主动式网络团购模式在特色农产品销售中的应用探索

Exploration of the Active Network in Group-buying Mode Characteristics of Agricultural Sales

在当前特色农产品销售与信息化结合还欠发达,而生活在城市的居民极其渴望买到既实惠又环保放心的农产品的前提下,以解决这两大难题为目的,提出一种新型的特色农产品销售模式,即主动式网络团购模式。从美国等发达国家在特色农产品销售经验来看,影响消费者参与网络团购的因素主要包括消费者个体差异和主观因素两大方面,而个体差异包括性别、年龄、收入水平等因素的差异,主观方面包括低价偏好、消费选择性和主动性以及正向信息的引导等方面的影响。从研究影响消费者参与网络团购行为因素方面着手,通过SWOT分析模型分析特色农产品销售的三大渠道,结合国外成功经验,得出结论认为主动式网络团购模式在我国特色农产品的销售中是切实可行的。

The paper proposes a new type of special agricultural products sales model-active network in group-buying mode to solve two problems that characteristics of agricultural marketing combined with information technology stiU underdeveloped and residents living in the city are extremely eager to buy both affordable and environmentally friendly agricultural products. From the characteristics of agricultural marketing experience of the United States and other developed countries, the main factors of affecting consumers to involve in the group-buying include consumers＇ individual differences and subjective factors. Consumers＇ individual differences include gender, age, income level and other factors. Subjective factors include cheap preferences, consumer choice and initiative as well as the guiding of positive information and other aspects. From the research of behavioral factors which influence customers participating, and combined with successful experience abroad, the conclusion that the active group-buying is practicable in our, which was out through SWOT analysis model analysis of the three major characteristics of agricultural marketing channels.