乡村振兴视域下特色农产品的电子商务营销策略研究
Research on E-Commerce Marketing Strategy of Characteristic Agricultural Products under the Perspective of Rural Revitalization

随着互联网时代的崛起，农产品电商发展如火如荼，特色农产品的销售渠道得以有效拓展，新的销售方式逐渐被运用，特色农产品销售量正成倍增长，农产品电子商务营销正在助力乡村振兴战略实施。本文基于乡村振兴战略大背景，梳理特色农产品电商营销的意义，从农产品生产环节、销售策略等方面了解特色农产品电子商务营销现状，旨在分析当前中国特色农产品电子商务营销面临的现实困境及挑战，研究并提出有效的特色农产品电子商务营销策略，以期增加特色农产品销售量，实现农民增收、农业增产、农村发展，加快推进乡村振兴进程，助力农业农村现代化。
With the rise of the Internet era, the development of agricultural products e-commerce is in full swing, the sales channels of featured agricultural products can be effectively expanded, new sales methods are gradually used, the sales of featured agricultural products are increasing exponentially, and the e-commerce marketing of agricultural products is helping the implementation of the rural revitalization strategy. This paper is based on the background of rural revitalization strategy, combing the significance of characteristic agricultural electricity business marketing, from the aspects of agricultural production, sales strategy of agricultural e-commerce marketing situation, and aims to analyze the current Chinese agricultural e-commerce marketing facing the real dilemma and challenges, study and put forward effective characteristic agricultural e-commerce marketing strategy, in order to increase characteristic agricultural sales, realize the farmers’ income, agricultural production, rural development, accelerate the rural revitalization process and power agriculture rural modernization.