Research on the Community Group Buying Marketing Model of Fresh Agricultural Products in Jilin Province from the Perspective of Internet Marketing and Retail

Abstract Under the “Internet +” environment, fresh food operators in Jilin Province are facing new opportunities. The new retail model has obvious advantages in the sale of fresh agricultural products. There are mainly two models of “community store + platform shopping” and “community group buying + centralized pickup.” There are still some problems in the community marketing of fresh agricultural products in Jilin Province. The business model can be improved by improving the logistics and distribution system of fresh agricultural products, promoting fresh agricultural products standards, strengthening supervision and management, actively introducing talents, broadening financing channels, and cultivating markets. Improve measures such as guiding the establishment of new consumption habits.