O2O模式下的白水苹果营销体系构建与分析

发布时间：2017-12-28 06:16

本文关键词：O2O模式下的白水苹果营销体系构建与分析　出处：《渭南师范学院学报》2017年04期 　论文类型：期刊论文

【摘要】：白水县位于陕西省东北部,是世界级的质优苹果生产基地,是优势农产品产业化建设示范县。随着新媒体的不断发展,营销手段日新月异。白水苹果的营销依然停留在批发、零售这样的传统营销阶段,不能适应新形势的要求。构建基于O2O为核心的新型营销体系,通过信息交流平台,建立自己的支付系统,着手解决物流、配送和储藏问题,结合线上线下资源,巩固白水苹果的品牌影响力,最终实现县域特色产业经济的快速发展。
[Abstract]:Baishui County is located in the northeast of Shaanxi Province, is the high quality apple production base in the world and is the dominant agricultural products industrialization demonstration county construction. With the continuous development of new media, the marketing means are changing with each passing day. The marketing of white water apple still stays in the traditional marketing stage such as wholesale and retail, and can not meet the requirements of the new situation. The construction of new marketing system based on O2O as the core, through the information exchange platform, to establish their own payment system, to solve the problem of logistics, distribution and storage, a combination of online and offline resources, consolidate the Whitewater Apple brand influence, finally realizes the fast development of County Industrial economy.
【作者单位】：渭南师范学院东盟博仁财经学院;
【基金】：陕西省军民融合研究基金项目:陕西国防科技工业与区域经济融合发展研究(17JMR003) 渭南师范学院人文社科基金项目:渭南有机农产品发展电子商务的模式及营销策略研究(16SKZD14)
【分类号】：F323.7;F724.6
【正文快照】： 白水县位于陕西省东北部,处于关中平原与陕北高原的过渡地带,被称为“苹果之乡”,这里种植的苹果,在色、香、味上都有独特的优势,其自身特点决定了一年四季都有各类苹果品种产出,因此,白水苹果的优势决定了其在我国苹果市场中的地位。不仅如此,过亿公斤的年销量也使得其销售额

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