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| 柑橘电子商务发展
摘 要
随着经济水平的不断发展，生活水平的日益提高，人们的消费也在不断升级，不仅关注着产品的品质，还关注产品的附带价值。城固柑橘种植已有2000多年历史，据史记载，城固自古出“贡桔”，柑橘收入是城固县15万农户的重要收入来源。但由于近年来信息网络的不断发展、营销手段的更新变化、柑橘品种的不断优化等等，城固县尚未能尽快的跟上变革，造成了未能形成一个完整的产销供应链、营销手段单一、缺乏区域品牌等一系列问题。依托物联网，打造城固县柑橘产销闭环，打造“橘颂”区域品牌，让“橘颂”成为城固柑橘的代名词。借助电子商务平台，从产到销，为农产品种植买卖建立网络信息服务。打造整个城固柑橘产销供应链闭环，通过线上线下，从产到销，深化品牌形象，树立区域品牌，以此来盘活土地、消化劳动力、销售产品，为中国农业现代化转型提供思路与方案。
关键词：电子商务进农村；城固柑橘；网络营销
ABSTRACT
With the continuous development of economic level and the increasing improvement of living standards, people's consumption is also upgrading,not only focusing on the quality of products, but also on the added value of products. Citrus planting in Chenggu County has a history of more than 2000 years.According to historical records,"tribute orange" has been produced in Chenggu since ancient times. Citrus income is an important source of income for 150000 farmers in Chenggu County.However, due to the continuous development of information network,the update and change of marketing means,and the continuous optimization of CitrusVarieties in recent years,Chenggu County has not been able to keep up with the changes as soon as possible, resulting in a series of problems, such as the failure to form a complete production and marketing supply chain, single marketing means, lack of regional brand and so on. Relying on the Internet of things,build Chenggu County citrus production and marketing closed loop, build "orange song" regional brand, let "orange song" become the synonym of Chenggu citrus. With the help of e-commerce platform, from production to marketing,network information service is established for agricultural products planting and trading. Through online and offline, from production to marketing,deepen the brand image and establish regional brand,so as to revitalize land, digest labor force and sell products, and provide ideas and solutions for China's agricultural modernization transformation.
Key words: e-commerce into the countryside; Citron citrus; The network marketing
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