4C营销视角下的安徽省社区支持农业发展建议

Suggestions on the Development of Community Supported Agriculture in Anhui from the Perspective of 4C Marketing

社区支持农业因为具有较强的经济、环境和社会效益得到了社会的广泛关注。作为典型的农业大省,在旺盛的社会需求拉动下,安徽省社区支持农业得到了一定的发展。但是安徽省12家社区支持农业经营主体实地调查结果显示,处于盈亏平衡和亏损状态的社区支持农业经营主体占到67%,主要原因在于4P策略不能够有效满足顾客需求。为了实现可持续发展,安徽省社区支持农业经营主体必须基于4C营销理论,坚持市场导向,以顾客为中心,及时关注顾客需求的变化,降低顾客购买总成本,增强顾客购买的便利性,强化与顾客的双向沟通,积极构建新型营销体系。

Community supported agriculture received extensive attention because of its strong economic ,environmental and social benefits.As a typical agricultural province, Anhui community support agriculture had been developed under the strong social demand. However,the field survey results of the 12 CSA farms in Anhui showed that the community supported agriculture in the state of breakeven and loss accounted for 67%.The main reason was that the 4P strategy could not meet the customers＇ needs effectively.In order to realize the sustainable development,the CSA farms in Anhui must construct the new marketing system based on the 4C mar- keting theory,adhere to be market-oriented and customer-centered.The specific methods included four aspects：to focu＇s on the changes in customer demand, to reduce the total customer cost, to enhance the convenience of customer purchase ,to strengthen two- way communication with customers.