基于“电商+旅游”新模式的特色农产品发展研究  

Featured Agricultural Product Development under the New“E-commerce+Tourism”Model

作　　者：郑巧儿 徐婕 ZHENG Qiaoer;XU Jie(College of Economics and Management,Zhejiang A&F University Hangzhou,Zhejiang 311300)

机构地区：[1]浙江农林大学经济管理学院,浙江杭州311300

出　　处：《中国商论》2024年第2期54-58,共5页China Journal of Commerce

基　　金：国家社会科学基金项目(19BGL174)。

摘　　要：近年来,随着农旅融合的深入发展,特色旅游农产品已成为旅游过程中的重要组成部分,传统的线下购买与消费也随着电商产业的发展而发生改变,现今逐渐从面对面的购买到线上网络平台进行选购下单,“互联网+”方式带动了很多乡村旅游农产品电商行业的蓬勃发展。本文对旅游农产品电商发展现状进行分析,分析出现的问题及原因,因地制宜地提出相应的对策和建议,探索“电商+旅游”融合发展的多条路径,以期为旅游农产品的发展提供新的实践方向。With the deepening integrated development of agriculture and tourism in recent years,featured tourism-related agricultural products have become a favored choice among tourists.The traditional offline purchase and consumption methods have transformed with the development of the e-commerce industry.There is a shift from face-to-face transactions to online platforms for goods selection and order.The“Internet+”model drives the flourishing development of rural tourism-related agricultural products e-commerce.This article analyzes the current development in the e-commerce of tourism-related agricultural products,the emerging problems,and the underlying causes,and proposes tailored strategies and recommendations based on local conditions.It explores multiple paths for the integrated development of“e-commerce+tourism”and provides new practice directions for agricultural product development in the tourism sector.

关 键 词：农业 旅游业 农产品电商 营销模式 特色农产品 

分 类 号：F323[经济管理—产业经济] S38[农业科学—农艺学]