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钙果网络营销发展制约因素与策略
发布时间:2020-01-16

  摘    要: 随着我国经济的迅猛发展,我国的技术也不断跟进。“互联网+”模式也应运而生。“互联网+农业”区别于传统农业的经营模式,以农村电商为桥梁沟通乡村与城市农产品。虽然具有很大的潜力,但在现阶段还是有着很多困难。据此,基于本人的调查,探究发展农产品网络营销的现实意义,同时针对现实问题提出发展对策。

  关键词: 农产品; 网络营销; 钙果;

  1、 网络发展对农产品营销的重要意义

  JINNIANLAI,HULIANWANGDEKUAISUFAZHANJISHEHUICHUANGZAOLEDALIANGDESHANGYEJIHUI,DUIQIYEDESHOUMAIFANGSHI、FAZHANZHANLVEYIJISHENGCHANZHEHEXIAOFEIZHEDEXINGWEICHANSHENGLESHENKEDEYINGXIANG,CHUANTONGDEXIAOFEIXINGWEIZAIWANGLUODEYINGXIANGXIAFASHENGZHEGAIBIAN。LIYONGWANGLUOPINGTAI,ZUZHIKEYIYONGJIAOSHAODECHENGBENJINXINGYINGXIAOHUODONG,DUNHUANGWANGHEYIQUWANGDENGQIYEJUNLIYONGWANGLUOHUODELEJUDASHOUYI。DANDUIYUNONGCHANPINERYAN,YOUYUDANWEIJIAZHIJIAODI、BUYIBAOCUNDENGTEXING,ZAIWANGLUOHUANJINGXIADEYINGXIAOMOSHI、CELVEDOUYINGYOUYIDINGDEDUTEXING。BENYANJIUZHIZAIGOUJIANSHIYINGHULIANWANGHUANJINGXIADENONGCHANPINYINGXIAOXINMOSHI,BINGDUIGAIMOSHIDESHISHITICHUCHUBUJIANYI。

赢发彩票代理   XIANGDUIYUXIANDAINONGYEERYAN,CHUANTONGNONGCHANPINYINGXIAOGENGDUODESHIXIAOSHOUZHEYUXIAOFEIZHEDEZHIJIEGOUTONG,ERZHETONGGUOLIAOTIANJIANLIXINRENBINGJINXINGNONGCHANPINJIAOYI。ZHEIZHONGJIAOYIXINGSHIBUGOUGUDING,GOUMAIDENONGCHANPINZHILIANGNANYIBAOZHENG。TONGSHI,CHUANTONGDENONGCHANPINYINGXIAOFANGSHIHAIHUISHOUDAOSHIJIANHEKONGJIANDEXIANZHI,DAOZHINONGCHANPINLIUTONGBUCHANG,CHANGCHANGCHUXIAN“GAOJIAMAI”、“DIJIAMAI”DENGXIANXIANG。SUIZHEWOGUOJINGJIDEKUAISUFAZHANHEWOGUOSHEHUIMAODUNDEBIANHUA,CHANSHENGLEDUIGAOZHILIANGNONGCHANPINDEXUQIU,TONGGUOHULIANWANGJISHUDEYINGYONGJIANGYOUXIAODIJIEJUEYISHANGWENTI。YOUYUHULIANWANGDESHUANGXIANGGOUTONGXINGHEXINXICHUANDIDEJISHIXING,XIAOFEIZHEKEYIGENGRONGYIDIHUOQUCHANPINXINXI,NONGCHANPINXIAOSHOUQIYEYEJIANGBUSHOUSHIJIANHEKONGJIANXIANZHITONGGUOWANGLUOKAIZHANYINGXIAOHUODONG,BINGSHIXIANJIAOYICHENGBEN、XINXIXUANZEYUCHULICHENGBENDEJIANGDIHEGONGYINGLIANGUANLISHUIPINGDETISHENG。

  2、 钙果网络营销发展的制约因素及问题

  钙果,作为一种新品种的水果,具有营养价值高、绿色健康、清新爽口等特点。目前,在市场上消费者几乎不能直接通过水果市场购买,在互联网上也只能购买到深加工产品,而不是钙果直接产成品,深究原因如下:(1)钙果较稀有,人们皆听闻“物以稀为贵”,钙果在市场上现价格大概为30-50元/斤不等,大部分的消费者难以接受这个价格。(2)钙果作为一种新型的特色水果,虽然营养丰富,但在市场上的推广力度不够,知悉它的消费者并不多见。(3)钙果类似于车厘子,是不宜长距离运输的水果,因此,生产者常将钙果进行深加工,制作成罐头和酒水等售卖。(4)固有的水果市场上水果种类众多并且消费者不愿意尝试新产品的思想根深蒂固,钙果进入市场需要一段时间。
 

钙果网络营销发展制约因素与策略
 

  3、 完善钙果网络营销的对策

  TONGGUOYISHANGDEWENTI,JIEXIALAIWOHUIYUNYONGYIXIACELVEDUIGAIGUODEYINGXIAOJICHUJIANYI。

  3.1、 价格策略

赢发彩票代理   GENJUDIAOCHAXIANSHI,XIAOFEIZHENENGJIESHOUJIAGEWEI10-30YUAN。TONGSHI,DUIYUGAIGUODEFUJIACHANPINYEYOUJIAODADEXUQIU,JUTIDEJIAGERUBIAO1。

  3.2、 促销策略

  YOUYUGAIGUOMUQIANHAISHUYUTUIGUANGQI,YINCIRUHEHELIYOUXIAOLIYONGZIJIN,YIZUISHAODETOURUHUOQUGENGDADEHUIBAO,DADAOYUQIMUBIAO,BIANCHENGLECUXIAOTUIGUANGGUOCHENGDEZHONGZHONGZHIZHONG。

  3.2.1 、人员促销

赢发彩票代理   RENYUANTUIXIAO、YINGYETUIGUANGXUANZEDEDIDIANWEIJIALEFU、LEGOU、WOERMA,QIZHONGJIALEFU、LEGOUDENGDAXINGCHAOSHI,ZAIZHOUMOYOUHENDADEKELIULIANG,ZAIZHEIXIEDIDIANCAIYONGZHUANRENJIANGJIEJIXIANCHANGPINCHANGDEFANGSHILAIZENGJIAGAIGUODEXUANCHUANLIDU。

  表1
表1

  3.2.2、 广告促销

  GUANGGAOHUIFAHUIGUANGGAOXUANCHUANLIDU,GUANGGAODESHEJIYAOFUHEDAZHONGDERENZHIGUILV,NEIRONGZHENSHIXINGQIANG,YIWEIDAZHONGSUOJIESHOU,NEIRONGYAOJIANJIE,ZHENDUIXINGYAOQIANG,ZENGQIANGXIAOFEIZHEDEJIYI。KEYIJIANGGUANGGAOYINYUGAOSUGONGLULIANGCEGUANGGAOPAI、DITIEDENGDITUIGUANGGAIGUO。

  3.2.3、 网站推广

赢发彩票代理   WANGLUOTUIGUANGDEFANGSHIZHONGDUO,BAOKUO:(1)WEIXINGONGZHONGPINGTAI,YIYOUGUOYIYONGHU。JIEHEXIANXIATUIGUANG,RANGGENGDUODEXIAOFEIZHEGUANZHUWEIXINGONGZHONGHAO,LIYONGGAIGUOGONGZHONGHAODINGQICHUANBOZUIXINDEGAIGUOZIXUN,FABUGAIGUOSHIYONGCHANGSHI。(2)TIEBADESHIMINGSHIRANGZHITONGDAOHEDERENXIANGJU。TONGGUOTADAJIANBIEJUTESEDE“XINGQUZHUTI”HUDONGPINGTAI,TIEBALOUZHUFABUXINXI,WANGYOUZHANKAITAOLUN,CONGYOUXINGQUDAOXIANGQUCHANGSHI,BUDUANJIAQIANGXINXINGSHUIGUODEGONGZHONGRENSHIDU。TONGSHIYEKEYIZAITIEBAZHONGFABUGAIGUODEGOUMAILIANJIE,JIXIAOFEIZHETIGONGBIANJIEDEGOUMAIFANGSHI。(3)WEIBOSHIYIGEJUYOUPANGDAYONGHULIANGHESHOURULIANGDEPINGTAI。JIEZHI2017NIANSIJIDUMO,WEIBOYUEHUOYUEYONGHUDADAO2.36YI,TONGBIZENGZHANG34%,WEIBOMANZULEYONGHUHUOQUZIXUNHEGEZHONGXINXIDEXUQIU。TONGGUOMINGRENXIAOYING,WEIBOBOZHUTONGGUOKAITONGLVYOUBOKEYINGXIAOBOKEJIESHAOGAIGUOSHENGCHANJIDI,BINGFENXIANGGAIGUODEZHONGZHIGUOCHENG,CONGERDADAOGAIGUODEYINGXIAOXIAOGUO。(4)TAOBAOSHIYONGYOUJIN5YIDEZHUCEYONGHUDEWANGLUOGOUWUPINGTAI,PINGJUNMEIFENZHONGSHOUCHU4.8WANJIANSHANGPIN。KETONGGUOTAOBAOZHITONGCHEZHANKAISHOUCIXUANCHUAN,RANGTAOBAOXIAOFEIZHECHUBULEJIEGAIGUO,BINGDINGZHI9.9YUAN/19.9YUANTIYANCHANPIN,RANGXIAOFEIZHEMAIKAIGOUMAIDEDIYIBU,TONGSHI,XIAOSHOUZHESHOUDAODIYIBOLIANGHAOXINYUPINGJIA。CHUCIZHIWAI,YEKECAIYONGGUANJIANZISOUSUOTUIGUANGCHANPIN,RANGXIAOFEIZHEZAILEJIEGAIGUODEJICHUSHANG,XUANZEWOMENZUOWEIZHANGQIGOUMAIDESHANGHU。

  参考文献

  [1]武婕,赵俊晔.当前中国水果市场分析及展望[J].农业展望,2015(10):89-90.
  [2]黄含遐.我国农产品网络营销问题与对策探讨[J].中国证券期货,2011(5):71-72.
  [3] 赵和平.商机无限的钙果产业[D].农产品加工,2012:18-22.

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