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为了研究京郊专业合作社的网络营销应用情况,对京郊100家专业合作社展开调研,调研采用了问卷调查和访谈相结合的方式,调研合作社在农产品销售过程中应用网络营销技术和方法的相关情况,并对调研数据进行整理统计,探讨京郊专业合作社在实现网络营销过程中存在的突出问题及主要原因,结果表明:京郊合作社应用网络营销的意愿较强,但是因为缺专业人才和专业技术等客观条件的制约,应用网络营销的合作社不多,多数实施效果不好。最后提出政府支持、多方参与、培育专业人才等适合京郊专业合作社网络营销发展的对策建议。
In order to study the application of network marketing of professional cooperatives in Beijing suburbs, 100 professional cooperatives in the suburbs of Beijing were investigated. The questionnaires and interviews were used to investigate the application of network marketing techniques and methods by cooperatives in the sales of agricultural products , And sorting out the statistics of the survey data to explore the prominent problems and the main reasons that exist in the process of network marketing in Beijing suburbs. The results show that the willingness of Beijing suburbs to apply network marketing is strong, but because of the lack of professionals and professional skills And other objective conditions, the application of network marketing cooperatives are limited, most of the implementation of the effect is not good. Finally, it puts forward the countermeasures and suggestions that government support, multi-party participation, nurturing professionals and so on, which are suitable for the network marketing development of professional cooperatives in the suburbs of Beijing.