产品电子商务营销现状及问题分析的基础上,对目前重庆市现有的3种电子商务营销模式,即为电子市场交易模式、网络中介模式、网络虚拟社区模式进行深入分析。最后,从建立健全农产品电子商务相关法律和制度、大力培养农产品电子商务专业人才、开展多种形式的农产品电子营销模式,实施农牧产品与农商旅联动营销战略等几方面提出促进重庆市电子商务发展的策略。

RESEARCH ON AGRICULTURAL PRODUCT MARKETING MODE BASED ON E -COMMERCE PLATFORM---TAKING CHONGQING AS AN EXAMPLE

With the increasing popularity of the internet, the e-commerce of agricultural products,as a new mode, has an important role in the modern marketing. In this paper, the concept and basic theory of electronic commerce were summarized, and the importance of e-commerce was discussed. On the basis of the advantages and disadvantages of e-commerce of agricultural products marketing,three e-commerce marketing modes were analyzed, i.e,the electronic trading market mode, internet intermediary mode, and network virtual community mode. Finally, some suggestions were put forward to promote the development of electronic commerce in Chongqing city,such as establishingperfect laws and regulations of agricultural products e-commerce, vigorously developing e-commerce personnel,carrying out various forms of electronic marketing, and implementing the joint marketing strategyof agriculture and animal products combined with agriculture, business, and tourism.