| Jiaxing city is located in the economic intersection circle of the Yangtze River Delta region in China,with the largest fruit wholesale market in East China.In recent years,the local fresh fruit market has developed rapidly,and many enterprises began to explore the development road of combining fresh fruit and e-commerce.Under the influence of the epidemic,most of people’s lives have been shifted from offline to the Internet,and many traditional enterprises are facing transformation,including the fresh fruit industry.However,fresh fruit products are different from other products.Due to the perishable characteristics of fresh fruit,they have a higher demand for logistics and distribution in terms of preservation and timeliness.Therefore,how to firmly grasp the development opportunities of e-commerce industry in Jiaxing fresh fruit agricultural products industry and realize stable development has become a problem that needs to be thought about at present.This paper studies the current situation of e-commerce development of fresh fruit agricultural products in Jiaxing city through field visits and literature consulting.First of all,the development of Jiaxing fresh fruit agricultural products,from the perspective of e-commerce platform,e-commerce model,sales model,e-commerce logistics status,e-commerce brand construction situation.Secondly,the research believes that the current development of e-commerce of fresh fruit agricultural products in Jiaxing has some problems,such as serious product homogenization,insufficient standardization and branding influence,lag in the construction of fresh fruit e-commerce platform and small scale,imperfect infrastructure and cold chain logistics system,and lack of professional e-commerce talents.By exploring the reasons behind it,the causes of e-commerce development problems in Jiaxing mainly include: first,low innovation and market positioning deviation;second,insufficient brand awareness and construction;third,lack of e-commerce platform construction scale benefit;fourth,fresh fruit e-commerce logistics industry infrastructure to be improved;and fifth,imperfect e-commerce talent training system.Finally,on the basis of the analysis of the reasons,puts forward some development countermeasures,including clear fruit agricultural electricity market positioning,strengthen the construction of logistics infrastructure,strengthen the standardization of fresh fruit and brand construction,play to the role of government lead and support,cultivate professional fruit agricultural electricity talent,strengthen the construction of fresh fruit electricity quality supervision system,optimize the construction of fruit agricultural electricity platform. |
