| Online marketing in China began in 1990, is late relative to it in the world. It can generally be divided into three stages:the embryonic stage, application stage and development stage. Only after 2004, Online marketing in China really embarked on a rapid development track. Although the global financial crisis of 2008 caused the traditional market tanked, the impact on the online market is relatively small. Online market is becoming one of the hot industries with its unique advantage. According to the CNNIC survey, until the end of December 2012, Internet penetration rate reached 42.1%, an increase of 3.8% compared with the end of 2011. China’s online shopping users reached 250 million, online shopping increased to 43%. The online market transactions amounted to 1.2594 trillion Yuan, a growth of 66.5% compared with 2011. Thus, online shopping continues to show a rapid growth trend, which indicates that the online market, which takes the Internet as its carrier, will be a potential for considerable shopping platform in the near future.With the constant development of science and technology, people can easily get access to the internet and online shopping has gained momentum. Online market has penetrated every aspect of our lives and has become a challenging business platform. How to attract online buyers and present complete information of the agricultural products needs to be digged into.It is demonstrated that the effect of advertising and selling products with uniform standards online is better than those without uniform standards. As the agricultural products don’t have the same strict standards as the industrial products, therefore the agricultural products selling online should meet quality standardization, specification and style standardization and coding standardization. But agricultural production doesn’t have a certain scale. Agricultural production scale of farmers is small and fragmented. It’s not easy to for them to meet uniform standardization. So the development of agricultural products selling online is restricted.Agriculture takes up a large proportion in our national economy, and it is difficult to balance supply and demand in it. Incomplete information often causes hoarding or short of supply of farm produce, which leads to economic loss of the farmers and is relevant to the stability of the countryside. Imbalance of supply and demand of farm produce lies in the fact that individual farmers can’t keep up with the development of the big market. Because of incomplete information and incomplete produce distribution system, the agricultural products come into the market at the same period of time, which causes relative excess. Online sales can help balance production and distribution of farm produce. That’s why we need to develop online sales badly. And online sales can also help optimize the process from production of farm products to consumption of them and can make it work much more efficiently.In order to explore the current deficiency in online marketing, this paper aims to analyze how to market online agricultural products, and abstract the main points, combining with the contrast and analysis among the sellers of the agricultural products of the Tmall, combining with the sellers samples of the high online marketing agricultural products and the low online marketing agricultural products, as well as combining with the agricultural product feature itself.For the sake of better online marketing agricultural products, the author puts forward the suggestions as follows:the location of the marketing agricultural products in the need of government’s supports; reasonable arrangement of the purchasing procedures and information interface; some demands for logistics distribution as well as the rational layout; strengthening the construction of the brand of the agricultural products; designing the websites of the online agricultural products, training online marketing staff, finally reach the purpose of promoting the marketing of online agricultural products. |
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