互联网时代农产品运销再造——来自“褚橙”的例证

Agricultural Marketing Reengineering in the Internet Era: Illustration from “Chu orange”

"轻专一平台"型电商——本来生活网加盟褚橙运销商业生态系统后,运用买手制、讲品牌故事和新媒体营销等方法为褚橙运销带来了新活力,不仅将褚橙打造成网络畅销款、带动线下销售,而且改变原有褚橙运销渠道和市场结构,完成互联网时代的褚橙运销再造。褚橙经验表明,在互联网时代要想成功开拓电商渠道,就必须选择适合电商销售的农产品、做出好产品、重视品牌建设、采取优价策略、加强渠道管理、善于利用互联网营销以及正确理解线上线下销售关系;同时农产品特性以及消费者购买习惯决定电商渠道不会完全取代以批发市场、超市为代表的原有农产品运销渠道,因此不必过分盲从建立电商渠道。

'Benlai',which is a fresh electricity provider,succeed in pushing Chu orange to the market,by using 'buyer system,telling the brand story and new media marketing methods'. After 'Benlai'joining in the ecosystem,the marketing ecosystem of Chu orange is being innovative in the Internet Era. The experiences of Chu orange case are as follows. First,a suitable product,high quality,brand building,higher prices strategy,channel management,effective Internet marketing methods and correct understanding the relationship between online and offline are helpful to successfully develop the online channels of agricultural products. Secondly,the online channels will never fully replace the traditional offline channels in the marketing of agricultural products.