Research On The Relationship Between Farmers' Sales Of Agricultural Products By WeChat And Their Social Capital

Since the launch of the WeChat,which has become the world's largest number of users of communication software.By the end of 2017,the number of WeChat users has exceeded 800 million.WeChat has many functions,such as sending voice,pictures or videos,shake,nearby people,WeChat red,WeChat public numbers,etc..2013 WeChat payment function set off a boom in WeChat marketing.In addition,with the continuous improvement of the logistics chain,farmers have gradually joined the ranks of WeChat's sales of agricultural products.More and more news that farmers greatly improve the sales of agricultural products through WeChat are appearing.Traditional agricultural product sales models are often limited by geographical,seasonal,supply and demand information asymmetry and others.But WeChat sales breaks the time and geographical constraints,effectively reduce the intermediate links of agricultural sales,save farmers' cost and make the market Unicom;The farmers can obtain bigger profits from that,and more and more famers join in WeChat sales.Behind the rapid development of WeChat's sales of agricultural products,there is a social network marketing based on social capital.Due to the frined in the WeChat is relatives and friends,who have high degree of trust,close contact and high efficient information dissemination.Farmers can take this to achieve effective,cheap product promotion and sales.It is a kind of marketing method which is based on the customer's social relations to promote the sale,and use customer's social relations as a kind of capital to create economic value and get benefits.This paper starts from the development present situation of the agricultural products sale in WeChat,analyzes the particularity,advantages and disadvantages of agricultural products sale in WeChat,finding that it is more flexible than the traditional business models,and Customers and merchants can complete the transaction anytime adn anywhere;Based on the characteristics of agricultural products during the process of storage and transportation is easy to damage and the difficulty of transport and storage,farmers can avoid hoarding and directly sale the backlog of products in the local market according to the online sales situation.According to the number of orders to determine the number of goods left.The acquaintance relationship between the farmers and the WeChat friends,make the farmers can use relatively low cost to achieve a good publicity.However,due to the instability of the logistics chain and geographical restrictions,the farmers can not control the the quality of the situation of products and can not meet the customer's choice.At the same time,due to the different customers have different shopping habits,WeChat marketing methods can not meet the requirements of each customer.On the other hand,from the perspective of social capital theory,this paper studies the relationship between the farmers sales agricultural products through WeChat and its social capital network.This research make a compare between the farmers sale products through WeChat and other network platform.Through the analysis of specific selected indicators,questionnaires and the case study,combined with specific data and theory,the paper analyzes the relationship between farmers' sales of agricultural products through WeChat and their social capital.To conclude:the social capital such as the frequency of the WeChat friends recommendation and friends' trust degree plays a key role in WeChat sales.And put forward effective strategies on how to maintain the main consumer groups,increase customer stickiness and attract potential consumers,etc..