沈阳农业大学学报(社会科学版)

对干果类农产品网络营销发展环境分析发现,经济水平的提高、相关政策的出台、互联网技术的成熟和干果类农产品品种的多样化为干果类农产品的网络营销提供了一个良好的环境。对沈阳市借助网络购买干果类农产品消费者的抽样调查显示,消费者对干果类农产品网购的偏好重点在于产品品质及价格,其更偏好200~300克纸袋包装的干果类农产品,并多数通过朋友和网上介绍等途径获取购买信息,多数消费者能够接受当前网络销售确定的价格,而,如打折、多买多送等传统促销方式仍受到通过网络购买干果类农产品消费者的喜爱。以期达到促进相关产业发展,解决农产品卖难问题,提高干果类农产品销售的电子商务水平以满足消费者需求的目的。

An analysis of the Network marketing environment of dried fruit and a sample survey of the consumers of the city of Shenyang show that consumers' preference for the online shopping of dried fruit mainly depends on quality and price, especially the quality and price of the dried fruit which is held with paper bags with each paper bag containing 200~300 grams of dried fruit; most consumers get the online shopping information on dried fruit from their friends and online introductions; the current online selling price of dried fruit is accepted by most consumers;and traditional marketing strategies such as discount, more buying and more giving away, etc. are still popular with the online shoppers of dried fruit. On the basis of the analysis and survey above this paper puts forward strategies in the aspects of product, channel, price and sale promotion so as to meet the consumer demand, expand the market of dried fruit, improve the e-commerce of dried fruit marketing and promote the Network sale of dried fruit.