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The Research on The Network Marketing Strategy of Fresh Agricultural Products in China
Abstract: Along with the development of agriculture entering into a new stage in China, the traditional marketing strategy have been unable to fully meet the market demand of the fresh produce industry, then it is necessary to introduce the network marketing promoting its healthy development. Seen from the related theories about network marketing of fresh products, we analyze the current situation and the characteristics of the fresh products market in China from macroscopic and microcosmic Angle, using the SWOT analysis method in strategic marketing for the advantages, disadvantages, facing opportunities and challenges of the fresh produce network marketing, then put forward strategy on discussing the network marketing of fresh products from the construction site, standardization system and logistics and distribution, and other aspects to promote our country's fresh, healthy and rapid development of agricultural network marketing has reference value.
Key words: Network Marketing; Fresh Agricultural Products; SWOT Analysis