The Marketing Strategies For The Social Entrepreneurship Project “Farmer Entrepreneurship Website”

Since the first file on “Three Dimensional Rural Issues” issued formally by the central government in 1982, agriculture has been strengthened as the most priority thing and its basic position has never been changed in recent thirty years. With the deepening of reform, promoting the reemployment and entrepreneurship of farmers is one of the most important strategies of breaking our country’s dual structure, narrowing the gap between urban and country, and accelerating the process of rural urbanization. However, compared with those developed countries, our country’s economic level is still low, especially due to the geographic and historical reasons, there are problems existing in the famers’ entrepreneurship, such as talent, capital, and service.The Research Institute of Farmer Entrepreneurship in the School of Management and Economics of UESTC is a nonprofit organization providing farmers with entrepreneurship consulting and it is devoted to research on farmer entrepreneurship theories and practice. To better provide services for entrepreneurial farmers, this organization started the professional website “Farmer Entrepreneurship Website” www.nongmincuangyewang.com. This website played a beneficial role on those entrepreneurial farmers mainly in southeast area, including online and offline consulting and lectures. Even though it has operated for six years, without a definite marketing ideology as guidance, the promotion effect of this website is unsatisfactory.Starting from the related concepts of social entrepreneurship and nonprofit organization marketing, their connotation and characteristics are presented as well as the classic marketing theories of 4P, 4R and 4C. By utilizing the marketing analysis methods, this dissertation uses PEST to analyze the macro environment of “Farmer Entrepreneurship Website” and SWOT to decompose the website’s advantages, disadvantages, opportunities and threats, which put a theoretic basis to the marketing strategy of the website. Furthermore, this dissertation refreshes orientation of this website and based on the analysis and summarization of target customers it puts forward the marketing strategies, including product, channel, promotion, relation and service strategy.The marketing strategies of “Farmer Entrepreneurship Website” is put forward under the background of changing Internet technologies, therefore new marketing methods and channels are poured into the marketing of this nonprofit website. For example, micro charity and crowdfunding presented are new commercial modes and nonprofit modes based on Internet, and micro-blog marketing and WeChat marketing are new and hot marketing tools. Combining characteristics of nonprofit organization and applying the social marketing strategies to nonprofit organization marketing can make the nonprofit organization have more exuberant vitality thus better serving for the society continuously.