我国农产品网络营销相关问题研究
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摘要
随着时代的变迁,我国的农业已经渐渐步入新的发展阶段。农产品的供给状况由原来的全国性短缺转变成了结构性相对过剩。由于现阶段农产品供给结构和需求结构不匹配,以至于农产品的价格普遍上涨,直接导致了销售困难的局面。这种局面给农民和农业的生存和发展都造成了很大的负面影响。随着当今世界互联网技术的飞速发展,网络营销的概念也就呼之欲出了。因此,农产品网络营销的一些相关问题的研究都值得引起我们的重视。
农产品网络营销是指在农产品的销售过程中,利用信息技术和电子商务,对供求、价格等信息进行发布与收集。以网络为媒介,依托农产品生产基地与物流配送系统,可以为地方农产品提高品牌形象、增进顾客关系、改善顾客服务、开拓网络销售渠道并最终扩大销售。这种新的营销方式具有效率高、不受时间和空间限制以及业务覆盖面广的优势。通过开展网路营销,涉农企业和农户不仅可以降低产品成本、扩大市场、提高销售活动的效率还能从根本上提高自身的竞争优势。因此,农产品网络营销值得我们广泛的学习和推广。
本文通过对当今世界互联网发展势态的分析研究探寻出了网络营销在我国农产品销售过程中具有巨大的推动作用。提出了对于农产品网络营销相关问题研究的可行性以及广泛意义。从分析农产品网络营销的含义以特点入手,分析了我国当前农产品网络营销的现状及问题。探索出了我国在发展农产品网络营销过程中还要注重哪些阻碍因子和不足之处,并提出了相应的解决措施和建议。通过对我国目前三种普遍存在的网络营销模式分别进行主要内容的阐述、案例分析举证以及模式分析对比之后,研究出了最能适应我国实际情况的网络营销模式。
At present, our country agriculture development has gradually towards a new stage, and agricultural products by national shortage of supply condition into a structural relative surplus. Due to the existing agricultural supply and demand structure structure cannot match, led directly to agricultural prices, formed the difficult situation of sales. With the rapid development of science and technology of the world and the widespread use of the Internet, network marketing model also be vividly portrayed. The emergence of network marketing of agricultural products and development for our traditional agricultural products will be marketing brings new opportunities and challenges. So to the produce network marketing related issues of the study also to promote sales of agricultural products in China has a very profound significance.
Just as its name implies, agricultural network marketing on the Internet is basis, with the Internet to realize some characteristics of the agricultural product management and sales activities of a sales approach. This new marketing way has the high efficiency, not be the limit of time and space and business coverage advantage. Through the development of network marketing, agricultural enterprise and farmers can not only reduce the cost of product, expand the market, improve the efficiency of sales activity is essentially to improve their competitive advantage. Therefore, agricultural network marketing is worth us a wide range of learning and promotion.
This article through to in the world today the Internet development state of the research analysis for a network marketing in China agricultural product sales process with huge role. Puts forward to the produce network marketing related problems of the feasibility study and extensive significance. From the analysis of the agricultural products of network marketing to the characteristics of meaning in China is analyzed, and the current agricultural network marketing situation and problems. Explored in developing agricultural network marketing process notice which hinder the factor and the deficiency, and puts forward the corresponding measures and Suggestions. Through to our country at present the three common network marketing model are the main contents of the explanations, case analysis and pattern analysis after the burden contrast, find out the most suitable for China's national conditions and actual situation.
农产品网络营销是指在农产品的销售过程中,利用信息技术和电子商务,对供求、价格等信息进行发布与收集。以网络为媒介,依托农产品生产基地与物流配送系统,可以为地方农产品提高品牌形象、增进顾客关系、改善顾客服务、开拓网络销售渠道并最终扩大销售。这种新的营销方式具有效率高、不受时间和空间限制以及业务覆盖面广的优势。通过开展网路营销,涉农企业和农户不仅可以降低产品成本、扩大市场、提高销售活动的效率还能从根本上提高自身的竞争优势。因此,农产品网络营销值得我们广泛的学习和推广。
本文通过对当今世界互联网发展势态的分析研究探寻出了网络营销在我国农产品销售过程中具有巨大的推动作用。提出了对于农产品网络营销相关问题研究的可行性以及广泛意义。从分析农产品网络营销的含义以特点入手,分析了我国当前农产品网络营销的现状及问题。探索出了我国在发展农产品网络营销过程中还要注重哪些阻碍因子和不足之处,并提出了相应的解决措施和建议。通过对我国目前三种普遍存在的网络营销模式分别进行主要内容的阐述、案例分析举证以及模式分析对比之后,研究出了最能适应我国实际情况的网络营销模式。
At present, our country agriculture development has gradually towards a new stage, and agricultural products by national shortage of supply condition into a structural relative surplus. Due to the existing agricultural supply and demand structure structure cannot match, led directly to agricultural prices, formed the difficult situation of sales. With the rapid development of science and technology of the world and the widespread use of the Internet, network marketing model also be vividly portrayed. The emergence of network marketing of agricultural products and development for our traditional agricultural products will be marketing brings new opportunities and challenges. So to the produce network marketing related issues of the study also to promote sales of agricultural products in China has a very profound significance.
Just as its name implies, agricultural network marketing on the Internet is basis, with the Internet to realize some characteristics of the agricultural product management and sales activities of a sales approach. This new marketing way has the high efficiency, not be the limit of time and space and business coverage advantage. Through the development of network marketing, agricultural enterprise and farmers can not only reduce the cost of product, expand the market, improve the efficiency of sales activity is essentially to improve their competitive advantage. Therefore, agricultural network marketing is worth us a wide range of learning and promotion.
This article through to in the world today the Internet development state of the research analysis for a network marketing in China agricultural product sales process with huge role. Puts forward to the produce network marketing related problems of the feasibility study and extensive significance. From the analysis of the agricultural products of network marketing to the characteristics of meaning in China is analyzed, and the current agricultural network marketing situation and problems. Explored in developing agricultural network marketing process notice which hinder the factor and the deficiency, and puts forward the corresponding measures and Suggestions. Through to our country at present the three common network marketing model are the main contents of the explanations, case analysis and pattern analysis after the burden contrast, find out the most suitable for China's national conditions and actual situation.
引文
[1]曾坤生.网络时代的农产品市场营销探析[J].农村现代化研究,2000,(3)：176-177.
[2]胡正明.我国网络营销存在的问题及对策思考[J].中国流通经济,2002,(2)：49-52.
[3]部翔.网络营探析[J].河南机电高等专科学校学报,2006,(2)：59-60.
[4]杨延红.网络营销的理论与应用研究[J].甘肃科技纵横,2006,(2)：85-86.
[5]王宏伟.浅析农产品营销存在的主要问题与营销策略[J].企业导报,2009,(5)：103-104.
[6]姜旭平.网络营销[M].北京：清华大学出版社,2003：65-71.
[7]CONSTANCE H M, BRUCE J M. E-commerce:Business on the Internet[M]. South-Western Educational Publishing, 2005:56-57.
[8]RAVI K, ANDREW B W. Frontiers of Electronic Commerce [M]. Reading Mass: Addison-Wesley, 1996:75-87.
[9]WARD H. Principles of Internet Marketing[M]. South Western College Publishing, 2001:56-59.
[10]CROWELL J F. Report of the Industrial Commission on the Distribution of Farm Products[M]. Washington, D. C:Government Printing Office, 1901:32-34.
[11]中国粮油食品信息网(www.eof.net·con)
[12]北京新华国信亿谷社区(www.igrain.eom·en)
[13]陈育聪.网络营销策略研究[J].中共福建省委党校学报.2001,(n)：58-60
[14]杨直,高厚礼.中小企业网络营销模式的创新方向.华东经济管理.2004,18(5)：73-75
[15]李水平.浅议我国网络营销的现状与发展对策[J).湖南财经高等专科学校学报.2004,20(4)：49-51
[16]奚宪铭,吴晓光.传统商业企业开展电子商务的应对策略叮].物流科技.2004,27(9)：34-3
[17]安俊卿.推进农业产业化必须加强信息服务[J].前沿,1998,(09)
[18]赵坤.我国农产品网络营销发展困境及其化解对策研究[期刊论文]-陕西农业 科学2011(2)
[19]罗亚芸.对甘肃省农产品网络营销策略的初探[期刊论文]-农业科技与信息2010(2)
[20]高启助.程德通.李军龙.农产品网络营销研究[期刊论文]-中国商界2010(4)
[21]王新艳；朱毅.论信息化农业与农产品营销信息化[期刊论文]-安徽农业科学2006(08)
[22]熊望高.农产品电子商务：中国农产品营销创新新概念[期刊论文]-农村经济与科技2001(05)
[23]张桂香.国际互联网与农产品营销[期刊论文]-农业信息探索1999(04)
[24]殊淑祥.农产品网络营销思考[期刊论文]-农村经济与科技2005(03)
[25]李兴丽.网络农产品营销亟待解决的几个问题[期刊论文]-农业网络信息2006(05)
[26]幸莉仙.农产品市场电子商务发展趋势[期刊论文]-商业时代2006(05)
[27]綦卫平；王新艳.互联网技术下农产品的网络营销[期刊论文]-农业图书情报学刊2008(10)
[28]王磊.出口农产品不如出口“农民”[期刊论文]-商场现代化2007(04)
[29]王伟.浙江农产品“走出去”战略分析[期刊论文]-经济论坛2006(03)
[30]蒲海珍.我国农业信息化存在的问题及对策[期刊论文]-甘肃农业2006(03)
[31]查金祥；黎东升.当前农产品网络营销的系统架构研究[期刊论文]-农业经济问题2006(03)
[32]胡开炽.农产品网络营销的问题研究2007
[33]Nuray Kizilaslan Agricultural information systems:a national case study 2006(08)
[34]Amit K · Chakrabarty;Krishnamay Ghosh Appraisal of a rural co-operative with the thrust on rural development:an empirical study 2009(1/2)
[35]蔡驭涛.网络营销的三个层次2000(07)
[36]戴慧.浅析网络营销在我国中小企业中的应用[期刊论文]-北京林业管理干部学院学报2005(01)
[37]张丽霞；王纪忠.浅谈农产品营销策略[期刊论文]-中国科技信息2005(02)
[38]刘玉国.积极探索农产品网上推介[期刊论文]-农产品市场周刊2005(18)
[39]邹靳.我国农业第三方电子商务模式探析.全国贸易经济类核心期刊,中图分类号：F323.3。
[40]黄京华.电子商务教程.清华大学出版社,1999。
[41]姚国章.电子商务与企业管理.北京大学出版社,2002。
[42]龚炳铮.电子商务案例.东北财经大学出版社,2001。
[43]赵俊杰.对我国农产品电子商务发展的几点思考[J].经济问题探索,2005,l：98-99。
[44]赵晓鸿.中国农业网站的现状与出路[J].经济师,2005,9：137-139。
[45]张五常.经济解释[M].商务印刷馆,2000。
[46]周义桃,周国民.我国农业网站的现状与发展趋势[J].农业图书情报学刊,2005,2：45-46。
[47]朱道华.赵天福.社会主义农业经济学.中国农业出版社。
[48]胡正明.我国网络营销存在的问题及对策思考[J].中国流通经济,2002(2)：49-52
[49]部翔.网络营销理论基础的探析[J].河南机电高等专科学校学报,2006(3)：59-60
[50]杨延红.网络营销的理论与应用研究[J].甘肃科技纵横,2006(2)：85-86
[51]王耀球,万晓.网络营销[M].清华大学出版社,2004(8)：46-54
[52]邢媛媛万淑艳.网络营销内涵与策略浅析[J].商场现代化,2007(025)：225-226
[2]胡正明.我国网络营销存在的问题及对策思考[J].中国流通经济,2002,(2)：49-52.
[3]部翔.网络营探析[J].河南机电高等专科学校学报,2006,(2)：59-60.
[4]杨延红.网络营销的理论与应用研究[J].甘肃科技纵横,2006,(2)：85-86.
[5]王宏伟.浅析农产品营销存在的主要问题与营销策略[J].企业导报,2009,(5)：103-104.
[6]姜旭平.网络营销[M].北京：清华大学出版社,2003：65-71.
[7]CONSTANCE H M, BRUCE J M. E-commerce:Business on the Internet[M]. South-Western Educational Publishing, 2005:56-57.
[8]RAVI K, ANDREW B W. Frontiers of Electronic Commerce [M]. Reading Mass: Addison-Wesley, 1996:75-87.
[9]WARD H. Principles of Internet Marketing[M]. South Western College Publishing, 2001:56-59.
[10]CROWELL J F. Report of the Industrial Commission on the Distribution of Farm Products[M]. Washington, D. C:Government Printing Office, 1901:32-34.
[11]中国粮油食品信息网(www.eof.net·con)
[12]北京新华国信亿谷社区(www.igrain.eom·en)
[13]陈育聪.网络营销策略研究[J].中共福建省委党校学报.2001,(n)：58-60
[14]杨直,高厚礼.中小企业网络营销模式的创新方向.华东经济管理.2004,18(5)：73-75
[15]李水平.浅议我国网络营销的现状与发展对策[J).湖南财经高等专科学校学报.2004,20(4)：49-51
[16]奚宪铭,吴晓光.传统商业企业开展电子商务的应对策略叮].物流科技.2004,27(9)：34-3
[17]安俊卿.推进农业产业化必须加强信息服务[J].前沿,1998,(09)
[18]赵坤.我国农产品网络营销发展困境及其化解对策研究[期刊论文]-陕西农业 科学2011(2)
[19]罗亚芸.对甘肃省农产品网络营销策略的初探[期刊论文]-农业科技与信息2010(2)
[20]高启助.程德通.李军龙.农产品网络营销研究[期刊论文]-中国商界2010(4)
[21]王新艳；朱毅.论信息化农业与农产品营销信息化[期刊论文]-安徽农业科学2006(08)
[22]熊望高.农产品电子商务：中国农产品营销创新新概念[期刊论文]-农村经济与科技2001(05)
[23]张桂香.国际互联网与农产品营销[期刊论文]-农业信息探索1999(04)
[24]殊淑祥.农产品网络营销思考[期刊论文]-农村经济与科技2005(03)
[25]李兴丽.网络农产品营销亟待解决的几个问题[期刊论文]-农业网络信息2006(05)
[26]幸莉仙.农产品市场电子商务发展趋势[期刊论文]-商业时代2006(05)
[27]綦卫平；王新艳.互联网技术下农产品的网络营销[期刊论文]-农业图书情报学刊2008(10)
[28]王磊.出口农产品不如出口“农民”[期刊论文]-商场现代化2007(04)
[29]王伟.浙江农产品“走出去”战略分析[期刊论文]-经济论坛2006(03)
[30]蒲海珍.我国农业信息化存在的问题及对策[期刊论文]-甘肃农业2006(03)
[31]查金祥；黎东升.当前农产品网络营销的系统架构研究[期刊论文]-农业经济问题2006(03)
[32]胡开炽.农产品网络营销的问题研究2007
[33]Nuray Kizilaslan Agricultural information systems:a national case study 2006(08)
[34]Amit K · Chakrabarty;Krishnamay Ghosh Appraisal of a rural co-operative with the thrust on rural development:an empirical study 2009(1/2)
[35]蔡驭涛.网络营销的三个层次2000(07)
[36]戴慧.浅析网络营销在我国中小企业中的应用[期刊论文]-北京林业管理干部学院学报2005(01)
[37]张丽霞；王纪忠.浅谈农产品营销策略[期刊论文]-中国科技信息2005(02)
[38]刘玉国.积极探索农产品网上推介[期刊论文]-农产品市场周刊2005(18)
[39]邹靳.我国农业第三方电子商务模式探析.全国贸易经济类核心期刊,中图分类号：F323.3。
[40]黄京华.电子商务教程.清华大学出版社,1999。
[41]姚国章.电子商务与企业管理.北京大学出版社,2002。
[42]龚炳铮.电子商务案例.东北财经大学出版社,2001。
[43]赵俊杰.对我国农产品电子商务发展的几点思考[J].经济问题探索,2005,l：98-99。
[44]赵晓鸿.中国农业网站的现状与出路[J].经济师,2005,9：137-139。
[45]张五常.经济解释[M].商务印刷馆,2000。
[46]周义桃,周国民.我国农业网站的现状与发展趋势[J].农业图书情报学刊,2005,2：45-46。
[47]朱道华.赵天福.社会主义农业经济学.中国农业出版社。
[48]胡正明.我国网络营销存在的问题及对策思考[J].中国流通经济,2002(2)：49-52
[49]部翔.网络营销理论基础的探析[J].河南机电高等专科学校学报,2006(3)：59-60
[50]杨延红.网络营销的理论与应用研究[J].甘肃科技纵横,2006(2)：85-86
[51]王耀球,万晓.网络营销[M].清华大学出版社,2004(8)：46-54
[52]邢媛媛万淑艳.网络营销内涵与策略浅析[J].商场现代化,2007(025)：225-226