抚州绿色农产品网络营销模式的研究

Research on the Network Marketing Mode of Green Agricultural Products in Fuzhou

随着消费层次的升级和消费能力的提升,人们对农产品的安全性越来越重视,绿色农产品成为日常消费首选,购买渠道从单一的实体场所转变为线上、线下灵活切换,网上购买占比有加大趋势。开拓绿色农产品网络渠道已经成为绿色农产品营销亟待解决的问题。根据绿色农产品的特点,探索抚州市绿色农产品网络营销的合理方法与路径,以实现农户盈利、消费者获取让渡价值、区域内农产品获得更高品牌溢价的多赢局面。

With the upgrading of consumption level and the improvement of consumption power,people pay more and more attention to the safety of agricultural products. Green agricultural products become the first choice for daily consumption. The purchase channels are transformed from a single physical place to flexible switch between online and offline. The proportion of online purchase is increasing. Exploring network channel has become an urgent problem to be solved in the marketing of green agricultural products. Based on the characteristics of green agricultural products,this paper explores the rational methods and paths of network marketing of green agricultural products in Fuzhou City to realize the profitability of farmers,increase the delivered value of consumers and upgrade the brand premium of the regional agricultural products.