我国生鲜农产品网络销售发展研究  

The Network marketing of Fresh Agricultural Products Based on C2C Mode

作　　者：杨雪[1] 

机构地区：[1]四川农业大学经济管理学院,四川雅安625000

出　　处：《安徽农业科学》2011年第18期11245-11246,11249,共3页Journal of Anhui Agricultural Sciences

摘　　要：介绍了生鲜农产品C2C网络销售的含义,分析了我国开展生鲜农产品C2C销售的背景,主要是电子商务的发展、消费理念的转变、生活方式的改变和我国农业生产的特点。介绍了我国新鲜蔬菜类和新鲜水果类生鲜农产品C2C销售的发展现状,指出了生鲜农产品C2C销售面临的困难,分别是农村网络基础设施建设不完善;农产品网络销售专业人才缺乏;农产品质量难以保证;物流体系尚不成熟;市场存在不确定性;政府的制度保障不健全。最后展望了基于C2C的我国生鲜农产品网络销售模式的发展趋势。The paper introduced the connotation of network marketing of fresh agricultural products and analyzed the fundaments of launching the C2C marketing of fresh agricultural products in China. The fundaments mainly cover the development of e - commerce, the transformation of con- sumption concept, the change of live style and the features of Chinese agricultural production. The developmental status of the C2C marketing of Chinese fresh vegetables and fresh fruits is introduced and the plights, including imperfect rural network infrastructure, inadequate talents spe- cialized in network marketing of fresh agricultural products, uneven quality of agricultural products, immature logistics system, uncertainty exis- ted in faced by the＇C2C marketing of fresh agricultural products and imperfect governmental protection system, are pointed out. In the end, the developmental tend of Chinese network marketing of fresh agricultural products on the basis of C2C mode is described.

关 键 词：C2C 生鲜农产品 网络销售 

分 类 号：F326.5[经济管理—产业经济]