基于互联网环境下的农产品营销模式研究

农产品进入网络市场较晚仍有较大发展空间,因此各大电商争相抢占线上农产品市场,农产品的网络营销模式也层出不穷。文章选取当前较为热门的搜索引擎营销、BBS营销、网上商店、社交媒体营销和线上支付线下体验式营销等5种营销模式,采用AHP层次分析法,通过构建农产品互联网营销策略评价指标体系并建立模糊综合评价模型对上述5种模式进行定性和定量分析,结果表明:网上商店是当前农产品营销的最优选择;线上支付线下体验消费式的营销模式具有较大发展空间;其余3种模式效果不明显。并在分析农产品网络营销存在的问题基础上提出完善物流体系,加大保险技术研发力度;提高农产品标准化程度;进一步加强网络支付安全等建议。

AGRICULTURAL PRODUCT MARKETING MODE BASED ON INTERNET MODEL OF INTERNET

Agricultural products has recently entered into the network market, but there is still much space to develop, so the major electricity supplier completely seize the online market of agricultural products, and the network marketing modes of agricultural products are various. This paper selected 5 main stream network marketing modes, such as search engine marketing, BBS marketing, the online store, media marketing, and experiential marketing, constructed the evaluation index system of internet marketing of agricultural products and a fuzzy comprehensive evaluation model, qualitatively and quantitatively analyzed the 5 marketing mode using the AHP analytic hierarchy methods. The results showed that the electronic store was the best choice. The mode of online payment and offline experience had large space for development, and the rest three marketing mode had no effect. Finally, this paper put forward some policy recommendations for the network marketing of agricultural products.