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Abstract

The paper introduced the connotation of network marketing of fresh agricultural products and analyzed the fundaments of launching the C2C marketing of fresh agricultural products in China. The fundaments mainly cover the development of e-commerce, the transformation of consumption concept, the change of live style and the features of Chinese agricultural production. The developmental status of the C2C marketing of Chinese fresh vegetables and fresh fruits is introduced and the plights, including imperfect rural network infrastructure, inadequate talents specialized in network marketing of fresh agricultural products, uneven quality of agricultural products, immature logistics system, uncertainty existed in faced by the C2C marketing of fresh agricultural products and imperfect governmental protection system, are pointed out. In the end, the developmental tend of Chinese network marketing of fresh agricultural products on the basis of C2C mode is described.

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