Study On Electronic Commerce Development Of Sichuan KiwiYANG Peitao Fresh Fruit Agricultural

The construction of e-commerce system in fruit industry is a systematic project,including logistics,after-sales and brand building,which needs long-term research and practice.With the improvement of living standards of urban and rural residents,the further enhancement of safety awareness and the increase of fresh fruit consumption demand,people begin to shift their attention to how to improve the quality and taste of fruits.Fresh fruit consumption is changing from enjoyable,seasonal and single consumption to necessary,long-term and diversified consumption.As far as the traditional fresh fruit retail industry has a long sales experience is concerned,the wide range of fresh fruit market and the strong consumption flow need not be explained too much.At the same time,the electronic commerce of fresh fruit also has the unparalleled development space of Guangmai in this era.The basic types of traditional fresh fruit retail are mainly:fresh fruit stores,fresh fruit supermarkets and fresh fruit retail districts in large supermarkets.The obvious disadvantage of this kind of retail districts is that the management is relatively disordered and can only serve consumers in a small range.But the demand of consumers is always due to the changes of the surrounding environment.Now traditional retailers are responding to the changes in the environment.For consumers with higher requirements for fresh fruits,they are beginning to show a little weakness,but they are better than their convenience.Therefore,in general,there are a large number of daily trading streams and stable customer sources and mobile customer sources.As a new trade mode,E-commerce breaks through the barriers of time and space.It can provide rich information resources,change the activities of farmers'production,management and management,effectively integrate the production,processing,packaging,distribution and sales of special agricultural products,further improve the market competitiveness of fresh fruit agricultural products,recruit market advantages,and ultimately realize farmers.Increase income.In the course of the research,taking the development of electronic commerce of Kiwifruit in Sichuan as an example,the main ideas and contents of this paper are as follows:Although the effect of developing electronic commerce in kiwifruit industry in Sichuan is obvious at present,there are still many difficulties to be solved,which has important reference significance for the development of electronic commerce in other agricultural products in China,and conforms to the agricultural policy of giving priority to demonstration of agricultural products with higher economic added value.At present,kiwifruit industry has a lot of room to improve in the development of cold chain logistics,timeliness of information release,packaging technology,brand,e-commerce operation mode in e-commerce.The degree of solving these problems directly affects the market development of agricultural products and the competitiveness at home and abroad.Therefore,to solve the above problems is the key to do a good job in developing e-commerce for agricultural products.Firstly,this paper investigates the current situation of the development of fresh fruit agricultural products in Sichuan,especially the characteristic agricultural products.Secondly,it investigates the current situation of the development of e-commerce of fresh fruit agricultural products in Sichuan,including its feasibility analysis,main development modes and main problems.Secondly,this paper focuses on kiwifruit,which is a characteristic fruit,to analyze its e-commerce development situation,including challenges,opportunities and its own advantages and disadvantages.Finally,according to the analysis of the previous problems,some operable countermeasures and suggestions are put forward,which may include but are not limited to the following measures:establishing information platform,timely and effective publicity and information guidance for fresh agricultural products;creating brand benefits,promoting market development through brand;improving cold chain logistics system,promoting more effective cold chain logistics;implementing standardized production;Packaging,reduce the rate of damage in transit,improve the relevant laws and regulations of agricultural products,etc.