新零售背景下生鲜农产品社区营销模式研究

Research on the Community Marketing Mode of Fresh Agricultural Products under the New Retail Background

新零售模式在生鲜农产品销售中优势明显,主要有“社区门店+平台购物”和“社区团购+集中取货”两种模式。合肥市生鲜农产品社区营销尚存在一些问题,可通过完善生鲜农产品物流配送体系,改善经营模式;推进生鲜农产品标准制定,加强监督和管理;积极引进人才,拓宽融资渠道;大力培育市场,引导新消费习惯建立等措施改进。

The new retail mode has obvious advantages in fresh agricultural products sales,mainly including"community store+platform shopping"and"community group buying+centralized purchase".There are still some problems in the community marketing of fresh agricultural products in Hefei,which can be improved by perfecting the logistics distribution system of fresh agricultural products,improving the business model,promoting the formulation of fresh agricultural products standards,strengthening supervision and management,actively introducing talents,broadening financing channels,vigorously cultivating the market and guiding the establishment of consumption habits.