Agricultural products network marketing strategy?

At present, the industry of fresh agricultural products is developing rapidly, but its sales are facing great challenges. For this reason, I hav

Agricultural products network marketing strategy?

At present, the industry of fresh agricultural products is developing rapidly, but its sales are facing great challenges. For this reason, I have arranged it for everyone. Welcome to see it.

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First, the status of online marketing of fresh agricultural products

The application of network marketing in fresh agricultural products industry is mainly supported by the Internet and network technology, with the help of fresh agricultural products industry websites, enterprise websites and agricultural information networks at all levels to realize the two-way flow of information. That is, enterprises and fruit farmers who produce, circulate and process fresh agricultural products can timely and vividly publish and obtain relevant commodity supply and demand and service information through the Internet. On this basis, B2B*** business-to-business * * is the main form to realize online marketing negotiation and offline transaction payment. At present, under the condition of imperfect credit system and online payment means, this form is less risky and more suitable for the characteristics that the internal quality of fresh agricultural products varies widely and must be determined by the senses.

According to relevant data, there are about 40 professional websites of fresh agricultural products industry in China. Among them, five websites, including China Fruit Information Network, are among the top 100 agricultural websites. In addition to the professional websites of industrial fresh agricultural products, there are also professional websites of fresh agricultural products such as litchi, mango, banana, pear and jujube. At the same time, local agricultural websites have channels and columns of fresh agricultural products to varying degrees. Fresh agricultural products enterprises are the main body of network marketing, mainly leading enterprises of fresh agricultural products in large and medium-sized cities and large wholesale and bazaars. At present, some large marketing companies and professional cooperatives in counties and towns that produce fresh agricultural products have also established websites, and online marketing is starting and developing. A survey in Qixia City, which is known as "Apple Capital of China", shows that nearly 20% of about 200 fruit storage enterprises have different degrees of online marketing applications. But overall, the online marketing of fresh agricultural products is far from being developed and has great development potential.

Second, the significance of developing online marketing of fresh agricultural products

At present, a prominent problem is that the sales of some fresh agricultural products are not smooth, the prices are falling, the phenomenon of "cheap grain hurts farmers" often occurs, and the income growth of farmers is slowing down. The development of network marketing can enable producers of fresh agricultural products to know production information in time in new ways, organize production reasonably according to the market, and avoid instability caused by huge fluctuations in output and price. Therefore, network marketing plays a very important role in the marketing of fresh agricultural products.

* * * A * * * Breakthrough the bottleneck of the development of fresh agricultural products industry.

The total development of fresh agricultural products industry in China has reached a considerable scale, and the production capacity can be further expanded. 1978, the national output of fresh agricultural products was only 6.57 million tons, reaching 83.94 million tons in 2004, which was1/978 times higher than that of1.8 times, and the output value reached150 billion yuan. Since 1995, the output of fresh agricultural products in China has been ranked first in the world. But in recent years, many fresh agricultural products are difficult to sell, and the staged buyer's market is obvious. There are many reasons, mainly information is ineffective, channels are not smooth, and circulation is not smooth. Developing online marketing in fresh agricultural products industry can expand the time and space of the market.

Scope, future development can accelerate the increase of information flow, business flow, capital flow and logistics in fresh agricultural products market, and break through the bottleneck of industry development caused by poor sales to some extent.

* * * II * * * Save transaction costs, expand business scale, promote enterprise efficiency and improve enterprise management level.

Many studies have shown that publishing information and selling goods based on the Internet does not require a large amount of fixed assets. Moreover, due to the transparency, real-time and high interactivity of information between the supply and demand sides, the cost of information search, bargaining and supervision of transaction implementation in the process of agricultural products marketing is significantly reduced. In addition, some enterprises have achieved remarkable results by developing online marketing. For example, Sichuan Huinong Ecological Agriculture Development Co., Ltd. launched network marketing, established its own website, established corporate image, and negotiated online, which changed the situation of blindly running the market in the past, saved costs and increased orders. In 2005, the total purchase and sale of citrus was 1.5 times that of 2004. Sichuan Pujiang Hybrid Citrus Cooperative has played an obvious role in promoting local excellent citrus varieties since it launched network marketing, and has achieved good results in terms of business scale and economic benefits year after year.

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Strengthen the contact between farmers and the outside world, and promote the sales of fresh agricultural products.

According to the seasonal characteristics of fresh agricultural products and the difficulty of long-term storage, farmers must keep abreast of market information and consumers' consumption will and trends, communicate the circulation channels between buyers and sellers, and sell the products smoothly as soon as possible. Internet can transmit information to every corner of the world in time. Producers and sellers of fresh agricultural products can release information according to their own needs, such as varieties and prices of fresh agricultural products. At the same time, they can learn about the market information and customer needs around the world through the Internet, and make planting, production, processing and sales plans according to the market information and customer needs. For example, in recent years, compared with local farmers, some foreigners who contracted land for agricultural production in the suburbs of Shanghai have the greatest advantage of joining the Internet, being well informed, being able to arrange production according to market demand information and communicating with various circulation channels, so that their fresh agricultural products can not only supply the Shanghai market, but also enter the international market.

* * * A * * Accelerate the formulation of a standard system for fresh agricultural products.

Accelerate the formulation of relevant standards for fresh agricultural products, promote the certification of green fresh agricultural products, HACCP*** hazard analysis and critical control point certification, promote standardized production and implement brand strategy, gradually standardize the planting and packaging of main varieties of fresh agricultural products, and strive to improve the network marketing environment. For example, agricultural cooperative organizations, rural cooperatives and other organizations can form a solid alliance with farmers, implement unified seeds, unified technical guidance, unified sales, unified brands, and share profits equally, rationally arrange farmers' planting time with the goal of maximizing profits, and realize standardized production and brand strategy.

* * * II * * Utilize the agricultural online exhibition hall to carry out the online marketing of fresh agricultural products in a pragmatic and steady way.

Online marketing negotiation and offline transaction payment are still the main forms of online marketing for fresh agricultural products enterprises. Industry organizations should promote relevant experience, strengthen exchanges, and pragmatically and steadily carry out online marketing of fresh agricultural products, including website construction and upgrading of marketing enterprises, website optimization and promotion, and search engine marketing. If possible, we can also try online marketing to promote the realization of "order agriculture" of fresh agricultural products.

Fresh agricultural products enterprises should pay special attention to the contact with agricultural information networks and industry websites at all levels, and carry out online marketing with the help of their relatively developed and mature networks. For example, local agricultural information networks have been established in all parts of China, and online exhibition halls have been set up from the Ministry of Agriculture to all parts of the country to display famous and special agricultural products in various languages. Many places have tried online marketing by using online platforms, and achieved good results. Whether for promoting enterprises or expanding fresh agricultural products.

In the market, online exhibition halls are playing an increasingly important role, and online trading is an inevitable trend. Moreover, network marketing has been widely used in developed countries, but by the end of 2004, only 5% of enterprises in China had carried out network marketing, which is still far behind the developed countries. This urgently requires us to speed up the establishment and improvement of the socialized service system of fresh agricultural products market information in China, and collect, sort out, analyze and provide accurate fresh agricultural products market information for farmers in time. It is necessary to carry out online marketing as soon as possible, so that enterprises can establish a good image of enterprises through online exhibition halls, or publish commercial advertisements to expand their popularity.

* * * Three * * Establish an effective agricultural information training system.

To carry out online marketing of fresh agricultural products, we should not forget rural areas and fruit farmers, and establish an effective agricultural information training system. Agricultural products marketing subjects, namely farmers, leading enterprises and marketing intermediary organizations, are the main targets of agricultural information training. In the process of cultivating agricultural information talents, we should give full play to the role of farmers' scientific and technological information brokers and establish professional agricultural information setters. These brokers, including farmers' associations, village-level cooperative organizations, leading enterprises, intermediary organizations and large operators, have formed the intermediary carrier of rural information service "entering the village and entering the household" under the condition of small farmers' poor information awareness and skills, thus completely solving the "last mile" problem of information service. On the one hand, they contact farmers, on the other hand, they face the domestic and foreign markets through the Internet, letters, newspapers, telephone and other channels.

* * * Four * * Use the third party logistics to realize the specialized distribution of fresh agricultural products.

The professional distribution center has strong economic strength, and can invest a lot of information infrastructure equipment, introduce advanced management concepts and cutting-edge technologies in time, and meet people's demand for fresh agricultural products quickly and at low cost. The information in rural areas is relatively closed, resulting in the situation that merchants are busy purchasing and farmers are worried about selling. Through the network system, the third-party logistics enterprises can quickly collect and process information, timely and comprehensively understand the market information of agricultural products, and realize the specialization and rapid distribution of fresh agricultural products.