No matter in school or in society, many people have had the experience of writing papers and are familiar with them. A thesis is an article for us to study a problem in depth. So how to write a good paper? The following is my thinking paper on online marketing of agricultural products, which I prepared for you, hoping to help you.
1 the concept of online marketing of agricultural products
Network marketing of agricultural products refers to a marketing activity in which information technology is used to publish and collect information such as demand and price of agricultural products, and relying on the production base and logistics distribution system of agricultural products to improve brand image, customer relationship and customer service and open up online sales channels of local agricultural products. Including market research, target market locking, promotion, transaction negotiation, payment and settlement, logistics and distribution. This kind of "mouse+Chinese cabbage" marketing has played a decisive role in serving the local agricultural economy, but with the increasing scale of online sales of agricultural products, various problems have gradually emerged.
2 China's agricultural products online marketing problems
2. 1 The market information accepted by farmers is invalid.
At present, the poor circulation of agricultural products has become an important factor hindering the healthy development of rural areas and rural economy, affecting farmers' income and even rural stability. The acquisition of information is bound to be related to local economic development and public awareness. The main reason why agricultural products are easy to sell but difficult to sell is not that supply exceeds demand, nor that farmers are backward in thinking. The real problem is that the market information of agricultural products is ineffective, the demand response is slow, and the commodity circulation system in rural markets is not perfect, resulting in structural, seasonal and regional surplus of agricultural products.
2.2 Farmers' quality of accepting network information is low.
The main factors affecting farmers' information quality are economic development level, cultural knowledge level and traditional values. The low level of education makes farmers lack the learning ability and concept of network knowledge. Some farmers have begun to have the awareness and interest of online marketing, but because of their low education level, they can't promote agricultural products online. Farmers' acceptance ability is hindered, which is reflected in the reality that farmers analyze and use network information. At present, driven by the government and industrial economy, many farmers have a lot of knowledge about online marketing, and even many farmers are eager to learn related skills, but few people really understand information, technology, development ability and high-level application ability.
2.3 rural logistics distribution system is not perfect
After e-commerce develops 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 real low-cost, high-efficiency, high-quality service and professional agricultural product circulation service system and logistics distribution system. At present, the online promotion of agricultural products in China mainly relies on some existing comprehensive service platforms, whose professional and functional services cannot meet some unique needs of agricultural products, and it is impossible to establish a perfect logistics distribution and service system, which greatly restricts the development of online marketing of agricultural products.
2.4 network marketing service system is not perfect
China's current agricultural information service system is still relatively backward. The main problems are: the construction of agricultural information service network platform is backward; The construction of information websites is not perfect, and the level of providing market information and technical guidance services for the production and circulation of agricultural products is low; The construction of information personnel team lags behind; The information department lacks the motive mechanism to serve farmers.
2.5 Low degree of standardization of agricultural products
An obvious premise of network marketing is to realize the scale economy of the industry. Therefore, in such a huge agricultural product market, the degree of product standardization has become a key factor affecting the success of online marketing. The classification of agricultural products' quality grades, the standardization of packaging specifications and product barcodes are the basic prerequisites for the development of agricultural products' online marketing.
3. Some thoughts on improving the network marketing of agricultural products
3. 1 Strengthen the construction of agricultural products online marketing support system
The network marketing service system of agricultural products refers to a series of service means and service platforms that serve the whole process of online trading, production, circulation and consumption of agricultural products. The core content of its system construction includes production platform, organization platform, market platform and information platform. The components of these platforms should be completed by the local government in the infrastructure construction of rural information network facilities. At the same time, it is necessary to change farmers' thinking, establish their confidence in online marketing, train and publicize the basic knowledge of online marketing, so that farmers can truly feel that the network economy has a great driving effect on economic development, change old ideas, and dare to innovate and practice. In order to achieve this, the government can also organize training courses, exchange groups and other forms of activities to help farmers acquire new knowledge systems on the Internet. Regional mobile phone operators can also promote mobile internet access in rural areas, so that everyone can realize the advantages of mobile e-commerce as an effective supplementary means of internet access.
3.2 Do a good job in the network marketing system of agricultural products.
3.2. 1 Conduct online market research.
Compared with traditional market research, the convenience and timeliness of online market research are the most attractive features. In order to deeply understand the needs of consumers in the target market and make better marketing decisions suitable for regional differences, online survey of target customers is an essential link. Due to the limited network knowledge of farmers, local governments or agricultural organizations can conduct online market research from the aspects of product form, characteristics, price advantage comparison, channel distance, and promotion methods suitable for local agricultural products. At the same time, the existing investigation resources can also be used as the basis for decision-making.
3.2.2 Release agricultural product information
Farmers can choose their own online marketing platform according to the characteristics of their agricultural products. Taking Alibaba Global Trade Network as an example, publishers can add their own company information and product details to the product catalog list, and search global buyers and their purchase information through the business information board; Intuitively and vividly attract the attention of target buyers; ——banner advertising, a promotional service, is used to publish the LOGO of products and enterprises in a conspicuous position on the page to effectively promote the products and corporate brands.
3.2.3 Agricultural products online sales platform construction
There are many ways to realize online sales of agricultural products, but for farmers who first set foot in e-commerce, self-built platforms are obviously not desirable and unnecessary. At present, there are many mature website platforms that can help farmers join electronic network squares and virtual electronic malls for free, so that consumers can know and understand their agricultural products and complete orders online. However, it is worth mentioning that agricultural products have different requirements for websites, including page design, product description, promotion strategies, etc., which require higher quality and better details for network development. For example, selling perfume roses online is not so much an agricultural product as a high-end fashionable young commodity, and its sales volume is also different from traditional agricultural products such as Chinese cabbage and potatoes.
3.3 Improve the network marketing of agricultural products supporting measures
3.3. 1 Strengthen the construction of agricultural products patents and brands.
Brand refers to the company's name, trademarks of products or services and other intangible assets that can be distinguished from competitors' signs and advertisements, which constitute the company's unique market image. The core of brand building is to let the good image of commodity brands penetrate into consumers' hearts and enhance product visibility. By building and publicizing the brand of agricultural products in online marketing, farmers can improve the popularity of agricultural products, enhance consumers' trust in agricultural products, and thus consolidate and expand their market position. When the brand is established to a certain maturity, the brand still has responsive brand value, which can bring additional unexpected benefits to the merchants. For example, "Three Squirrels", a website specializing in nut sales on Taobao, is its own brand, and the brand logo is three sharp and lovely little squirrels with different shapes. Now its sales range has expanded from nuts to other foods, but as long as you see this brand, consumers will buy it without thinking. This is the brand power.
3.3.2 Construction and improvement of supply chain management
The development of agricultural products online marketing also has a great significance, that is, high efficiency, and whether the logistics system is scientific and perfect has become the biggest influencing factor. Constructing and perfecting the logistics management system of agricultural products can not only save time and effort, but also help farmers to minimize the circulation cost and make agricultural products more competitive. However, due to the unbalanced economic development in various regions of China and the constraints of geographical location and climatic conditions, the channel optimization of agricultural products in various regions should be adapted to local conditions, and the supply chain should be improved according to the individualized needs of fragile and expired agricultural products.
4 conclusion
As a new marketing model, network marketing has played a powerful role in promoting economic development in the new period. In this innovation, agricultural products can also seek network marketing methods suitable for their own characteristics. Although they will encounter all kinds of unexpected problems in the process of seeking, in the face of the arrival of such a rapidly developing digital era, online marketing will become an unavoidable weapon, and online marketing of agricultural products in China will play a more active role in continuous exploration and thinking.
Author: Pangyuan Unit: Guizhou Trade and Economic School
Expansion: Problems and Countermeasures of Network Marketing of Agricultural Products
Nowadays, with its advanced technology, thinking and business model, the Internet has swept through and revolutionized almost all fields. Among them, the online marketing of agricultural products under the background of the Internet era shows great potential and has made unprecedented progress. For example, during the "Double Eleven" period of Tmall 20 15, eight products successfully set the Guinness World Record for sales performance, nearly half of which were agricultural products. However, throughout the country, there are still many problems in online marketing of agricultural products in China. The existing scholars' research mainly focuses on the macro level, such as poor network infrastructure, poor farmers' network awareness, lack of network marketing talents, etc., without studying the micro level of network marketing. Finding and solving micro-problems in time is also an essential link in the development of online marketing of agricultural products in China.
1 Problems in online marketing of agricultural products in China
1. 1 relies too much on large Internet platforms.
The excessive dependence of agricultural products enterprises on large-scale Internet platforms mainly refers to that after the agricultural products merchants settle in large-scale platforms, their marketing activities are also restricted by large-scale platforms while taking advantage of the advantages of large-scale platforms. On the one hand, the dependence of agricultural products merchants on large-scale Internet platforms mainly stems from their own limitations, such as weak network awareness and lack of skills. In this case, the guidance and help of other multi-party entities are needed. At this stage, they mainly rely on the innate advantages of the government or large-scale platforms for marketing activities, which is an important reason for their excessive dependence on large-scale e-commerce platforms. On the other hand, with the development of rural policies, e-commerce giants are optimistic about the rural market prospects, and e-commerce giants represented by Alibaba and JD.COM have seized the rural e-commerce market one after another. However, the real intention of e-commerce giants to do agricultural materials is not to help agricultural products smoothly realize network transformation, but to maximize the development of rural markets and turn farmers into consumers. In fact, many e-commerce giants have never really cared about the needs of farmers.
1.2 Insufficient communication and interaction with consumers.
Internet has changed consumers' consumption psychology and behavior. Successful agricultural products merchants pay attention to users' consumption psychology and behavior habits when they are online. Only by fully understanding customers can we increase user traffic, and then fully communicate and interact with consumers through meticulous user experience, and finally turn traffic into profits. However, for most domestic agricultural products merchants and even Internet merchants in other retail fields, there are still many shortcomings in communication and interaction with users. In the face of the above-mentioned environmental changes, it is not easy to gain an insight into consumers' consumption psychology and behavior habits, especially for many small agricultural products merchants, because of their own ideas, habits, human and material resources and other factors, they do not have enough patience to communicate with users, resulting in poor user experience.
1.3 brand promotion is insufficient in depth and breadth.
Many agricultural products merchants lack depth and breadth in product brand promotion, mostly because the channels and tools they choose are relatively traditional. On the one hand, the traditional product promotion channels are mainly advertising and public relations, and the main media are television, newspapers, radio stations and websites, pursuing so-called coverage. This way is the communication way of "climbing up and shouting out". This kind of publicity is a one-way way of communication, and the obvious disadvantage is that it is difficult to know the reaction of the audience after seeing the advertisement. On the other hand, the traditional promotion channels are not permeable to the virtual world. Nowadays, the business opportunities in the society are mostly in the virtual world with low penetration ability of traditional promotion channels.
1.4 marketing failed to be precise and personalized.
At present, most agricultural products enterprises have not achieved good results in precision marketing. On the one hand, agricultural products merchants have limited management authority over user data. Most small-scale agricultural products merchants attached to large platforms do not independently own the data consumed by all users on the platform. For example, Taobao platform, in most cases, only Taobao decides which products to recommend to which consumers, and agricultural products merchants have no authority to manage their own user data. On the other hand, user data is sparse. With the ownership of user data, it is necessary to ensure the integrity of user-related data in order to achieve accurate marketing in the true sense. However, sparse user data is a common problem. For example, Taobao claims to have nearly 65.438 billion products, but a user can't browse 654.38+ 0000 products on average, and the data sparsity should be one in a million or even lower.
1.5 product expansion speed is slow.
The speed of product expansion in China's agricultural products marketing is slow, mainly compared with those merchants who are still using traditional ideas and methods to expand their products. Because the expansion mode of products in traditional marketing mainly depends on distribution channels and terminals, and distribution channels rely on dealers and agents; Traditional terminal expansion relies on the increase of stores and retail stores to expand the sales channels and scope of products. These two expansion methods have disadvantages in many aspects, such as difficult management, high cost and poor communication, which leads to waste of resources and slow product expansion.
2 Countermeasures and suggestions
2. 1 Enter multiple Internet platforms at the same time to avoid excessive dependence.
In order to avoid over-reliance on some platforms, we need to weigh the quality and quantity of platforms. On the one hand, it can be stationed in multiple large platforms at the same time. Over the past ten years, agricultural products e-commerce has gradually formed an oligopoly competition pattern of "two strong-niche", which can be used as a platform choice for agricultural products merchants. Moreover, agricultural products merchants of different scales should choose and lay out platforms according to different realities and goals, which can not only broaden their sales, but also reverse the road of intensive and specialized production with the help of the characteristics of different platforms, which is conducive to the long-term development of agricultural products enterprises. On the other hand, independent development platform. First of all, the self-developed platform has many advantages, such as the independent ownership of user data and the authority to manage users; Then personalized marketing and accurate advertising can be carried out for different users based on user data; Finally, taken together, we can avoid being limited by the big platform and relying too much.
2.2 The whole process attaches importance to the user experience and meets the emotional needs of users.
In the face of changes in consumer psychology and habits, on the one hand, businesses should grasp consumer psychology all the time, find details that move users from every consumption link, achieve the ultimate user experience and win a good reputation. On the other hand, in order to meet the higher emotional needs of users, more and more consumers want to provide suggestions for their favorite products, and even participate in the process of product design, manufacturing and marketing to realize a deeper sense of value. Agricultural products merchants can use online community marketing to guide users to participate in the transformation, circulation, promotion and publicity of commodities on the basis of good user experience and realize user value.
2.3 the use of new media to achieve the goal of brand promotion depth and breadth.
New media is a relative concept, which is a new media form developed after traditional media such as newspapers, radio and television, including network media, mobile phone media and digital television. On the one hand, new media can improve the depth and breadth of brand promotion. Compared with traditional brand promotion methods, new media has the advantages of large information capacity, various forms, strong penetration, multimedia, multi-text, cross-time and mobility, and can penetrate into the broad masses of people. On the other hand, new media can produce star effect at low cost. Because the "star" in new media marketing can come from anyone, and it is likely to be formed spontaneously, agricultural products enterprises do not need to spend a lot of money. If agricultural products enterprises pay attention to product quality, they can use new media to sneak into various Internet communities and platforms for brand promotion, and they will get many invisible "stars" who speak for their products.
2.4 Use big data to achieve precision and personalization of marketing.
First of all, big data can achieve precise targeting and advertising. With the help of big data technology, we can not only find the target group, but also deliver different advertising content for different target audiences. We can also adjust the advertising strategy according to the feedback we receive in real time, so as to make advertising easier. Then, big data technology combines user data to achieve precise marketing. Now enterprises can obtain user-related information through rich channels, and then manage user information through information processing and data mining. Finally, they can push advertisements to provide personalized services for different users. Finally, if we can continuously improve the big data technology, realize data sharing and integration among organizations, and establish user portraits depicting user interest models through omni-channel data aggregation and label operation, so as to realize user segmentation and personalization. Member marketing brought by user portraits is a higher level of personalized marketing, and its core is customization and precision.
2.5 Vigorously develop WeChat business to achieve viral replication and expansion of products.
Wechat commerce is a new e-commerce model that integrates mobile and social activities based on WeChat ecology, and its function is a socialized distribution model based on WeChat ecology. On the one hand, WeChat business can realize decentralized management. Wechat business is a decentralized e-commerce model. Wechat-based business is a retailer with no hierarchy and flat structure, and it is an excellent channel for product market expansion, which can solve the problems of pyramid organizational structure management in traditional product expansion mode and poor communication between distributors and users. On the other hand, dealers can communicate freely with consumers. Micro-customers in WeChat business belong to a distribution function of mobile e-commerce system, because sharing goods among people you know, along with a trust mechanism based on social network circle of friends, can effectively reduce the gap between goods and merchants and realize seamless and effective communication.
References:
[1] Liang Ruixian. Problems and Countermeasures of Agricultural Products Online Marketing in China [J]. Shanxi Agricultural Sciences, 2015,43 (12):1690-1692.
[2]20 13 "White Paper on Electronic Commerce of Agricultural Products in Ali". Ali Research Institute [R].
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