摘要
随着信息技术和网络技术的发展,农产品网络营销作为一种新的营销模式为解决农产品"卖难买难"问题提供了一种全新的思路。目前中国农产品网络营销仍处于初级阶段,存在着诸如信息网络建设薄弱、网络营销服务体系不完善、网络营销模式不健全、农产品标准化程度低、农产品物流配送落后、农产品网络营销的法律规范不健全和安全保障欠缺等问题。从构建服务体系、完善市场体系、创新营销模式、完善物流配送体系、加强保障体系5个方面提出了完善中国农产品网络营销的对策,这对于提升中国农产品网络营销水平、解决"小农户"与"大市场"之间的矛盾具有重要的现实指导意义。
With the development of information technology and network technology,the network marketing of agricultural products as a new marketing mode provides a new way of thingking to solve the issues of ‘difficult selling and buying’ of gricultural product.However,it is still in starting stage in China.It has many shortcomings which restrict the development of agricultural product network marketing such as,the construction of information network is weak;the marketing network and service system is imperfect;the model of network marketing is unsound;the standardization of agricultural product at low-level;the logistics distribution of agricultural product is lag behind;the legal norm of agricultural product network marketing is defective;the guarantee of security is deficiency.The restrictive factors of agricultural product network marketing were analyzed;and the system construction and countermeasures were discussed from 5 aspects,including marketing service system,circulation market system,marketing mode system,logistics system and guarantee and support system which important practical guiding significance for enhancing the level of network marketing of agricultural products in China to resolve the contradiction between the ‘small peasants’ and ‘big market’.
出处
《湖北农业科学》
北大核心
2012年第20期4638-4640,共3页
Hubei Agricultural Sciences
关键词
农产品
农产品网络营销
对策
agricultural product
agricultural product network marketing
countermeasures
