Casual Food E-commerce Operation Mode And Agricultural Products E-commerce Development Research

After more than 40 years of reform and opening up,the standard of living in different regions has improved and consumers are increasingly turning to green,healthy and pollution-free quality agricultural and sideline products.With the development of Internet technology and various public policies,online marketing of agricultural products has broken through the traditional trade chain and gradually become an important initiative in the marketing transformation of various traditional farms.Economic development and increasing levels of consumption have increased consumer demand for the quantity and quality of everyday food.With the trend of consumer modernization and channel customization,daily snack upgrades are more active than ever,and the scale of the entire industry is increasing dramatically.After more than ten years of development since the opening of online marketing channels in2011,the development of casual food e-commerce operation model has been gradually sound.And agricultural products as the raw materials of casual food,in the electric business operation is not as good.Drawing on the experience of casual food e-commerce operations to better develop agricultural products e-commerce can serve to promote the development of the agricultural products industry and promote rural revitalization.In this paper,different research methods such as literature survey method,PEST analysis method and SWOT analysis method are used,firstly,the main types of agricultural e-commerce in China are summarized,analyzes the characteristics,current status and challenges of agricultural e-commerce in China,then a questionnaire is used,consumers’ knowledge of agricultural e-commerce platform with STP theory to determine the target market positioning,again through case study,the advantages,disadvantages,opportunities and threats of food e-commerce operation are summarized,and then the inspiration of agricultural e-commerce development is developed: Deep processing of agricultural products,promotion of industry integration;Improvement of brand impact of agricultural products and strengthening of brand communication;Optimization and innovation of sales channels for agricultural products and reduction of transaction costs;Improvement of the supply chain for agricultural products and strengthening of logistics architecture.This can improve the competitiveness of the agricultural products market in an e-commerce environment and promote the healthy development of the agricultural products e-commerce operating system.