Cooperative development of e-commerce marketing is a new form of marketing, is only in its infancy throughout the country, but there is no lack of successful cases. Foreign experience shows that cooperatives with the electronic information platform to carry out marketing of agricultural products is a great deal of work, it is worth cooperatives combined with their own characteristics of targeted exploration. At present, the cooperative e-commerce marketing mainly in the following three forms:

One is the cooperative self-managed website. Through the network and merchants for production and marketing docking, the products will be sold at home and abroad. For example, more than 200 cooperatives in Beijing have set up their own websites or web pages. Beijing Daxing District, the establishment of e-commerce trading system marketing model, the initial establishment of "online trading, offline distribution" structure, in 2009, agricultural and sideline products e-commerce turnover reached more than 1,000 million yuan, made an innovative exploration.

The second is the online store. Cooperatives can be stationed in Alibaba, Taobao and other online trading platforms to achieve the cooperative agricultural products online marketing. Compared to the cooperatives' self-operated websites, the cost of setting up a mature e-commerce platform is relatively low.

Third is the online cooperative marketing model. For example, in 2008, Fangshan District, Beijing, relying on the "Fangshan Agricultural Cooperative Network" to build an "online cooperative", the online cooperative opened two years of operation, for 120 cooperatives to establish a store, the promotion of members of the 562 kinds of products, involving members and driven by the farms In 20059 households, the cumulative operating income of 17 million yuan. The website has set up cooperative introduction, product exhibition hall, management construction, technical services and other columns to publicize products for cooperatives, provide technical services for members, establish the cultural image of cooperatives and strengthen the cooperatives' external exchanges. The opening of the "online cooperative" information service platform for cooperative members to broaden the income channels and improve the income of members.

Cooperatives in the development of e-commerce, the need to solve the following problems: First, the shortage of talent, especially professional e-commerce talent, and to attract outstanding e-commerce professionals for individual cooperatives is very high cost, e-commerce professional training for sales staff may be more suitable for the development of cooperatives at present; the second is the difficulty of funding, to operate a good website needs to be a sustained capital investment, many cooperatives in the initial development of e-commerce will have to pay a lot of money for e-commerce. Many cooperatives in the development of e-commerce in the early stage of investment, but often deserted in the late stage, resulting in the abandonment of the previous work; Third, there is a certain degree of difficulty in the promotion of the cooperative brand, especially small-scale cooperatives, the production of agricultural and sideline products do not have the scale effect or brand effect, the e-commerce when the input-output ratio is very low.

Case: Haining City, Changan Town, East Village, Sanlian Fruit and Vegetable Co-op

Haining City, Zhejiang Province, Changan Town, East Village, Sanlian Fruit and Vegetable Co-op is a professional engaged in the production of grapes and sales of co-operatives, the base area of 3,000 acres, with an annual output of 6,600 tons of grapes.
In March 2011 the co-operative spends about 20,000 yuan to open a website, is committed to the publicity and promotion of the "Sheng You". In March 2011, the cooperative spent about 20,000 RMB to set up a website, dedicated to publicizing and promoting "Sheng You" grapes, with photos, news and other materials provided by the college student village officials of Chenggdong Village, to increase the market visibility, and at the same time, to build a complete information platform, which facilitates the communication between supply and demand, and expands the sales. After the establishment of the website, the attention of wholesalers and consumers, the recent average daily clicks of four to five hundred people from Shandong, Jiangxi and Guangzhou, Hangzhou, Jinhua and other places of the wholesalers have come to purchase grapes, plus retail, some varieties of grapes in short supply.

The cooperative cooperates with "a website" to participate in the search ranking. Pay-per-click, 80 cents per click, three to four hundred dollars a day. Although the cost is not low, but considering that "a website" covers more than 90% of Chinese netizens, can bring huge customer traffic to the cooperative's grape brand, into business opportunities and income, the cooperative concluded that it is still worthwhile. After the operation of the website, the cooperative soon realized that this is not "value for money", but "value for money". Cooperative responsible person introduced, after taking the network marketing, brand awareness went up, sales volume and sales price increased by more than 20% compared to last year. Today, the entire sales revenue, through the network platform to obtain information channels and bring the income accounted for 30%, according to preliminary estimates, this income of about 1 million yuan, compared to the construction of the website required 20,000 yuan and the late maintenance costs, is undoubtedly a big witch see a small witch.