A Research On The Network Marketing Sales Of Agricultural Products In China

With the fast upgrading of internet technology,not only the network marketing starts flourishing,the traditional agricultural marketing has also met with the unprecedented impacts and challenges with no exception.Contrasting with those developed countries,China relatively lags behind in agricultural modernization as a vast agricultural one so that the agricultural network marketing becomes an inevitable tendency to C hina.In this thesis,we summarize relative theories of agricultural network marketing mode and take “QianXianHui”,an agricultural developmental electric commerce as an example,undertake the research to agricultural network marketing modes,put forward the current situation of China's agricultural network marketing,analyze the advantages and disadvantages of “QianXianHui”,compare to another cases from domestics and overseas',summarize the experiences of those that good for the development of China's agricultural network marketing and proposal some relevant suggestions.“QianXianHui” is a local independent electric commerce in GuangZhou.Its sales model is on the basis of network marketing,integrating various marketing modes such as precision marketing,experience marketing,green marketing and word-of-mouth marketing and so on.QianXianHui makes its deep marketing by the bilateral communication wit h users and the information of senses,feeling,thoughts,actions and relevance of consumers.This kind of agricultural marketing mode does not usually seen in C hina so we choose it as the research objectThere are seven chapters in this paper.The first chapter is the introductio n part of the thesis,mainly elaborated the research background,purpose,significance and research content and method.The second chapter is about the literature reviews of domestic and foreign,summarizing the present situation of China' s agricultural product network marketing mode and putting forward the current insufficiencies,such as the cold-chain logistics distribution is incomplete,the agricultural product standardization degree is still low,and the user training and maintenance are not enough etc.The third chapter to fifth chapter are the main part in this paper.From researching the operating mode,management mode and user survey of Q ianXianHui,this paper expounds its current network marketing model,a nalyzes its advantages and disadvantages,combined with the case "Freshdirect" and "food housekeeping”,put forward some enlightenments to the development of QianXianHui and China's agricultural network marketing sales.The sixth chapter analyzes and process the consumers surveyed date of network marketing of agricultural products.Through the investigation we can know that consumers have misunderstandings on agricultural product network marketing sales and the safety,quality and logistics distribution of a gricultural products are the important factors that affect consumers' online purchase in agriculturalproducts.The seventh chapter is the conclusion part.in view of China's agricultural product network marketing strategy implementation,we put forward six suggestions,there are :establish a unified Internet produce quality regulatory standard;pay more attention to the infrastructure of the network marketing platform,improve the agricultural network marketing environment,pay attention to the personal training and talented person transporting of agricultural network marketing,realize the integration of enterprise resources,expand the scope of operation,and speed up the site distribution of agricultural networkmarketing.