基于4P策略的农产品创意性电子商务模式——以酒魅团为例  

Creative agricultural product electronic commerce mode based on the 4P strategy——In Jiumeituan as a case study

作　　者：张民[1] 刘笑冰[2] 何忠伟[1] 

机构地区：[1]北京农学院经济管理学院,北京102206 [2]北京教育学院,北京100120

出　　处：《北京农学院学报》2013年第1期22-27,共6页Journal of Beijing University of Agriculture

基　　金：2011年北京市自然科学基金面上资助项目(9112006);教育部新世纪优秀人才支持计划资助(NCET-10-009);2011年北京市哲学社会科学规划重大项目资助(11ZDA06);北京农学院优势科技团队(北京农业产业安全理论与政策研究创新团队)资助项目

摘　　要：以红酒网络网购直销平台酒魅团为例,探明了基于4P策略的农产品创意性农产品电子商务模式,即要实施基于产品价值层次的产品策略、实施基于成本和竞争对手价值动议的价格策略、实施网络直销模式的分销策略和实施网络整合营销的传播策略。并对目前电子商务模式存在的主要矛盾以及基于4P的对策建议展开了论述。In this paper, the website ＂jiumeit＇uan. corn＂ （sales of red wine） was as an example, and the electronic commerce pattern of agricultural products based on the 4P strategy was discussed in detail, i.e. , the implementation based on the product strategy of level value, based on the priee strategy of cost and competitors＇ motional value, based on the distribution strategy through direct sales model on the internet and based on communication strategy of the integrated network marketing. In addition, the principal contradictions of E-business models and the suggestions based on 4P strategy was also reviewed.

关 键 词：4P策略 农产品 电子商务 “四个转变” 

分 类 号：F304.4[经济管理—产业经济]