Research on E-commerce Development of Agricultural Products in

the Era of Big Data

Quanjie Shen and Yingnan Liang*

Dalian Polytechnic University, Dalian, Liaoning, China

Keywords: Big Data, Characteristic Agricultural Products, Electronic Commerce, Economic Development.

Abstract: With the development of science and technology and economy and the arrival of the big data era, the rapid

development of e-commerce industry has enriched the methods and strategies of product marketing. E-

commerce has brought opportunities to the development of agricultural economy. Characteristic agricultural

products should make full use of this opportunity, actively develop, build and market around the Internet and

the Internet of things, and establish a new marketing model of agricultural products in line with social reality,

so as to improve farmers' income, promote rural economic development and achieve the goal of revitalizing

the rural economy. Starting with the research on the development of e-commerce of characteristic agricultural

products under the big data environment, this paper analyzes its role and current situation, and puts forward

some suggestions on improving network infrastructure, cultivating e-commerce talents, establishing big data

team, building agricultural product brand and expanding promotion channels, hoping to better complete

development of e-commerce of characteristic agricultural products, so as to provide reference for relevant

research.

1 INTRODUCTION

At present, e-commerce live broadcasting platform

are playing an increasingly important role in

promoting rural revitalization. The national "14th five

year plan" and the long-term goal outline for 2035

proposes to promote the integrated development of

rural primary, secondary and tertiary industries,

extend the agricultural industrial chain, and develop

distinctive modern rural industries to enrich the

people, which brings opportunities for the integrated

development of e-commerce e-platform and

agricultural products.

1.1 Subject Diversification

With the advent of the big data era, more and more

subjects join or create e-commerce systems.

Individuals, intermediaries, enterprises and even

government departments can become the main body

of e-commerce for specific agricultural products,

sales channels are becoming more and more

abundant. Improve the acquisition and dissemination

of product information through the Internet

connection between the buyer and the seller. Some

banking applications, the official websites of

insurance companies and the government's

agricultural information websites began to link niche

agricultural products and expand market access social

capital (Cheng 2019).

1.2 Development Universalization

With the increase of the number of rural short video

platform users, Internet access is also gradually

increasing. It enriches the new model of agricultural

e-commerce. Professional agricultural producers use

massive online data to directly contact consumers

through the Internet. The P2C model is extended, and

new problems such as unbalanced supply of special

agricultural products appear in the model. The lack of

protection of consumers' rights and interests and a

large number of one-time transactions hinder the

sustainable development of P2C product e-

commerce; in addition, all websites have enthusiastic

Internet texts, mainly describing the disastrous

situation in the disaster area and the stagnation of

agricultural product sales (Li, Cong 2020). Finally,

the article adds a purchase method, including not only

the actual affected farmers, but also some negative

enterprises as a means of marketing publicity. In the

Shen, Q. and Liang, Y.

Research on E-commerce Development of Agricultural Products in the Era of Big Data.

DOI: 10.5220/0011345000003437

In Proceedings of the 1st International Conference on Public Management and Big Data Analysis (PMBDA 2021), pages 367-372

ISBN: 978-989-758-589-0

367

Figure 1: Total online retail transactions of agricultural products from 2016 to 2020

big data environment, using people's sympathy

without considering moral factors is also a way of e-

commerce for specific agricultural products.

1.3 Lack of Standardization

Handicraft farmers is still the main force of

agricultural production, the producers of professional

agricultural products are still individual producers

judging from the current scale of agricultural

production, The development path of e-commerce of

agricultural products in China is essentially different

from that of developed countries, mainly agricultural

economy. Under the influence of historical factors,

China's household contract responsibility system

greatly stimulated the enthusiasm of farmers at that

time, however, today it has exposed its shortcomings,

the quality of this special agricultural product can not

be guaranteed, and its sales in e-commerce are greatly

limited. Compared with the highly standardized

import of agricultural products, China's individual

products lack competitiveness.

2 CURRENT PROBLEMS

From the current development situation, although e-

commerce develops very rapidly in the big data

environment and is full of prospects and challenges,

there are still some difficulties in the development of

e-commerce in rural areas. Next, the problems faced

by e-commerce of agricultural products will be

displayed in detail.

2.1 Page Setup Slow Development of

Rural E-commerce

Although the development of our _ platform|our e

platform is in the stage of rapid development, most

enterprises and individuals did not realize the

importance of developing e-commerce platform and

did not make full use of it (Ren 2020). Rural residents

still insisted traditional shopping methods are not

familiar with electronic payment procedures, and

there are concerns about procurement activities. And

traders' lack of good market reputation further limits

the ability of skeptical consumers, Participate in

procurement.

2.2 Poor Rural Infrastructure

At present, most remote rural and mountainous areas

have underdeveloped networks, low communication

network coverage, very unstable signals and few

areas with hard roads, the traffic is difficult. Affect the

development of rural logistics the shortage of

hardware equipment has led to an increase in the cost

of network sales network and express logistics

services, this has led to the loss of the advantages of

a convenient and efficient e-commerce platform. The

development of e-commerce platform needs to attract

technical talents through technical support. At

present, there is a shortage of e - commerce

professionals in China Most rural officials and

university administrators lack economic, financial

and online marketing skills. The lack of application

experience of e-commerce platform seriously

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restricts the development of e-commerce and

agricultural product integration.

2.3 Weak Brand Awareness of

Agricultural Products

Some farmers are still worried that their agricultural

products will not be sold, so they will not consider

expanding their scale, not to mention the trademark.

The competitive advantage of specific agricultural

products is particularly prominent in order to improve

the efficiency of specific agricultural products and

ensure the sustainable development of specific

agricultural products, brands must be established.

Generally speaking, the vast majority of farmers do

not have a strong understanding of agricultural

product trademarks, resulting in their agricultural

products can not be out of control, prices fall, external

consumers can not buy, and prices remain high (Wang

2019).

3 FEASIBILITY ANALYSIS

IT can be seen from the above problems that it is

urgent and effective for rural areas to develop e-

commerce, create characteristic agricultural product

brands, introduce big data and combine them

effectively. This chapter will explain the role of big

data environment in the development of e-commerce

for characteristic agricultural products.

3.1 Precise Positioning

Big data can provide technical support for market

segmentation strategy and accurate customer base.

Meeting customer needs is the main goal of

marketing there is still valuable potential demand in

the market any behavior of customers on the Internet

will produce information, analyze the specific and

potential needs of specific customers, and provide

targeted marketing solutions. In addition, in the era of

big data, it is more difficult for producers and farmers

to obtain a large amount of customer information.

Based on mining and integration, comprehensively

analyze customer value, purchase trend, loyalty,

microblog dynamics, personal preferences and social

relations, recent concerns, transactions, etc. Carefully

analyze the customer target group and study the

internal needs of customers and the needs of customer

groups for target products, so as to achieve accurate

marketing objectives and improve marketing

efficiency.

3.2 Cost Savings

Production and circulation are the basic costs of

agricultural production and operation. Science and

culture can reduce the production cost of agricultural

products. Online social platforms and new media can

reduce the sales cost of agricultural products. Use big

data to understand, obtain and analyze the data shared

by customers, so as to achieve the purpose of

precision marketing. Compared with the traditional

large-scale marketing, it has the characteristics of

wide coverage and high frequency. Effectively save

marketing costs and improve marketing efficiency.

Use big data to carefully analyze the e-commerce

market and customers, determine product sales,

achieve clear objectives and positioning, simplify and

adjust distribution strategies in time, and reduce

marketing costs (Wang 2018). Growers must ensure

fast and efficient marketing. Big data can understand

customers in time and take up as much time as

possible. In addition, the use of network platforms

can reduce marketing costs. Make product advertising

more diversified, increase sales channels and reduce

marketing costs.

3.3 Dynamic Tuning

In the previous marketing model, agricultural

producers passively adjusted product prices.

However, with the advent of the data age, the chain of

agricultural production from production to use has

been greatly reduced, and the information will be

transmitted in real time. Under the above conditions,

the dynamic producer price regulation strategy can be

greatly improved. The same product needs different

pricing strategies and timely dynamic adjustment at

different times and different market shares. In order

to continuously attract customers, after the products

are listed, manufacturers must quickly explore the

market, improve brand awareness and occupy a

certain market share. After analyzing the price ratio

of big data, the low price sales strategy is adopted. In

the relatively mature period of products, the brand

value can be realized, the customer base is relatively

stable and the market share is high. Data analysis

shows that consumer demand elasticity is low, and

manufacturers should adopt corresponding price rise

strategies. Obtain certain sales profit; when the

product enters the advanced stage, the company can

start producing new and improved products, as well

as other companies that have developed alternative

products. Manufacturers must adopt price reduction

strategy by analyzing big data. Producers must use

big data to analyze other factors affecting the price of

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agricultural products in real time, such as weather,

diseases and pests, substitute price and supply-

demand relationship, and track the subtle changes in

the agricultural product market in real time. Forecast

the price trend of agricultural products and update

them in time; dynamically enable and adjust product

pricing policies.

4 PATH EXPLORATION

The integration of e-commerce platform and

characteristic agricultural products is an inevitable

trend to promote rural economic development, and it

is also a good catalyst for Rural Revitalization. Then,

how to realize this idea and apply it to life, this

chapter will discuss the effective ways of e-commerce

development of characteristic agricultural products

under the big data environment according to the

previous analysis.

4.1 Improve Information Network

Infrastructure

At present, although the Internet has been

popularized, it has not been fully popularized in

remote rural areas. Therefore, establishing a perfect

e-commerce network and network platform is the

primary task of developing e-commerce of

agricultural products. At present, local residents have

insufficient understanding of network technology and

its application in e-commerce, which hinders the

effective development of e-commerce. In this regard,

state organs should increase funds for facility

construction and speed up the network construction in

remote areas. Increase infrastructure investment,

improves the availability and economic benefits of e-

commerce for agricultural products, and analyze the

development trend of the current e-commerce market

according to the actual needs of the market and

consumers, correctly position products and ensure the

sales channel of e-commerce products.

4.2 Cultivating E-commerce Talents of

Agricultural Products

Rural development is backward, and people's use of

information technology and e-commerce is not

universal, which is an important factor restricting the

development of e-commerce of agricultural products.

We should actively introduce professional e-

commerce talents to guide and train farmers, clarify

the production and operation direction of local

agricultural products, guide and teach the methods

and strategies of e-commerce operation, and cultivate

their _ operation mode and technology application

ability in combination with the local actual situation;

colleges and universities should carry out relevant

courses on network marketing of agricultural

products, pay attention to the teaching of e-commerce

content of agricultural products, increase and speed

up the training of professional e-commerce service

and construction talents of agricultural products, use

the strength of professional technology and talents,

speed up the construction of e-commerce platform of

agricultural products, effectively create income for

rural areas and promote the economic development of

rural areas, Narrow the economic gap between

regions.

4.3 Build Big Data Application Teams

In order to show the talent advantages of urban data

development, we should actively carry out the

universal mastery of rural information network skills.

Knowledge publicity shall be carried out in various

forms and talent team construction shall be carried

out in many aspects. Superior leading departments

should regularly select and send excellent agricultural

information talents to the countryside; rural

grassroots cadres should set an example and actively

learn information knowledge; agricultural technology

extension personnel and rural information workers

should take the responsibility of information skills

training for every household; leading enterprises in

agricultural industrialization and large rural business

entities should also take the initiative to improve their

learning awareness through various network media,

and teach information workers and network users at

all levels to collect information, develop and utilize

knowledge.

4.4 Create Characteristic Agricultural

Products

Relevant data show that whether the product is a well-

known brand is one of the factors affecting online

consumers' purchase desire. In order to promote the

popularity of agricultural products, producers and

operators should pay attention to the brand

construction of agricultural products, strengthen the

market competitiveness of agricultural products, and

promote the active and efficient development of

online sales of agricultural products. Only by

improving the brand awareness of agricultural

products can they be loved by consumers. Consumer

recognition is a prerequisite for products to occupy a

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large market share. How to build a well-known brand

of agricultural products requires the unity and

cooperation of the government and agricultural

product operators. The government should determine

the scientific and reasonable brand development

planning text. Tax reduction or exemption for

agricultural enterprises or organizations applying for

brand name declaration and product certification;

attracts more and more agricultural enterprises to

brand their products through incentive policies;

strengthen the scientific and technological elements

of agricultural products and carry out market

promotion; Strengthen the management of trademark

registration of agricultural products in the region and

improve the brand protection awareness of

agricultural product operators in the region. Through

the above methods, continuously improve the

popularity of agricultural products and improve the

market competitiveness of agricultural products.

Sellers of agricultural products should take certain

measures to upgrade their brand image. Continuously

improve the quality of agricultural products and lay a

good foundation for brand building; have brand

awareness and pay attention to brand publicity and

protection; determine the target customer group,

customize scientific and reasonable brand strategy

and occupy market share; expand the scope of

influence through brand publicity, and try to

horizontally extend brand products and sub brands on

the premise of considering factors such as consistent

quality and relevant functions, so as to ensure the

success of brand extension and expansion. The

following table shows the brands of China's top ten

characteristic agricultural products.

Table 1: Famous Agricultural Product Brands.

Top ten characteristic agricultural product

brands in China

Dong'e donkey hide

elatin

Laoganma chili sauce

Qiaqia melon seeds Xinjiang red jube

Bairuiyuan medlar Dayi Pu'er

Chu orange Wujiang pickle

Zhongjing mushroom

sauce

Panjin rice

4.5 Expand Channels for Agricultural

Products

Agricultural products have the characteristics of

regional differences, seasonality, fragility and

perishability, short storage time and so on. In the

process of e-commerce development, we must ensure

that its circulation channels are fast, accurate and

convenient, which puts forward high requirements for

logistics. Ensuring low cost and fast speed of logistics

transportation are an important link in the

development of e-commerce system. We should

strengthen the construction of rural transportation,

improve transportation, strengthen contact with the

outside world and facilitate transportation.

5 CONCLUSION

With the deep development of the big data era, e-

commerce will continue to become an important part

of the economic market and have a profound impact

on the development of the national economy. The

emergence of e-commerce has shortened the trade

distance, formed a new business model, and provided

great convenience for enterprises and consumers.

Therefore, in the face of the current e-commerce

development of agricultural products, we must

recognize the challenges and opportunities brought

by development, face the challenges, dare to seize the

opportunities, make use of the Internet platform,

constantly strengthen the learning and training of our

own professional ability, master the Internet

technology, create characteristic agricultural

products, and realize the commercialized and linked

commerce development model, truly create economic

benefits and achieve long-term sustainable

development.

ACKNOWLEDGEMENTS

I study in the school of management of Dalian

Polytechnic University. My research direction is

agricultural product logistics. Under the guidance of

teachers, this paper puts forward its own opinions on

e-commerce and related problems of domestic

agricultural products based on the background of big

data era by reading relevant literature. In order to

promote further academic research in the future, I

would like to thank my teachers and wish the

conference a smooth success.

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