Network Marketing Strategy Analysis Essay for Agricultural Products

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Network marketing strategy analysis of agricultural products essay 1

1, Wenzhou City, the current situation of the development of agricultural marketing

Network marketing of agricultural products refers to the sound construction of agricultural information technology as a cushion to the Internet and network technology as a support to achieve the circulation of agricultural products in the process of trading. Through the network marketing of agricultural products for Wenzhou City characteristics of agricultural products to improve the visibility, expand sales channels, thereby realizing the increase in farmers' income. Network marketing of agricultural products, breaking the time and space limitations, so that agricultural products can be sold online all day long, the seller can not leave home, accept people's orders. The rise of network marketing so far, Wenzhou City, agricultural informatization construction has a better foundation and development environment, agricultural information infrastructure is being strengthened, the service system is gradually improved. In Taobao has been seen in a variety of Wenzhou characteristics of the figure of agricultural products, a wide variety of sales volume is also considerable, visible Wenzhou agricultural products have set up a brand image, the future of agricultural products network sales have a foreseeable good prospects.

2, Wenzhou agricultural marketing problems

2.1 Rural e-commerce penetration rate is low, the business application rate is low

Rural information penetration is still unbalanced, the rural Internet users are mainly concentrated in the students, general workers, self-employed, freelance and other professions with a relative degree of knowledge, and the farmers The proportion of Internet users is very low. The majority of rural Internet users use the Internet for entertainment, such as movies, music, chatting and dating, games, etc., while the proportion of online transactions and online payment is low. Because of the influence of the traditional business model, farmers are accustomed to the rural vegetable market, wholesale market of agricultural products business model, the understanding of e-commerce is very little, and even skeptical of its attitude, most farmers do not have the ability to network marketing, information processing processing ability is poor.

2.2 Agricultural website lacks characteristics, low service level

The information on governmental agricultural websites is fragmented, lacks integration, and cannot reflect the changes in the agricultural market in a timely manner; although the agricultural enterprise website can display information on agricultural products, it lacks characteristics, and cannot adequately reflect the characteristics and value of agricultural products. Both of them have poor customer service ability and cannot meet the individualized multiple needs of customers. Customers encountered in the purchase of a variety of problems are difficult to get complaints and solutions, which will make customers lose the pleasure of buying agricultural products on the Internet.

2.3 The lack of agricultural products network marketing talent

To realize the network sales of agricultural products, there must be excellent network marketing talent. As the marketing of agricultural products has been the traditional business model, which has formed an inherent form. Now the marketing of agricultural products is in a new mode, need to have the correct network marketing concept of talent. Most of the current marketers can not correctly understand the concept of network marketing, only the agricultural products as it is moved online, can not play much of a role. The network marketing of agricultural products can not be separated from the knowledge of modern agriculture, business knowledge and Internet knowledge of multi-habitat talent, but with this ability to multi-habitat talent is not willing to go to the rural areas to develop, so the lack of agricultural products network marketing personnel.

2.4 Inadequate logistics and distribution system

Although agricultural products network marketing can be traded across time and space, but commodities are physical transactions, always on storage, logistics, distribution and other aspects of the harsh requirements. Especially for agricultural products, easy to fester, unit volume, unit mass, the relative economic value and lower, in the distribution of serious waste in the link, the loss is greater. And our country has not yet established a national unified agricultural trading network, can not establish a unified logistics and distribution services system, to a certain extent, restricting the development of agricultural network marketing.

2.5 Low degree of standardization of agricultural products

In general, a high degree of standardization of products because of easy to identify, easy to compare the characteristics and more suitable for online sales. Because of China's agricultural products and agricultural products due to the large number of Internet users in the purchase is not easy to identify and compare, and the characteristics of agricultural production in Wenzhou City is a one-family production model, the organization of the smaller scale, it is not easy to achieve the standardization of agricultural products. Because China's agricultural standards system is not sound, so it leads to a generally low degree of standardization, limiting the speed of development of agricultural network marketing.

3, on the strategic analysis of agricultural products network marketing

3.1 Strengthen the construction of rural network engineering

Rural informatization is the implementation of the basis of agricultural products network marketing, is to solve the contradiction between the small rural production and the big market, the low degree of agricultural production organization, agricultural products are difficult to sell the problem of effective means. Market economy depends on accurate information to maintain normal operation. Agricultural production, deep processing, sales, etc. are inseparable from the support of information. Network marketing is an effective means of transferring market information on agricultural products. The implementation of network marketing of agricultural products is inseparable from the agricultural website, and rural informatization is the basis and premise of website construction. The establishment of the Internet is the basis of e-commerce, in order to realize the network marketing of agricultural products, the government must strengthen the construction of rural informatization project, the Internet in rural areas in general construction, to the farmers to purchase computers, cell phones and other information equipment issued by the subsidies, to encourage farmers to go online.

3.2 Strengthen the construction of agricultural informatization website

The marketing website is a consumer-oriented consumption platform, so the construction of the website should be able to highlight the characteristics of the agricultural products to consumers, and be able to provide consumers with quality services. First of all, the style of the website should be humanized, as much as possible to provide consumers with more services, as far as possible for consumers to solve the problems encountered in the purchase. Secondly, the website's "customer service" function must be well constructed, which can make consumers understand the products well, solve the problems encountered in the consumption faster and save more time. Finally, the site's agricultural information should be updated in a timely manner to facilitate consumers to understand real-time information faster, easy to choose, buy.

3.3 Strengthen the cultivation of agricultural products network marketing talent

(1) to farmers to network marketing knowledge publicity, promote the concept of agricultural products network marketing. Agricultural products network marketing talents play a considerable role in the development of agricultural products network marketing, the government only strengthen the farmers' network publicity ability to educate and publicize the efforts to change the traditional concepts, so that farmers recognize the bright prospects of agricultural products network marketing, to accept and learn the network marketing of agricultural products.

(2) the establishment of professional training institutions, to farmers to carry out rural vocational and technical education, to improve the application of computer technology and business technology to farmers, to cultivate a large number of agricultural products network marketing into the talent. In the face of the current lack of network sales talent, the government can only strengthen the investment in education to strengthen the construction of talent, thereby promoting the network marketing of agricultural products.

3.4 Improve the logistics and distribution system

Logistics and distribution is a crucial part of network marketing, which directly determines the success or failure of network marketing. Distribution to minimize the loss of agricultural products by festering, damage to the current situation can be considered in cooperation with third-party logistics companies to complete. Third-party logistics companies have professional logistics centers, modern and information-based transportation systems, can speed up the distribution schedule and reduce costs as much as possible. And the government also needs to strengthen the cultivation of high-quality logistics management personnel, modern logistics systems need high-quality talent, in the action should pay attention to absorb and cultivate a number of professional agricultural logistics management and technical personnel.

3.5 Improve the quality and degree of standardization

In order to meet the requirements of the development of network marketing of agricultural products, should speed up the development of agricultural products planting, production, packaging and other standard systems, the standardization of production and management to join the whole process of agricultural products production and sales, to achieve standardization of planting to processing, packaging, the implementation of a unified planting, unified technical guidance, unified sales, unified brand. Improve the degree of standardization. The use of search engine optimization, website links, network advertising alliances and other methods to carry out the promotion of agricultural products, giving enterprises a new sales channel. This new channel not only simplifies the traditional business model of the middleman channel, and will be pre-sale, sale, after-sales service, as well as product information and customer information in one, compared to the traditional agricultural marketing model has more advantages.

Abstract

Along with the arrival of the Internet era, the social and economic structure and business model has undergone great changes. As an agricultural product related to the national economy and people's livelihood, the construction and formation of its industrial chain has also progressed and changed. One of the agricultural products network marketing has become an important form of agricultural products from field to table, but in practice there are still many problems need to be solved, this paper puts forward a few new strategies for agricultural products network marketing.

Keywords

Agricultural products; network marketing; strategy

1. Overview of agricultural products network marketing

Agricultural products network marketing refers to the use of information technology in the process of agricultural products, agricultural products, demand, price, and other information release and collection, using the network as a medium, and relying on the Internet as the medium. The collection of the network as a medium, relying on agricultural production bases and logistics distribution system, for local agricultural products to improve brand image, enhance customer relations, improve customer service, to develop online sales channels of a marketing activity. So as to find the market in a wider range, and ultimately achieve the goal of profit maximization. In the Internet era of agricultural products under the network marketing has a good technology and conditions, generally speaking, agricultural products network marketing has the following characteristics:

1.1 timely access to information, improve efficiency

Through the Internet technology and network marketing techniques, agricultural products can be in the world to find an effective market, to grasp the demand for information in the international market, so that you can effectively The production and purchasing of agricultural products can be adjusted upstream to better meet the needs of consumers. Network marketing approach can make the buyer and seller information transparency, to ensure the quality and credibility of the transaction, so as to avoid the adverse impact of information asymmetry on economic activities.

1.2 Break through the traditional trade time and space limitations, reduce transaction costs

As agricultural products have seasonal, regional characteristics, so in the traditional trade activities of agricultural products, often subject to time and space constraints, which restricts the agricultural products in the broader region to find markets. Through the construction of network marketing system, agricultural products can be carried out in a wider range of markets without time constraints of trade, to provide efficient after-sales service, can break the time factor for the unfavorable impact of agricultural products sales. Secondly, agricultural products can be sold using the network platform, thus avoiding the constraints of transportation and other factors on the sales activities of agricultural products, which greatly improves the operational efficiency of enterprises and reduces costs.

1.3 Enhance corporate image, branding effect

With the widespread use of e-commerce, agricultural products can be advertised on the network platform, giving full play to the power of the network platform, to promote the buyers and sellers to build a good working relationship, brand building, in a wider range of publicity so as to create a well-known brand, so that the agricultural products in the marketing process more have the advantages, increase market share. Advantage in the marketing process of agricultural products, increase market share. For example, the famous brand of agricultural products "Chu orange" is the use of Internet tools, through the network marketing techniques by the majority of consumers are familiar with and recognized.

2. Problems in China's agricultural network marketing

2.1 The main body of agricultural network marketing is not clear

Although there are more and more agricultural producers and related practitioners can understand the energy of the Internet and the advantages of network marketing, but the real implementation of the time it still takes a long time. In particular, most of the agricultural producers are limited by their own quality, can not really implement the network marketing; there are also some practitioners worried about the risk of network marketing and security risks, so I do not know how to carry out marketing activities through the network. These are constraints on the development of the situation of agricultural network marketing.

2.2 The supporting environment of network marketing needs to be improved

The development of e-commerce is mainly centered on three aspects, namely, capital flow, information flow and logistics. Agricultural products themselves are limited by the season, storage and other factors, so the supporting facilities for logistics needs are correspondingly high. At present, along with the development of agricultural products e-commerce, although the cold chain logistics has ushered in a better development situation, but the market scale is not in line with the circulation demand, which restricts its further development. At the same time for agricultural products network marketing body of information flow and capital flow of awareness and application of popularization and supporting facilities also need to carry out a comprehensive construction.

2.3 Network marketing media development needs to be improved

The reform and opening up thirty years China's economy in general has been rapid development, but it shows a serious dualistic phenomenon, that is, the development of urban areas is much faster than rural areas. Especially in information technology and network marketing, rural areas are more lack of corresponding infrastructure. On the one hand, most of China's rural areas are remote and occluded, which is not conducive to the construction of information points, which leads to a lot of information can not be transmitted to the rural areas in a timely manner. On the other hand, the development of China's network technology itself is still to be developed, which leads to the rural areas is difficult to establish a perfect, self-management of agricultural products network marketing platform. Therefore, this will also lead to the upstream planting and procurement of agricultural products can not be timely and effective according to market demand to adjust, but also restricts the development of agricultural products network marketing platform.

2.4 The obstacles of the network marketing environment

Due to the inadequacy of some laws and regulations on e-commerce, many problems cannot be solved immediately and effectively. First of all, the e-commerce platform relies on the network and some of the laws and regulations in the network market is not applicable. This allows many unscrupulous merchants to exploit the loopholes, some of the unqualified agricultural products to the network platform for sale, resulting in agricultural products in the network marketing credibility is greatly reduced. In addition, agricultural products in the network sales 'enthusiasm is not high, because many relevant government departments did not pay attention to it, and even more no some encouraging policies to support the development of agricultural products in the network marketing. Secondly, network security is also a problem that must be faced. The network market is virtual, consumers enjoy the convenience of the same time also accompanied by huge potential risks. In recent years, network security issues have arisen in an endless stream, also hindering the further popularization of agricultural network marketing.

3. The construction of agricultural products network marketing system

3.1 Create a perfect network marketing support system

In order to realize the network marketing strategy of agricultural products, first of all, we need to create a perfect support system for the network marketing of agricultural products, and build a complete infrastructure. Therefore, the government must give full play to the role of macro-control, to strengthen the construction of the network marketing system of agricultural products to guide and promote the role of agricultural products to ensure that the construction of the network marketing system of agricultural products in the process of adequate funding and manpower protection. At the same time, the local government to provide policy support to promote the systematization and integrity of agricultural network marketing system. At the same time, the government should also strengthen the producers of agricultural products and related practitioners of the construction of Internet thinking and network marketing concept of training, to encourage practitioners of the Internet and network marketing knowledge of learning and acceptance. So as to open up the external information source, to ensure the diversification of information, so as to better understand the market demand, and find the market at the same time to meet the market demand.

3.2 Agricultural products network marketing application system construction

The construction of a perfect agricultural products network marketing application system to ensure the accuracy and immediacy of market research. To ensure that agricultural producers and related practitioners in the use of network platforms for agricultural sales, can make full use of network information, in the market for systematic investigation on the basis of access to relevant and effective information, timely grasp of market demand, so as to adjust the marketing strategy of agricultural products targeted. Only in this way is it possible to meet the market demand, so as to better guide the upstream production and procurement, the formation of a virtuous cycle. At the same time, improve the marketing network of agricultural products, strengthen the publicity efforts to shape a good product and brand image.

3.3 Agricultural products network marketing security system construction

In the process should be strengthened on the network marketing security legislation, to provide sufficient institutional safeguards for network marketing. On the basis of perfect laws and regulations, should also strengthen the supervision of the virtual market, to ensure the safety of agricultural products network marketing in an orderly manner. Through network marketing, both sides of the transaction can be real, transparent access to information about partners, and can make the best choice within an effective time. This can largely solve the risk due to information asymmetry, streamline the agricultural transaction procedures, to ensure that the enterprise information search timely and accurate, streamline the negotiation process, and provide effective supervision of the transaction process, which maximizes the efficiency of the transaction, thereby reducing transaction costs.

3.4 Agricultural products network marketing supporting measures construction

As mentioned above, the development of e-commerce can not be separated from the capital flow, information flow and logistics and other related supporting facilities of the construction and improvement, only around the iron triangle of supporting facilities to be completely resolved, agricultural products network marketing activities can be better carried out. At the same time, we should also strengthen the standardization of agricultural products and the quality of farmers, first of all, agricultural products only first achieved the popularization of industrialization, it is possible to achieve the Internet era of diversification. Secondly, the construction of agricultural network marketing system requires a large number of technical personnel, in addition to basic marketing knowledge, but also should be proficient in computer technology and agricultural products related knowledge, so as to ensure that the agricultural network marketing system in the process of construction of the various aspects of the information can be effectively integrated to ensure that the agricultural network marketing system of the scientific nature and accuracy.

4. The innovation of agricultural network marketing strategy

4.1 The use of the Internet and big data technology, through the market demand to guide the production of upstream

The planting, circulation and marketing of agricultural products has always been the development of separate, due to the farmers' information blockage and their own cultural literacy generally low, many years, resulting in the market demand for agricultural products and production. The market demand for agricultural products has been seriously disconnected from the production of agricultural products. Farmers blindly follow the trend of production phenomenon is serious, easy to cause losses. In the Internet era can use the Internet and big data technology, instant and accurate grasp of market demand and other information, according to the demand to guide the planting and procurement of agricultural products, but also through the network marketing techniques to adopt the scheduled sales, so as to ensure the rational use of resources, and to increase the profitability of the agricultural industry chain links.

4.2 Carry out effective network marketing of agricultural products and agricultural informatization training

Take the main body of agricultural products marketing, that is, agricultural leading enterprises, intermediary organizations, rural grass-roots organizations and farmers, brokers as the main object of agricultural informatization training, and give full play to the role of farmers' scientific and technological information brokers to play an effective role in the bond, and through the network, letters, newspapers, telephone and other channels for domestic and foreign markets, the farmers' demand for timely information released to the outside world, for local farmers to provide information services on agricultural products.

4.3 Establishment of network marketing channels, through marketing communication to promote the realization of sales

Agricultural products business enterprises and business subjects to be effective in carrying out network marketing activities, in addition to learning to master the Internet thinking and market demand, more need to establish suitable for agricultural products provider and demand-side marketing channels. In addition to choosing to publish supply and demand information on the official website of the government's agricultural management department, you can also establish a publicity-type agricultural products website, or use a third-party platform to establish their own agricultural products network store. Make the network channel to maximize the detailed publicity of product information and characteristics. At present, agricultural products network marketing is still online marketing negotiation, online transaction offline payment as the main form. Therefore, marketing-oriented enterprise website construction and upgrading, website optimization and promotion, search engine marketing, online advertising, etc. are to promote agricultural products, "order agriculture" to achieve.

4.4 Create an integrated strategy of agricultural network marketing with Internet thinking

Using Internet thinking to reconstruct the 4PS strategy of marketing, through the analysis of the overall demand characteristics of the potential market, to determine suitable for sales of agricultural products through the network marketing channels, especially for live and fresh agricultural products, it is necessary to set up a standard system for live and fresh agricultural products to promote the standardization of production and the implementation of brand strategy. Brand strategy. At the same time, reasonable arrangements for agricultural producers and related practitioners to use search engine optimization, website links, network advertising alliances and other methods to carry out promotional activities for agricultural products, to create services and products related to the network community, through marketing communication to achieve sales. The network will be the provider of agricultural products and consumers together, to agricultural producers and practitioners to provide a new channel, not only to simplify the process, but also set the pre-sale, sale, after-sales service, as well as product information and customer data collection in one, compared with the traditional marketing more advantageous.

5. Conclusion

In the 20 years of development of the Internet, a variety of business models have been born and subverted around the world. As a direct impact on the national economy and people's livelihood of agricultural products, in the new business era to find more suitable for its rational and sustainable development of the method is particularly important. Although the agricultural products network marketing is widely popular in recent years, but to find a suitable strategy for its long-term effective development is still a long way to go, but also need to be related to the exploration and efforts of scholars and practitioners.

References

[1] Wang Wenjuan. Development of agricultural products network marketing to expand the circulation channels of agricultural products [J]. Science and Technology Forum, 2011(12).

[2]Wang Jing. Agricultural products network marketing initial exploration[J]. Rural Finance and Finance, 2013(9).

[3]Qin Xiao. Feasibility analysis of agricultural products network marketing[J]. China Science and Technology, 2012(5).

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