Analysis Report on Agricultural Products Network Marketing Strategy

Analysis Report on Agricultural Products Network Marketing Strategy

From primary school, junior high school, high school to university and even work, everyone will be exposed to papers to some extent. A paper generally consists of title, author, abstract, key words, text, references and appendix. Still at a loss for the paper? The following is the analysis paper of agricultural products online marketing strategy I collected, hoping to help everyone.

Analysis of Agricultural Products Network Marketing Strategy 1 Development Status of Agricultural Products Marketing in Wenzhou City

Network marketing of agricultural products refers to the process of realizing the circulation and trading of agricultural products on the basis of perfect agricultural information construction and supported by internet and network technology. Through the network marketing of agricultural products, the popularity of Wenzhou's characteristic agricultural products has been improved, the sales channels have been expanded and farmers' income has been increased. Network marketing of agricultural products breaks the time and space constraints, so that agricultural products can be sold online all day, and sellers can accept people's orders without leaving home. Since the rise of network marketing, Wenzhou's agricultural informatization construction has already had a good foundation and development environment, the construction of agricultural information infrastructure has been continuously strengthened, and the service system has been gradually improved. On Taobao, you can see all kinds of Wenzhou specialty agricultural products, with a wide variety and considerable sales. It can be seen that Wenzhou agricultural products have established a brand image, and the future online sales of agricultural products have foreseeable good prospects.

2. Problems in the marketing of agricultural products in Wenzhou.

2. 1 The rural e-commerce penetration rate is low, and the business application rate is low.

The popularization of rural information is still unbalanced. Rural netizens are mainly concentrated in occupations with relatively rich knowledge, such as students, general employees of enterprises, self-employed individuals and freelancers, while the proportion of farmers' netizens is very low. The network applications of rural netizens mostly belong to life entertainment, such as movies, music, chatting and making friends, games and so on. , while the proportion of online transactions and online payments is low. Due to the influence of traditional business model, farmers are accustomed to the business model of rural vegetable market and agricultural products wholesale market, and know little about e-commerce, and even have doubts about it. Most farmers don't have the ability of network marketing and poor information processing.

2.2 Agricultural websites lack features and the service level is low.

The information of government agricultural websites is fragmented and lacks integration, which can not reflect the changes of agricultural products market in time; Although agricultural enterprise websites can display agricultural products information, they lack characteristics and cannot fully reflect the characteristics and values of agricultural products. Both of them have poor customer service capabilities and cannot meet the diverse needs of customers. It is difficult for customers to complain and solve all kinds of problems encountered in the purchase, which will make customers lose the fun of buying agricultural products online.

2.3 lack of agricultural products network marketing talent

To realize the online sales of agricultural products, we must have excellent online marketing talents. Because the marketing method of agricultural products has always been a traditional business model, it has formed an inherent form. Nowadays, the marketing of agricultural products is in a new mode, and talents with correct network marketing concepts are needed. At present, most marketers can't correctly understand the concept of online marketing, and will only put agricultural products online as usual, which won't play much role. Network marketing of agricultural products can not be separated from many talents with modern agricultural knowledge, business knowledge and internet knowledge, and many talents with this ability are unwilling to go to rural development, so there is a lack of network marketing talents of agricultural products.

2.4 logistics distribution system is not perfect

Although online marketing of agricultural products can be traded across time and space, commodities are physical transactions, and there are always strict requirements for warehousing, logistics, distribution and other links. Agricultural products, in particular, are easy to fester, with large unit volume, large unit mass and low relative economic value, resulting in serious waste and large circulation loss. However, China has not yet established a unified national agricultural products trading network and a unified logistics and distribution service system, which restricts the development of agricultural products online marketing to some extent.

2.5 Low degree of standardization of agricultural products

Generally speaking, highly standardized products are more suitable for online sales because they are easy to identify and compare. Due to the large number of agricultural products in China, it is difficult for netizens to identify and compare when purchasing. Moreover, the production of agricultural products in Wenzhou is characterized by a production mode of one household, with small organization scale and great difficulty in standardization of agricultural products. Because the standard system of agricultural products in China is not perfect, the degree of standardization is generally not high, which limits the development speed of online marketing of agricultural products.

3. Analysis of agricultural products online marketing strategy.

3. 1 Strengthen the construction of rural power grid projects

Rural informatization is the basis of implementing network marketing of agricultural products, and it is an effective means to solve the contradiction between small production and large market in rural areas, low degree of organization of agricultural production and difficulty in selling agricultural products. Market economy relies on accurate information to maintain its normal operation. The production, deep processing and sales of agricultural products are inseparable from the support of information. Network marketing is an effective means to transmit market information of agricultural products. The implementation of online marketing of agricultural products can not be separated from agricultural websites, and rural informatization is the basis and premise of website construction. The establishment of Internet is the foundation of e-commerce. In order to realize the online marketing of agricultural products, the government must strengthen the construction of rural information projects, establish the Internet in rural areas, subsidize farmers to buy information equipment such as computers and mobile phones, and encourage farmers to surf the Internet.

3.2 Strengthen the construction of agricultural information websites

The marketing website is a consumer-oriented consumption platform, so the construction of the website should be able to highlight the characteristics of agricultural products to consumers and provide them with quality services. First of all, the style of the website should be humanized, try to provide more services to consumers and try to solve the problems encountered in the purchase for consumers. Secondly, the "customer service" function of the website must be well built, which can make consumers better understand the products, solve the problems encountered in consumption faster and save more time. Finally, the farmers' information on the website should be updated in time, so that consumers can know the real-time information faster and make it easier to buy.

3.3 Strengthen the cultivation of agricultural products online sales talents

(1) Promote the knowledge of online marketing to farmers and popularize the concept of online marketing of agricultural products. Agricultural products network marketing talents play a considerable role in the development of agricultural products network marketing. The government can only strengthen the education and publicity of farmers' online propaganda ability, change traditional ideas, and let farmers realize the bright future of online marketing of agricultural products, and accept and learn online marketing of agricultural products.

(2) Establish professional training institutions, carry out rural vocational and technical education for farmers, improve the application ability of farmers' computer technology and business technology, and cultivate a large number of agricultural products online marketing talents. Facing the shortage of online sales talents, the government can only strengthen the talent construction by strengthening education investment, thus promoting online marketing of agricultural products.

3.4 Improve the logistics distribution system

Logistics distribution is a crucial link in network marketing, which directly determines the success or failure of network marketing. In distribution, we should try our best to reduce the losses caused by the decay and destruction of agricultural products. Under the current circumstances, we can consider cooperating with third-party logistics companies. Third-party logistics companies have professional logistics centers and modern, information-based transportation systems, which can speed up delivery and reduce costs as much as possible. Moreover, the government needs to strengthen the cultivation of high-quality logistics management talents. Modern logistics system needs a team of high-quality talents, and attention should be paid to absorbing and cultivating a group of specialized agricultural product logistics management and technical talents.

3.5 Improve quality and standardization.

To meet the requirements of the development of network marketing of agricultural products, we should speed up the formulation of the standard system for planting, production and packaging of agricultural products, add standardized production and management to the whole process of production and sales of agricultural products, realize standardization from planting to processing and packaging, and implement unified planting, unified technical guidance, unified sales and unified brands to improve the degree of standardization. The use of search engine optimization, website links, network advertising alliance and other methods to promote agricultural products, providing enterprises with brand-new sales channels. This new channel not only simplifies the middleman channel of the traditional business model, but also integrates pre-sale, sale, after-sales service, product information and customer information, which is more advantageous than the traditional agricultural product marketing model.

Agricultural products network marketing strategy analysis paper 2 abstract

With the advent of the Internet era, great changes have taken place in the socio-economic structure and business model. As an agricultural product related to the national economy and people's livelihood, the structure and formation of its industrial chain have also made progress and changes. Among them, network marketing of agricultural products has become an important form to solve the problem of agricultural products from the field to the table. However, there are still many problems to be solved in practice. This paper puts forward several new strategies for online marketing of agricultural products.

key word

Agricultural products; Network marketing; tactics

1. Overview of online marketing of agricultural products

Network marketing of agricultural products refers to the marketing activities in which information technology is used to publish and collect information such as demand and price of agricultural products, and relying on agricultural production bases and logistics distribution systems to improve brand image, customer relationship and customer service and open up online sales channels of local agricultural products. So as to find the market in a wider range and finally achieve the goal of maximizing profits. In the Internet era, the network marketing of agricultural products has good technology and conditions. Generally speaking, online marketing of agricultural products has the following characteristics:

1. 1 Get information in time and improve efficiency.

Through internet technology and network marketing, agricultural products can find an effective market in the global scope and master the demand information of the international market, so as to effectively adjust the upstream production and procurement of agricultural products and better meet the needs of consumers. Network marketing can make the information of buyers and sellers transparent, ensure the quality and credibility of transactions, and thus avoid the adverse effects of information asymmetry on economic activities.

1.2 break through the traditional trade time and space restrictions and reduce transaction costs.

Due to the seasonal and regional characteristics of agricultural products, traditional agricultural products trade activities are often limited by time and space, which restricts agricultural products from finding markets in a wider region. Through the construction of network marketing system, agricultural products can be traded without time limit in a broader market scope, provide efficient after-sales service, and break the adverse influence of time factor on agricultural products sales. Secondly, agricultural products can be sold on the network platform, which avoids the restrictions of traffic and other factors on agricultural products sales activities, thus greatly improving the operational efficiency of enterprises and reducing costs.

1.3 Enhance corporate image and shape brand effect

With the wide application of e-commerce, agricultural products can be publicized on the network platform, give full play to the power of the network platform, promote the establishment of good cooperative relations between buyers and sellers, build brands, and publicize in a wider range to build well-known brands, so that agricultural products can have more advantages in the marketing process and increase market share. For example, the famous agricultural product brand "Chu Orange" is known and recognized by consumers through online marketing by using Internet tools.

2. Problems existing in online marketing of agricultural products in China

2. 1 The subject of online marketing of agricultural products is not clear

Although more and more agricultural producers and related practitioners can understand the power of the Internet and the advantages of online marketing, it will take a long time to really implement it. Especially the producers of agricultural products, most of them can't really implement online marketing because of their own quality; Some practitioners are worried about the risks and security risks of online marketing, so they don't know how to carry out marketing activities through the network. All these have restricted the development of online marketing of agricultural products.

2.2 The supporting environment of network marketing needs to be improved.

The development of e-commerce mainly revolves around three aspects, namely capital flow, information flow and logistics. Agricultural products themselves are limited by seasons, storage and other factors, and the requirements for supporting facilities for logistics are correspondingly higher. At present, with the development of e-commerce of agricultural products, cold chain logistics has ushered in a good development situation, but the mismatch between market scale and circulation demand has restricted its further development. At the same time, the cognition and application, promotion and supporting facilities of information flow and capital flow of agricultural products online marketing subject also need to be fully built.

2.3 The development of online marketing media needs to be improved.

Over the past 30 years of reform and opening up, China's economy as a whole has developed rapidly, but it has shown a serious dual phenomenon, that is, the development speed of urban areas is much higher than that of rural areas. Especially in information technology and network marketing, rural areas lack corresponding infrastructure construction. On the one hand, most rural areas in China are remote and closed, which is not conducive to the construction of information points, resulting in a lot of information can not be transmitted to the countryside in time. On the other hand, the development of China's network technology itself has yet to be developed, which makes it difficult to establish a perfect and self-managed online marketing platform for agricultural products in rural areas. Therefore, this will also lead to the upstream planting and purchasing of agricultural products can not be adjusted in time and effectively according to market demand, and also restrict the development of agricultural products online marketing platform.

2.4 obstacles brought by the network marketing environment

Due to the imperfection of some laws and regulations in e-commerce, many problems cannot be solved immediately and effectively. First of all, the e-commerce platform relies on the Internet, and some laws and regulations simply do not apply to the online market. This makes many unscrupulous merchants exploit the loopholes and sell some unqualified agricultural products on the online platform, which greatly reduces the credibility of agricultural products in online marketing. In addition, the enthusiasm of agricultural products in online marketing is not high, because many relevant government departments do not attach importance to it, and there is no encouraging policy to support the development of online marketing of agricultural products. Secondly, network security is also a problem that must be faced. The online market is virtual, and while consumers enjoy convenience, it is also accompanied by huge potential risks. In recent years, network security problems have emerged in an endless stream, which has also hindered the further popularization of online marketing of agricultural products.

3. The construction of agricultural products network marketing system

3. 1 Build a perfect network marketing support system

To realize the internet marketing strategy of agricultural products, we must first build a perfect network marketing support system for agricultural products and a complete infrastructure. Therefore, the government must give full play to the role of macro-control, strengthen the guidance and promotion of the construction of agricultural products online marketing system, and ensure adequate capital supply and human security in the process of the construction of agricultural products online marketing system. At the same time, local governments provide policy support to promote the systematization and integrity of the online marketing system of agricultural products. At the same time, the government should also strengthen the training of internet thinking construction and network marketing concepts for agricultural producers and related employees, and encourage employees to learn and accept internet and network marketing knowledge. So as to open up external information sources, ensure the diversification of information, better understand the market demand, and at the same time find the market and meet the market demand.

3.2 Agricultural products network marketing application system construction

Build a perfect network marketing application system for agricultural products to ensure the accuracy and immediacy of market research. Ensure that producers and related employees of agricultural products can make full use of network information when selling agricultural products on the network platform, obtain relevant effective information on the basis of systematic investigation of the market, and grasp the market demand in time, so as to adjust the marketing strategy of agricultural products in a targeted manner. Only in this way can we meet the market demand, better guide the upstream production and procurement, and form a virtuous circle. At the same time, improve the marketing network of agricultural products, strengthen publicity and shape a good product and brand image.

3.3 Agricultural products network marketing security system construction

In this process, we should strengthen the safety legislation of network marketing and provide sufficient institutional guarantee for network marketing. On the basis of perfecting laws and regulations, we should also strengthen the supervision of virtual market to ensure the safe and orderly online marketing of agricultural products. Through online marketing, both parties to the transaction can truly and transparently obtain the information of their partners and make the best choice in an effective time. This can solve the risks caused by information asymmetry to a great extent, simplify the trading procedures of agricultural products, ensure the timely and accurate information search of enterprises, simplify the negotiation process and effectively supervise the trading process, which will maximize the trading efficiency and reduce the transaction cost.

3.4 Agricultural products network marketing supporting measures construction

As mentioned above, the development of e-commerce cannot be separated from the construction and improvement of related supporting facilities such as capital flow, information flow and logistics. Only when the supporting facilities around this iron triangle are completely solved can the network marketing activities of agricultural products be better carried out. At the same time, we should also strengthen the standardization of agricultural products and the quality construction of farmers. First of all, only by realizing the popularization of industrialization can it be possible to realize the diversification of agricultural products in the Internet era. Secondly, the construction of agricultural products online marketing system needs a large number of technical talents. In addition to the basic marketing knowledge, we should also be proficient in computer technology and related knowledge of agricultural products, so as to ensure that agricultural products on-line marketing can effectively integrate all aspects of information in the construction process and ensure the scientificity and accuracy of agricultural products on-line marketing.

4. Innovation of agricultural products online marketing strategy

4. 1 use the internet and big data technology to guide upstream production through market demand.

The cultivation, circulation and sales of agricultural products have always developed separately. Over the years, due to farmers' information occlusion and low cultural literacy, the market demand for agricultural products has been seriously out of touch with production. Farmers blindly follow the trend of production is serious and easy to cause losses. In the Internet era, we can use the Internet and big data technology to grasp the market demand and other information immediately and accurately, guide the planting and purchasing of agricultural products according to the demand, and also take scheduled sales through online marketing, thus ensuring the rational use of resources and increasing the profitability of all links in the agricultural product industry chain.

4.2 Carry out effective online marketing of agricultural products and agricultural information training.

Take agricultural products marketing subjects, namely agricultural leading enterprises, intermediary organizations, rural grass-roots organizations, farmers and brokers, as the main targets of agricultural information training, give full play to the role of farmers' scientific and technological information brokers, effectively play the role of a link, face domestic and foreign markets through networks, letters, newspapers, telephones and other channels, release farmers' demand information in a timely manner, and provide agricultural products information services for local farmers.

4.3 Establish network marketing channels to promote sales through marketing communication.

In order to effectively carry out online marketing activities, agricultural products management enterprises and business entities should not only learn to master Internet thinking and market demand, but also establish marketing channels suitable for agricultural products providers and demanders. In addition to publishing supply and demand information on the official website of the government agricultural management department, you can also set up a website to promote agricultural products, or use a third-party platform to set up your own online shop for agricultural products. Let the network channel publicize the product information and features in detail to the greatest extent. At present, online marketing of agricultural products is still mainly in the form of online marketing negotiation, online transaction and offline payment. Therefore, marketing enterprise website construction and upgrading, website optimization and promotion, search engine marketing, online advertising and so on. Are promoting the realization of agricultural products "order agriculture".

4.4 Using Internet thinking to create the integration strategy of agricultural products online marketing

Reconstruct marketing 4p strategy with Internet thinking. After analyzing the overall demand characteristics of the potential market, determine the agricultural products suitable for sale through online marketing channels, especially fresh agricultural products. It is necessary to establish a standard system for fresh agricultural products, promote standardized production and implement brand strategy. At the same time, reasonable arrangements should be made for producers and related employees of agricultural products, and agricultural products promotion activities should be carried out by means of search engine optimization, website links and online advertising alliance, so as to build an online community related to services and products and realize sales through marketing communication. The network connects the providers and consumers of agricultural products, and provides a brand-new channel for producers and practitioners of agricultural products, which not only simplifies the process, but also integrates pre-sale, sale, after-sales service, product information and customer information collection, which is more advantageous than traditional marketing.

5. Concluding remarks

During the 20-year development of the Internet, the birth of the world has also subverted various business models. As an agricultural product that directly affects the national economy and people's livelihood, it is particularly important to find a more suitable method for its reasonable and sustainable development in New commercial times. Although the online marketing theory of agricultural products has been widely popular in recent years, it still has a long way to go to find a strategy suitable for its long-term and effective development, and it also needs the exploration and efforts of relevant scholars and practitioners.

refer to

[1] Wang. Develop online marketing of agricultural products and expand circulation channels of agricultural products [J]. Science and technology forum, 20 1 1( 12).

[2] Jing Wong. A preliminary study on network marketing of agricultural products [J]. Rural Finance and Finance, 20 13(9).

[3] Qin Xiao. Feasibility analysis of network marketing of agricultural products [J]. China Science and Technology, 20 12(5).

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