Author(s)

Hua Liu, Jinyu Chen, Baihua Chen

Corresponding Author

Hua Liu

Abstract

Under the background of “Internet plus”, the transformation of agricultural products industrial chain is centered on “customer deep experience”. Based on the principle of consumer demand behavior analysis, we combine the theoretical research with the empirical analysis by using questionnaire and qualitative analysis. Based on the reconstruction of industrial chain, the influencing factors of quality and safety of fresh agricultural products were studied. under the protection of agricultural products quality and safety of the industry chain, control measures and implementation paths are proposed, which helps to improve the quality and safety of the Internet plus fresh agricultural products and the improvement of the quality and safety control system of the network agricultural products.

Keywords

Internet+; agricultural products; quality and safety; demand behavior analysis; implementation path