农产品电子商务营销SWOT分析——以黄岩蜜桔为例  

SWOT Analysis of E-commerce Marketing of Agricultural Products:Taking Huangyan Tangerine as an Example

作　　者：章丽佳[1] 

机构地区：[1]台州学院经贸管理学院,浙江台州318000

出　　处：《物流工程与管理》2016年第12期131-133,共3页Logistics Engineering and Management

基　　金：浙江省大学生科技创新活动计划(新苗人才计划)<"电商下乡"助推黄岩蜜桔销售转型升级研究>(2016R430002)

摘　　要：我国农产品销售明显滞后于生产,在新经济背景下迫切需要采取新型的营销模式,而电子商务营销是重要的手段。文中以黄岩蜜桔为例,采取SWOT分析探讨了农产品在实施电子商务营销中存在的优势、劣势、机会、威胁,最后从蜜桔标准化体系建设、提高品牌效应、完善物流体系促进营销竞争力提升等方面提出了加快电子商务营销的举措,以期为其他农产品实施有效的电子商务提供借鉴。Chinese agricultural products sales lagged behind the production,in the new economic context,the urgent need to adopt a new marketing model,and e-commerce marketing is an important means. Taking the Huangyan Tangerine as an example,this paper discusses the advantages,disadvantages,opportunities and threats of the agricultural products in the implementation of e-commerce marketing through the SWOT analysis. Finally,from the standard system construction,improve the brand effect; improve the logistics system to promote marketing competitiveness. The author puts forward the measures to speed up the marketing of e-commerce,with a view to providing effective reference for other agricultural products to carry out effective e-commerce.

关 键 词：农产品 电子商务营销 SWOT分析 黄岩蜜桔 

分 类 号：F301[经济管理—产业经济]