Research On The Cooperative Marketing Collaborative Of Farmer Specialized Cooperative Online And Offline

Agricultural products is the only product of farmers' land production,agricultural products sales income of farmers is the main source of income,farmers' professional cooperatives as an important link of the small production and big market,in the circulation of agricultural product and agricultural product sales were high hopes.However,cooperatives exist a lot of problems in the marketing of agricultural products,especially with the cooperative multi marketing channel trend gradually hindered the further development of cooperatives,cooperative marketing of agricultural products in a variety of marketing channels between collaborative management problems.Therefore,the study on marketing synergy model cooperatives has important significance to carry out marketing of agricultural products,increase the income of farmers,promote the development of cooperatives and agricultural modernization.In this paper,according to the related theories,put forward to carry out online and offline marketing cooperatives cooperative ideas,and through the research methods of interview,case analysis and so on Yangzhou "Su He Run Ze" agricultural products sales professional cooperatives to carry out online and offline marketing synergy situation carries on the overall analysis,the total binding for cooperatives to carry out marketing cooperative mode,cooperative development influence factors marketing synergy,and needle combined with relevant stakeholder puts forward suggestions on cooperative marketing synergy.First of all,on the foundation of analysis of marketing synergy theory,combined the core status of intermediary and the analysis of the advantages and disadvantages of two kinds of marketing channels with cooperatives in the marketing synergy,put forward the development ideas and goals of cooperative marketing synergy.Secondly,through the case of Yangzhou "Su He Run Ze" agricultural products sales professional cooperatives,put forward the marketing synergy from product price,convenience,promotion four aspects of online and offline and evaluate the benefit of carrying out its marketing synergy.Finally,put forward the specific measures to guarantee marketing synergy,including cooperative organization of building security,cooperation mechanism and effective market research clear market positioning.After the research,this paper draws the following conclusions:first,farmer cooperatives can play an important role in the marketing of agricultural products and can become effective marketing subject through the absorption of business enterprise management experience;second,cooperative online and offline marketing synergy is a process of system integration of resources;third,cooperative marketing synergy can play a synergistic multiplier effect good;fourth,online and offline marketing cooperatives collaborative guarantee should work from the cooperative itself and market and other aspects.