农产品社会化营销途径探析

Exploration of the Socialized Marketing Approach to Agricultural Products

社会化营销在国内已经进入行业应用研究阶段，针对农产品营销中的高成本、低透明度、产销脱节等问题，社会化营销互动、分享、自发的特质能够帮助农产品精准识别客户、形成网络品牌、解决供需矛盾。本文认为，开发综合类社交网络的行业应用平台，开拓手机终端的社会化营销模式、选择差异化农产品开展社会化营销是目前可积极探索的方向。

Socialized marketing has entered the stage of application research in agriculture in China,aiming at solving problems in the marketing of agricultural products,e.g.,high cost,low transparency,and divorce of production from marketing.The interactive,sharing,and spontaneous features of this marketing strategy can help agricultural entrepreneurs accurately identify customers,form a network brand,and address the conflicts between supply and demand. This article argues that there are currently three directions which can be explored activeiy：（a） the play of the application platforms of the comprehensive social networks,（b）the exploration of the socialized marketing model for the cellphone terminai,and（c）the selection of differentiated agricultural products to conduct the socialized marketing.