O2O模式下的白水苹果营销体系构建与分析

The Study on the Construction of the O2O Marketing System of Baishui Apple

白水县位于陕西省东北部,是世界级的质优苹果生产基地,是优势农产品产业化建设示范县。随着新媒体的不断发展,营销手段日新月异。白水苹果的营销依然停留在批发、零售这样的传统营销阶段,不能适应新形势的要求。构建基于O2O为核心的新型营销体系,通过信息交流平台,建立自己的支付系统,着手解决物流、配送和储藏问题,结合线上线下资源,巩固白水苹果的品牌影响力,最终实现县域特色产业经济的快速发展。

Baishui belongs to the area which can produce the best apple of the world,it was set up as the core area of national superiority agricultural industries with apple＇s by Ministry of Agriculture of China,and it＇s an only demonstration counties in industrial building to have advantage of agricultural products（ apple）. With the continuous development of new media,the marketing means the rapid change. But the apple＇s sales of Baishui is still using the traditional way in selling as their main sales,doing this is seriously lagging behind the fruit origin who has the more developed economy and information. It leads to the result that the farmers＇ interests are not really guaranteed. Through a detailed understanding of the development status of the Baishui apple,and combining with the mode of operation of the new media,the O2 O marketing system of Baishui apple is preliminarily established. Combining the resource of online and offline,the influence of Baishui Apple＇s brand will be consolidated,to finally realize the rapid development in economics of the Baishui＇s apple.