绿色食品的网络营销模式初探

Initial Research on the Network Marketing Model of Green Food

本文通过指出绿色食品行业竞争激烈的现状,对现阶段普遍被采用的特许经营、渠道代理和商超专柜三种传统营销模式加以解释,提出这三种传统营销模式的弊端,把网络营销模式与传统营销模式进行对比,得到网络营销的优势和可行性。笔者认为现阶段推行绿色食品网络营销需面临网络平台建设,物流和购买主体操作能力方面的障碍并给出相应的应对方法。

The article points out the competitive status of the green food industry and interprets the three traditional marketing models which are wildly used such as franchise, agency and market counter, then come up with the disadvantages of the three traditional marketing models. By comparing the network marketing model with traditional marketing model, the advantage and feasibility of the network marketing can be showed. The author thought that the implementation of green food network marketing is facing the obstacles of network platform construct, logistics and consumers’ manipulate abilities at this stage, while she has put forward the way to deal with them in the paper.