How does Internet + help the Marketing of Agricultural products

"Internet +" is produced in recent years with the popularization of information network technology, relying on the Internet as the framework and Internet information as the medium. With the rapid development of Internet application technology, "Internet +" has become an industry with great potential and rapid development, which is also the future product of the combination of the information age and science and technology, that is, the "Internet +" era. Rapid development, short growth cycle, close connection of information flow, globalization and synchronization are the characteristics of "Internet +".

The necessity and urgency of the Innovation of Agricultural products Marketing Mode in the "Internet +" era

There is an imbalance between supply and demand of agricultural products. In the era of backward Internet and information technology, because of the particularity of agricultural products, offline trading is the main sales mode in the traditional management model of agricultural and sideline products. This kind of sales mode is greatly affected by the limitation of time and space distribution, and often can not optimize and integrate sales information resources, resulting in an imbalance between supply and demand in time or region, not only can not maximize the interests of farmers, but also caused indirect economic losses from the whole regional level, hindering the development of local agriculture and related industries. The arrival of the "Internet +" era will greatly weaken the influence of this traditional offline marketing malpractice, and the immediacy of Internet information transmission dilutes the concepts of time and distance in the traditional sales concept, making sales accurate from surface to point. Efficiency is greatly improved, in addition to the impact of traffic factors in the sales area itself, it can basically solve the problem of balance between supply and demand.

The number of agricultural brands is numerous and complicated. At present, the prospect of the sales industry of agricultural and sideline products in cities and towns in China is relatively good. After the substantial increase in industry capacity in previous years, coupled with favorable policies in recent years, many young brands have entered the countryside, and agricultural products show a situation of letting a hundred flowers blossom. However, behind the vigorous development, there are defects in the management of agricultural products. The quality of agricultural products caused by numerous brands is mixed, which leads to the decline of the overall quality of agricultural products industry. It is the most significant impact on agricultural product sales before. With the arrival of the "Internet +" era, agricultural products are classified according to types, prices, and uses through the Internet platform, which is not only convenient to show all products to consumers, but also standardize the sales market of agricultural products, digitize products in kind and facilitate management.

The "fragmentation" of communication environment. Agricultural development and the production, transportation and sale of agricultural products are different from the industrial production of cities. Even in the current stage of the "Internet +" era, every step experienced by agricultural products from production to marketing is still separate, that is, the fragmentation of the communication environment. The fragmentation of this process is determined by China's current productive forces and the level of science and technology, and will not be completely eradicated in the short term, but integrating resources through the Internet platform and magnifying the information of agricultural products through the Internet information flow is an effective way to solve the problems of scattered information dissemination and large energy consumption of agricultural products at present. From the Internet crowdfunding for production financing, to the advertising push of various portals in the process of communication, and then to the sales channels of all kinds of O20 APP, they are all within the scope of "Internet +".

The continuous emergence of new media. China has stepped into a decentralized new media era, and a large number of network platforms have emerged. The propaganda and sales directions of various industries have shifted to the Internet line, rapidly seizing a large number of Internet resources. Therefore, the agricultural products industry should also be transformed as soon as possible, from offline publicity and sales channels to online, which is conducive to broadening the trading channels and scope of agricultural products. Rural areas are the main producing areas of agricultural products, the output is large, but the sales channel is too narrow, time is affected by seasonal climate, space is affected by the traffic condition and distance between rural and urban areas, so the trading quota of agricultural products in rural areas fluctuates greatly by external factors. Mobile e-commerce transfers the trading channels of agricultural products to the Internet, which expands the scope of influence on the sales target.

At present, there are too many intermediate links in agricultural product marketing and lack of brand awareness.

The quality of agricultural products varies. From the perspective of production region, the production areas of agricultural products in China are concentrated at the urban and rural level, and a few of them are around the city, and the overall scientific management is relatively backward, and the production efficiency is relatively low; in terms of production quality, the production of agricultural products in China still depends only on natural land and artificial fertilizers, with low level of production technology, large output fluctuation and low level of mechanization. Therefore, the current quality of agricultural products in China is generally not high, which is due to the low scientific nature of agricultural production, which limits the improvement of the quality of agricultural products. In addition, the quality of agricultural products varies, fluctuating in a large range, this is because the quality and output of agricultural products are affected by regional climate and environment, showing great differences.

There are too many intermediate links. The production process of agricultural products is also like the assembly line of industrial production, from planting to sales are interlinked, the chain is too many and too long, which leads to the waste of resources and efficiency. And the production and sales model of agricultural products can not be compared with industrial products, the production cycle of agricultural products is longer, measured monthly or annual, long-term maintenance of production must be the consumption of manpower, material resources and so on. In addition, at this stage, the sales of agricultural products from farmers to consumers in the hands of too many times, the link is too complex, but also lead to the devaluation of agricultural products in repeated transfers, which is not conducive to the expansion of agricultural production.

Lack of brand awareness. For a long time, the operators of agricultural products in China have taken farmers as the main force, and their educational level is relatively low. The concept of the management of agricultural products is limited to making gross profits by buying and selling products and completing their own chain of interests. As long as the balance of income and expenditure is no longer considered too much, the overall agricultural product market is in a state of malaise. The distribution of farmers is dotted all over the place, fighting on their own and can not become a sales system, on the one hand, it is not conducive to China's agricultural market to form a certain scale, will always be in a small situation; on the other hand, in the current era of attaching importance to intellectual property rights and patents, the lack of brand awareness of agricultural products, can not form a dominant brand in the market to promote the development of the industry or establish an industry image.

There is little difference in the types of agricultural products. At present, there is a large gap between the rich and the poor in China, the progress rate of urbanization is much faster than the level of urbanization, and the level of urban-rural integration is low, which leads to the agricultural industry also for the purpose of obtaining maximum benefits, rather than focusing on expanding the market. In order to obtain the maximum economic benefits, farmers still grow cash crops with the largest economic profits when natural conditions are reluctant or not allowed, and the crop varieties are single and the product types are monotonous, which is not conducive to the diversified development of the agricultural product market. The problem of small differences in the categories of agricultural products will affect the healthy development of the agricultural industry for a long time.

The realistic path of Innovation and Construction of Agricultural products Marketing Mode in "Internet +" era

The first is to attach importance to the preliminary investment in the technicalization of rural network information. Internet platform is the most basic element to accommodate agricultural information and make it circulate. Its construction needs special network engineers. In the normal operation in the future, it needs professional team to maintain, update and supplement regularly. The coverage of the Internet in the producing areas of agricultural products lays the foundation for the direct transformation of agricultural products from production to sale without being affected by time and space.

The second is to conduct field research on the agricultural product market in a planned and purposeful way. China has a vast territory and a wide range of longitudes and latitudes, and the dominant agricultural products in various regions are also closely related to geographical latitude and climatic temperature. it is necessary to conduct field research on the scale, sales type and off-peak season of agricultural products market in a planned and purposeful manner. as feedback information to build an Internet sales platform.

The third is to provide farmers with all kinds of important guarantees. The Internet sales platform is the innovation of the marketing mode of agricultural products in the "Internet +" era, and its fundamental source is the agricultural products harvested by farmers as the starting point of the chain. It is necessary to provide farmers with all kinds of important guarantees they need, such as financial guarantee, payment of agricultural products purchased from farmers at wholesale prices in the market, and loan guarantee, which can provide loans to farmers with production difficulties before handing in products, so as to achieve a win-win situation.

The fourth is to strengthen the input of logistics equipment and improve the distribution capacity of agricultural products logistics. Although part of the producing areas of agricultural products in China are rich in natural land resources, due to the remote geographical location, backward economy and backward transportation infrastructure, there are great restrictions on the transportation of agricultural products. As a result, the products cannot be shipped out or take a long time. It is not only necessary to improve the network platform, but also to guide the local transportation and logistics industry to gradually improve it, that is, to strengthen the input of logistics equipment and improve the distribution capacity of agricultural products logistics.

Fifth, establish and improve a safe and reliable credit payment system. Internet sales platform because of its secrecy, immaterial, coupled with the characteristics of digital payment, the credibility of the public is not high. Therefore, it is urgent to establish and improve a safe and reliable credit payment system, so that consumers dare to pay and feel at ease. Such as the establishment of a variety of security payment mechanisms to cooperate with the security system, using ID card real-name authentication, bank card mobile phone binding, fingerprint or iris and other advanced identification methods to improve the credit payment system.

The era of "Internet +" has come, and some traditional industries have begun to cut some offline business and vigorously open up online markets, and agricultural product marketing is no exception. The Internet marketing of agricultural products should increase the intensity of innovation, seize the advantages of the current Internet development, realize the necessity of marketing innovation of agricultural products in the "Internet +" era, and at the same time combine the local actual measures, by increasing the early investment in rural network information technology, carry out field research on the agricultural product market in a planned and purposeful way, provide farmers with all kinds of necessary important guarantees, and strengthen the input of logistics equipment. Improve the distribution ability of agricultural products logistics and build a new "Internet +" agricultural product marketing model.