F2O模式在农村电子商务中的应用研究——基于4R营销理论
Research on the Application of F2O Model in Rural E-Commerce—Based on 4R Marketing Theory

近年来，在相关政策的加持下，我国农村电子商务取得了前所未有的发展。然而，受农业生产环境、技术条件、基础设施等限制，农村电子商务的发展仍然面临一些困境。加上经历了网络泡沫的寒冬，电子商务现已进入理性时代，缺乏创新的传统电商模式已不能满足消费者需求，将面临被淘汰的境遇。因此，农村电子商务需要寻求新的商业模式和营销模式。F2O (Focus to online)是一种新兴的将焦点事件与电子商务结合的电商模式，对于解决农村电子商务发展困境具有启发性作用。基于此，本文结合4R营销理论从关联策略、反应策略、关系策略、回报策略探讨了F2O模式在农村电子商务中的应用。
In recent years, with the support of relevant policies, rural e-commerce in our country has achieved unprecedented development. However, due to the limitations of agricultural production environment, technical conditions, and infrastructure, the development of rural e-commerce still faces some difficulties. Coupled with the cold winter of the Internet bubble, e-commerce has entered the rational era, and the traditional e-commerce model that lacks innovation can no longer meet the needs of consumers and will face the situation of being eliminated. Therefore, rural e-commerce needs to seek new business models and marketing models. F2O (Focus to online) is an emerging e-commerce model that combines focus events with e-commerce, which is enlightening to solve the dilemma of rural e-commerce development. Based on this, this paper discusses the application of F2O model in rural e-commerce from the relevancy strategy, reaction strategy, relation strategy and reward strategy combined with 4R marketing theory.