北京农产品批发市场创新营销研究

Research on Innovative Marketing of Agricultural Product Wholesale Market in Beijing

北京农产品批发市场正受到其他农产品流通渠道的挑战。为应对挑战,迎合国际商贸中心建设的要求,农产品批发市场需进行创新营销。依据商业创新的12个维度,即提供物、平台、解决方案、顾客、顾客体验、获得价值、过程、组织、供应链、呈现、网络、品牌等,农产品批发市场可探索并实践创新营销。本文选择解决方案、顾客、获得价值、呈现、网络等六个维度提出了一些可能的创新措施,如建立采购中心;物流、配送、仓储中心;展销中心;拍卖中心;网上交易中心;向零售终端、制造业、服务业延伸等。

Beijing agricultural product wholesale market is facing the challenge from other distribution channels for agricultural products.In the face of competition,to meet the demand for setting up international business and trade center,innovative marketing should be implemented on agricultural product wholesale market.Innovative marketing can be probed and implemented on the agricultural product wholesale market according to the 12 perspectives of commercial innovation： offerings,platform,solutions,customer,customer＇s experience,value capture,process,organization,supply chain,presence,networking,and brand.This paper chooses 6 perspectives such as solutions,customer,value capture,presence,and networking to propose some possible innovative measures,including the establishment of purchasing center,logistics,distribution and warehousing center,exhibition center,auction center,and online trading center,with the extension to retailing,manufacturing,and service industries.