网络时代农产品营销策略分析论文.doc

分类号编号
烟台大学文经学院
毕业论文(设计)
网络时代农产品营销策略分析
Analysis of Marketing Strategies of Agricultural Products in the Era of  
申请学位:管理学学士
系别: 管理系
专业:市场营销
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2015年6月1日
烟台大学文经学院
[摘要] 我国是一个农业大国,当前,农产品市场的发展尤为迅猛,农产品的供给早已从过去的短缺转变为结构或区域性过剩的局面,农产品市场呈现出全新的特点,网络时代下消费特征也有所改变。由于存在农产品市场信息不灵,时常出现农产品增产但是不能增收,农产品卖难现象。新时代下网络的应用成为农产品营销,解决小农户与大市场不相适应的一个关键,网络的发展给中国农产品带来大的机遇和挑战。因此,分析网络时代下中国农产品营销探究农产品营销策略显得十分必要。本文在对我国农产品市场特征、营销情况和网络时代对农产品的主要影响的综合分析下,得出结论:网络时代下农产品的营销要以诚信为基础,不搞虚假营销和过分营销,立足于农村文化和农村本土特色营销为网络时代下农产品营销找到出路。
[关键词] 农产品;网络;策略
Abstract:Our country is a large agricultural country, at present, the development of agricultural markets is particularly rapid, supply of agricultural products had changed from shortage to surplus over the structure or regional situation, agricultural market presents new features, consumption characteristics in the age has changed. Because agricultural markets uninformed, often appear agricultural output but not increase, difficulty in selling agricultural phenomenon. Application of a new era to e marketing of agricultural products, to solve a key smallholder patible with the big market, development of work to the Chinese agricultural products bring big opportunities and challenges. Therefore, the analysis under the Agricultural Marketing explore the age Chinese Agricultural marketing strategy is very necessary. In this paper, characteristics of China's agricultural market, prehensive analysis of the situation and the age marketing major impact on agricultural and concluded: In the age marketing of agricultural products should be based on good faith, not to engage in false marketing and excessive marketing, based on the countryside cultural and rural local characteristics of agricultural products work marketing at age find a way out.
Key words: agricultural products; network; policy
目录
一、导论 1
(一)问题的提出 1
(二)研究背景 1
(三)研究目的及意义 1
(四)研究内容和论文框架 2
二、我国农产品市场特征分析 2
(一) 从宏观层面分析农产品市场特点 2
(二)从微观角度分析农产品供求特点 3
三、农产品营销情况分析 4
(一)农产品市场营销现