Issues and Countermeasures of Agricultural Product Network Marketing System in China

With the development of information technology and network technology,the network marketing of agricultural products as a new marketing mode provides a new way of thingking to solve the issues of ‘difficult selling and buying’ of gricultural product.However,it is still in starting stage in China.It has many shortcomings which restrict the development of agricultural product network marketing such as,the construction of information network is weak;the marketing network and service system is imperfect;the model of network marketing is unsound;the standardization of agricultural product at low-level;the logistics distribution of agricultural product is lag behind;the legal norm of agricultural product network marketing is defective;the guarantee of security is deficiency.The restrictive factors of agricultural product network marketing were analyzed;and the system construction and countermeasures were discussed from 5 aspects,including marketing service system,circulation market system,marketing mode system,logistics system and guarantee and support system which important practical guiding significance for enhancing the level of network marketing of agricultural products in China to resolve the contradiction between the ‘small peasants’ and ‘big market’.