小麦种子营销中农村电商平台的应用与效果评估  

Application and Effect Assessment of Rural E-commerce Platform in Wheat Seed Marketing

作　　者：张驰 Zhang Chi(School of Economic and Management,Huanghuai University,Zhumadian,463000)

机构地区：[1]黄淮学院经济与管理学院,驻马店463000

出　　处：《分子植物育种》2023年第21期7251-7256,共6页Molecular Plant Breeding

基　　金：河南省高等学校重点科研项目(23A630036);驻马店市哲学社会科学规划重点项目(23L020)共同资助。

摘　　要：小麦种子营销在农村经济中具有重要意义,而农村电商平台的兴起为小麦种子销售带来了新的机遇。本研究以小麦种子市场为研究对象,深入探讨了农村电商平台在小麦种子营销中的应用与效果。本研究阐述了农村电商平台在农村地区的特殊应用环境,其作为信息传递与交易平台的特点为小麦种子营销带来了便利。同时,详细介绍了农村电商平台在小麦种子销售、宣传推广等方面的具体应用模式,包括线上线下结合的多渠道销售模式和社交媒体的营销策略。通过案例分析,本研究选取了具体的农村电商平台,并对其在小麦种子营销中的实际应用情况进行了评估。结果显示,农村电商平台的应用在小麦种子销售量、市场份额和品牌影响力等方面取得了显著的成效。然而,也面临着技术设施限制、信息传递和信任问题等挑战。为了进一步推进农村电商平台在小麦种子营销中的应用,本研究建议加强政府的政策支持与引导,提升农民的培训和技能水平,并加强产学研的合作,共同促进农村电商平台应用的发展。Wheat seed marketing plays a significant role in rural economies,and the emergence of rural e-commerce platforms has brought new opportunities for wheat seed sales.This study focuses on the wheat seed market and thoroughly explores the application and effects of rural e-commerce platforms in wheat seed marketing.The study elaborates on the unique application environment of rural e-commerce platforms in rural areas,which serve as convenient information transmission and transaction platforms for wheat seed marketing.Furthermore,specific application modes of rural e-commerce platforms in wheat seed sales,promotion,and marketing strategies,including the integration of online and offline channels and the utilization of social media,are detailed.Through case analysis,specific rural e-commerce platforms are selected,and their practical application in wheat seed marketing is evaluated.The results demonstrate significant achievements in wheat seed sales volume,market share,and brand influence through the application of rural e-commerce platforms.However,challenges such as technological and infrastructure limitations,information dissemination,and trust issues are also faced.To further promote the application of rural e-commerce platforms in wheat seed marketing,the study recommends strengthening government policy support and guidance,enhancing farmer training and skill levels,and fostering collaboration between industry,academia,and research,all aimed at jointly promoting the development of rural e-commerce platform applications.

关 键 词：小麦种子营销 农村电商平台 应用模式 效果评估 合作与发展 

分 类 号：F724.6[经济管理—产业经济] F324.6F326.11