Countermeasure Analysis of the Predicament of Agricultural Product Sales on E-commerce Platform—A Case Study of Grocery

Abstract

In recent years, e-commerce platforms featuring agricultural and sideline products have sprung up in the public, but the products they sell are of varying quality, making it difficult to achieve overall profitability.This paper presents a statistical analysis of Grocery community group-buying platform, and reflects on the community group-buying platform for low-quality products formed under the influence of the 'lemon market' by means of questionnaire survey method, interview method, and the theory of 'lemon market' of George Akerlof.It points out the intrinsic causes of the 'lemon phenomenon' of Grocery and the dilemma of the quality of online shopping for the general public, and puts forward the methods to make Grocery become a high-quality e-commerce platform for community group purchases, to promote the sale of agricultural products and fresh products on the platform of Grocery and to break the geographic restriction to bring more high-quality products into the public's view, so as to fit in with the theme of revitalisation of the countryside, promoting the development of rural e-commerce and to make contribution to the comprehensive revitalisation of the countryside in China.