信息意识、营销组合与合作社市场能力——基于137个合作社网站的内容分析

发布时间：2018-06-14 23:14

本文选题：信息意识 + 营销组合　；参考：《安徽大学学报(哲学社会科学版)》2013年03期

【摘要】：信息技术的发展,为合作社收集市场信息、开展营销活动与销售产品提供了高效的网络渠道。虽然利用网络宣传和销售农产品已成为农民合作社的普遍行为,但不同的合作社在信息意识上存在差异,导致他们对网络的利用程度以及实施的营销组合行为各有不同,最终影响到合作社获取顾客、占领市场的能力。对137个农民合作社网站样本的分析显示,合作社信息意识的改善及营销组合策略的运用对合作社顾客获取能力有促进作用,合作社与市场沟通路径的增加有利于提高沟通效果,丰富产品类别、实施品牌化、强化合作社自身网站宣传是提高顾客获取能力的关键。
[Abstract]:The development of information technology provides an efficient network channel for cooperatives to collect market information, carry out marketing activities and sell products. Although the use of the Internet to promote and sell agricultural products has become a common practice in farmers' cooperatives, different cooperatives differ in their information awareness, resulting in different levels of use of the network and the implementation of different marketing combinations. Ultimately affect the cooperative access to customers, the ability to occupy the market. The analysis of 137 farmers' cooperative websites shows that the improvement of cooperative information awareness and the use of marketing combination strategy can promote the ability of cooperative customers to acquire, and the increase of cooperative and market communication path is beneficial to improve the communication effect. Enriching product categories, carrying out branding and strengthening the propaganda of cooperative website are the key to improve the ability of customer acquisition.
【作者单位】：武汉大学经济与管理学院;皖西学院经管学院;
【基金】：安徽省哲学社会科学规划项目(AHSK09—10D184) 安徽省高校优秀青年人才基金项目(2010SQRW141) 皖西学院哲学社会科学应用项目(WXSY1006)
【分类号】：F321.42;F49

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