【摘要】 在日新月异的互联网、大数据和区块链等现代技术的推动下,我国地理标志农产品电子商务迅速发展。在各类电子商务手段日益丰富的当下,淘宝和微信仍是主要的地理标志农产品网络营销平台。通过观察和分析我国地理标志农产品在淘宝和微信的网络销售实践,归纳出它们各自的适用性和局限性;并对"六安瓜片"地理标志农产品的网络营销进行案例分析。研究结果表明:1)作为地理标志农产品电子商务经营的主力军,各类企业和专业合作社倾向于采用线上线下结合式经营模式,即"天猫旗舰店(或高信用等级的淘宝店铺)+微店+实体店+微信公众号"。其中,前三者负责产品销售,而微信公众号则是品牌推广的平台,起着辅助销售的重要作用;2)对于实力较为薄弱的地理标志农产品个体经营户而言,相比于淘宝,微信营销的准入门槛和经营成本相对较低,从而他们更倾向于选择"微信朋友圈+微店+微信群+微信公众号"的微信组合营销模式;3)在获得较高的网络销售业绩的地理标志农产品的背后,都离不开当地政府的大力扶持。更多还原

【Abstract】 With the rapid development of the Internet, big data and block chain, e-commerce of agricultural products in China has developed rapidly. In all kinds of e-commerce, Taobao and WeChat are still the main geographical indications of agricultural products online marketing platform. Through observing and analyzing the network sales practice of geographical indication agricultural products in Taobao and WeChat in China, this paper sums up their respective applicability and limitations, and makes a case study on the network marketing of geographical indication agricultural products of "Lu’an Gua Pian".The results show that:(1) As the main force of e-commerce management of agricultural products with geographical indications, all kinds of enterprises and professional cooperatives tend to adopt the "Three plus One" mode of combination of online and offline management. Namely "Tmall flagship store(or high credit rating Taobao shop) WeChat physical store WeChat official account." Among them, the first three are in charge of product sales, and the WeChat official account is the platform for brand promotion, which plays an important role in auxiliary sales.(2) For individual operators of agricultural products whose strength is relatively weak, compared with Taobao, the entry threshold and operating cost of WeChat marketing are relatively low, so they are more inclined to choose the WeChat combination marketing model of "Two plus one". That is, "WeChat group WeChat official account".(3) Behind the geographical indication of high online sales performance, agricultural products cannot be separated from the support of the local government.更多还原