农产品网络营销

摘要网络营销作为数字经济时代的一种崭新的营销理念和营销模式，既使企业开辟了更加广阔的市场，又能引领和改造传统营销。网络营销相对于传统营销具有个性、交互、经济、高效等明显优势，我国的中小企业要想在大市场中立足，必须学会运用新的营销手段，整合最适合企业实情的各种传统、现代营销方法。本文主要阐述了网络营销的涵义及其研究的目的和意义;归纳网络营销现阶段在国内外的研究现状；目前中国网络营销的发展现状，深入分析我国网络营销的不足之处，并在此基础上提出解决问题的对策，使我国的网络营销得到更好的完善和发展。【关键词】：网络营销，农产品，现状AbstractOn-lineMarketingasthedigitaleconomyofthetimeanewmarketingideaandmarketingmodel,evenifbusinesshasopenedupabroadermarket,butalsotoleadandtransformthetraditionalmarketing。E-marketingwithtraditionalmarketingwithapersonalized,interactive,economic,efficientandotherobviousadvantages,ourcountryatlargetothesmallandmedium-sizedmarket-based,wemustlearntousenewmarketingtools,integratedenterprisesfitthefactsofthemosttraditional,modernmarketingWays。ThisarticleonE-marketingwithtraditionalmarketingstrengthsandhowSMEscanbegintoexploretheimplementationofnetworkmarketing。Thispaperexplainedthemeaningofnetworkmarketingandresearchpurposeandsignificance;Summarizedresearchstatusquoofnetworkmarketingathomeandabroadatpresentstage;ThepresentdevelopmentofChina'snetworkmarketing,analyzesthedeficiencyofnetworkmarketinginourcountry,andonthisbasisputforwardthecountermeasurestosolvetheproblem,makeourcountry'snetworkmarketingbetterimproveanddevelopment.【Keywords】：networkmarketing，agricultureproducts，Statusquo目录1.网络营销与农产品营销的概念...............................................................................................11.1网络营销的概念..............................................................................................................................11.2网络营销的类型..............................................................................................................................11.3农产品营销的含义.........................................................................................................................21.4农产品营销的职能.........................................................................................................................22.我国农产品网络营销的优势.......................................................................................................32.1特色资源的优势..............................................................................................................................32.2政府的大力支持..............................................................................................................................32.3宁夏特色农产品发展的现状分析..............................................................................................43.我国农产品网络营销的劣势.......................................................................................................43.1农村电子商务基础设施落后.......................................................................................................43.2农产品标准化建设落后................................................................................................................53.3现代化物流水平低.........................................................................................................................53.4农产品电子商务人才缺乏............................................................................................................53.5农业产业化水平和营销创新能力不高.....................................................................................54.促进我国农产品销售的对策.......................................................................................................64.1提高农民组织化程度，发展农业产业化经营...................................................................64.2建立适应国际竞争需要的农产品出口管理体制.......................................................64.3顺应世界绿色潮流，实施绿色品牌战略，积极应对绿色壁垒...................................75.农产品市场营销发展趋势............................................................................................................85.1政府加大农产品电商发展力度...................................................................................................85.2农产品电商带动农村电商发展...................................................................................................85.3农产品电商规模迅速扩大............................................................................................................85.4“三品一标”产品成为农产品电商主角................................................................................85.5农产品冷链物流效应得到充分发挥.........................................................................................95.6农产品网上网下渠道融合创新...................................................................................................95.7农产品大宗商品交易-批发、交易-零售交易市场形成体系............................................95.8跨境农产品电子商务份额提高...................................................................................................95.9三网融合+物联网成为新电商时尚............................................................................................95.10本地化生鲜平台将成为农产品电商转型的方向................................................................9总结..................................................................................................................................................................10参考文献..............................................................................................................................................