网络营销在药材基地发展的应用探索——以太平畈乡为例

On Application of Network Marketing to Base of Taipingfan Medicinal Materials

采用适当网络营销方式,可以规避传统营销方式弊端,节省成本,实现更好的营销效果。安徽省太平畈乡药材基地在应用网络营销的过程中存在的问题主要来自两个方面:一方面是太平畈电子商务网络基础设施和普及率低、网络营销观念淡薄,信息更新缓慢,当地企业和农户参与程度低。另一方面,产业特点不突出,规模经济实现率低,缺乏科学规划和资源整合,品牌意识薄弱,其相关信息的发布与实际线下营销、基地建设进展情况脱节。应从政府和基地企业两方面入手,针对所存在的问题采取有效措施,促使太平畈的药材产业尽快形成品牌效应,以实现建立药材基地的最终目标。

The proper network marketing can evade the disadvantages of traditional marketing, save cost, and reach better marketing effects. The network marketing is applied by Taipingfan （a town in Anhui Province）, the base of medicinal materials. However, there appear some problems, one aspect is low infrastructure and coverage of e-commerce network, weak network marketing idea, slow information updating, and low participation among local enterprises and farmers; the other is featureless industry, low realization of scale economy, insufficient scientific planning and resource integration, weak awareness of brand, incoherent connection between information publieity and real marketing and base construction. Therefore, both the local government and enterprises should take effective measures to form brand effect and realize the ultimate goal of building the base of medicinal materials.