摘要
电商模式是当前流行的一种商业模式,受该模式影响,网络营销也加入饲料企业营销模式中。为提升饲料企业在电商模式下开展网络营销的效果,文章在分析饲料行业发展现状的基础上采用SWOT分析工具对当前饲料企业基于电商模式开展网络营销的SWOT进行分析,通过分析了解到,当前饲料企业开展网络营销的优势体现在覆盖面广、广告时效性强、广告成本低、效果透明4个方面;其劣势在于营销平台鱼龙混杂、受物流影响较大;其机遇在于国家政策扶持及养殖户需求广泛;饲料企业威胁在于市场竞争激烈、网络营销存在多重风险。因此,针对SWOT分析结果制定了具体的网络营销路径,从而促使饲料企业网络营销能实现精准化、合规性、专业化、安全性,进而促进饲料行业的稳定发展。
The e-commerce model is currently a popular business model,and influenced by this model,online marketing has also been incorporated into the marketing model of feed enterprises.In order to improve the effectiveness of online marketing by feed enterprises in the e-commerce model,this article analyzes the current development status of the feed industry and uses SWOT analysis tools to analyze the SWOT of online marketing by feed enterprises based on the e-commerce model.Through analysis,it is found that the advantages of online marketing by feed enterprises are reflected in four aspects:wide coverage,strong advertising timeliness,low advertising costs,and transparent effects;Its disadvantage lies in the confusion of marketing platforms and the significant impact of logistics;The opportunity lies in national policy support and widespread demand from farmers;The threat lies in fierce market competition and multiple risks in online marketing.Therefore,specific online marketing paths have been developed based on the SWOT analysis results,which can promote the precision,compliance,professionalism,and security of online marketing for feed enterprises,and thus promote the stable development of the feed industry.
作者
梁冲
LIANG Chong(Henan Vocational College of Agriculture,Zhengzhou,Henan Province 451450,China)
出处
《中国饲料》
北大核心
2024年第12期169-172,共4页
China Feed
基金
河南省教育科学规划2023年度一般课题(2023YB0428)。
