Research On The Problems And Countermeasures In E-commerce Development Of Fengjie Navel Orange

With the development and popularization of Internet technology,agricultural e-commerce has gradually become one of the hot spots of social development.Agricultural product e-commerce has connected the market and agricultural production,closely linked small-scale agricultural product sales to large markets,and greatly expanded agricultural product sales channels.In addition,it can effectively guide and organize agricultural production through big data,play an important role in improving agricultural competitiveness,increasing farmers' income,and ensuring rapid and stable development of the rural economy,and is an important driver of structural reforms on the supply side of agriculture.In recent years,Fengjie County has promoted the development of "Internet + Agriculture" in the context of the rapid development of "Internet +",and promoted the development of "Internet + Agriculture" with the brand,building platforms,smooth channels,and excellent services based on the comprehensive demonstration county project of e-commerce in rural areas.As the mainstay of Fengjie County 's agricultural development,navel orange sales directly affect the economic development of Fengjie County,and the emergence of e-commerce for agricultural products has provided new ideas for solving the problem of citrus sales and increasing farmers' income.Therefore,Fengjie County also pays great attention to the development of navel orange e-commerce and gives certain policy support.However,there are still many obstacles to the development of Fengjie navel orange e-commerce due to the influence of infrastructure construction,farmers' own quality,logistics system construction,and brand building.In order to overcome these obstacles,Fengjie County must constantly explore and improve in practice,and accurately grasp its key problems,in order to truly remove these obstacles,so that Fengjie navel orange e-commerce develops steadily and rapidly.After studying the current situation of Fengjie navel orange e-commerce development through various forms such as literature collection and field research visits,this research has identified four major problems in the development of Fengjie navel orange e-commerce: poor e-commerce channels,The logistics infrastructure is imperfect and costs are high,farmers' awareness of e-commerce and e-commerce skills are insufficient,and brand fraud and counterfeiting are serious.It also analyzes the main reasons for its problems,including the imperfect e-commerce service system and the immature e-commerce platform,the low level of logistics-related support policies,the inadequate publicity and promotion system,and the insufficient brand supervision.Finally,in view of these problems and their causes,four countermeasures are proposed to open up e-commerce channels,strengthen the construction of logistics systems,strengthen the promotion and training of e-commerce,and further strengthen brand building and protection.The research of this topic provides new ideas for opening the market channel for the sales of Fengjie navel orange,solving the problem of navel orange sales,and increasing farmers' income.