About e-commerce environment, agricultural products, agricultural products, e-commerce environment

[Abstract] With the recent Development of online Marketing, Internet Technology, purchase of agricultural products under a new research direction, this article online consumer characteristics and factor analysis of agricultural Marketing, network Marketing of agricultural products raised on the targeted strategy.

[Keywords] online consumers do not have the site online Marketing

In recent years, with extensive use of Internet Technology, the rapid expansion of our network community, as of the end of December 2010, China's netizens reached 457 million, representing an increase of 7330 million end of 2009. Rapid growth of rural Internet users constitute an important part of new Internet users, China's rural Internet users reached 115.08 million, accounting for 27.4% of total Internet users. This group because of its Economic foundation, culture, high quality, fast-thinking innovation and Development potential And with a strong purchasing power, their consumption to some extent on the particular class, region and society as a whole must play a strong role in guiding consumer, so such a market is any consumer marketers have not be ignored. Therefore, in Internet Technology next purchase of agricultural products will quickly become a focus of Marketing research in the area.

First, the status quo of network Marketing of agricultural products
China's vast land, rich and varied climate, suitable for a variety of agricultural growth, agricultural products, variety, yield adequate, but over the years, the traditional methods of Marketing and other factors, China's agricultural products there "are difficult" problem. With the rise of network Marketing, agricultural also has a new sales channel expansion, but China's agricultural products on the network the lower the proportion of total sales, mainly in rural infrastructure, agricultural products, its own characteristics, agricultural and other market characteristics and causes a lack of talent.

1 poor infrastructure in rural areas now, the network has become an important part of urban life, but in most of our rural areas, due to Economic underDevelopment, low family income, network penetration is still relatively low, but because of the local financial constraints on inadequate investment in rural infrastructure, lack of network infrastructure or even behind, causing it difficult for farmers to become the subject of network Marketing, and professional website or Economic entity and less, the slow Development of online Marketing of agricultural products.

(2) agricultural products of their own characteristics. As the farm itself, there is a short cycle, low degree of standardization, transportation difficulties and other characteristics, resulting in the Marketing process of logistics Technology and the preservation of the more stringent standards, and has a lower unit value of agricultural products, dependence on the environment, unbearable high transport costs, the current level of China's Logistics Development Co., lack of professional logistics companies and talent, it is difficult to meet the requirements of network Marketing of agricultural products.

3 characteristics of agricultural markets is currently China's agricultural production and more of the family unit, the product dispersed in the household, less specialized organization of agricultural production, rural areas of existing low levels of rural cooperatives, small and not conducive to the rapid agricultural concentrated, resulting in a lack of scale of network Marketing of agricultural products, build-up effects, is not conducive to a unified network of direct sales quickly.

4. Agricultural Marketing shortage of talent due to generally low educational level of China's rural population, most of the farmers' way of thinking and values ​​have not adapted to the global network of trend Information, making it difficult to use modern farmers network Information tool for network sales, farmers can not become the subject of network Marketing, while specialized Information Technology professionals and marketing professionals in the rural distribution network is very sparse, resulting in network marketing of agricultural products has been lagging behind.

Second, the agricultural network analysis of factors affecting buying behavior
1 Environmental factors in the virtual network environment, consumers are most concerned about than the safety and reliability of accounts, followed by easy access to the site feasibility and product characteristics. The agricultural products are mostly food, is directly related to human health, product safety is particularly great importance to the relevant legal environment and conservation policies are more concern now, consumer rights protection in China's network costs appear high relief, jurisdiction is not clear, difficult to define the main responsibilities, legislative and other barriers to defect, affecting consumer protection seriously dampened the enthusiasm of consumers' online shopping.

Second, the residents of the community environment, the network has a direct impact on the popularity of the network Information the number of audience groups, consumers the convenience of the family around the traffic, supermarkets, banks, post offices, etc. with or without a great impact on network marketing. As part of the population live no large-scale farmers around the market or supermarket, buy the time and transport agricultural products, high cost, the network will choose to try to buy produce.

(2) the level of network marketing and strategy. Web site is an important platform for online marketing of agricultural products, agricultural products, network marketing organization to provide products, promotional products, window, part of the slow development of local agricultural products, network marketing, the main reason is the lack of high-quality agricultural products, network marketing site. The online product or service quality is to influence consumers to buy direct factor of whether or not due in stores, you can choose the best features and beauty of the display of goods merchandise displays, and network transactions can only be provided by businesses to understand pictures and text description goods, thus showing the effect of goods pictures and text description of the consumer is vital. In addition, product publicity and promotion of the network means the timely use of the network will effectively improve the product purchase intensity.

Links to free download http://www.hi138.com 3. Consumer awareness level of the network. Consumer familiarity with the network directly affects the degree of acceptance of online shopping and online transaction process. In addition, the network influence consumer shopping experience is an important factor in online shopping. The more experience the consumer online shopping, network transactions lower risk perception, a direct impact on their confidence in the products of the network and loyalty.

4 characteristics of online consumers now Internet users are mainly young people, they focus on themselves and have a strong curiosity, pursuit of novelty, fashionable and convenient lifestyle advocate, the first group of online consumers that this new thing is the network attractive, try to fashion standards, to satisfy their curiosity and freshness, the same psychological speculation, the younger generation is more inclined to fashion shopping, with the network to meet the everyday needs of agricultural products, while some older people, although gradually familiar with the Internet Information age, but the traditional shopping habits and the impact of consumer attitudes, it is difficult to accept the network's virtual shopping environment, while, as consumers of different professional and cultural level, awareness and access to the network at different times, different levels of income, net purchase conditions, the concept of shopping and consumption are not the same grade.

Third, the conclusions and recommendations
Internet sales for the current status of China's agricultural products, as well as agricultural products, consumer buying behavior of the network specific influencing factors, China's agricultural e-commerce sites should make efforts in the following areas:
1 based on non-agricultural site internet marketing strategy. Given the current strength of China's agricultural marketing body's own weak, small-scale, not in favor of investment in the construction of their site, but give priority to the professional on the website in the agricultural supply and demand information, both cost savings, but also to achieve the purpose of network marketing.

2 strengthen the site-building and advocacy efforts, to take timely promotions.

3 to improve product quality, product packaging standard to facilitate the logistics and distribution.

4. To strengthen the network of rural infrastructure construction and personnel training.

5 focus on improving value-added products, there needs to attract the modern consumer, leading fashion consumption concept.


References:
[1] on the wisdom of e-commerce environment, factors affecting consumer behavior research. Harbin Institute of Technology, 2008.

[2] Qi Wei-ping, Wang Xinyan The Internet network technology, marketing of agricultural products under the Agriculture Library and Information Sciences, 2008 (10
[3] Wang Haiping. Online Studies on factors affecting consumer behavior. Consumer Economics, 2009 (10 Links to free download http://www.hi138.com