Research On The Development Of Rural Taobao In Shandong Province Under The Background Of "Internet +"

Since the 21st century,with the rapid development of Internet technology,e-commerce has developed rapidly in large and medium-sized cities and has gradually become saturated.The issue of “agriculture,rural areas and farmers” has always been the focus of the whole society.The country regards rural e-commerce development as an important livelihood project for developing rural areas,innovating agriculture and serving farmers.The e-commerce marketing model has gradually entered the countryside.Relying on "Internet +",the traditional agricultural business model incorporates the genes of informationization,breaking the time and space constraints of the traditional consumption channels of agricultural products,and injecting new kinetic energy into the active rural market.Rural Taobao is a product of consultation and cooperation between Alibaba Group and local governments.It is a 020 online marketing model that promotes the rapid development of e-commerce in rural areas.Under the new model of “Internet + Agriculture”,with the continuous growth of rural consumer groups and the improvement of rural infrastructure,the sales channels of agricultural products are expanding,and rural Taobao is developing rapidly.This paper takes the development of rural Taobao in Shandong Province as the research object,analyzes the current situation of the development of rural Taobao operation in Shandong Province,and puts forward the main problems in the development of rural Taobao in Shandong Province,which is reflected in the imperfect infrastructure,low Internet penetration rate and network laying.And the logistics system is poor,the Internet electric merchants are lacking and so on.Through investigation and investigation,combined with the development case of rural Taobao in Fushan District,Yantai City,Shandong Province,it is proposed that the development potential of rural “Internet + Agriculture” should be fully explored,government policy guidance should be strengthened,agricultural product marketing channels should be innovated,agricultural industrial structure should be transformed,and market demand should be cultivated.The new agricultural products promote the standardization and branding of agricultural products,foster rural electric merchants,mobilize the enthusiasm of farmers for entrepreneurship and employment,and promote the progress of Shandong Province from a large agricultural province to a strong agricultural province.