农产品营销研究资料解读.docVIP

摘 要随着我国农业科技水平的日益提高和政府对于加快鲜活农产品市场体系建设的现代化进程，我国农产品流通体制发生了历史性转变，实现了由计划经济体制向市场经济体制的全面转型。目前我国市场体系中，鲜活农产品流通已成为开放程度最高、各类主体平等竞争、价格形成完全由市场决定的领域，有力的拉动了农产品生产，极大地丰富了市场供给，较好的满足了13亿城乡居民消费需求。 随着电商领域的迅速崛起和新型物流模式的运作，鲜活农产品的营销还面临着巨大挑战。本文首先介绍了鲜活农产品的一些基本概况，包括研究背景和国内外的现状以及研究目的和意义。其次，通过查阅大量资料和老师的指导，对鲜活农产品有关的理论进行了整理分析，主要涉及鲜活农产品的基本属性与特征，销售困境与营销突围以及营销模式。然后，通过调查研究整理出关于营销方面存在的问题，包括流通信息的匮乏，物流环节落后以及营销观念的落后等问题。最后，提出了营销问题的解决策略，主要有加快营销硬件环境和软件环境的建设，政府加大支持力度和健全市场机制等解决方法。 关键词：鲜活农产品；营销模式；营销环境  Abstract With Chinas agricultural science and technology level is increasing day by day and the government to speed up the modernization of fresh agricultural products market system construction. The historic changes have taken place in Chinas agricultural product in circulation system realized by the comprehensive transformation of the planned economic system to market economic system. At present, the market system has become the highest degree in open. All kinds of fresh agricultural products circulation subject equal competition and price formation is completely determined by the market. So pull the agricultural production strongly and greatly enriched the market supply for better meeting 1.3 billion the consumption demand of urban and rural residents. With the rapid rise in the field of electricity and the new logistics mode of operation, marketing of fresh agricultural products also faces great challenges. This article first introduced some basic situation of fresh agricultural products, including the research background and the current situation of both at home and abroad and research purpose and meaning. Secondly, through consulting a large number of data and the teachers guidance, analyzes the theory of fresh agricultural products related, mainly involves the basic properties and characteristics of fresh agricultural products, sales marketing breakthrough and marketing model and difficulties. Make up and then, through the investigation and study on the problems existing in the marketing, the lack of