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陕西省政府响应国家农村电子商务化发展战略,大力发展农村电子商务,出台一系列政策性文件大力支持。2016年“陕西省委一号文件”发布,落实中共中央三农发展新理念,提出农业现代化促进农村小康发展目标,计划大力发展以设施蔬菜、精细菜为主的蔬菜产业,打造陕北、陕南、关中、秦岭山区四大设施蔬菜产业集群,西安作为关中地区的核心城市,电子商务化的销售模式有助于西安蔬菜产业发展。本文首先分析西安市蔬菜产品电子商务化营销模式的制约因素,然后尝试探索西安蔬菜电子商务营销模式的构建路径。
Shaanxi provincial government responded to the national strategy of developing rural e-commerce, vigorously developed rural e-commerce, and promulgated a series of policy documents to support it. In 2016, “Shaanxi Provincial Party Committee No.1 Document” promulgated and implemented the new concept of agriculture, rural areas and farmers development proposed by the CPC Central Committee, proposed the goal of agricultural modernization to promote the well-to-do society in rural areas, and plans to vigorously develop the vegetable industry featuring facilities vegetables and fine vegetables and to build a , Shaanxi, Guanzhong, Qinling Mountain four facilities vegetable industry cluster, Xi’an as the Guanzhong region’s core city, e-commerce sales model contribute to the development of vegetable industry in Xi’an. This article first analyzes the restrictive factors of e-commerce marketing mode of vegetable products in Xi’an, and then tries to explore the construction route of e-commerce marketing mode of vegetables in Xi’an.