Wuyuan Farm Rice Online And Offline Marketing Channel Integration Research

At present,the main producers and sellers of rice in Zhaoyuan farm are Nenyuan rice industry company.Nenyuan rice industry has also tried the construction of e-commerce marketing channel system in recent years.However,from the current actual situation,its e-commerce Marketing channel system has not been better improved,but also did not promote the Zhaoyuan farm rice sales play a better role.The reason why there is this problem,its factors are many aspects,one of the more important issue is in the Zhaoyuan farm rice e-commerce marketing channels in the establishment of the emergence of online channels and offline channel conflict,serious Affecting the improvement of the marketing channel system of rice market in Zhaoyuan farm.This paper analyzes the current situation of rice marketing channels in Zhaoyuan farms,including online channels and offline channels.Using the method of questionnaire to understand the current consumers in the purchase of Zhaoyuan farm rice some of the situation,and then through the establishment of binary regression model to assess the consumer to buy Zhaoyuan farm rice behavior factors.Through the research,it is found that there are some more prominent problems in the marketing channel system of Zhaoyuan farm,such as Zhuoyuan farm rice line and line channel conflict,Channel efficiency reduction,Channel coordination is impeded,the development of online channels is slow,Online and offline marketing channels seriously stripped,the lack of a systematic channel management system and so on.In view of these problems,combined with the results of the questionnaire survey and the results of the model analysis,the paper puts forward the optimization strategy of rice marketing channel integration in Zhaoyuan farm.Such as market positioning strategy,supply chain management strategy,selection of marketing methods,etc.,and take appropriate safeguard measures,such as the organization to optimize the organization to strengthen the introduction and training of relevant personnel,to strengthen the online and offline marketing channels of mutual support and so on.