Analysis of Sales Characteristics of Fresh Agricultural Products E-Commerce ——Taking Taobao as an Example

Abstract

Analysis of the current status of fresh e-commerce sales can help fresh produce producers and distributors better understand the market and develop better marketing strategies to promote the sustainable and healthy development of the fresh produce industry. This paper uses the network crawler to collect the sales price, sales area, sales quantity, marketing language of the four types of fresh agricultural products of Taobao, fruit, vegetables, meat and aquatic products, and the status quo and marketing language characteristics of the e-commerce sales of fresh agricultural products. Through statistical analysis and word cloud analysis, the results show that the price of fruits and vegetables is lower than that of meat and aquatic products; the delivery of fresh agricultural products is concentrated in East China; the average sales of fruits is the highest, followed by vegetables, meat and aquatic products. The marketing vocabulary used by Taobao Fresh Agricultural Products Ecommerce to sell fresh produce mainly focuses on marketing objects, freshness, region, weight, population, characteristics, use, storage status and express logistics. 生鲜农产品电商的销售特征分析—以淘宝为例 徐鑫, 陈佳莹, 刘玉明 四川农业大学商学院,成都,四川,中国 四川农业大学商学院,成都,四川,中国 四川农业大学商学院,成都,四川,中国 18215513085@163.com, 191827098@qq.com, YumingLiu@yeah.net 通讯作者 关键词: 生鲜农产品; 销售特征; 营销语言 中文摘要. 分析生鲜电商销售现状可以帮助生鲜农产品生产商和销售商更好地了解市场,制 定更好的营销策略,从而促进生鲜产业的持续健康发展。本文借助网络爬虫,采集淘宝网水 果、蔬菜、肉类和水产4类生鲜农产品的销售价格、销售地区、销售数量、营销语言,研究生 鲜农产品电商销售现状特征与营销语言特征。通过统计分析和词云分析,结果表明,水果、 蔬菜的售价低于肉类和水产;生鲜农产品的发货地集中在华东地区;水果的平均销量最高, 4th International Conference on Modern Management, Education Technology and Social Science (MMETSS 2019) Copyright © 2019, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). Advances in Social Science, Education and Humanities Research, volume 351