Research on the challenges and countermeasures to realize"high quality and good price"of agricultural products e-commerce
The strong penetration and wide coverage of the e-commerce platforms have made the e-commerce economy become extremely hot.However,after agricultural products entered the e-commerce flow economy,the products sold gradually blurred their own value,and the prices of agricultural products gradually deviated from the prices of agricultural products in the physical market.E-commerce of agricultural products has played a posi-tive role in promoting agricultural scientific planting and breeding,integrating rural industries and increasing farmers'income.This paper discusses the typical cases of the"Top 100 Counties for Digitalization of Agricultural Products"jointly announced by the Administration and Management Institute of the Ministry of Agriculture and Rural Affairs and Ali Research Institute in 2022,and explores the positive impact of high-quality and good price agricultural product e-commerce on agriculture,rural areas,and farmers.According to the analysis of scholars on the pricing of agricultural products and the factors affecting the selling price,the phenomenon of"low price up-ward"in China's agricultural products e-commerce is relatively common at this stage,and there are problems such as multi-platform competition,low grain prices hurting farmers,and no brand operation.In order to further promote the development of"high-quality and good price"of agricultural e-commerce and agricultural e-commerce,this paper puts forward countermeasures and suggestions such as implementing the diversion mecha-nism,strengthening the guidance of planting and breeding,paying attention to product segmentation,and pro-tecting brands.
agricultural products e-commercehigh quality and good pricebrand protection
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