Research On Consumers' Willingness To Participate And Mark Eting Strategy Of Online Public Offering Pre-sale Agricultural Products Trading

In recent years,the congregation raised the pre-sale mode in Chinese developed such as bamboo shoots after a spring rain like,with the Internet of things,big data,e-commerce and Internet technology is increasingly used in agricultural circulation,the circulation of agricult ural products have a certain change,raise the public network sale of agricultural products pat tern gets more and more attention.This sales model,not only solve the problem of financing project financing,but also bring the diversification of products,price concessions and other benefits to consumers,but also to solve the cold chain logistics,warehousing,inventory and other reality of traditional agricultural products sales problem.This paper first analyzes the c oncept and connotation of the model of the pre sale transaction model of the network of agric ultural products.Then,the operation mode of the public network chip type pre-sale agricultur al products are analyzed,which is divided into project preparation,project financing and ope ration of the project in the three stage,the operation process based on the sponsor and financi ng,all from the transaction to raise the transaction platform,the transaction object three of th e main angle,respectively,are analyzed all the participants in the work content and process,analysis of specific cases and use the suning.com platform to raise public projects to raise the public in.Then,according to the factors that affect consumers to raise the public network sal e of agricultural products to the willingness to participate,data from the pre questionnaire,us ing Logistic regression model,analysis of the specific factors influencing consumer participa tion and raise the public network sale of agricultural products from the three aspects of consu mers' personal characteristics factors,product factors and situational factors etc..Finally,based on the consumer to raise the public network sale of agricultural products will influence factors research conclusion,starting from the consumer perspective,for the enterprise(that raise public pre-sale project sponsor)to provide some marketing strategies,hope these marketing strategies can help raise the public network to better sales mode of agricultural products sale of this new way,a new way to find a more conducive to sales of agricultural products,to get more consumer recognition and participation,so that consumers and businesses can benefit from both sides.