基于“互联网 ”的农产品网络营销策略研究.pdfVIP

本科论文 摘 要 农业作为我国的第一产业，其发展关系到整个国家的稳定，在互联网经济的 快速发展时期，农业与互联网的结合是农业转型与发展的必然趋势，但是农产品 不同于其他类型的产品，其地域性强、受气候影响大、生长周期长等特点，对其 销售与营销策略建设造成很大的困难，农产品网络营销正是解决这一问题的关 键。 本文结合我国目前互联网发展状况，通过对农产品网络营销的环境与现状以 及现有农产品营销策略分析，发现目前我国农产品网络营销主要存在基础建设、 物流、品牌、人才、营销意识、政府方面的问题，这些问题制约了我国农产品 络营销的发展。针对这些问题，本文提出加强农村信息化建设、健全农产品物流 体系、实施农产品品牌化战略、培养农产品网络营销人才、树立农产品网络营销 意识、发挥政府作用六个策略，为建立科学的农产品网络营销体系提供支持。 关键字：农产品，网络营销，农产品网络营销 本科论文 Abstract Agriculture as the first industry in China, its development relates to the stability of the whole nation, and in the rapid development of the Internet economy era, the combination of agriculture and the Internet is the inevitable trend of agricultural transformation and development, but agricultural products is different from other types of products, its regional, affected by the climate, the growth cycle is long, etc, the construction of its sales and marketing strategy caused great difficulties, network marketing of agricultural products is the key to solve this problem. Combined with Chinas current development of the Internet, through to the agricultural product network marketing environment and the status quo and the existing agricultural products marketing strategy analysis, found that at present our country agricultural product network marketing the main existing infrastructure, logistics, brand, talents, marketing consciousness, government problems, these problems restrict the development of network marketing of agricultural products in China. In view of these problems, this paper proposes six strategies: strengthening rural informatization