市场营销-基于互联网+农业背景下广西特色农产品的营销模式初探论文

摘要

随着网络技术的高速健康发展，在大数据背景下掀起了“互联网＋”的热潮，农产品也开始进军网络销售。“互联网+农业”进入了初级探索的阶段，农产品在网络销售中，品牌、知名度，产量和质量的标准、流通过程中保持产品的新鲜是促进销量的关键因素。本文将通过中外农产品营销行业学者的研究，结合广西农产品在农村电商背景下的营销模式和销售现状，分析农产品销售不利的原因，重点分析广西水果农产品流通问题及其原因，并根据原因提出解决问题的对策，从而提高农产品和农村电商的契合度，实现在互联网＋农业背景下广西农产品营销对策合理化和效益最大化。

关键词：互联网＋农业；合作社；营销；农产品；

Abstract

With the rapid and healthy development of Internet technology, the “Internet +”boom has started under the background of big data, and agricultural products have also begun to enter the Internet. “Internet + agriculture” has entered the stage of preliminary exploration. In the online sales of agricultural products, brand, popularity, output and quality standards, and keeping the product fresh during the circulation process are the key factors to promote sales. This article will analyze the reasons for the unfavorable sales of agricultural products through the research of domestic and foreign agricultural product marketing industry scholars, combined with the marketing model and sales status of GuangXi agricultural products in the context of rural e-commerce. Focus on the analysis of GuangXi fruit and agricultural products circulation problems and their causes, and put forward countermeasures to solve the problems according to the reasons, so as to improve the fit of agricultural products and rural e-commerce, and realize the rationalization and maximum efficiency of GuangXi agricultural product marketing strategies under the background of Internet + agriculture.

Keywords: Internet + agriculture; The cooperative; Marketing; Agricultural products

目录

1 引言 (1)

1.1 研究背景及意义 (1)

1.1.1研究背景 (1)

1.1.2研究意义 (1)

1.2 国内外研究现状 (2)

1.2.1国外相关研究现状 (2)

1.2.2国内相关研究现状 (2)

1.3 研究内容及方法 (3)

1.3.1研究内容 (3)

1.3.1研究方法 (4)

2 互联网+农业背景下广西特色农产品营销发展现状 (4)

2.1 互联网+合作社模式初步形成 (4)

2.1.1政府牵头模式 (4)

2.1.2龙头企业带动模式 (5)

2.1.3能人带动模式 (5)

2.2 北流地区水果销量现状 (6)

2.3 广西特色农产品营销发展现状 (6)

3 互联网+农业背景下广西特色农产品营销发展问题 (7)

3.1 农村网络基础建设不足 (7)

3.2 物流体系建设不完善 (8)

3.3 品牌效应不明显和品牌发展同质化 (8)

3.4 农产品标准化的建设不全 (9)

3.5 专业型人才匮乏和新农人才培养不足 (9)

4 互联网+农业背景下广西特色农产品营销发展对策 (10)

4.1 加快农村互联网基础建设 (10)

4.2 建设物流体系 (10)

4.2.1 完善物流信息系统 (10)

4.2.2 与第三方物流合作 (11)

4.2.1 提高保鲜技术和加工技术 (11)

4.3 品牌差异化策略 (11)

4.4 建立健全农产品行业产品标准 (12)

4.5 专业化人才队伍建设 (12)

5 结论 (13)

致谢 (14)

参考文献 (15)