Research On E-commerce Development Strategy Of Anji Agricultural Products

As a new tool for market competition,e-commerce plays an important role.The development mode of good agricultural electronic commerce will greatly promote the development of enterprises and even the prosperity of agricultural products industry.The blind application of agricultural e-commerce development enterprises will hinder the enterprise to a new level.Anji is rich in agricultural products resources.How to combine the common development of agricultural products and e-commerce and seize opportunities will provide reference for rural management in the process of Rural Revitalization in the future.This paper firstly sorted out the literature of agricultural e-commerce,and analyzed the current situation and problems of Anji agricultural e-commerce.Through the analytic hierarchy process,from the government policy,consumer demand,product quality,product price,marketing channels and product research and development six more objective aspects,analyzed the main factors affecting the development of agricultural e-commerce.Through the questionnaire survey,from the consumer basic information,consumer demand and product expectations and three more subjective aspects,further analyzed the main factors affecting the development of agricultural e-commerce.According to the main influencing factors,put forward the corresponding countermeasures.The study found that in the development of agricultural e-commerce,government policy is the most important factor,followed by consumer demand,product quality,product price,marketing channels,product research and development.According to the 6 influencing factors and the cor:relation degree of agricultural products business enterprises,the demand for consumers is further analyzed.Online shopping groups are mostly women,mainly in the age group of 18 to 41 years old,with educational background concentrated in Colleges and universities.The monthly income is between 3000 yuan and 9999 yuan,and monthly consumption is more than 1000 yuan.The payment methods are mainly Alipay,WeChat and online banking.With the improvement of consumers' consumption concept,consumption mode and product requirements,higher requirements are put forward for the development of agricultural e-commerce.Consumption upgrading has become an inevitable trend.Finally,in order to improve the development level of agricultural e-commerce in Anji,we should improve the policies.