互联网背景下特色农产品营销策略研究 ——以贵州省大方县为例.pdfVIP

互联网背景下特色农产品营销策略研 —— 以贵州省大方县为例 摘 要：随着互联网+的日益繁荣，互联网+农业也加入到这股热潮中来，本文以贵 州省大方县的特色农产品为例，旨在分析在互联网背景下大方县特色农产品的营销策略， 首先描述了大方县特色农产品发展现状，总结大方县发展特色农产品网络营销面临的问 题及出现问题的原因，其次采用问卷调查法对消费者行为进行研究，分析消费者的需求 和潜在的市场，最后提出了优化自身产品、加强网络营销、提高知名度等对策建议。 关键字：互联网+；特色农产品;网络营销；策略 Research on Marketing Strategy of Featured Agricultural Products under the Background of Internet -- a case study of dafang county, guizhou province Abstract:With the booming of Internet +, Internet + agriculture also joined in the craze, based on the characteristics of agricultural products in dafang county in guizhou as an example, aims to analyze under the background of Internet dafang characteristic agricultural products marketing strategy, first described the dafang characteristic agricultural development present situation, summarizes dafang development of characteristic agricultural product network marketing problems and reasons of the problems, and then adopt questionnaire investigation was carried out on the consumer behavior research, analyzing the demands of consumers and the potential market, and finally puts forward the optimization, strengthen the network marketing, improve the visibility of their products, etc. Countermeasures and Suggestions. Key words: Internet +;the characteristics of agricultural product; The network marketing; strategy III 目 录 1 引言1 1.1 绪论1 1.1.1 研究背景1 1.1.1 研究目的1 1.1.2 研究内容2 1.1.3 研究方法2 2 相关概念3 2.1 特色农产品3 2.2 网络营销3 2.3 农产品网络营销3 3 大方县特色农产品电子商务发展现状3 3.1 大方县特色农产品概述3 3.2 大方县特色农产品网络营销现状5 3.3 出现问题的原因7 3.3.1 知名度较低8 3.3.2 网络营销起步晚，专业人才匮乏8