农产品电商三种上行渠道营销策略研究

E-Commerce Letters 电子商务评论, 2018, 7(3), 32-37

Published Online August 2018 in Hans. /journal/ecl

https:///10.12677/ecl.2018.73005

Research on Three Upstream Marketing

Strategies of Agricultural Products

E-Commerce

Lizhen Liu

Guizhou Normal University, Guiyang Guizhou

Received: Aug. 2nd, 2018; accepted: Aug. 15th, 2018; published: Aug. 22nd, 2018

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 di-vided into three distribution channels: third-party e-commerce platforms and independent agri-cultural 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 in-dependent agricultural products platform, from the media platform Problems such as manage-ment 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 agri-cultural product brands, etc. to promote the agricultural electricity supplier development.

Keywords

Agricultural Product E-Commerce, Third-Party E-Commerce Platform, Independent Agricultural Product E-Commerce Platform, Self-Media Platform

农产品电商三种上行渠道营销策略研究

柳理珍

贵州师范大学，贵州贵阳

柳理珍

收稿日期：2018年8月2日；录用日期：2018年8月15日；发布日期：2018年8月22日

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。

关键词

农产品电商，第三方电商平台，独立农产品电商平台，自媒体平台

Copyright © 2018 by author and Hans Publishers Inc. This work is licensed under the Creative Commons Attribution International License (CC BY). /licenses/by/4.0/

1. 引言

2016年，中央一号文件提出大力推进“互联网 + 农业”，将互联网与农业紧密结合起来，利用互联网技术提升农产品质量监控能力，打破市场信息不对称，缩短农产品产销距离。特别是电子商务的兴起，为农产品在网上销售创建了平台，通过第三方平台、独立农产品电商平台或自媒体平台，帮助农产品经销商(和农户)解决农产品销售的问题。同时，也出现了农产品质量得不到保证、物流基础设施不完善以及品牌意识薄弱等问题。为此，文章深入分析目前我国市场上已有的农产品电商分销渠道，并从完善市场交易制度和物流体系建设、健全农产品质量标准体系、建立农产品品牌等方面改进，促进农产品电商发展。

2. 我国主要农产品电商分销渠道

2.1. 第三方电商平台

第三方电商平台指独立于产品或服务的提供者和需求者，通过该网络平台，按照特定的交易和服务规范，为买卖双方提供服务。如目前中国最受欢迎的综合性网站淘宝网，其入驻门槛较低，即使没有食品许可证和流通许可证也可以发布初级农产品信息[1]。

农产品零售商需支付给淘宝平台一定的费用，平台向其提供网上开店、广告模板，数据分析以及订单的管理、支付安全、物流管理等服务，借助该平台的影响力和基数庞大的潜在客户做交易。淘宝网的物流配送是外包给以快递公司为代表的第三方物流企业完成的，主要与圆通速递，中通速递，韵达快递，中邮EMS 等公司合作，由物流公司配送至消费者手中。