Research On Agricultural Products E-commerce Marketing Model Based On Rural Taobao Branch

In 2015,the concept of “Internet+” was put forward for the first time in the report on the work of the government in China,which promoted the further development of “Internet+ Agriculture” and promoted the rapid development of e-commerce marketing of agricultural products.The combination of marketing of agricultural products and e-commerce has effectively reduced the intermediate links in the sale of agricultural products,and has increased certain benefits for farmers,producers of agricultural products,and distributors.A number of professional Taobao villages have appeared in rural areas such as Zhejiang,Guangdong and Jiangsu,and the number of rural Taobao stores has continued to increase.At this stage,e-commerce has become a new type of marketing method for agricultural products in rural areas.Rural e-commerce has formed a unique rural Taobao shop.The rural e-commerce marketing market of Taobao in rural areas is huge,and its advantages have been favored by the government,scientific research institutions,and agricultural product processing enterprises.The e-commerce of agricultural products centered on rural Taobao shops has gradually grown.This article is based on the data of Zhejiang Tonglu rural Taobao shop and is committed to the research of e-commerce marketing model of agricultural products.It uses literature research method,case analysis method,questionnaire survey method,interview method,and data analysis method to fully understand domestic and foreign related agricultural products electronics.On the basis of the business marketing model and related theories,taking the Taobao shop in the rural area of ??Tonglu,Zhejiang as an example,it analyzes the e-commerce development of agricultural products and the specific e-commerce marketing model,and uses the design effect deff to conduct multi-stage sampling of the Taobao shop in Zhejiang Tonglu Village.The survey determined that thesample capacity was 330 rural Taobao shops in 10 Taobao Villages in Tonglu,and conducted data analysis to reveal the current status of the specific operation of agricultural e-commerce marketing models,and discussed the problems in the marketing process,and analyzed the problems behind them.The reasons,based on this,provide reasonable suggestions for the optimization and development of agricultural e-commerce marketing model in rural Taobaodian.After analysis,the main difficulties faced by rural e-commerce marketing models for agricultural products in Taobao are: the mode of operation of enterprises and management systems lags behind,the effectiveness of corporate product quality brands is not high,the logistics system of agricultural products is not perfect,and there is a serious shortage of enterprise technology and professionals;The above-mentioned agricultural product e-commerce marketing model problems are mainly due to the limited degree of agricultural e-commerce specialization,the weak brand awareness of agricultural products enterprises,the lag in the distribution of agricultural product logistics network,and the lack of awareness of the cultivation of agricultural product company businessmen;based on the analysis of the problems and causes,the improvement is proposed.Suggestions for the rationalization of agricultural e-commerce marketing models in rural Taobao shop,such as the use of big data technology to optimize agricultural e-commerce operation model processes,focus on the construction of agricultural product brand scale effect,separate construction of agricultural product logistics transportation security system,and increase the storage of e-commerce talents in agricultural products.The innovation of this article mainly focuses on the existing e-commerce model of agricultural products,and lists and analyzes the e-commerce marketing model that is most suitable for rural Taobao shops in the existing model.Based on the data analysis of rural Taobao shops,the rural Taobao shop is summarized.The advantages and disadvantages of the company are combined with its own characteristics to formulate a corresponding e-commerce model for agricultural products.At the same time,in improving the rationalization of marketing models for e-commerce in agricultural products,the latest big data technology has been introduced to optimize the e-commerce operating model.Big data analysis can accurately find consumer needs and accurately locate consumers.In order to improve the accuracy and efficiency ofagricultural e-commerce marketing.Through the research of this article,we have a preliminary understanding of the basic status quo of rural e-commerce marketing model for agricultural products in Taobao shop,and help agricultural products enterprises to select and improve the e-commerce marketing model with higher adaptability according to their own characteristics,and maximize the use of e-commerce marketing in the enterprise.Advantages to achieve better marketing results.