Study On Web Marketing Models Of Agricultural Products In China

Chinese agricultural development is gradually entered a new era. The national shortage in the supply of agricultural products transferred into a structural oversupply comparatively, the existing supply structure can not adapt to the demand structure of agricultural products which is leading to falling prices of agricultural products. The general situation is harder sales. With the rapid development of Internet technology, the emergence of web marketing will bring more opportunities and challenges for our agricultural marketing. It has a very profound meaning to the marketing of agricultural products.Agricultural web marketing is a marketing method which bases on the internet technology. It carries out the activities of sales and management by taking the advantage of internet features, and has many characteristics such as cross the space, the broad coverage, high efficiency etc. Through web marketing activities, agricultural companies can expand their market, improve the efficiency of marketing activities, reduce product cost, and have more competitive advantage.The thesis analyzes connotation and trait of web marketing globally and systematically. By using the marketing principles on the basis of the traditional marketing model, it establishes the model of web marketing about Chinese agricultural products, and in order to promote the actual level by using web marketing in our country.First, the thesis analyzes the current status and problems of web marketing about agricultural products. The overall level of web marketing in our country is lower by the contrast analysis of domestic and overseas situation. The thesis analyzes the necessity of web marketing as well as the existing problems in developing web marketing, and summarizes the foreign valuable experiences.The thesis discusses the web marketing environment systematically such as technical environment, the social environment, the economic environment, the legal environment thoroughly. The thesis analyzes agricultural catalogue model, the e-shop and virtual communities, and the web marketing model on the basis of the community. It discusses the character in each model in order to provide the suitable choice, and provide the necessary references for enterprises in our country.Finally, on the foundation of research, the thesis makes a demonstration on four enterprises, and proposes the measures and suggestions of promoting the effective development of web marketing in our country.