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日期：2022年 12月 9日
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日期：2022年 12月 9日
日期：2022年 12月 9日
摘要
当今社会已全面进入数字化时代，新一代信息通讯技术得到普及，数字化成为当
代重要的信息工具，我国农产品市场的数字化进程也不断深化。同时，新冠疫情加速
了农产品市场的数字化进程。数字化背景下消费者行为的变化推动了营销手段的变革，
但通过为顾客创造价值而得到回报的本质没变。农产品的电商平台的营销时数字化背
景下的主要方式，而大多数农产品在电商平台的营销绩效欠佳，没有摸透农产品在电
商平台营销成功的本质逻辑。
本研究聚焦农产品在电商平台营销绩效成因的系统化逻辑，在此基础上提出农产
品在电商平台营销绩效的提升策略。对破解农产品在电商平台营销乏力的根源性问题
有着积极的现实意义，丰富营销绩效领域的理论和方法及包括农产品在内的系统化营
销决策理论和方法，具有较强的理论价值。本文采用多案例研究法与系统动力学结合
的方法进行研究，为解决农产品在电商平台营销乏力问题提供理论支撑。首先，以营
业收入为逻辑起点，提出“营销策略—顾客行为—营销绩效”的逻辑，剖析农产品在
三个农产品企业营销的案例，分别提取三个案例的营销绩效成长逻辑模型，对比其共
同点与差异点，总结得出普遍适用的农产品在电商平台营销绩效的成长逻辑模型。其
次，构建农产品在电商平台营销绩效的系统动力学模型，以富岗食品在天猫平台为对
象，进行仿真试验，分析不同营销策略对顾客数量、营业收入及利润变化趋势的影响，
得出农产品在电商平台营销绩效的动态成长机理。最后，基于仿真分析的结果及机理
提出农产品在电商平台提升营销绩效的策略，从“引流”措施、“转化”措施、提升
顾客满意度方面提出相关提升营销绩效的策略。本文的创新点在于，利用多案例研究
和系统动力学相结合的方法探索农产品在电商平台营销绩效动态成长机理；同时根据
案例分析得到的因果关系图构建农产品在电商平台营销绩效的成长模型。
关键词：电商平台；营销绩效；农产品；多案例研究；系统动力学
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ABSTRACT
Today's society has fully entered the digital era, a new generation of information and
communication technology has been popularized, digitalization has become an important
information tool of the contemporary era,and the digitalization process of China's
agricultural product market has also been deepened. At the same time, the pandemic has
accelerated the digitalization of agricultural markets. Changes in consumer behavior in the
context of digitalization have driven changes in marketing methods, but the nature of
rewarding by creating value for customers has not changed. The main way of marketing
agricultural products in the context of digitalization is the main way of marketing on
e-commerce platforms, and most agricultural products have poor marketing performance on
e-commerce platforms, and the essential logic of the success of agricultural products in
e-commerce platform marketing has not been understood.
This study focuses on the systematic logic of the causes of agricultural products
marketing performance on e-commerce platforms, and proposes strategies for improving
the marketing performance of agricultural products on e-commerce platforms. It has
positive practical significance for solving the root cause of the lack of marketing of
agricultural products on e-commerce platforms, and enriches the theories and methods in
the field of marketing performance and systematic marketing decision-making theories and
methods including agricultural products, which has strong theoretical value. This paper
adopts the combination of multi-case study method and system dynamics to provide
theoretical support for solving the problem of weak marketing of agricultural products on
e-commerce platforms. Firstly, taking operating income as the logical starting point, the
logic of "marketing strategy-customer behavior-marketing performance" is proposed, the
cases of marketing of agricultural products in three agricultural product enterprises are
analyzed, the marketing performance growth logical models of the three cases are extracted
respectively, and the common points and differences are compared, and the growth logic
model of the marketing performance of agricultural products on e-commerce platforms that
is generally applicable is summarized. Secondly, a systematic dynamic model of the
marketing performance of agricultural products on the e-commerce platform is constructed,
and a simulation experiment is carried out on the Tmall platform of Fugang Food, and the
impact of different marketing strategies on the number of customers, operating income and
profit change trend is analyzed, and the dynamic growth mechanism of the marketing
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