Research On The Problems And Countermeasures Of The Development Of Agricultural Products E-commerce In Renshou County

The development of e-commerce for agricultural products has gradually become a hot topic in society against the background of the continuous development and popularity of Internet technology.Markets and agricultural production are gradually linked under the development of e-commerce for agricultural products.Small-scale sales of agricultural products are closely integrated with large-scale markets,which to a certain extent greatly widens the sales channels for agricultural products.In addition to this,it can also make use of big data to efficiently guide and organise agricultural production,whether it can enhance the competitiveness of core products,promote increased production and income for farmers and enhance the growth of the rural economy,thus promoting supply-side reform of rural agriculture.In recent years,Renshou County has leveraged internet technology to vigorously drive the development of agricultural e-commerce and promote the development of citrus-related industries,but there are still many problems in production,marketing,publicity and resource allocation.Therefore,it is important to study the development of e-commerce in Renshou County,analyse the problems and reasons for its development,and propose countermeasures to promote the development of e-commerce in Renshou County in view of its existing problems,which will provide directions and ideas to continuously improve the development of e-commerce in Renshou County for agricultural products,solve the sales problem of Renshou County’s citrus,realise the industrial development of the rural revitalisation strategy and solve the problems of farmers’ increased production without increased income.Based on the "Long Tail Theory","Internet Marketing Theory" and "Supply Chain Theory",this study focuses on the development of citrus in Renshou County,and uses questionnaires,literature research,descriptive statistics and other research methods to analyse the current situation,problems and countermeasures of the development of citrus e-commerce in Renshou County,and put forward feasible suggestions.This study has carefully sorted out the current situation of e-commerce development in the citrus industry in Renshou County,interviewed relevant staff of the Renshou County Agricultural and Rural Bureau,visited large citrus growers,professional cooperatives and companies,and summarized and analyzed the development foundation and current situation of e-commerce in the citrus industry in Renshou County.According to the current situation of citrus e-commerce development and interviews,it is found that there are digital divide constraints,concept constraints,logistics cost constraints,policy constraints,brand development constraints and other problems in the citrus industry e-commerce in Renshou County,the industry infrastructure is not perfect,there are difficulties in obtaining e-commerce information,farmers have a low level of education,single e-commerce channels and other restrictions on the participation of farmers,logistics costs,industrial service system and other slow The development speed,electric business training,professional talent construction and other cultivation is not enough,brand publicity,marketing promotion and other efforts are not enough,these are hindered Renshou citrus electric business development.According to the analysis of the current situation and problems of e-commerce development in the citrus industry in Renshou County,the following countermeasures are proposed for the development of e-commerce in the citrus industry in Renshou County:(1)optimize the basic network for the development of citrus e-commerce;(2)enhance the awareness of e-commerce application;(3)strengthen the construction of e-commerce logistics system for agricultural products;(4)increase the government’s support for citrus e-commerce;(5)accelerate and improve the training system for e-commerce talents;(6)improve the construction of e-commerce sales platform.