互联网+下农产品网络营销策略研究—以沾化冬枣为例.docVIP

PAGE PAGE 15 摘 要 我国农产品市场竞争激烈，部分农村地区发展落后，仍存在农产品市场信息获取不及时、交通运输不便、宣传推广不到位的问题，阻碍了我国农产品市场的发展。本文以沾化冬枣为例，分析“互联网+”背景下沾化冬枣网络营销现状，寻找其营销过程中存在的问题并进一步提出了合理化的建议，为更好的解决我国农产品网络营销过程中存在的问题提供借鉴。 本文从以下几个部分展开。首先，分析国内外学者对农产品网络营销的研究成果，明确论文的研究目的，为文章进一步对沾化冬枣网络营销的研究打下坚实基础。其次，在网络营销理论基础上总结出农产品网络营销的三种模式及特点，并对沾化冬枣营销现状和环境进行优势、劣势、机遇、威胁的讨论。第三，通过查阅一手资料、实地访谈等方式调查研究其营销策略，发现其存在品种单一、价格策略不足、网络营销渠道运用不充分、促销手段单一、网络营销意识薄弱、物流配送体系不完善等六方面问题。第四，为了解决沾化冬枣以上网络营销难题提出六点解决措施，为其他农产品网络营销提供借鉴，推动我国农产品市场的发展。 关键词：互联网+；网络营销；农产品；沾化冬枣 Abstract China is a big agricultural country. The agricultural product market is fiercely competitive, and some rural areas are lagging behind. There are still problems such as untimely access to agricultural product market information, inconvenient transportation, and inadequate publicity and promotion, which hinders the development of Chinas rural economy. This article takes Zhanhua Dongzao as an example, analyzes the network marketing status of Zhanhua Dongzao under the background of Internet +, looks for the problems in its marketing process, and further puts forward reasonable suggestions to provide a better solution to the problems in Chinas agricultural product sales. Learn from. This article starts from the following parts. First, it analyzes the research results of domestic and foreign scholars on the online marketing of agricultural products, clarifies the research purpose of the paper, and lays a solid foundation for the article to further study the online marketing of Zhanhua Dongzao. Secondly, based on the theory of network marketing, it summarizes the three models and characteristics of agricultural product network marketing, and discusses the advantages, disadvantages, opportunities, and threats of the marketing status and environment of Zhanhua Dongzao jujube. Third, through the investigation of first-hand materials, field interviews and other methods to investigate and study its marketing strategy, it is found that it has a single variety, insufficient price strategy, insuff