摘要
“互联网+”时代背景下,特色农产品电子商务发展迅猛。从特色农产品特点出发,基于成本、消费者、竞争三个视角研究了众筹、预售、搜索推送、微商、隐藏优惠券、返利返现等电商营销价格策略的创新模式和传导机制,进而从时代、技术、品质等方面对特色农产品电商营销价格策略的未来趋势进行了展望。
Under the background of “Internet”, the e-commerce of special agricultural products has been developed rapidly. From the characteristics of special agricultural products, this paper studies the innovative mode and transmission mechanism of e-commerce marketing pricing strategy such as crowd funding, presell, search-to-push, wechat business, hidden coupons and rebate and cash return from the three perspectives of cost, consumers and competition, and prospects the future trend of the e-commerce marketing pricing strategy of special agricultural products from era, technology and quality.
作者
徐芳兰
刘珊
XU Fang-lan;LIU Shan(School of Accounting Nanchang Institute of Science and Technology,Nanchang Jiangxi 330108;Schoolof Mathematics and Computing Jiangxi Science and Technology Normal University,Nanchang iangxi 330038)
出处
《价格月刊》
北大核心
2018年第2期61-65,共5页
基金
国家自然科学基金项目“建立健全与形成新型工农城乡关系相适应的农业龙头企业扶持机制与政策路径实证研究——以江西为例”(编号:G030503)
教育部人文社科青年项目“‘新经济’背景下文化产业链的产业关联度及其演变趋势研究”(编号:14YJC630085)
江西省高校人文社科项目“数字化文献视角下的地方文化消费形态研究”(编号:JD16071)
江西省文化艺术科学规划项目“‘互联网+’背景下文化产业发展绩效评价研究”(编号:YG2016182)
关键词
特色农产品
电商营销
价格策略创新
special agricultural products
e-commerce marketing
pricing strategic innovation
