Study On The Development Strategy Of "XQJ",an E-commerce Platform Of Shaanxi Mobile Nongte

In recent years,China's agricultural e-commerce get all-round development,expanding the size of the market,continue to enhance foundation support power,electricity more perfect ecological aspects,policy system is gradually forming,formed many characteristic development pattern,this to promote the transformation of agricultural production and operation mode,speed up the 123 industrial convergence and stimulate the development of entrepreneurial employment effect is remarkable.The "Internet +" era also provides opportunities and platforms for online and offline integration services of agricultural e-commerce.However,under the new situation,there are still problems and challenges in agricultural e-commerce in terms of logistics basis,e-commerce talents,market environment,quality standards and business models,which need to be broken through.Therefore,a summary of the current situation,characteristics and typical models of the development of China's agricultural products e-commerce is helpful to form its replicable and popularizable experience and grasp the trend and direction of future development.Shaanxi province,located in northwest China,not only has rich and diverse agricultural resources,but also promotes the rapid rise of agricultural e-commerce platform by relying on the strong penetration of the Internet into the agricultural field,which has a positive impact on the diversified development of agricultural e-commerce platform in shaanxi province.This paper selects "XQJ",a mobile agricultural special e-commerce platform in shaanxi province,as the research object,and studies the regional agricultural special products e-commerce platform under the e-commerce mode with mobile operators as the background.Research idea is based on the development strategy,competition strategy,and based on the background of "agricultural special products electric commercial" and so on related literature,and on the practical samples and data of the present stage,which is based on shaanxi mobile agricultural special local electric business platform "XQJ" development present situation,from the current of development strategy,horizontal integration strategy,competition strategy,cost leadership strategy Angle was analyzed,and find out the problems in the process of strategy implementation,such as: platform sold by agricultural special products quality is not stable;The coordination between multiple platforms is complicated and the execution efficiency is low.Inadequate expansion of its own channels;The overall profit margin of the platform is low,the platform lacks of new profit growth point;The effect of online channel promotion is not ideal.Explain the reasons for the above problems.Firstly,PEST analysis method is used to analyze the external environment of politics,economy,society and technology.Secondly,the competition status of the platform is compared with the main competitors by using the five forces model analysis method.Thirdly,the value chain analysis method is used to analyze the internal environment of "XQJ".Finally,the overall internal and external environment of shaanxi mobile agricultural products e-commerce platform "XQJ" is evaluated by SWOT analysis.The necessity,development positioning and target of diversified development of shaanxi mobile special agricultural e-commerce platform "XQJ" are clarified,including establishing the platform's own agricultural specialty brand,increasing the platform's offline self-lifting business,and combining agricultural special products e-commerce and tourism to develop the "e-commerce + tourism" business.Meanwhile,by implementing differentiated competition strategy at the business level,it differentiates itself from other large e-commerce enterprises in terms of business area,sales channels and product positioning,gives full play to its own advantages,and tries its best to prevent the impact brought by direct conflicts with it at the early stage.In addition,based on the platform strategic planning,corresponding safeguard measures are formulated to ensure the smooth implementation of platform development strategy and competition strategy.There are also some shortcomings in the research process of this paper.On the one hand,researches on agricultural products e-commerce platforms relying on mobile operators are relatively rare,with few reference samples.Therefore,it takes time to verify how to make the platform development strategy more scientific and effective.On the other hand,the mobile company system is complex,the functions and relationships of various departments are not fully understood,and the analysis of some problems is still superficial,which needs my further study,research and improvement in the future work.Although the shaanxi electronic commerce starts early,but because of the idea and so on factor restriction,causes the development level to be relatively backward.Therefore,strengthening the study of e-commerce in shaanxi,especially the combination of cross-industry enterprises and agricultural and special products e-commerce,is of great significance for promoting the economic and social development of shaanxi and achieving catch-up and transcendence.