欠发达地区农特产品网络营销现状及发展策略——基于淘宝网的实证分析

农特产品网络营销正在全国各地如火如荼发展，成为拓展农特产品市场、提高农特产品销量、提高农民收入的重要手段。欠发达地区如何有效抓住机遇，利用网络营销这一全新销售模式促进农特产品营销亟待解决。该文以陕西省商洛市为例，通过收集淘宝网商洛农产品营销的相关数据，从产品、顾客、便利、成本和沟通5个方面对该市农特产品网络营销现状进行分析，最终为欠发达地区提升农特产品网络营销发展提供参考建议。 

Current Situation and Development Strategy of Network Marketing of Agricultural Products in Underdeveloped Areas:An Empirical Analysis Based on Taobao Network

Network marketing of agricultural products was developing in full swing all over the country.It has become an important means to expand market of agricultural products and increase sales of agricultural products and increase farmers′ income.How to effectively seize opportunity and promote marketing of agricultural products by using new marketing mode of network marketing in less developed areas is an urgent problem to be solved.Taking Shangluo city in Shanxi province as an example，relevant data from Taobao Network was collected and network marketing of agricultural products was analyzed from five aspects of product，customer，convenience，cost and communication.Finally，countermeasures and proposals on development of network marketing of agricultural products in underdeveloped areas were provided.