特色农产品电商营销模式及技术支持研究
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摘要
"城乡融合"是农业农村现代化的新方向。当下,依托电商平台和物流渠道的发展,消费品下行和农产品上行加速了城乡一体化的进程,带动了乡村振兴,推动了城乡融合。为了深入了解农产品上行这一世界性难题,通过在广西各电商发展示范点的田野调查,概括其网络营销策略、电商组织文化及技术支持。并针对农村电商的未来发展提出了三条对策和建议:发挥农村精英的力量,先富带动后富;依托乡村振兴战略,推动农村电商发展;积极引导社会认知,发现农产品的文化意义。
"The rural-urban integration" is a new direction of agricultural and rural modernization.At present,with the development of e-commerce platform and logistics channels,the downward trend of consumer goods and the upward trend of agricultural products have accelerated the process of rural-urban blending,promoted the rural revitalization and rural-urban integration.In order to understand the upward trend of agricultural products as a global issue,we conduct field investigation in various e-commerce demonstration sites of Guangxi,summarize their internet marketing strategies,as well as cultural and technical support of e-commerce organization,and put forward three countermeasures and suggestions for the future development of e-commerce in rural areas:encouraging rural elites to play a role in making a fortune,encouraging those who has become rich first to help others achieve common prosperity;relying on the rural revitalization strategy to promote the development of rural e-commerce;striving for social acknowledgement and discovering the cultural significance of agricultural products.
"The rural-urban integration" is a new direction of agricultural and rural modernization.At present,with the development of e-commerce platform and logistics channels,the downward trend of consumer goods and the upward trend of agricultural products have accelerated the process of rural-urban blending,promoted the rural revitalization and rural-urban integration.In order to understand the upward trend of agricultural products as a global issue,we conduct field investigation in various e-commerce demonstration sites of Guangxi,summarize their internet marketing strategies,as well as cultural and technical support of e-commerce organization,and put forward three countermeasures and suggestions for the future development of e-commerce in rural areas:encouraging rural elites to play a role in making a fortune,encouraging those who has become rich first to help others achieve common prosperity;relying on the rural revitalization strategy to promote the development of rural e-commerce;striving for social acknowledgement and discovering the cultural significance of agricultural products.
引文
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[3]赵旭东,刘谦.微信民族志[M].北京:中国社会科学出版社,2017.
[4]姬广旭.城乡文化拼接视域下的“快手”——基于青海土著青年移动互联网实践的考察[J].民族研究,2018(4).
[5]姬广绪,周大鸣.从“社会”到“群”:互联网时代人际交往方式变迁研究[J].思想战线,2017(2).
[6]周大鸣,向璐.社会空间视角下“淘宝村”的生计模式转型研究[J].吉首大学学报(社会科学版),2018(5).
[7]陈然.地方自觉与乡土重构:“淘宝村”现象的社会学分析[J].华中农业大学学报(社会科学版),2016(3).
[8]马克秀.互联网与乡村社会结构变迁的研究框架思考——基于山东“淘宝村”的传播社会学分析[J].浙江传媒学院学报,2017(4).
[9]洪勇.我国农村电商发展的制约因素与促进政策[J].商业经济研究,2016(4).
[10]张健,冷凯君.湖北省农产品上行电商发展模式分析研究[J].物流工程与管理,2017(1).
[11]陈孝强,李永端,陈敏,等.“互联网+精准扶贫”背景下农广品电商上行策略研究——以十堰山区为例[J].湖北工业职业技术学院学报,2017(5).
[12]杨旭.县级政府、供应链管理与农产品上行关系研究[J].华中农业大学学报(社会科学版),2018(3).
[13]石明.基于农业产业化视角下的农产品电商上行问题探究——以欠发达地区农村为例[J].农场经济管理,2017(10).
[14]横县茉莉花产业管理局.横县茉莉花产业发展助推脱贫攻坚[J].茶世界,2018(09).
[15][日]八卷惠子,郑锡江.服务创出的礼仪体系:工作的人类学[J].广西民族大学学报(哲学社会科学版),2010(5).
[16]葛继红,周曙东,王文昊.互联网时代农产品运销再造?——来自“褚橙”的例证[J].农业经济问题,2016(10).
[17][美]马尔库塞,著,刘继,译.单向度的人[M].重庆:重庆出版社,1988.
[18]Brynjolfsson E,Smith M D,Hu Y J.From Niches to Riches:Anatomy of the Long Tail[J].Social Science Electronic Publishing,2006,(4).