The products of the factory farming park have the characteristics of environmental protection, high quality and high price, and are suitable for using differentiated marketing strategies to open up the market. On the basis of market segmentation, it is an effective way to improve the operating efficiency of park enterprises by selecting and constructing marketing channels suitable for park enterprises and strengthening channel management.
First, the requirements of agricultural products in the park for marketing channels
Agricultural products in the park are different from ordinary agricultural products, and corresponding marketing strategies can be formulated according to their characteristics.
1, the channel should be short. First of all, fresh products are perishable and cannot be preserved for a long time, so we should shorten their marketing channels as much as possible, so that products can be delivered to consumers with the best quality in the shortest time. Secondly, short channels can reduce the "secondary pollution" caused by biology and transportation and storage conditions in circulation, which is very important to ensure the pollution-free nature of products. Third, the price of industrialized agricultural products is high. Shortening the circulation channel can reduce the intermediate circulation cost, lower the retail price and make it acceptable to more consumers.
2. The particularity of the channel. In order to avoid the mixing of agricultural products in the park with ordinary products in processing, packaging, storage and transportation, loading and unloading and other logistics links, and to establish an independent channel, it is best to implement retail packaging in the place of origin. There must also be a special sales counter in the shopping mall, which cannot be sold on the same shelf as ordinary products.
3. Reliability of channels. Consumers often cannot identify the quality and safety of agricultural products from the appearance, and mainly rely on the trust of producers and distributors to take purchase actions. Therefore, both manufacturers and distributors should be honest, abide by business ethics, not deceive consumers, safeguard the reputation of corporate brands, ensure the reliability of both ends of marketing channels and prevent counterfeit products from entering.
At present, the comprehensive large-scale supermarkets in China's urban retail industry have developed rapidly and have a high level of modern management, which will become the main form of retail industry and the main retail end of agricultural products in the park. Judging from the channel requirements of products, most enterprises in the park will choose the channel of direct delivery to supermarkets. However, some other modes are also suitable for the above requirements, and enterprises can choose flexibly according to their own conditions.
Second, the marketing channel model of enterprises in the park
There are the following marketing channel models suitable for enterprises in agricultural parks in China:
1, tourism picking.
Park enterprises → consumers
Melons, cherry tomatoes, grapes, strawberries and other fruits produced in the park are suitable for tourists to pick in person and are the main sales products of the sightseeing park. Visitors to the park, on the one hand, can visit the modern production mode of factory farming, and at the same time, they can personally pick the products of the park and bring them to their families or relatives as gifts, which is a great pleasure. Therefore, this is a unique way to attract buyers.
2. Direct delivery.
Park enterprises → hotels, restaurants and consumer groups
Enterprises in the park directly deliver goods to some hotels, high-end restaurants or certain specific consumer groups to meet the requirements of high-end catering customers and raw materials. Mainly some famous and special dishes and rare edible fungi products, some of which are specially planted according to customer needs. These products can be picked at any time and have good freshness, which can meet the needs of specific industries and consumer groups.
3. Self-operated stores.
Park enterprises → self-operated stores → consumers.
Through self-built sales network, enterprises in the park use specialty stores distributed in various places for fixed-point sales. Its biggest advantage is that enterprises can effectively control the sales channels, enhance the intensity of market promotion and development, help establish brand image and expand the visibility of enterprises, and better communicate with consumers. This model requires enterprises to build their own networks and equip sales staff, which increases management costs; Sales scope and sales volume also have certain limitations.
4, supermarket distribution.
Enterprises in the park (distribution center) → supermarkets (counters) → consumers.
Enterprises in the park have their own processing and distribution centers, integrating production and processing, processing and packaging clean vegetables according to retail requirements, and distributing them to designated supermarkets. Conditional also set up enterprise product counters in supermarkets, using the prestige and strong distribution network of supermarkets to launch their own special products. In this way, enterprises do not sell themselves, but seek cooperation with distributors and rely on supermarket distribution, so that enterprises do not have to spend a lot of energy to consider sales problems, which can not only save certain marketing costs, but also concentrate on production and supply, which is easy to expand market coverage and increase sales. It is the main channel mode at present.
5. Online sales.
More and more enterprises have adopted e-commerce. As a park enterprise guiding the development direction of modern agriculture, it is of great significance to take the lead in establishing electronic information websites and selling products by e-commerce. Online sales can be divided into business-to-dealer (B2B) and business-to-consumer (B2C) forms. The former developed rapidly abroad and started in China, while the latter developed slowly because of the uncertainty of the characteristics and standard grade of fresh agricultural products. In the future, with the continuous improvement of the overall e-commerce environment, online sales channels will be further developed.
The above channel models are not independent of each other, and enterprises in the park can choose one or more channel models according to product characteristics and their own conditions. In the selection and management of channels, we must pay attention to maintaining the pollution-free characteristics of products to prevent secondary pollution and the mixing of counterfeit and shoddy products. Choosing a short channel is beneficial for enterprises to control the channel, reduce the loss of perishable products and reduce the circulation cost. Good products also emphasize high-quality service. Enterprises in the park must choose green and convenient channels and appear in front of consumers with excellent quality and brand-new image in order to win the favor of consumers.
This paper was formed on the basis of "Research on the Development Strategy and Management Innovation of China Industrial Breeding" (2001ba503b11) completed during the Tenth Five-Year Plan period.