Research On Electronic Marketing Of Characteristic Agricultural Products In Longyan City

Rural e-commerce is considered as the new commercial "blue ocean" of the Internet.In recent years,with accelerating development of rural e-commerce,it makes them playing important roles in innovating business mode,improving rural modern market system,increasing farmers' income,as well as balancing urban and rural economical development.Also,with the rapid growth of e-commerce in rural areas,e-commerce platforms have already covered the commercial production,sales,supply and other links of rural areas.In Longyan area,the government expects to promote the development of rural electronic commerce by using the advantage of featured agricultural products,which so called "Ba Da Xian","Ba Da Zhen","Ba Da Gan" in agricultural industry,in that way to achieve the farmers' income increased yearly.However,it still has many problems about how to constantly promote the development of rural e-commerce in Longyan area,in particular,how to solve the problems about online sales of the featured agricultural products.In this study,we tried to investigate the local development mode of the rural e-commerce in Longyan area,and tried to make some suggestions to amend the current policy of rural e-commerce,in which way to make more smooth of Longyan's agricultural products in rural e-commerce sales.In addition,we also expect to provide some references for the development of rural electricity supplier in Longyan area.This study is based on investigation examples of the advanced concept and experience of the research on the development of rural e-commerce in China and abroad.We use the examples of "Longyan Changting Bing lang Yu","Xiao huangjiang","Wuping Xiangdong Ji","Zhangping Shuixian Cha","Liancheng Di gua gang" and other specific agricultural products,which sell on the online marketing nowadays.By the methods of comparative analysis,field investigation and typical case study,we find out the bottlenecks and problems encountered in the process of online sales of Longyan's featured agricultural products.Finally,by investigation of the national,provincial municipal rural e-commerce policies and the actual situations,and policies in Longyan city,we provide some strategies to promote the development of agricultural products in the following points:speeding up brand construction of the unique characteristics,strengthening the standardization and traceability,solving the rural logistics system that may restrict the "first kilometre" of online sales,enhancing the integration of rural e-commerce construction with information and modernization,cultivating the e-commerce service system for the online sales of the special service agricultural products,cultivating a group of specialized personnel and teams of agricultural products countermeasures.Our study help provide theoretical and practical guidance in promoting rural e-commerce development in Longyan area.