Developing a Dynamic Marketing Channel Model for Agricultural Cooperatives in the New Media Economy Using the Power of the Internet of Things

The marketing channel is the lifeline of agricultural product circulation and marketing. Multi-level and multi-channel smooth circulation of agricultural products is an important way for agricultural cooperatives to realize the value of their goal. This paper builds an agricultural Internet of Things service system to lay an informatization foundation for the development of dynamic marketing channels of “new media platform + agricultural cooperatives”. With the use of new media platforms as an operational mode and the marketing strategy of agricultural cooperatives as guidance, the marketing effectiveness of agricultural products can be improved. Adopting Internet thinking and innovation trends, comprehending the characteristics of new media marketing, and encouraging collaboration between new media platforms and agricultural cooperatives. Based on 28,450 agricultural cooperatives in China, the marketing channel mode selection and characteristic data were analyzed, and it was found that among the 2,617 cooperatives using new media platforms for channel marketing, the product price fluctuation was between 0 and 10%, and the difficulty of product sales was stable in the interval of [0,40], which indicated that the new media marketing channel could make the price of agricultural products stable and easier to sell. Evolutionary game analysis found that the choice of cooperation or non-cooperation between agricultural cooperatives and new media platforms is related to the coefficient of benefit analysis, the coefficient of cooperation cost, and the liquidated damages of the cooperation between the two parties. Therefore, in order to improve the intensity of cooperation between new media platforms and agricultural cooperatives, improvements should be made in terms of benefits, costs, and liquidated damages.