摘要
本文以福建安溪铁观音为例,结合访谈法,分析政府、企业、消费者三个视角如何看待互联网环境下的农产品生态营销渠道优化建设。分析结果显示:运用互联网平台,农产品营销渠道避免了很多传统渠道的弊端,渠道趋向扁平化、便捷化、效率化、信息化、网络化,农产品的整体竞争力提升,产品质量可追溯,更加安全可靠。因此,构建农产品互联网生态营销渠道符合渠道效率和价值优化的需要。
Taking the tea of Anxi Tieguanyin in Fujian for example, this paper combined with the interview research, analyzed how the government, enterprises and customers regard the optimization con-struction of agricultural products marketing channel under the background of Internet plus. Re-sults show that the use of Internet platform can help agricultural product marketing channel avoid a lot of the disadvantages of traditional channels. The channel tends to be flat, convenient, efficient, informationalized and networked. The overall competitiveness of agricultural products can be promoted. The product quality can be traced, safe and reliable. Therefore, construction of ecological marketing channel of agricultural products is to improve the efficiency of the channel.
出处
《可持续发展》
2018年第4期276-283,共8页
Sustainable Development
基金
福建软科学基金项目,项目编号(2018r0007)
福建农林大学科技创新专项基金项目,项目编号(KCXRC185A)。
