三农电商APP营销管理研究分析

Research and Analysis of Marketing Management of Three Rural E-Commerce APP

摘要: 目的：针对三农电商APP的发展状况研究分析其营销管理问题，给出相应的改进建议。方法：文献研究法以及问卷调查法，利用知网等文献网站搜集大量相关研究，了解三农电商APP的发展水平，然后用问卷调查法分析消费者对这些电商APP的消费需求及投诉理由，以此为出发点归集营销管理问题。结果：当前三农电商APP营销管理存在销售渠道有限、物流配送体系不够完善、农产品知名度不足、农产品销售模式单一、农产品电商基建不够完善以及三农电商营销专业人才匮乏等问题，针对这些问题提出了相应的改进建议，主要有：拓展销售渠道、提高农产品的储运能力、加强营销力度、开发多元化产品服务、建立完善的服务网络以及增强人才培养力度。结论：三农电商APP营销管理问题关乎农产品的销售水平，对不同阶段出现的问题要积极主动去解决，掌握发展先机，引领农产品营销新方向。

Abstract: Objective: To study and analyze the development of APP for agriculture, rural areas and farmers, and give corresponding suggestions for improvement. Methods: Literature research method and questionnaire survey method, using CNKI and other literature websites to collect a large number of relevant research, understand the development level of rural e-commerce APP, and then use the questionnaire survey method to analyze the consumer demand for these e-commerce APP, so as to collect the marketing management problems as the starting point. Results: the current agriculture, rural areas and farmers electricity APP marketing management sales channels are limited, logistics distribution system, agricultural awareness, agricultural products sales model single and agricultural electricity infrastructure problems, to these problems put forward the corresponding improvement Suggestions, mainly include: expand sales channels, improve the capacity of agricultural products, strengthen marketing, develop diversified products and services, establish a perfect service network. Conclusion: The marketing management of APP for agriculture, rural areas and farmers is related to the sales level of agricultural products. We should actively solve the problems at different stages, grasp the development opportunity, and lead the new direction of agricultural products marketing.