The Research Of Development Strategy Of Agricultural Product Network Marketing In Heilongjiang Province

Since the end of the last century, the production of human lifestyle information technology advances and expanding Internet applications affected by the earth-shaking changes have taken place. In agriculture, the traditional trading methods can’t meet the needs of modern society for agricultural products, changing the mode of production, product processing deepen, expand sales channels and improvement of the level of logistics is imperative, and gradually forming a new marketing model—Agricultural Products network marketing. Agricultural marketing use of advanced information technology network for all aspects of the production and sale of agricultural products to optimize the integration, reduce cost of sales, to get rid of the constraints of time and space, and improve the management level and communication, a good solution to produce in the sales process faced by information asymmetry and poor circulation of agricultural products and other issues.Heilongjiang is one of the major agricultural provinces of China, which ranks first in terms of grain output and ranges of agricultural commodities. Most of Heilongjiang’s agricultural products are sold to other provinces and the international market. Based on the significant judgement of the future development trend of “Internet plus” and relevant deployment by the CPC Central Committee and the State Council, Heilongjiang Province established the notion of economic development as “Internet plus agriculture”. Under the premise of ensuring the quality of agricultural products, the Internet-based marketing approaches and strategies has been adopted. The convenient logistics has been used to expand market rapidly so as to achieve economies of scale, i.e. to reach a larger amount of consumers at lower prices. Heilongjiang lags relatively behind some southern regions of China in terms of Internet infrastructure construction and Internet penetration rate. Development gap could be found regarding Heilongjiang’s Internet-based marketing mode through comparing it with that of other provinces’, in order to provide basis for formulating development strategies.On the basis of the actual circumstances of Heilongjiang’s Internet-based marketing of agricultural products, this paper defined the concept of Internet-based marketing, and illustrate the theories of integrated marketing, direct marketing, network marketing and network soft marketing. Then the current status and existing problems within the development of Heilongjiang’s Internet-based marketing was analyzed and a evaluating index system for network marketing of agricultural products was introduced. By using factor analysis method, the state of development of network marketing of agricultural products of 14 provinces were analyzed, with the findings that enterprise factor, product fact, consumer factor and infrastructure factor are major factors determining the development of Heilongjiang’s network marketing of agricultural products. Based on current development situations of Heilongjiang’s network marketing, proposals of transforming enterprises’ marketing concept, training specialists on network marketing of agricultural products, upgrading the functions of its service system, making innovations in the distribution system of agricultural products and improving the logistics efficiency of agricultural products were made, aiming at facilitating the flow of agricultural products of Heilongjiang Province by network marketing, and contribute to its economic development.