基于微店的“开县春橙”在移动营销中的应用研究

发布时间：2018-01-02 23:01

本文关键词：基于微店的“开县春橙”在移动营销中的应用研究　出处：《重庆师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：2017年农民增收成为人们热衷的一个话题,如何让农民增加收入是作为农业大国的要思考的一个重要问题。在国务院政府报告中明确提出要千方百计的增加农民收入。国家以前的做法就是直接给农业户补助,但是对于农业来讲,补助无疑是杯水车薪,解决不了农民的根本问题。在互联网时代,教会农民使用互联网工具,特别是手机,让农民在手机端以移动营销的方式进行商品销售,完成农产品的变现是国家引导农民增收最切实可行的办法。在移动互联网时代,农产品的销售要找到出路,移动营销毋庸置疑是未来的一个发展趋势。微店是移动营销模式的典型代表,具备便捷性、社交性等特性,微店自2013年崛起,在网络营销市场迅速占领了一席之地。但是受地域、季节限制的特性及其从业者素质相对落后的因素影响,导致相对其它行业来说,农产品网络营销的发展较为滞后,利用微店进行农产品移动营销的实践报道和学术研究更是微乎其微。因此,加强农产品移动营销的研究,对于科学制定发展战略规划以及为政府决策提供智力支持和实践指导等具有重大深远意义。本文以“农产品移动营销”为主题,选择“开县春橙”作为农产品的代表,选择基于微信的“口袋微店”作为主要移动营销平台,搭建了“开县春橙坊”作为实验系统,在农产品移动营销方面作了一些粗浅的探索和研究。先后开展了以下工作:(1)在查阅资料分析了我国农产品移动营销的发展现状之后,通过调查与走访相结合的方式,深入开州农委、开县春橙基地乡镇和销售门市、批发市场等了解到开县春橙的发展现状和买卖市场的基本情况;(2)查阅、分析口袋微店的发展历程、优势特点等;(3)搭建“开县春橙坊”、申请微信公众号等完善实验系统;(4)在“开县春橙坊”运营中,分析了开县春橙传统营销方式的弊端,充分挖掘了基于微店的移动营销方式的在产品定价、销售渠道和网络促销方面的优势,经数据分析得出“开县春橙坊”的运营是成功的,其为我国特色农产品移动营销提出了一些在产品、渠道和促销等方面的浅显建议,试图达到一个抛砖引玉的效果,吸引有志之士共同努力进行更深、更广的研究,让农产品的移动营销真正突破瓶颈,真正促进农产品促销,从而促进农民增收、农业增效。
[Abstract]:In 2017, farmers' income has become a topic of enthusiasm, how to increase farmers' income is as an important issue in the agricultural country to think. The government of the State Council report made it clear to do everything possible to increase the income of farmers. The state before practice is directly to agricultural households subsidies for agricultural subsidies, but it is an utterly inadequate measure. Simply can not solve the problem of farmers. In the Internet era, the church for farmers to use Internet tools, especially mobile phone, so that farmers in the mobile phone end to mobile marketing of merchandise sales, complete liquidation of agricultural products is the country to guide farmers to the most feasible way. In the mobile Internet era, the sales of agricultural products to find a way. Mobile marketing is undoubtedly a development trend in the future. The micro shop is a typical representative of the mobile marketing model, with convenience, social etc. Since 2013, the rise of micro shop, in the network marketing market quickly occupied a space for one person. But due to geographical factors, characteristics and quality of practitioners season limit is relatively backward, resulting in relative to other industries, the development of network marketing of agricultural products is relatively lag, practice reports and academic research in agricultural products by micro shop more mobile marketing it is very little. Therefore, strengthening the research of agricultural products of mobile marketing, to establish scientific development strategy and provide intellectual support and practical guidance for the government decision-making is of great significance. In this paper, "mobile agricultural products marketing" as the theme, select the "Kaixian spring orange" as the representative of agricultural products, based on WeChat's "pocket the micro shop" as the main mobile marketing platform, set up a "Kaixian spring orange square" as the experimental system, made some elementary agricultural products in the mobile marketing The exploration and research has carried out the following work: (1) after the data analysis of the current development of China's agricultural products of mobile marketing, through the investigation and interview method of combining in-depth open state agriculture committee, Kaixian Spring Township and orange base sales outlets, wholesale markets and other solutions to the basic situation of development and sale the market of Kaixian spring orange; (2) review, analysis of development of pocket micro shop, etc. advantages; (3) to build the "Kaixian spring orange square", WeChat for the number of public perfect experimental system; (4) in the "Kaixian spring orange square" operation, analyzes the shortcomings of the traditional orange spring in Kaixian marketing mode, fully tap the marketing mode based on mobile micro shop in product pricing, sales channels and network marketing advantages, through the data analysis of "Kaixian spring orange square" operation is successful, the characteristics of agricultural products of China's mobile marketing is put forward In some products, marketing channels and other aspects of the simple suggestions, trying to achieve a good effect to attract a person of noble aspirations together in deeper and wider research, make mobile marketing of agricultural products really break the bottleneck, and promote the agricultural products promotion, so as to increase farmers' income and agricultural efficiency.

【学位授予单位】：重庆师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F724.6

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