Research On The Agricultural Product Marketing Mode Of HX Farm Based On O2O

In the agricultural products market of China, there are too many channel links, and so high circulation cost. The middlemen get most of the profits. And on the other hand, the producers can only get a profit of 10% or less. The consumers can also not get inexpensive high-quality products in agricultural products trade. Because the farmers’ income is not guaranteed, it discourages them from actively growing food crops. In order to increase income, they use a lot of fertilizer and pesticides, resulting in a vicious cycle of environmental pollution, causing a large number of food safety problems, and hinder the development of modern agriculture. In order to find the solution, we select the HX farm, a typical small farm, as a study object. And use O2O, social marketing and other theories on marketing model to analyze the existing problems.In the analysis, we use the two ideas to solve the problem as the main line. The first is Internet Direct Marketing base on O2O with the social Community as the core role (F2C). The second is Network marketing of community support agriculture based on O2O (CSA).In these two models, the managers of the internet community as a marketing promotion, acts as a broker of agricultural products. F2C ensures that farmers’ income is not intercepted by middlemen, and CSA ensures consumers and farmers will be more directly connected each other. F2C and CSA ensure the farmers’ income and the sustainable development of ecological agriculture.In the end of paper, we construct an internet community as the core of agricultural products O2O marketing model to solve the problems existing in the development of agricultural products marketing. This model would enlarge the market, reduce costs, guarantee the farmers’ income, maintain ecological balance. And we hope that we can provide some reference for agricultural development of china.