农特微商的发展现状及趋势研究

Development Status and Trends of Agricultural Wechat 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绿色农特产品的追求，人们对于通过微商购买农特产品的接受程度不断提高。然而，目前尚未有文献对农特微商的发展现状及趋势等做出具体且完整的分析和研究。本文借鉴农特微商的相关理论，在其他学者研究的基础上，对农特微商进行了更深层次的研究分析。本文通过分析发现，农特产品的质量、外观及服务等多个因素与消费者通过微商方式购买农特产品的意愿有密切的关系。在发展农特微商的过程中，本文提出了以下策略建议：首先，选择合适的农特产品，并保证其质量高，外观好；其次，注重对产品口感色泽的培养，选择更加美观且合适的产品包装，提高物流速度；再者，线上线下结合营销，与顾客进行定期互动；最后，建立产品背书体系，增加顾客的可信度。通过调查分析发现，有更多的消费者愿意通过微商购买农特产品，有更多的新农人加入到农特微商的创业队伍中。因此，农特微商将会迎来其发展的黄金时期。

Abstract: With the rapid development of mobile Internet, the wide application of social software, and the pursuit of green special agricultural products, the acceptance of people buy special agricultural products through Wechat Business will continue to be improved. However, there has not been literature which can make the specific and complete analysis and research on the development status and trends of agricultural wechat Business. Referring to the theory of agricultural wechat business and on the basis of the research of other scholars, this paper has analyzed deeply agricultural wechat business. According to the analysis, this study found that there was a close relationship between multiple factors of agricultural products such as appearance, quality and service and consumer willingness to buy products by wechat business. In the process of the development of agricultural wechat business, this paper proposes the following strategies: first, sellers should select the appropriate agricultural products and ensure high quality, good appearance. Second, they should focus on product’s taste and color, choose the more beautiful and suitable product packaging and improve logistics speed. Third, they could combine with marketing online and offline to interact with customers regularly. Finally, they should establish a product endorsement system to increase the credibility of the customer. Through the investigation and analysis, we find that more consumers are willing to buy agricultural products by wechat business; there are more new farmers to join the entrepreneurial team. Therefore, agricultural special products wechat business will usher in the golden period of development.