基于新媒体的广西特色农产品销售渠道模式优化研究  

Research on Optimizing the Sales Channel Model of Guangxi's Special Agricultural Products Based on New Media

作　　者：柏锟 胡紫萱 黄海昌 杨乐飞 BAI Kun;HU Zixuan;HUANG Haichang;YANG Lefei(Business School of Guilin University of Technology,Guilin 541004,China)

机构地区：[1]桂林理工大学商学院,广西桂林541004

出　　处：《商业观察》2024年第15期53-56,60,共5页BUSINESS OBSERVATION

摘　　要：农业不断市场化,传统的销售渠道已经不能满足现代农业发展的需求,面对面销售问题加剧,传统的销售已经满足不了现在各地供应的需求,各地出现了“丰产不丰收,农民愁销路,商家忙采购”的问题,通过对广西特色农产品销售渠道进行分析,得出其存在的主要问题,在此基础上,不断地学习各地方特色农产品的销售渠道的方案,基于新媒体,从现阶段广西农产品销售渠道现行方式以及现行模式存在的问题两方面入手,分析出问题进行整合创新,重建特色农产品的价值核心,优化营销模式,加强市场创新,开辟出一条更适合广西特色农产品的销售渠道。文章阐述了新媒体的发展和广西特色农产品销售的现状与发展,通过对广西特色农产品销售渠道现行的模式以及该模式下存在的主要问题进行研究,优化出更符合广西特色农产品的销售渠道。With the continuous marketization of agriculture,traditional sales channels can no longer meet the needs of modern agricultural development.The problem of face-to-face sales has intensified,and traditional sales can no longer meet the current supply needs of variousregions.Various regions have encountered the problems of"poor harvest,farmers worrying about sales channels,and merchants busy purchasing".Through the analysis of the sales channels of Guangxi's special agricultural products,the main problems that exist are identified,and on this basis,it is needed to learn the sales channel plans for local characteristic agricultural products.Based on new media,the paper analyzes the current sales channel methods and problems of Guangxi's agricultural products from these two aspects,carries out integrated innovation to rebuild the value core of characteristic agricultural products,optimizes marketing models,strengthens market innovation,and develops a sales channel that is more suitable for Guangxi's characteristic agricultural products.This article elaborates on the development of new media and the current situation and development of Guangxi's characteristic agricultural product sales.By studying the current model of Guangxi's characteristic agricultural product sales channels and the main problems existing under this model,the paper aims to optimize sales channels that are more in line with Guangxi's characteristic agricultural products.

关 键 词：新媒体 广西特色农产品 销售渠道 优化建议 

分 类 号：F323.7[经济管理—产业经济]