Research On Network Marketing Of Characteristic Agricultural Products In Zhanjiang Under The Background Of Rural Revitalization Strategy

The Rural Revitalization Strategy is one of the seven strategies that need to be implemented after the 19 th National Congress of the Communist Party of China.It is an innovative form of the development of "agriculture,rural areas and farmers" in the new era.The proposal of this strategy provides an opportunity for China’s agricultural modernization and is of great significance to the balanced development of China’s economy and society.With the emergence of digital economy,e-commerce has ushered in a good development opportunity.In the era of digital economy,it is of far-reaching significance to use e-commerce to promote agricultural development.Network marketing of characteristic agricultural products is an important means to achieve industrial prosperity under the strategy of rural revitalization,and a major measure to promote rural development.It is an important path to adapt to the modern economic society and promote the revitalization and development of rural areas to establish a smooth marketing channel for characteristic agricultural products.Zhanjiang,as a large agricultural city with rich types of characteristic agricultural products,wide planting and breeding areas and good quality in Guangdong,is still in its infancy in the construction of network marketing channels for characteristic agricultural products.We should grasp the opportunity of e-commerce,combine the development of green agriculture with the reform of agricultural supply side,build network marketing channels for characteristic agricultural products,and drive the development of rural regional economy.This paper takes the characteristic agricultural products of Zhanjiang City as the research object,combined with the social background of the Rural Revitalization Strategy in full swing,based on the network marketing theory at home and abroad,defines the relevant concepts of characteristic agricultural products and network marketing,and deeply analyzes the development of network marketing of characteristic agricultural products of Zhanjiang City on the basis of e-commerce theory,direct marketing theory,transaction cost theory and other theoretical methods.By analyzing the general situation of Zhanjiang’s characteristic agricultural products,the government + exhibition and sales activity mode formed by e-marketing,the integrated marketing mode of company + agricultural cooperative + third-party network platform,the current situation and the opportunities and challenges faced by the live webcast mode and self-supporting social media mode,it is diagnosed that the awareness of standardization and brand building of characteristic agricultural products is not strong,there is a lack of E-marketing talents,the accuracy and personalization of E-marketing are insufficient There are problems such as imperfect logistics and cold chain system and loopholes in online payment.Based on the valuable online marketing experience of foreign American online marketing mode,Dutch national joint auction mode,Gansu we media marketing "Longnan mode" and Jingzhou agricultural products e-commerce assistance mode,we have made great efforts in standardization and brand building,online talent training Put forward targeted countermeasures and suggestions in the fields of logistics,cold chain system construction and payment security.Finally,provide targeted opinions on the strong implementation of Zhanjiang’s Rural Revitalization Strategy.training.