Study On The Influence Factors And Development Of Agricultural Products We-Chat Marketing

Nowadays,the applications of We-Chat marketing are becoming more and more extensive,covering every aspect of social life.And We-Chat marketing is applied in the sales of agricultural products.Although we-chat marketing has grown rapidly in agricultural products marketing,but there was little research.Currently existing research on We-Chat marketing,most of them is only focus on the angle of the convenience of business activities provided by the social attribute We-Chat itself.The research on the we-chat marketing of agricultural products is focused on the use of we-chat to promote agricultural products.The we-chat marketing of agricultural products is a microcosm of the movement of the e-commerce of agricultural products.It is easy to communicate with each other by we-chat marketing selling agricultural products and more accurate in product promotion.The research of the related literature in this paper referred on the basis of forefathers' research,combining with the characteristics of agricultural products which are prone to decay,deterioration,etc.and We-Chat marketing which communicate timely,is accurate to issue information and spread fast,their respective Settings related research variables,in order to build the factors influencing the choice of We-Chat agricultural products marketing research model.Then,the measures of the various variables were developed by reference to the relevant scales.We use the Tencent Questionnaire to distribute and collect The questionnaire,then get the Survey data.After analyzing the study datum by logistic binary regression,we find that the user's age and education background of we-chat marketing of agricultural products have a significant effect on we-chat marketing of agricultural products,so do the quality grade and brand of agricultural products,but the other variables have no significant impact.Among them,the age is negative,but the education background,quality grade and brand are positive.Finally we offer some advice to the people and agent which are going to involve in the field of we-chat marketing of agricultural products.Specifically speaking,on the one hand,we will improve the overall quality of we-chat marketers,try to make up for the lack of product knowledge and we-chat marketing skill,avoiding pyramid selling trap at the same time;on the other hand,the government should encourage its development,specify and improve relevant laws and regulations,especially concerning the certification of agricultural products,in order to promote its development toward the direction of green,healthy and high quality.