Research On The Internet Crowd-funding Marketing Mode Of Pinggu Peach In Beijing

Internet plus strategy was proposed first in the report on the work of the government by Premier Li Keqiang in 2014. He mentioned that the government should encourage the combination of internet and traditional industries and expand the development space of the traditional industries. In 2015, the State Council released the guidance about promoting the integral development of rural industries. It pointed out the internet plus modern agriculture, explored customized service of agricultural products and developed crowd-funding mode. As a new investing and financing mode, agricultural crowd-funding is growing in the practical internet operation and opens up new idea for agricultural product marketing. It also solves the finance difficulties for the farmers. Thus, this study will apply the crowd-funding mode on the Pinggu peach internet marketing, which has significances on improving the development of Pinggu peach industry and increasing the farmers’ income.This study will describe general situation of development of Pinggu peach industry and investigate its marketing mode, marketing channel and annual sales. The marketing problems existing in Pinggu peach product will be analyzed. Although the Pinggu peach industry has been developing for many years and variety of marketing modes and channels have been used, the cost of farmers is increasing and peach sale price is apparently different. Based on the statistical analysis of 196 crowd-funding fruit samples including support rate, support number, expecting fund-raising amount, real fund-raising amount et al., it is worthy and necessary to apply crowd-funding mode on the Pinggu peach marketing. The results show that Pinggu peach products have advantages and conditions to adopt internet crow-funding marketing mode, which will cause positive effects on the Pinggu peach sale. Besides, this paper will analyze the market, product and consumers of Pinggu peach and apply internet crowd-funding marketing mode on the practical marketing plans. Combining the cultural characteristics of Pinggu district, we also make an appropriate and unique marketing plan for Pinggu peach products. Finally, based on the above plan, suggestions on how to apply the internet crowd-funding marketing mode on Pinggu peach will be proposed.