贵州省电子商务扶贫的营销策略研究  

The Marketing strategy of E-commerce Poverty Alleviation in Guizhou Province

作　　者：夏换[1,2] 张彤[1] 叶青[2] 

机构地区：[1]贵州财经大学信息学院,贵州贵阳550000 [2]贵州省经济系统仿真重点实验室,贵州贵阳550000

出　　处：《信息技术与信息化》2016年第3期92-94,共3页Information Technology and Informatization

基　　金：贵州省科学技术基金(黔科合J字[2015]2027号);贵州省电子商务扶贫总体规划编制(2016-2020);贵州省扶贫开发办公室

摘　　要：营销策略一直是制约贵州省电子商务扶贫的主要因素。本文通过对贵州省农村电商扶贫营销中的产品、价格、渠道、促销方面存在的问题进行分析,在此基础上借鉴国内成功的农村电商营销案例,探讨出制定产品标准化体系、打造上下行双流通的扶贫平台、实现传统渠道与网上渠道的融合、采用多样化的推广方式的营销策略。Marketing strategy is one of the main factors restricting poverty relief work by online retailers in Guizhou province all the time. This essay addresses this issue through the analysis of 4Ps(product, price, place and promotion) of the marketing strategy adopted by the online retailers and drawing lessons from successful e-commerce marketing cases in rural areas in China. Based on aforementioned research, a new marketing strategy is suggested, which is to establish a product standardization system, create a 2-way online and offline poverty relief platform, integrate traditional and online marketing channels and adopt diversified promotional strategies.

关 键 词：营销策略 电子商务 贵州省 扶贫 标准化体系 营销案例 渠道 多样化 

分 类 号：F724.6[经济管理—产业经济] F274