導語：農產品電商企業營銷對策一(yi)文來源(yuan)于網友上(shang)傳，不代表本站觀點(dian)，若需(xu)要(yao)原(yuan)創文章(zhang)可咨詢客服老師，歡迎參考。

【摘要】隨著消費者對農產品需求的日益擴大，我國農產品電商企業之間也面臨著日益激烈的市場競爭，農產品電商企業要想在農產品市場中站穩腳跟，脫穎而出，不僅要提高農產品數量和質量，還要優化其營銷方式。文中基于4P理論分析目前我國農產品電商企業在農產品營銷過程中面臨的營銷困境，并在此基礎上，針對農產品電商企業的產品營銷、價格營銷、渠道營銷和促銷營銷提出發展對策。

【關鍵詞】4P理論;農(nong)產(chan)品電商(shang);營銷策略(lve)

1基于4P理論的農產品電商營銷概述

營(ying)銷(xiao)(xiao)(xiao)理論最早(zao)誕(dan)生(sheng)(sheng)于上世紀初期(qi)的(de)(de)(de)(de)(de)(de)美國(guo)(guo)(guo)(guo)，作為(wei)營(ying)銷(xiao)(xiao)(xiao)理論重要(yao)組成(cheng)部(bu)分之一的(de)(de)(de)(de)(de)(de)4P理論，于1960年(nian)(nian)(nian)在(zai)(zai)美國(guo)(guo)(guo)(guo)學(xue)者麥卡(ka)錫的(de)(de)(de)(de)(de)(de)著(zhu)作《基礎營(ying)銷(xiao)(xiao)(xiao)學(xue)》中(zhong)(zhong)首(shou)次(ci)被提出(chu)，4P理論既是實現營(ying)銷(xiao)(xiao)(xiao)目(mu)的(de)(de)(de)(de)(de)(de)的(de)(de)(de)(de)(de)(de)手段，又(you)是營(ying)銷(xiao)(xiao)(xiao)理論成(cheng)熟的(de)(de)(de)(de)(de)(de)標志之一。4P理論自(zi)被提出(chu)以(yi)來，就受到企(qi)業(ye)家、經營(ying)者、科研院所以(yi)及社會的(de)(de)(de)(de)(de)(de)廣泛關注。4P理論由(you)Product、Price、Place、Promotion4個(ge)部(bu)分組成(cheng)，其中(zhong)(zhong)文(wen)意思依(yi)次(ci)為(wei)產(chan)(chan)品、價(jia)(jia)格(ge)、渠道和(he)(he)(he)促(cu)銷(xiao)(xiao)(xiao)［1］。4P理論指出(chu)產(chan)(chan)品在(zai)(zai)不(bu)同(tong)生(sheng)(sheng)命(ming)周(zhou)期(qi)有著(zhu)不(bu)同(tong)的(de)(de)(de)(de)(de)(de)營(ying)銷(xiao)(xiao)(xiao)策(ce)略(lve)側重點，但一個(ge)完(wan)整(zheng)的(de)(de)(de)(de)(de)(de)營(ying)銷(xiao)(xiao)(xiao)體系卻包含了市(shi)場(chang)定位精確(que)的(de)(de)(de)(de)(de)(de)產(chan)(chan)品、符(fu)合消(xiao)費(fei)預期(qi)的(de)(de)(de)(de)(de)(de)價(jia)(jia)格(ge)、暢通無阻的(de)(de)(de)(de)(de)(de)營(ying)銷(xiao)(xiao)(xiao)渠道、靈活高效的(de)(de)(de)(de)(de)(de)促(cu)銷(xiao)(xiao)(xiao)策(ce)略(lve)。近(jin)年(nian)(nian)(nian)來，我(wo)國(guo)(guo)(guo)(guo)農(nong)產(chan)(chan)品電(dian)商因國(guo)(guo)(guo)(guo)家鄉村振興(xing)、數(shu)(shu)字鄉村以(yi)及“數(shu)(shu)商興(xing)農(nong)”等政策(ce)紅利的(de)(de)(de)(de)(de)(de)支(zhi)持，步(bu)入(ru)了快(kuai)速發展(zhan)(zhan)期(qi)。商務部(bu)數(shu)(shu)據統計顯示，2021年(nian)(nian)(nian)全國(guo)(guo)(guo)(guo)農(nong)產(chan)(chan)品網絡(luo)零售(shou)額(e)4221億元，同(tong)比(bi)增長(chang)2．8%，有機蔬菜、有機奶、有機食用(yong)油銷(xiao)(xiao)(xiao)售(shou)額(e)同(tong)比(bi)增長(chang)127．6%、24．1%和(he)(he)(he)21．8%［2］，我(wo)國(guo)(guo)(guo)(guo)大眾消(xiao)費(fei)者正在(zai)(zai)形成(cheng)“綠色(se)”“健康(kang)”“有機”“生(sheng)(sheng)態”的(de)(de)(de)(de)(de)(de)消(xiao)費(fei)觀(guan)，這給農(nong)產(chan)(chan)品行業(ye)帶來了極大的(de)(de)(de)(de)(de)(de)發展(zhan)(zhan)機遇。然(ran)而，盡管(guan)在(zai)(zai)國(guo)(guo)(guo)(guo)家三(san)農(nong)政策(ce)的(de)(de)(de)(de)(de)(de)支(zhi)持下，農(nong)產(chan)(chan)品電(dian)商發展(zhan)(zhan)的(de)(de)(de)(de)(de)(de)軟硬件設施條(tiao)件正在(zai)(zai)不(bu)斷完(wan)善，線上銷(xiao)(xiao)(xiao)售(shou)渠道進(jin)一步(bu)拓(tuo)展(zhan)(zhan)，更因“疫”重生(sheng)(sheng)，農(nong)產(chan)(chan)品電(dian)商營(ying)銷(xiao)(xiao)(xiao)新模式不(bu)斷涌現，農(nong)產(chan)(chan)品以(yi)更快(kuai)的(de)(de)(de)(de)(de)(de)速度進(jin)行銷(xiao)(xiao)(xiao)售(shou)，網絡(luo)銷(xiao)(xiao)(xiao)售(shou)數(shu)(shu)量和(he)(he)(he)規模都(dou)在(zai)(zai)不(bu)斷擴大，但是我(wo)國(guo)(guo)(guo)(guo)農(nong)產(chan)(chan)品電(dian)商仍存在(zai)(zai)許多問題(ti)，小生(sheng)(sheng)產(chan)(chan)大市(shi)場(chang)、電(dian)商平臺低價(jia)(jia)傾銷(xiao)(xiao)(xiao)和(he)(he)(he)物流成(cheng)本高等問題(ti)仍然(ran)突出(chu)。因此(ci)，農(nong)產(chan)(chan)品電(dian)商企(qi)業(ye)必(bi)須重視(shi)營(ying)銷(xiao)(xiao)(xiao)工作的(de)(de)(de)(de)(de)(de)進(jin)一步(bu)優化，以(yi)高水平的(de)(de)(de)(de)(de)(de)營(ying)銷(xiao)(xiao)(xiao)工作增強自(zi)身在(zai)(zai)農(nong)產(chan)(chan)品市(shi)場(chang)中(zhong)(zhong)的(de)(de)(de)(de)(de)(de)競爭(zheng)力。

2基于4P理論的農產品電商營銷困境

基于4P理論分析目前我(wo)(wo)(wo)國農(nong)(nong)產(chan)(chan)品(pin)電商(shang)(shang)企業(ye)在農(nong)(nong)產(chan)(chan)品(pin)營銷(xiao)過(guo)程中面(mian)(mian)臨(lin)著的產(chan)(chan)品(pin)、價格、渠道以及(ji)促銷(xiao)等方面(mian)(mian)的營銷(xiao)困境，以便更好地了解我(wo)(wo)(wo)國農(nong)(nong)產(chan)(chan)品(pin)電商(shang)(shang)經營現狀(zhuang)，促進我(wo)(wo)(wo)國農(nong)(nong)產(chan)(chan)品(pin)電商(shang)(shang)的發展，為農(nong)(nong)村電商(shang)(shang)助力鄉村振興(xing)出力。

2．1農產品電商(shang)產品(Product)營銷困境

第一(yi)，質(zhi)量安全體系不(bu)完(wan)善。我(wo)國(guo)農(nong)(nong)產(chan)(chan)(chan)品(pin)等(deng)(deng)級分別由有機(ji)、綠色、無公害和(he)(he)(he)普(pu)通4個級別組成，然而，普(pu)通農(nong)(nong)產(chan)(chan)(chan)品(pin)是(shi)市場(chang)流通中最常見的(de)(de)。農(nong)(nong)產(chan)(chan)(chan)品(pin)質(zhi)量不(bu)僅與(yu)人們身體健康有關，還與(yu)國(guo)家經濟社會發(fa)展(zhan)和(he)(he)(he)穩(wen)定緊(jin)密相(xiang)連。標準化、規模化和(he)(he)(he)現代(dai)化生(sheng)產(chan)(chan)(chan)是(shi)農(nong)(nong)產(chan)(chan)(chan)品(pin)質(zhi)量標準實現統一(yi)的(de)(de)前提，但從當前我(wo)國(guo)農(nong)(nong)產(chan)(chan)(chan)品(pin)的(de)(de)生(sheng)產(chan)(chan)(chan)種植(zhi)實際情(qing)況來看，大多(duo)數農(nong)(nong)產(chan)(chan)(chan)品(pin)生(sheng)產(chan)(chan)(chan)以(yi)家庭、村(cun)集體組織或小型(xing)合(he)作(zuo)社為基本生(sheng)產(chan)(chan)(chan)單元，受資(zi)金、技術和(he)(he)(he)人力(li)等(deng)(deng)因素限制，其(qi)標準生(sheng)產(chan)(chan)(chan)基地(di)小、集約(yue)程(cheng)度低、加(jia)工技術落后(hou)以(yi)及(ji)質(zhi)量安全意(yi)識薄弱(ruo)。此外，一(yi)些新型(xing)農(nong)(nong)產(chan)(chan)(chan)品(pin)的(de)(de)標準體系還未(wei)(wei)建(jian)(jian)立，市場(chang)準入(ru)準則還未(wei)(wei)構建(jian)(jian)。第二，品(pin)牌(pai)建(jian)(jian)設(she)不(bu)足。增強農(nong)(nong)業(ye)品(pin)牌(pai)的(de)(de)建(jian)(jian)設(she)，可以(yi)發(fa)揮(hui)品(pin)牌(pai)創(chuang)造、引領和(he)(he)(he)促進(jin)消費(fei)(fei)(fei)的(de)(de)正向(xiang)作(zuo)用(yong)，有利(li)于激(ji)發(fa)我(wo)國(guo)鄉(xiang)村(cun)的(de)(de)消費(fei)(fei)(fei)潛(qian)(qian)力(li)和(he)(he)(he)釋放鄉(xiang)村(cun)消費(fei)(fei)(fei)潛(qian)(qian)能，為農(nong)(nong)業(ye)農(nong)(nong)村(cun)現代(dai)化和(he)(he)(he)鄉(xiang)村(cun)振興(xing)提供動力(li)。但目(mu)前農(nong)(nong)村(cun)地(di)區對農(nong)(nong)產(chan)(chan)(chan)品(pin)品(pin)牌(pai)建(jian)(jian)設(she)認(ren)識不(bu)深，同質(zhi)化嚴重，農(nong)(nong)產(chan)(chan)(chan)品(pin)品(pin)牌(pai)特色挖掘不(bu)深，與(yu)此同時，農(nong)(nong)產(chan)(chan)(chan)品(pin)品(pin)牌(pai)建(jian)(jian)設(she)服務支撐能力(li)相(xiang)對低下，行業(ye)協會、中介機(ji)構、農(nong)(nong)業(ye)科院(yuan)研所以(yi)及(ji)市場(chang)主體參與(yu)熱(re)情(qing)不(bu)高。

2．2農產品電商價格(Price)營銷困境

第(di)一，低(di)價(jia)(jia)(jia)(jia)(jia)(jia)(jia)營銷(xiao)(xiao)現(xian)象(xiang)突出。在(zai)農(nong)(nong)業轉(zhuan)型和(he)消(xiao)費(fei)升(sheng)級(ji)的(de)大背景下(xia)，農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)價(jia)(jia)(jia)(jia)(jia)(jia)(jia)格(ge)(ge)分(fen)化是(shi)個不(bu)(bu)(bu)可(ke)(ke)避免的(de)主要問題。我(wo)國(guo)(guo)(guo)現(xian)行的(de)農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)價(jia)(jia)(jia)(jia)(jia)(jia)(jia)格(ge)(ge)分(fen)化類(lei)(lei)別(bie)主要為(wei)高溢價(jia)(jia)(jia)(jia)(jia)(jia)(jia)的(de)稀缺農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)、優質優價(jia)(jia)(jia)(jia)(jia)(jia)(jia)的(de)品(pin)(pin)牌農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)、隨行就市的(de)普通農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)以及低(di)價(jia)(jia)(jia)(jia)(jia)(jia)(jia)營銷(xiao)(xiao)農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)。低(di)價(jia)(jia)(jia)(jia)(jia)(jia)(jia)營銷(xiao)(xiao)不(bu)(bu)(bu)是(shi)遠(yuan)遠(yuan)低(di)于成本價(jia)(jia)(jia)(jia)(jia)(jia)(jia)的(de)低(di)價(jia)(jia)(jia)(jia)(jia)(jia)(jia)傾銷(xiao)(xiao)，也不(bu)(bu)(bu)是(shi)絕(jue)對的(de)低(di)質低(di)價(jia)(jia)(jia)(jia)(jia)(jia)(jia)，而是(shi)農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)電商(shang)(shang)平(ping)臺銷(xiao)(xiao)售(shou)頁面(mian)常規(gui)展(zhan)示(shi)的(de)低(di)規(gui)格(ge)(ge)、低(di)單量、少種類(lei)(lei)以及補貼后的(de)低(di)價(jia)(jia)(jia)(jia)(jia)(jia)(jia)產(chan)(chan)(chan)(chan)品(pin)(pin)營銷(xiao)(xiao)。目前我(wo)國(guo)(guo)(guo)大多(duo)數(shu)農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)電商(shang)(shang)平(ping)臺和(he)商(shang)(shang)家(jia)都是(shi)通過低(di)價(jia)(jia)(jia)(jia)(jia)(jia)(jia)農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)引流，吸引消(xiao)費(fei)者購買(mai)，例如拼多(duo)多(duo)平(ping)臺的(de)農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)銷(xiao)(xiao)售(shou)，這一舉措強化了甚至(zhi)固化了電商(shang)(shang)農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)低(di)價(jia)(jia)(jia)(jia)(jia)(jia)(jia)認知，阻礙了農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)電商(shang)(shang)可(ke)(ke)持續發展(zhan)。第(di)二，部分(fen)農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)價(jia)(jia)(jia)(jia)(jia)(jia)(jia)格(ge)(ge)不(bu)(bu)(bu)穩。在(zai)國(guo)(guo)(guo)際經濟(ji)形式更加復雜多(duo)變、疫情全球蔓延(yan)、產(chan)(chan)(chan)(chan)業鏈供(gong)應循(xun)環不(bu)(bu)(bu)暢的(de)宏觀背景下(xia)，部分(fen)鮮活農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)價(jia)(jia)(jia)(jia)(jia)(jia)(jia)格(ge)(ge)波動明顯(xian)，國(guo)(guo)(guo)家(jia)統計年鑒(2021年)商(shang)(shang)品(pin)(pin)零售(shou)價(jia)(jia)(jia)(jia)(jia)(jia)(jia)格(ge)(ge)分(fen)類(lei)(lei)指數(shu)顯(xian)示(shi)，2020年畜肉類(lei)(lei)、蛋類(lei)(lei)、干鮮瓜果類(lei)(lei)零售(shou)價(jia)(jia)(jia)(jia)(jia)(jia)(jia)格(ge)(ge)指數(shu)分(fen)別(bie)為(wei)138．2、90．8和(he)91．6［3］，價(jia)(jia)(jia)(jia)(jia)(jia)(jia)格(ge)(ge)波動明顯(xian)，這反映出我(wo)國(guo)(guo)(guo)需(xu)進一步夯實農(nong)(nong)業生產(chan)(chan)(chan)(chan)基礎，提高農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)穩定供(gong)價(jia)(jia)(jia)(jia)(jia)(jia)(jia)能力。

2．3農產品(pin)電商(shang)渠道(Place)營銷困境

第一，購(gou)物(wu)(wu)域名(ming)(ming)應用范(fan)圍狹窄。購(gou)物(wu)(wu)域名(ming)(ming)作為(wei)互聯網名(ming)(ming)稱(cheng)與(yu)數字地址相結合(he)的(de)產物(wu)(wu)，就如(ru)手機(ji)(ji)聯系人由昵稱(cheng)和電(dian)話號(hao)碼備注一樣，既符(fu)合(he)消費(fei)者(zhe)記(ji)憶規律，可以強化消費(fei)者(zhe)對品(pin)牌的(de)認知，又自帶(dai)購(gou)物(wu)(wu)搜索流量，因(yin)此，購(gou)物(wu)(wu)域名(ming)(ming)能(neng)很好(hao)地幫(bang)助(zhu)農(nong)產品(pin)電(dian)商(shang)(shang)(shang)進行線上推廣、品(pin)牌傳播和產品(pin)營銷。但目(mu)(mu)前(qian)我國(guo)農(nong)產品(pin)電(dian)商(shang)(shang)(shang)擁有自身購(gou)物(wu)(wu)域名(ming)(ming)的(de)寥寥無(wu)幾，大都集(ji)(ji)中在(zai)生鮮電(dian)商(shang)(shang)(shang)領域，例如(ru)中糧(liang)我買網、鮮直(zhi)達、本來生活網、順豐(feng)優選以及(ji)沱(tuo)沱(tuo)工社等(deng)。第二，國(guo)際(ji)銷售平臺(tai)缺乏。目(mu)(mu)前(qian)，我國(guo)正積極參與(yu)世界貿(mao)(mao)易(yi)組(zu)織(zhi)(WTO)、二十國(guo)集(ji)(ji)團(G20)、亞太(tai)經合(he)組(zu)織(zhi)(APEC)、金磚國(guo)家(jia)(jia)(BRICS)、上海合(he)作組(zu)織(zhi)(SCO)等(deng)多(duo)邊和區域貿(mao)(mao)易(yi)機(ji)(ji)制下(xia)的(de)電(dian)子(zi)商(shang)(shang)(shang)務磋(cuo)商(shang)(shang)(shang)，“絲(si)路電(dian)商(shang)(shang)(shang)”更是加快(kuai)了(le)全(quan)球布局(ju)的(de)步伐，與(yu)“絲(si)路”沿途22個國(guo)家(jia)(jia)建(jian)立起了(le)雙邊電(dian)子(zi)商(shang)(shang)(shang)務合(he)作機(ji)(ji)制，這都為(wei)我國(guo)農(nong)產品(pin)市場(chang)擴張帶(dai)來極大機(ji)(ji)遇，建(jian)立國(guo)際(ji)農(nong)產品(pin)電(dian)商(shang)(shang)(shang)平臺(tai)，有利于(yu)將國(guo)內農(nong)產品(pin)銷售到(dao)國(guo)際(ji)市場(chang)，更能(neng)有效擴大農(nong)產品(pin)電(dian)商(shang)(shang)(shang)企(qi)業在(zai)世界農(nong)產品(pin)市場(chang)的(de)生存(cun)空間。

2．4農產品(pin)電商(shang)促銷(xiao)(Promotion)營(ying)銷(xiao)困境

第一，網(wang)(wang)(wang)絡(luo)廣(guang)(guang)告(gao)媒(mei)介單一、內(nei)容(rong)同質化(hua)嚴(yan)重(zhong)。網(wang)(wang)(wang)絡(luo)廣(guang)(guang)告(gao)作為網(wang)(wang)(wang)絡(luo)促(cu)(cu)銷(xiao)的(de)重(zhong)要工具之(zhi)一，是(shi)通(tong)過線(xian)上的(de)橫幅廣(guang)(guang)告(gao)、文字鏈接(jie)、圖片鏈接(jie)、視頻鏈接(jie)以及多(duo)媒(mei)體等多(duo)種(zhong)形式刊登(deng)或(huo)發布廣(guang)(guang)告(gao)，向(xiang)消(xiao)(xiao)費者(zhe)(zhe)(zhe)傳遞產(chan)品(pin)促(cu)(cu)銷(xiao)信(xin)息，激發消(xiao)(xiao)費者(zhe)(zhe)(zhe)購(gou)買欲。農產(chan)品(pin)電商(shang)(shang)通(tong)過網(wang)(wang)(wang)絡(luo)廣(guang)(guang)告(gao)進行促(cu)(cu)銷(xiao)，能(neng)快速、廣(guang)(guang)泛(fan)地被消(xiao)(xiao)費者(zhe)(zhe)(zhe)接(jie)受。然而，目前我國農產(chan)品(pin)多(duo)由分散(san)農戶(hu)和村鎮合作社進行生(sheng)產(chan)和銷(xiao)售，資金缺乏(fa)導(dao)致農產(chan)品(pin)廣(guang)(guang)告(gao)制作與(yu)媒(mei)介投放(fang)簡(jian)單粗放(fang)，或(huo)依靠(kao)服務“三農”的(de)電視公益廣(guang)(guang)告(gao)，缺乏(fa)創新與(yu)特色。第二，網(wang)(wang)(wang)絡(luo)公共關(guan)(guan)系分散(san)。網(wang)(wang)(wang)絡(luo)公共關(guan)(guan)系是(shi)企(qi)(qi)業借助(zhu)Email、網(wang)(wang)(wang)絡(luo)論壇以及專(zhuan)題郵件(jian)等形式與(yu)相關(guan)(guan)利益群體開(kai)展(zhan)聯(lian)系，使(shi)企(qi)(qi)業和公眾相互了解，增強對彼(bi)此的(de)認(ren)同和信(xin)賴，從而樹立良好的(de)企(qi)(qi)業形象，以到達(da)促(cu)(cu)進產(chan)品(pin)銷(xiao)售的(de)一種(zhong)促(cu)(cu)銷(xiao)手段(duan)。我國農產(chan)品(pin)電商(shang)(shang)公共關(guan)(guan)系營銷(xiao)的(de)形式有新聞發布會(hui)(hui)、線(xian)上產(chan)品(pin)發布展(zhan)銷(xiao)會(hui)(hui)和線(xian)上業務洽談會(hui)(hui)等。這些(xie)主要大型促(cu)(cu)銷(xiao)活動(dong)多(duo)由政府(fu)、相關(guan)(guan)龍頭(tou)企(qi)(qi)業以及社會(hui)(hui)組(zu)織主導(dao)承辦(ban)，活動(dong)內(nei)容(rong)主要是(shi)農產(chan)品(pin)銷(xiao)售，活動(dong)參與(yu)者(zhe)(zhe)(zhe)多(duo)是(shi)農業相關(guan)(guan)企(qi)(qi)業組(zu)織，缺乏(fa)大眾消(xiao)(xiao)費者(zhe)(zhe)(zhe)參與(yu)，甚至缺乏(fa)農戶(hu)參與(yu)，因此，農產(chan)品(pin)電商(shang)(shang)促(cu)(cu)銷(xiao)活動(dong)缺乏(fa)外部(bu)參與(yu)性(xing)(xing)和內(nei)部(bu)連(lian)接(jie)性(xing)(xing)。

3基于4P理論的農產品電商營銷對策

為了突破農產品電商的(de)營(ying)銷困境，農產品電商企業需以4P理論作(zuo)為指導，優化(hua)其營(ying)銷對策(ce)，促進其高(gao)質(zhi)量(liang)發展，為農業數(shu)字轉型和農業農村(cun)數(shu)字經濟(ji)發展提供動力(li)。

3．1農產品(pin)電(dian)商(shang)產品(pin)(Product)營銷對策

通過(guo)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)營銷可(ke)以(yi)(yi)讓(rang)消(xiao)費者(zhe)真(zhen)實了解產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)價值(zhi)，提(ti)高(gao)企業(ye)、消(xiao)費者(zhe)、市場三(san)者(zhe)之間的互動(dong)效率，有效將(jiang)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)推(tui)給目標(biao)客戶群體。農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)電商(shang)(shang)企業(ye)要(yao)想在競爭激烈(lie)的農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)市場中(zhong)站穩腳跟以(yi)(yi)及(ji)保(bao)持優(you)勢，就(jiu)必須優(you)化(hua)(hua)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)電商(shang)(shang)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)營銷對策，強(qiang)化(hua)(hua)消(xiao)費者(zhe)對農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)的認(ren)(ren)同感。第一，完善(shan)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)質(zhi)(zhi)量(liang)安全體系。首先，建(jian)(jian)立(li)電子商(shang)(shang)務(wu)與農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)質(zhi)(zhi)量(liang)分級(ji)制(zhi)度、相(xiang)互促(cu)進(jin)機制(zhi)，從(cong)根源上保(bao)證農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)質(zhi)(zhi)量(liang)安全，促(cu)進(jin)高(gao)質(zhi)(zhi)量(liang)供給。其(qi)次，充分發(fa)揮“雙品(pin)(pin)(pin)(pin)(pin)網購節”的引領作用(yong)，順應消(xiao)費需求(qiu)升級(ji)，加快農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)質(zhi)(zhi)、品(pin)(pin)(pin)(pin)(pin)牌(pai)建(jian)(jian)設(she)。此(ci)外(wai)(wai)，加強(qiang)與農(nong)(nong)(nong)(nong)業(ye)科研(yan)院校(xiao)的合作聯系，不斷提(ti)升農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)研(yan)發(fa)生(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)技術。最后，建(jian)(jian)立(li)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)數字(zi)化(hua)(hua)監(jian)管(guan)(guan)機制(zhi)，構建(jian)(jian)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)前、產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)中(zhong)、產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)后全鏈條監(jian)管(guan)(guan)框架，堅(jian)持以(yi)(yi)監(jian)管(guan)(guan)促(cu)規范(fan)、以(yi)(yi)規范(fan)促(cu)發(fa)展(zhan)的理(li)念，促(cu)進(jin)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)高(gao)質(zhi)(zhi)量(liang)發(fa)展(zhan)。第二，推(tui)進(jin)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)牌(pai)化(hua)(hua)發(fa)展(zhan)。首先，加強(qiang)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)“三(san)品(pin)(pin)(pin)(pin)(pin)一標(biao)”即(ji)“綠(lv)色食品(pin)(pin)(pin)(pin)(pin)、有機食品(pin)(pin)(pin)(pin)(pin)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)、無公害農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)以(yi)(yi)及(ji)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)地理(li)標(biao)志”培(pei)訓認(ren)(ren)證，提(ti)升消(xiao)費者(zhe)對農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)牌(pai)的認(ren)(ren)可(ke)度。其(qi)次，培(pei)育“小(xiao)而精(jing)”網紅(hong)品(pin)(pin)(pin)(pin)(pin)牌(pai)，發(fa)展(zhan)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)電商(shang)(shang)公共品(pin)(pin)(pin)(pin)(pin)牌(pai)，打造(zao)“三(san)品(pin)(pin)(pin)(pin)(pin)一標(biao)”品(pin)(pin)(pin)(pin)(pin)牌(pai)主導(dao)，公共品(pin)(pin)(pin)(pin)(pin)牌(pai)引領、農(nong)(nong)(nong)(nong)業(ye)品(pin)(pin)(pin)(pin)(pin)牌(pai)支撐的品(pin)(pin)(pin)(pin)(pin)牌(pai)互助(zhu)生(sheng)態系統。此(ci)外(wai)(wai)，創(chuang)新農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)綠(lv)色包(bao)裝(zhuang)設(she)計，利用(yong)可(ke)降解材(cai)(cai)料(liao)制(zhi)作農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)包(bao)裝(zhuang)材(cai)(cai)料(liao)，確保(bao)包(bao)裝(zhuang)可(ke)循環(huan)利用(yong)，不對生(sheng)態環(huan)境造(zao)成較大傷(shang)害，同時，外(wai)(wai)包(bao)裝(zhuang)要(yao)避(bi)免過(guo)于(yu)精(jing)致(zhi)或過(guo)于(yu)質(zhi)(zhi)樸，要(yao)體現農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)生(sheng)態、綠(lv)色、健康(kang)的實用(yong)價值(zhi)。

3．2農產品電(dian)商價格(ge)(Price)營銷對(dui)策(ce)

季節性的(de)供(gong)需關系影(ying)響農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)價格(ge)(ge)(ge)，消(xiao)費(fei)者(zhe)對(dui)農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)價格(ge)(ge)(ge)感(gan)知(zhi)也較為(wei)敏感(gan)。因(yin)此(ci)(ci)，農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)電(dian)(dian)商(shang)(shang)企業(ye)(ye)(ye)的(de)價格(ge)(ge)(ge)營(ying)銷(xiao)對(dui)策(ce)是(shi)(shi)(shi)否(fou)完善(shan)，直接(jie)影(ying)響著農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)銷(xiao)售(shou)工作的(de)成(cheng)敗(bai)。農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)電(dian)(dian)商(shang)(shang)企業(ye)(ye)(ye)在(zai)對(dui)農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)進行定(ding)價時(shi)(shi)，需要加(jia)(jia)強(qiang)對(dui)電(dian)(dian)商(shang)(shang)平(ping)(ping)臺商(shang)(shang)家流量競(jing)(jing)爭(zheng)的(de)行業(ye)(ye)(ye)自(zi)律和(he)(he)(he)(he)治(zhi)理(li)，避(bi)免(mian)(mian)把“低價營(ying)銷(xiao)”作為(wei)平(ping)(ping)臺商(shang)(shang)家引(yin)流和(he)(he)(he)(he)競(jing)(jing)爭(zheng)的(de)工具。同時(shi)(shi)強(qiang)化“以(yi)銷(xiao)定(ding)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)”的(de)生產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)經營(ying)模(mo)式和(he)(he)(he)(he)冷鏈物流設(she)施建(jian)設(she)，生產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)供(gong)給符合(he)市(shi)場需求的(de)、更加(jia)(jia)優質的(de)農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)，保障農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)穩(wen)定(ding)供(gong)給。第(di)(di)一(yi)，加(jia)(jia)強(qiang)農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)電(dian)(dian)商(shang)(shang)行業(ye)(ye)(ye)自(zi)律與治(zhi)理(li)，避(bi)免(mian)(mian)低價營(ying)銷(xiao)引(yin)發不(bu)正(zheng)當(dang)競(jing)(jing)爭(zheng)。首先，加(jia)(jia)快推動(dong)修訂《電(dian)(dian)子(zi)商(shang)(shang)務(wu)法》，完善(shan)農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)電(dian)(dian)商(shang)(shang)平(ping)(ping)臺治(zhi)理(li)規(gui)則。其次，健全電(dian)(dian)子(zi)商(shang)(shang)務(wu)行業(ye)(ye)(ye)標準和(he)(he)(he)(he)細化不(bu)正(zheng)當(dang)競(jing)(jing)爭(zheng)規(gui)則，預防(fang)和(he)(he)(he)(he)制止農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)電(dian)(dian)商(shang)(shang)平(ping)(ping)臺不(bu)正(zheng)當(dang)競(jing)(jing)爭(zheng)行為(wei)，引(yin)導其經營(ying)者(zhe)依(yi)法合(he)規(gui)經營(ying)。此(ci)(ci)外，實行梯度(du)價格(ge)(ge)(ge)定(ding)價策(ce)略(lve)，針(zhen)對(dui)顧客群(qun)體、銷(xiao)售(shou)場所位置(zhi)、產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)規(gui)格(ge)(ge)(ge)、上市(shi)時(shi)(shi)間等因(yin)素(su)進行梯度(du)定(ding)價，促進農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)銷(xiao)售(shou)和(he)(he)(he)(he)提高農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)電(dian)(dian)商(shang)(shang)的(de)盈利(li)。第(di)(di)二，強(qiang)化“以(yi)銷(xiao)定(ding)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)”生產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)經營(ying)模(mo)式和(he)(he)(he)(he)冷鏈物流設(she)施建(jian)設(she)。可以(yi)穩(wen)定(ding)農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)供(gong)給，在(zai)一(yi)定(ding)程度(du)上消(xiao)除農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)價格(ge)(ge)(ge)不(bu)穩(wen)現象，特別是(shi)(shi)(shi)生鮮(xian)農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)。農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)所具有的(de)季節性、地域性、波動(dong)性和(he)(he)(he)(he)差異(yi)性等特征(zheng)，是(shi)(shi)(shi)造成(cheng)其難賣的(de)主要因(yin)素(su)。因(yin)此(ci)(ci)農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)出時(shi)(shi)節，消(xiao)費(fei)者(zhe)可先線(xian)上下(xia)單(dan)，農(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)電(dian)(dian)商(shang)(shang)企業(ye)(ye)(ye)后(hou)續對(dui)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)進行采摘(zhai)、加(jia)(jia)工、包裝(zhuang)，寄送到(dao)消(xiao)費(fei)者(zhe)手中，銷(xiao)售(shou)后(hou)采摘(zhai)經營(ying)模(mo)式是(shi)(shi)(shi)建(jian)立在(zai)冷鏈物流設(she)施完善(shan)的(de)情況下(xia)，因(yin)此(ci)(ci)，加(jia)(jia)快冷鏈物流建(jian)設(she)步(bu)伐刻不(bu)容緩。

3．3農產品(pin)電(dian)商渠(qu)道(dao)(Place)營銷對(dui)策

渠(qu)(qu)(qu)道(dao)(dao)是(shi)指農(nong)(nong)(nong)產(chan)品從(cong)生產(chan)領(ling)域(yu)流向消費領(ling)域(yu)所經過的(de)(de)(de)路線和(he)(he)通(tong)(tong)(tong)道(dao)(dao)，此路線和(he)(he)通(tong)(tong)(tong)道(dao)(dao)是(shi)否暢(chang)通(tong)(tong)(tong)，很(hen)大(da)程(cheng)度(du)上影響著農(nong)(nong)(nong)產(chan)品流通(tong)(tong)(tong)速度(du)和(he)(he)數(shu)量(liang)。因(yin)此，農(nong)(nong)(nong)產(chan)品電(dian)商(shang)(shang)企(qi)業(ye)必須重視優化農(nong)(nong)(nong)產(chan)品的(de)(de)(de)渠(qu)(qu)(qu)道(dao)(dao)營銷對策，通(tong)(tong)(tong)過暢(chang)通(tong)(tong)(tong)渠(qu)(qu)(qu)道(dao)(dao)的(de)(de)(de)搭建促進農(nong)(nong)(nong)產(chan)品銷售(shou)(shou)。第一(yi)(yi)，落實購(gou)(gou)物域(yu)名(ming)(ming)體系建設(she)與使用。2021年(nian)9月我國“購(gou)(gou)物域(yu)名(ming)(ming)”注冊(ce)(ce)管理機構發(fa)文《購(gou)(gou)物域(yu)名(ming)(ming)助力(li)鄉村振興操作(zuo)實引》，助力(li)我國農(nong)(nong)(nong)村電(dian)商(shang)(shang)拓展農(nong)(nong)(nong)產(chan)品銷售(shou)(shou)渠(qu)(qu)(qu)道(dao)(dao)。我國各域(yu)名(ming)(ming)注冊(ce)(ce)服(fu)(fu)務(wu)(wu)機構和(he)(he)注冊(ce)(ce)代理機構應向農(nong)(nong)(nong)產(chan)品電(dian)商(shang)(shang)企(qi)業(ye)展示購(gou)(gou)物域(yu)名(ming)(ming)的(de)(de)(de)案例，激發(fa)農(nong)(nong)(nong)產(chan)品電(dian)商(shang)(shang)企(qi)業(ye)學習和(he)(he)使用購(gou)(gou)物域(yu)名(ming)(ming)的(de)(de)(de)積(ji)極性。同時(shi)(shi)，由于購(gou)(gou)物域(yu)名(ming)(ming)不(bu)是(shi)免費使用的(de)(de)(de)，我們(men)的(de)(de)(de)域(yu)名(ming)(ming)注冊(ce)(ce)機構和(he)(he)代理注冊(ce)(ce)機構制定購(gou)(gou)買購(gou)(gou)物域(yu)名(ming)(ming)贈(zeng)(zeng)送(song)購(gou)(gou)物碼等(deng)買贈(zeng)(zeng)政策，鼓勵廣(guang)大(da)農(nong)(nong)(nong)產(chan)品電(dian)商(shang)(shang)積(ji)極購(gou)(gou)買使用購(gou)(gou)物域(yu)名(ming)(ming)，打通(tong)(tong)(tong)銷售(shou)(shou)渠(qu)(qu)(qu)道(dao)(dao)“堵點”。第二(er)，建立(li)健全國際(ji)(ji)農(nong)(nong)(nong)產(chan)品電(dian)商(shang)(shang)平(ping)(ping)(ping)臺(tai)。《“十四五”電(dian)子商(shang)(shang)務(wu)(wu)發(fa)展規劃(hua)》提出支持(chi)電(dian)子商(shang)(shang)務(wu)(wu)跨(kua)境交易(yi)服(fu)(fu)務(wu)(wu)平(ping)(ping)(ping)臺(tai)企(qi)業(ye)全球布局(ju)，培育一(yi)(yi)批(pi)跨(kua)境電(dian)子商(shang)(shang)務(wu)(wu)獨立(li)站，形成國際(ji)(ji)化程(cheng)度(du)較高(gao)的(de)(de)(de)國際(ji)(ji)電(dian)子商(shang)(shang)務(wu)(wu)服(fu)(fu)務(wu)(wu)業(ye)［4］。農(nong)(nong)(nong)產(chan)品電(dian)商(shang)(shang)作(zuo)為電(dian)商(shang)(shang)行(xing)業(ye)中不(bu)可分割的(de)(de)(de)重要組成部分，國際(ji)(ji)農(nong)(nong)(nong)產(chan)品電(dian)商(shang)(shang)平(ping)(ping)(ping)臺(tai)的(de)(de)(de)建設(she)在(zai)拓寬銷售(shou)(shou)渠(qu)(qu)(qu)道(dao)(dao)的(de)(de)(de)同時(shi)(shi)，也成為推動更(geng)高(gao)水(shui)平(ping)(ping)(ping)對外開放的(de)(de)(de)動力(li)之一(yi)(yi)。

3．4農產(chan)品電商促銷(xiao)(xiao)(Promotion)營銷(xiao)(xiao)對策

促(cu)(cu)銷(xiao)活動可(ke)(ke)以(yi)刺激和(he)(he)(he)誘導消(xiao)(xiao)費(fei)(fei)者(zhe)購買(mai)行為的(de)(de)(de)(de)發生，而(er)(er)且(qie)可(ke)(ke)以(yi)實現農(nong)(nong)產(chan)(chan)品(pin)電商和(he)(he)(he)消(xiao)(xiao)費(fei)(fei)者(zhe)之間(jian)的(de)(de)(de)(de)信(xin)(xin)息溝通，增進雙方相互了(le)解和(he)(he)(he)建立信(xin)(xin)賴關(guan)(guan)系(xi)(xi)。因此，對(dui)(dui)農(nong)(nong)產(chan)(chan)品(pin)促(cu)(cu)銷(xiao)營(ying)銷(xiao)對(dui)(dui)策的(de)(de)(de)(de)優化，會(hui)促(cu)(cu)使更多消(xiao)(xiao)費(fei)(fei)者(zhe)認識了(le)解農(nong)(nong)產(chan)(chan)品(pin)，從(cong)而(er)(er)提升消(xiao)(xiao)費(fei)(fei)者(zhe)對(dui)(dui)農(nong)(nong)產(chan)(chan)品(pin)的(de)(de)(de)(de)認可(ke)(ke)和(he)(he)(he)信(xin)(xin)賴，為農(nong)(nong)產(chan)(chan)品(pin)銷(xiao)售夯實基礎(chu)。第一，創(chuang)(chuang)新網(wang)(wang)絡廣(guang)(guang)告宣(xuan)傳(chuan)方式。網(wang)(wang)絡廣(guang)(guang)告在(zai)傳(chuan)統廣(guang)(guang)告宣(xuan)傳(chuan)的(de)(de)(de)(de)基礎(chu)上(shang)，打(da)破(po)了(le)時間(jian)與(yu)空間(jian)限(xian)制，提升了(le)宣(xuan)傳(chuan)效率。網(wang)(wang)絡廣(guang)(guang)告的(de)(de)(de)(de)一大(da)優勢就(jiu)是互動性，針對(dui)(dui)此特(te)性，農(nong)(nong)產(chan)(chan)品(pin)電商可(ke)(ke)根據其廣(guang)(guang)告預算和(he)(he)(he)支(zhi)付能力，選擇合適的(de)(de)(de)(de)網(wang)(wang)絡廣(guang)(guang)告媒介(jie)，例如(ru)可(ke)(ke)通過直播、短視(shi)頻、微信(xin)(xin)群(qun)以(yi)及小程序等(deng)(deng)進行農(nong)(nong)產(chan)(chan)品(pin)促(cu)(cu)銷(xiao)活動宣(xuan)傳(chuan)。第二，創(chuang)(chuang)新整合網(wang)(wang)絡公(gong)關(guan)(guan)關(guan)(guan)系(xi)(xi)。農(nong)(nong)產(chan)(chan)品(pin)電商企業(ye)應充分(fen)發揮創(chuang)(chuang)新精神(shen)，對(dui)(dui)拓(tuo)展(zhan)型(xing)(產(chan)(chan)品(pin)展(zhan)覽會(hui)、種子交流會(hui))、維系(xi)(xi)型(xing)(慶典活動)、防御型(xing)(預防和(he)(he)(he)減少不利(li)于營(ying)銷(xiao)環境而(er)(er)開展(zhan)的(de)(de)(de)(de)活動)以(yi)及矯正型(xing)(對(dui)(dui)公(gong)眾的(de)(de)(de)(de)誤解開展(zhan)新聞發布會(hui))等(deng)(deng)多種類型(xing)網(wang)(wang)絡公(gong)共關(guan)(guan)系(xi)(xi)進行創(chuang)(chuang)新整合，爭取行業(ye)內(nei)部和(he)(he)(he)外部的(de)(de)(de)(de)理解和(he)(he)(he)輿(yu)論支(zhi)持，為農(nong)(nong)產(chan)(chan)品(pin)創(chuang)(chuang)造良好(hao)銷(xiao)售環境。

作(zuo)者：周娜(na)娜(na) 單(dan)位：貴(gui)州大學(xue) 經濟學(xue)院