Realize the integrated development of online and offline agricultural products exhibitions

With the rapid development of Internet technology, e-commerce is increasingly becoming an important form of economic operation. The exhibition service industry is a barometer of industrial development, and the application of Internet technology in the exhibition industry has important practical significance. The State Council's "some opinions on further promoting the reform and development of the exhibition industry" clearly put forward: "hold network virtual exhibitions to form a new mode of organic integration online and offline." Promote the application of cloud computing, big data, Internet of things and mobile Internet in the exhibition industry. This paper intends to make an in-depth analysis from three aspects: the present situation of agricultural products exhibition, agricultural products exhibition and "Internet +", suggestions and thinking.

The present situation of Agricultural products Exhibition

(1) the restrictive factors of traditional physical exhibitions

Traditional exhibitions are mainly offline exhibitions. With the rapid development of the exhibition industry, there are also some restrictive factors. 1. The marketing cost is huge. two。 The constraints of time and space are obvious. 3. On-site supervision is difficult. 4. The examination and approval procedures are too complicated. 5. The audience's perception and purchase orientation of the products are affected by the visual display of the exhibition.

(2) the characteristics and difficulties of the agricultural products exhibition. 1. Agricultural products exhibition is affected by regional and seasonal characteristics, and the exhibition time is relatively concentrated. two。 The threshold for industry entry is low, and the homogenization of agricultural products exhibitions is serious. 3. The attribute of agricultural products determines the universality of the audience, objectively resulting in more ordinary visitors than professional visitors, restricting the effect of exhibitors' exchanges and negotiations.

Using "Internet +" technology to realize the integrated development of online and offline agricultural products exhibitions

(1) the connotation and advantages of online exhibitions

Online exhibition, also known as virtual exhibition, refers to the use of Internet technology, participants can join through the IE browser only by clicking a web link, enjoy the virtual environment, watch real-time live online seminars, visit booths, watch product demonstrations, and talk online with conference parties, speakers and exhibitors.

The online exhibition has the advantages of all-weather, wide users, low cost, free scale and so on. It is the application of Internet technology in the exhibition industry. Agricultural products exhibition should also comply with the trend of the times, using cloud computing, big data, Internet of things, mobile Internet and other technologies to achieve the organic combination of traditional agricultural products exhibition and "Internet +", and realize the integrated development of online and offline exhibitions.

(2) Agricultural products exhibition and the systematic development of "Internet +"

1. Create an online exhibition hall

The online exhibition hall will mainly serve exhibition organizers, exhibition exhibitors, professional customers, audiences and employees, and intelligently provide service information, service business management and service push for different people. The online exhibition hall is the supplement and expansion of the business value of the physical exhibition hall, using information means to digitally transform the exhibition hall business to form an online one-stop service center, and at the same time build an online exhibition hall to achieve more user-friendly interaction, to provide visitors with a more vivid exhibition experience. It can also digitize the existing exhibition business, realize the whole process network management and digital storage, provide basic data for big data's analysis and decision-making, and improve the management level and development potential by digital means.

two。 Develop and promote exhibitions by using mobile Internet technology

APP

Exhibition APP takes the mobile Internet as the carrier and uses open platform resources to achieve O2O-based exhibition services and improve service efficiency and value. Its functions include: to achieve real-time location of the venue, direction guidance; through the unified communications platform, organizers, services, exhibitors for timely release of information and targeted information push; more interactive exhibition map; real-time exhibition interaction; link online exhibition hall system, online purchase orders through APP and so on.

3. Wechat public, unified user authentication and communication platform Wechat public account make the classification of fans more diversified, and can achieve accurate message push through background user grouping and regional control.

The Wechat public platform of the exhibition will be combined with the unified identity authentication platform to realize an account access to the online pavilion, mobile APP and Wechat public platform. Using the unified communication platform, the organizers and service providers can establish an interactive marketing platform, rely on Wechat to infiltrate the personal social circle, create a marketing channel, attract more potential users, and become an important part of the entire Internet information platform. The platform will be integrated into unified authentication systems such as QQ and Weibo to form a user database to provide basic data for big data's business in the future.

4. Online payment, logistics distribution or offline pick-up

Users can book and purchase agricultural products online in online exhibition hall, micro exhibition hall and APP system platform, make online payment and transaction settlement through third-party payment systems such as Alipay, Wechat and UnionPay, and use third-party logistics for distribution. Businesses can also use online exhibition halls online pre-order agricultural products, offline exhibition booths for QR code scanning to pick up goods for sales. Payment and pick-up can also be completed by scanning the QR code in the booth.

5. Big data management of agricultural products exhibition to improve the quality of agricultural products; feedback and guide production to increase farmers' income

The inevitable trend of the "Internet +" exhibition is to build an online platform to combine cloud computing and mobile Internet technology with offline exhibitions, and to bring offline exhibitors into online, so that they can generate continuous attention and interaction. It also provides a basis for data mining and analysis by organizers and exhibitors. The behavior characteristics of visitors and the number, amount and after-sales evaluation of online sales of agricultural products will become the core of the agricultural products exhibition, and the precipitation and analysis of the data can affect the invitation of the next agricultural products exhibition. can continuously improve the return on investment of the exhibition.

As the basis of providing data, information collection can realize the countercomplement of decision-making information. Big data can co-ordinate the statistical analysis of the data of special agricultural products, adjust and coordinate the industry of special agricultural products, promote the balance of production and marketing structure, and promote the intensive management of agricultural services.

6. Internet new media

New media has the characteristics of interactivity and instantaneity, mass and sharing, multimedia and hypertext, personalization and community. E-commerce websites use new media means to do marketing. The most important thing is that enterprises should interact with users, listen to users 'voices, solve users' difficulties, and give feedback.

Several Suggestions on Promoting the Connection between Agricultural Product Physical Exhibition and "Internet +"

(I) Offline agricultural products exhibition and online agricultural products exhibition complement each other and integrate development. Agricultural products exhibition in traditional venues has incomparable advantages over online exhibitions and still has strong vitality. With the Internet as the carrier, the traditional marketing mode is the foundation, the "Internet +" mode is innovation, and the agricultural products exhibition combining online and offline provides a new mode for promoting the circulation of agricultural products and increasing farmers 'income. We should actively guide the integration and development of agricultural products exhibition online and offline, and the two should not be neglected.

(2) Accelerate the pace of decentralization and timely adjust the examination and approval system to the filing system. Complicated examination and approval procedures hinder the vigorous development of agricultural products exhibition industry. It is imperative to promote decentralization and supervision according to law in due course. In accordance with the principle of localization, after fulfilling legal procedures, the administrative examination and approval authority of exhibitions that can be delegated shall be gradually delegated to the provincial competent commercial departments of the host place, and the examination and approval system shall be adjusted to the filing system in due time, taking the lead in trial implementation in the agricultural product exhibition industry. Use modern information technology such as the Internet to promote online filing approval and improve the efficiency and facilitation of administrative licensing.

(3) Establish and improve the standards and integrity system of agricultural products exhibition industry. Accelerate the establishment of an exhibition industry integrity system covering exhibition venues, exhibition organizations and exhibitors, and promote the application of credit services and products. Establish information disclosure, integrity files, joint disciplinary mechanism for breach of trust and blacklist system, promote the sharing and disclosure of regulatory information among departments, and realize classified credit supervision. Actively use big data, cloud computing, Internet of Things and other information means to explore the implementation of the "Internet + supervision" new model, forming a new pattern of government supervision, enterprise autonomy, industry self-discipline and social supervision. At the same time, speed up the construction of agricultural product standardization system, improve the quality and safety traceability system, and ensure food safety.

(IV) Strengthen the construction of talent system and guide the cultivation of compound talents in Internet and agricultural exhibitions. Vocational colleges and universities are encouraged to set up professional courses according to market demand, and cultivate skilled, applied and compound IT talents to meet the needs of the development of new exhibition industry. Intermediary agencies, trade associations and relevant institutions and training institutions are encouraged to jointly cultivate and train exhibition professionals. Explore the formation of a classified management mechanism for employees in the exhibition industry, study measures to promote the construction of exhibition professionals, and comprehensively improve the overall level of employees.

(5) Scientifically define the public welfare and competitiveness of exhibition venues and exhibitions. 1. Learning from the German government's policy support for Munich exhibition industry, increase investment in exhibition venues, support infrastructure construction around venues, establish developed highway and rail transit networks, and guide venues to adopt a mode of combining exhibition management with self-organized exhibitions. 2. Agricultural products exhibition and online platform still have problems such as insufficient capital investment, shortage of professional talents, difficulty in ensuring the quality of agricultural products, etc. In view of the weak situation of agricultural products exhibition, promote the reform of exhibition hall management system and innovation of operation mechanism, and formulate open, transparent and non-discriminatory rules for the use of venues. 3. We will pay more attention to the positive role of public welfare agricultural products exhibitions and fairs in agricultural product display and exchange, trade cooperation, brand building, guiding production and promoting income increase, and give corresponding policy support. On the basis of building a public welfare exhibition platform, the exhibition hall operation management entity is encouraged to improve the operation efficiency through brand output, management output, capital output and other forms, and strengthen the sustainability and strength of public welfare venue support.

(6) Strengthen support for cold chain, logistics, warehousing and other related industries of agricultural products. Actively develop industrial clusters led by agricultural products exhibition enterprises, supported by transportation, logistics and tourism, and supported by planning, advertising and printing, enhance the synergy ability of upstream and downstream enterprises in the industrial chain, drive the development and growth of agricultural products exhibition service enterprises, promote farmers 'income increase and accelerate agricultural development.

Shanghai Agricultural Exhibition Hall is orderly promoting the system engineering of agricultural products exhibition and "Internet +" in accordance with the requirements of Shanghai's overall system to establish a national modern agriculture demonstration zone. It is striving to build a comprehensive service platform integrating agricultural products exhibition, trading and comprehensive services. It is cooperating with third-party services to build an agricultural products information service, testing, storage and distribution system, so as to innovate the circulation mode of agricultural products, develop modern agriculture, and increase farmers 'income. Help farmers move to the market and try to open up a new world.