Author(s)

Guibao Kong

Corresponding Author

Guibao Kong

Abstract

At present, China's agricultural development process is unbalanced in the structure of supply and demand of agricultural products, production costs are too high, and resource mismatches are very prominent. Therefore, in 2016, the state proposed to promote the structural reform of the agricultural supply side, and use the concept of development to solve the existing problems of agriculture, rural areas and farmers. . The structural reform of the agricultural supply side should focus on market demand, produce agricultural products, optimize resource allocation, and enhance the adaptability and flexibility of the supply structure. The e-commerce marketing of agricultural products is the key reform direction. Although the e-commerce of agricultural products has entered a new stage after more than ten years of development, the problems of low agricultural product brand low premium, immature logistics chain construction, constraints on rural real conditions, and immature platform construction are also present. Development has constraints. Under the background of structural reform on the supply side, it is necessary to continuously innovate the electronic merchandising marketing model of agricultural products, and truly form a high-efficiency, high-efficiency and sustainable agricultural product supply system.

Keywords

Supply Side Reform, Agricultural Products, E-Commerce, Marketing Model