“微商”时代传统农副产品营销模式的变迁

Transition of Marketing Pattern of Traditional Agricultural and Sideline Products in the Era of “Micro-Business”

摘要

随着移动互联网的快速发展，社交软件的广泛应用以及对健康农副产品的追求，人们对于通过微商购买农副产品的接受程度不断提高。与此同时，微商呈现出一种爆发的趋势，它正在以一种新模式促进农业电商的发展，使得整个农副产品的产业链发生了巨大变化然而，目前尚未有文献对微商的发展现状及农副产品营销模式的转变做出具体且完整的分析和研究。本文借鉴微商营销的相关理论，在其他学者的研究的基础上，对营销模式的变迁进行了较深入的研究和分析。

关键词：微商  营销模式  农副产品 

ABSTRACT

Withthe rapid development of the mobile Internet, the widespread use of social networking software and the pursuit of healthy agricultural and sideline products, people‘s acceptance of the purchase of agricultural and sideline products through micro-business has continued to increase. At the same time, the micro-business has shown a trend of explosion. It is leading a new type of agricultural e-commerce development, which has caused a huge change in the industrial chain of agricultural and sideline products. However, at present, there is no specific and complete analysis and research on the current status of micro-business development and the transformation of agricultural and sideline product marketing patters. This article draws on the relevant theories of micro-business marketing, based on the research of other scholars, conducts a more in-depth study and analysis of the changes in marketing model.

Key words: Micro-business  Marketing Pattern  Agricultural and Sideline Products