Reflective Essay on Internet Marketing of Agricultural Products

Whether in school or in society, many people have had the experience of writing a dissertation, and are no strangers to a dissertation, are they? A dissertation is an essay in which we conduct an in-depth study of a particular issue. Then how to write a good thesis? Here is my thinking paper for you to organize the network marketing of agricultural products, I hope it will help you.

1 The concept of agricultural products network marketing

Agricultural products network marketing refers to the use of information technology in the process of agricultural products sales, the demand for agricultural products, prices and other information release and collection, using the network as a medium, relying on the production base of agricultural products and the logistics and distribution system, to improve the brand image for local agricultural products, enhance customer relations, improve customer satisfaction, and improve the quality of the products. Brand image, enhance customer relations, improve customer service, open up online sales channels of a marketing activities it includes market research of agricultural products, target market lock, promotion, trade negotiations, payment settlement, logistics and distribution activities. This "mouse + cabbage" type of marketing, for the service of the local agricultural economy has played a pivotal role, but with the increasing scale of online sales of agricultural products, a variety of problems have gradually emerged.

2 China's agricultural network marketing problems

2.1 farmers to accept the market information does not work

Currently, the poor circulation of agricultural products has become an obstacle to the healthy development of China's rural areas and the rural economy, affecting the farmers to increase their income and even the rural stability of the important factors. The access to information is linked to the local economic development and public awareness. Agricultural products are good and difficult to sell, the main reason is not because of oversupply, not because of the backwardness of the farmers' thinking, the essence of the problem is due to the lack of information on the market for agricultural products, the demand for reflecting the delay, the rural market commodities circulation system is not sound leading to the structural, seasonal, regional surplus of agricultural products.

2.2 The quality of farmers to accept network information is low

Factors affecting the quality of farmers' information are mainly the level of economic development, the level of cultural knowledge and traditional values. The low level of culture makes farmers lack the ability to learn network knowledge and concepts, some farmers have begun to network marketing awareness and interest, but because of the lack of culture can not carry out agricultural products network promotion. Farmers' acceptance ability is hindered, reflected in reality is the farmers' analysis and utilization of network information. At present, many farmers have been in the government, the industrial economy under the impetus of network marketing to understand a lot, and even many farmers are very eager to learn the relevant skills, but the real understanding of information, understanding of science and technology, the development of the ability to develop and a high level of application capabilities are not many people.

2.3 Rural logistics and distribution system is not sound

In the e-commerce to a certain scale, logistics will become the biggest bottleneck hindering its development. To realize the network marketing of agricultural products, its vital advantage lies in the circulation of agricultural products service system and logistics distribution system to achieve the real low cost, high efficiency, excellent service, professional and strong. China's current online promotion of agricultural products is mainly dependent on some of the existing integrated service platform, its professionalism and functional services are not up to some of the unique needs of agricultural products, but also unable to establish a perfect logistics and distribution and service system, which largely restricts the development of agricultural products network marketing.

2.4 Network marketing service system is not perfect

China's current agricultural information service system is still relatively backward, the main problems are: backward construction of the network platform for agricultural information services; the construction of the information website is not very perfect, for the production of agricultural products, the circulation of market information and technical guidance to provide a low level of service; the construction of the information team is lagging behind; the lack of information department for the farmers. The information department lacks the power mechanism to serve the farmers.

2.5 Low degree of standardization of agricultural products

A distinctive premise of network marketing is to realize the economies of scale of the industry, therefore, in such a huge market for agricultural products, the degree of standardization of the product has become a key factor affecting the success of network marketing, agricultural products, the quality of the class division, packaging specifications and product barcode standard unity is the basic prerequisite for the development of agricultural products network marketing. The first step is to make sure that you have the right tools for the right job.

3 perfect agricultural network marketing a few thoughts

3.1 Strengthen agricultural network marketing support system construction

Agricultural network marketing service system refers to a series of service means to serve in the agricultural network trading and production, circulation, consumption of the whole process of service platform in general. The core content of its system construction includes production platform, organization platform, market platform, information platform, etc.. Components of these platforms should be completed by the local government rural information network facilities infrastructure at the same time, change the way farmers think, set up farmers' confidence in network marketing, network marketing for farmers to carry out basic knowledge of training and publicity, so that farmers really feel the network economy driven by economic development is a huge impact, change the inherent stereotypical thinking, dare to innovate, and the courage to practice. In order to do this, the government can also organize training courses, exchange groups and other forms of activities to help farmers acquire new knowledge of the network system. Regional cell phone operators can also promote cell phone Internet access in rural areas, so that people realize that, as an effective complementary means of Internet access, the superiority of mobile e-commerce.

3.2.2 Doing a good job of agricultural products network marketing system

3.2.1 Conducting network market research

Compared with the traditional market research, the convenience and timeliness of the network market research is the most attractive features, in order to y understand the target market consumer demand, better marketing decisions suitable for the regional differences, the target customers to carry out a network survey is an indispensable part. An indispensable part. Since farmers have limited knowledge of the Internet, local governments or agricultural organizations can carry out online market research in the form of products, features, price advantage comparison, the choice of channels near and far, as well as promotional methods suitable for local agricultural products as a number of major boards. At the same time, you can also use the existing survey resources as a basis for decision-making.

3.2.2 Publishing agricultural information

Farmers can choose their own network marketing platforms according to the characteristics of their own agricultural products. Taking Alibaba Global Trade Network as an example, publishers can add their company's information and provide product details to the product catalog list, search for global buyers and their purchasing information through the business information board; intuitively and figuratively draw the attention of target buyers; use promotional services - banner ads - to post product The promotion service - banner ads, the product and enterprise LOGO on the page in a conspicuous position, effective promotion of products and corporate brand.

3.2.3 Constructing an agricultural products network sales platform

There are various ways to realize agricultural products network sales, but for the initial farmers involved in e-commerce, self-built platforms are obviously not desirable and unnecessary. At present, there are already many mature website platforms that can help farmers join the electronic network plaza and virtual e-commerce for free, so that consumers can understand and recognize their own agricultural products, and at the same time, they can also complete the ordering online. However, it is worth mentioning that agricultural products, because of the large commodity segregation, different commodities for the website requirements are very different, including page design, product description and promotional strategies, which requires a higher quality, better details of the web development. For example, the sale of perfume roses in the network, rather than this flower itself is a kind of agricultural products, it is a high-end fashionable youthful commodities, it is not the same as the sale of cabbage and potatoes, this traditional agricultural products.

3.3.1 Strengthening of agricultural patents and brand building

Brand refers to the company's name, product or service trademarks, and other can be distinguished from competitors' labeling, advertising and other intangible assets that constitute the company's unique market image. The core of brand building is to make the good image of the brand of goods can be y in the hearts of consumers to enhance product awareness. Farmers through the network marketing to create and publicize the brand of agricultural products, is conducive to improving the visibility of agricultural products, enhance consumer trust in agricultural products, so as to consolidate and expand its market position in the creation of the brand to a certain degree of maturity, the brand also responds to the value of the brand, which can bring additional unexpected benefits for the business. For example, "three squirrels", which is a Taobao website specializing in the sale of nuts, "three squirrels" is its ` own brand, its brand logo is three sharp and cute, different forms of small squirrels. Now its sales range has spread from nuts to other foods, but as long as you see this brand, consumers will not consider the purchase, which is the brand power.

3.3.2 Build and improve supply chain management

The network marketing of agricultural products to carry out a significant realization of the significance of the efficient, and whether the logistics system is scientific and perfect, has become the biggest influence factors. Build and improve the logistics management system of agricultural products, it can bring us the advantage of not only save time, save energy, an excellent logistics supply chain system can also help farmers minimize the cost of circulation, so that the agricultural products itself has a more competitive advantage. However, due to the uneven economic development of China's regions, geographic location and climatic conditions of the constraints of the local agricultural products to carry out the optimization of the channel should be adapted to the local conditions, for the easy to damage, easy to expire agricultural products, but also according to their individual needs, improve the supply chain.

4 Conclusion

As a new marketing model of network marketing for the new period of economic development, made a strong promotion, in this innovation, agricultural products can also seek to suit their own characteristics of the network marketing, although in the process of seeking to encounter a variety of unexpected problems, but in the face of the rapid development of the digital age. The advent of the digital age, network marketing will become an unavoidable tool, China's agricultural network marketing in the continuous exploration and thinking, will play a greater positive role.

Author:Pang Yuan Unit:Guizhou Trade and Economics School

Expanding: problems and countermeasures of agricultural products network marketing essay

Nowadays, the Internet has swept and revolutionized almost all fields with its advanced technology, thinking and business models. Among them, the Internet era in the context of agricultural network marketing shows great potential, and has made unprecedented progress, for example, in 2015, Tmall "double eleven" period, eight products successfully refreshed the sales performance of the Guinness World Record, of which close to half for agricultural products. However, throughout the country, China's agricultural network marketing there are still many problems, the existing scholars' research is mainly focused on the macro level, such as poor network infrastructure, farmers' network awareness is not strong, insufficient network marketing talent, etc., and is not specific to the micro level of network marketing, the timely discovery of micro-problems and solutions, is also an essential part of the development of China's agricultural network marketing.

1 China's agricultural products network marketing problems

1.1 excessive dependence on large Internet platform

Agricultural products enterprises on the large Internet platform overdependence mainly refers to the agricultural products merchants stationed in the large platform, in the use of large platform advantages at the same time, its marketing activities are subject to a variety of large platform.

1.2 Communication and interaction with consumers is not sufficient

The Internet has changed the consumer psychology and behavior, successful agricultural business in the network focus on the consumer psychology and behavior from the user habits, only to achieve a full understanding of the customer in order to improve the user flow, and then through a seamless user experience, full communication and interaction with consumers. Finally, the flow can be converted into profit. However, for the majority of agricultural merchants and even other retail Internet merchants, there are still many shortcomings in communication and interaction with users, in the face of the above changes in the environment and insight into consumer psychology and behavior is not easy, especially many small agricultural merchants, affected by their own perceptions, habits, as well as human and material resources and other factors, and not enough patience to communicate with users, which results in a poor user experience. This has resulted in a poor user experience.

1.3 Insufficient depth and breadth of brand promotion

Many agricultural merchants have insufficient depth and breadth of brand promotion, mostly due to the relatively traditional channels and tools they choose. On the one hand, the traditional product promotion channels are mainly for advertising and public relations, the main media for television, newspapers, radio and websites, the pursuit of the so-called coverage, this way for the high calling type of communication mode. This mode of publicity is a one-way communication mode, the shortcomings are obvious, that is, it is difficult to understand the audience's reaction after seeing the advertisement. On the other hand the traditional promotion channels are not very permeable to the virtual world. Now more business opportunities in society exist in the virtual world where the penetration of traditional promotion channels is not high.

1.4 Marketing Failure to Achieve Precision and Personalization

Now most of the agricultural enterprises in the precision marketing, and did not achieve good results. On the one hand, agricultural businesses have limited authority to manage user data. Most of the small-scale agribusinesses attached to large-scale platforms do not independently own all the data consumed by users on the platform, for example, in the Taobao platform, in most cases, only Taobao decides to recommend which goods to which consumers, agribusinesses do not have the authority to manage their own user data. On the other hand, user data is sparse. Ownership of user data must also ensure that user-related data is complete, so as to achieve the true meaning of precision marketing, however, user data sparse is often a problem, for example, Taobao claims that there are nearly 1 billion goods, but a user can not browse an average of 1,000 pieces of merchandise, the data sparsity should be in the millionth or even lower.

1.5 Slow product expansion

The slow expansion of products in China's agricultural marketing is mainly relative to those who are still using more traditional product expansion ideas and methods. Because, the traditional marketing in the product expansion mode mainly rely on distribution channels and terminals to realize, distribution channels rely on distributors and agents; traditional terminal expansion is to rely on the increase of stores and retail stores to expand the product sales channels and sales range. These two expansion methods in many levels there are certain disadvantages, such as management difficulties, high costs, poor communication and other issues, which in turn leads to a waste of resources, slow expansion of the product and so on.

2 countermeasures

2.1 Simultaneously stationed on multiple Internet platforms to avoid over-reliance

To avoid over-reliance on some platforms, we need to weigh the quality and quantity of the stationed platforms. On the one hand, it can be stationed in multiple large platforms at the same time. Over the past decade, agricultural e-commerce has gradually formed an oligopolistic competition pattern of "two super-multiple strong-niche", all of which can be used as a platform for agricultural merchants to choose from, and different sizes of agricultural merchants should be based on different realities and goals for the platform to choose and layout, which not only broadens the sales channels, but also leverages the characteristics of different platforms. This can not only broaden the sales, but also with the help of different platforms to push the production against the characteristics of the road towards intensification and specialization, which will help the long-term development of agricultural enterprises. On the other hand, independent development platform. First of all, the advantages of self-developed platforms are many, such as the independent ownership of user data, as well as the authority of user management; then, based on user data, you can carry out personalized marketing and accurate advertising for different users; finally, in combination, you can avoid the restrictions of large-scale platforms and excessive dependence.

2.2 The whole process of attention to the user experience, to meet the user's emotional needs

In the face of changes in user psychology and habits, on the one hand, the business process to capture the user's consumer psychology, from each consumption link can be found in the details of the user's heart, to achieve the ultimate user experience, to win a good reputation. On the other hand, to meet the user's higher level of emotional needs, more and more consumers want to provide advice for their favorite goods, and even participate in the process of product design, manufacturing and marketing to achieve a deeper sense of value. Agricultural businesses can use the network community marketing approach, in a good user experience on the basis of guiding the user to participate in the transformation of goods, circulation, promotion and publicity in the link to realize the value of the user.

2.3 The use of new media to achieve the depth and breadth of brand promotion goals

NewMedia (NewMedia) is a relative concept, is the newspaper, radio, television and other traditional media after the development of new media forms, including network media, mobile media, digital television and so on. On the one hand, new media can improve the depth and breadth of brand promotion. Compared with the traditional brand promotion, new media has the advantages of large information capacity, diverse forms, strong penetration, multimedia, multi-text, inter-temporal, strong mobility, etc., which can penetrate into a large number of people. On the other hand, new media can produce star effect with low cost. Because the "star" in new media marketing can come from anyone, and it is likely to be formed spontaneously, without the need for agricultural enterprises to spend a lot of money. If agricultural enterprises focus on the premise of their product quality, can use the new media, diving into a variety of Internet communities, platforms for brand promotion, will get a lot of invisible for their products endorsement of the "star".

2.4 The use of big data to achieve marketing precision and personalization

First, big data can achieve precise targeting and advertising. With the help of big data technology, not only can we find the target group and place different advertisements for different target audiences, but we can also adjust the advertisement placement strategy according to the real-time feedback received, so that the advertisement can be placed in a more relaxed manner. Then, big data technology combines user data to realize precision marketing. Enterprises can now obtain user-related information through a wealth of channels, and then manage user information through the process of information processing and data mining, and finally can target different users for advertising and personalized services. Finally, if the big data technology can continue to progress and the data between organizations can be ****shared and fused, it will be possible to establish user profiles depicting user interest models through omni-channel data aggregation and labeling algorithms, as well as segmentation and personalized labeling of users. The membership marketing brought by user profiling is a higher level of personalized marketing, the core of which is customization and precision.

2.5 Vigorously develop micro-merchants to achieve viral replication and expansion of products

Micro-merchants are a new e-commerce model based on the WeChat ecosystem integrating mobile and socialization, and their role is based on the WeChat ecosystem's social distribution model. On the one hand, microbusiness can realize decentralized management. Micro business is a decentralized e-commerce model, based on micro business as a retailer without hierarchy, flat structure, is an excellent channel for product market expansion, can change the traditional product expansion mode of the pyramid organizational structure of the management of the difficult problem and the resulting distributors and users of the problem of miscommunication. On the other hand, distributors are able to communicate freely with consumers. Microbusiness microbusiness belongs to the mobile e-commerce system is divided into a distribution function, because based on the social network circle of friends, in the people who know the sharing of goods itself comes with a mechanism of trust, which can effectively reduce the gap between the goods and merchants, to achieve seamless and effective communication.

References:

[1]Liang Ruixian. Problems and Countermeasures of Agricultural Products Network Marketing in China [J]. Shanxi Agricultural Science, 2015, 43(12):1690-1692.

[2]2013 Ali Agricultural Products E-commerce White Paper. Ali Research Institute [R].