甘肃省特色农产品网络营销模式研究

发布时间：2018-01-22 18:14

本文关键词： 网络营销模式特色农产品甘肃　出处：《重庆师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着互联网+的飞速发展和大数据信息技术的突飞猛进,网络应用已经遍布到各行各业。与之相对应的是近些年中国经济快速发展人民生活水平不断提高,对生活质量的要求也在与日俱增。作为第一的农业也从过去的“幕后”走到“台前”,获得了广泛的关注,甚至有人预测“农业将成为下一个房地产业”,世界级投资大师詹姆斯.罗杰斯在参加第四届中国期货(证券)资产管理大会时说:未来20年,最赚钱的行业不是房地产,而是做农民!在过去,中国最赚钱的是房地产、金融、电子信息等行业,农业备受投资商和年轻人的冷落。在国家对农业投入不断增加、对农民补贴不断加大,以及政府出台的各项扶持政策引导下,农业行业大整合已经展开。2017年年初,中央经济工作会议指出,要贯彻好稳中求进工作总基调,继续深化供给侧结构性改革,并将深入推进农业供给侧结构性改革作为主要任务之一。紧接着中央农村工作会议进一步提出,要深入推进农业供给侧结构性改革,将其作为农业农村工作的主线,并对农业供给侧结构性改革作出具体部署,主要是调整农产品供给机构增加有效供给。甘肃省有许多质量优良的特色农产品,但在“酒香也怕巷子深”的网络营销中发展的不尽如人意,网络营销对于甘肃省农业发展至关重要,关系到特色农产品的销量和品牌以及农民的收入。本文作者通过分析甘肃省网络营销现状和环境,对比国内外特色农产品网络营销的模式,试图构建适合甘肃省特色农产品网络营销模式,对促进甘肃省农产品网络营销有十分重要的现实意义。本文分为七部分。第一部分是绪论,主要介绍了本文的研究背景、研究意义,阐述了国内外关于此课题的研究现状,归纳了本文的研究内容和研究方法,构划了文章的研究框架。第二部分是相关概念和理论基础。对特色农产品、网络营销和营销模式分别定义,阐述了本文可能用到理论,包括交易成本理论、供应链理论、比较优势理论和直复营销理论。第三部分是甘肃省特色农产品现状,分为两个部分来介绍甘肃省的基本概况,甘肃省农产品发展现状、特色农产品网络营销的现状和甘肃省网络营销模式的现状。第四部分是通过发放问卷调查的方式,对甘肃省特色农产品网络营销现有模式的分析,包括模式介绍、模式现状以及存在的问题。第五部分是国内外特色农产品网络营销主要模式及启示,分别介绍了三种国外和国内主要模式,总结出启示。第六部分是对甘肃特色农产品网络营销模式的优化,根据国内外模式和省情,结合理论基础对目前甘肃省现存的网络营销模式进行优化,并对比了优化后的五种模式。第七部分是甘肃省特色农产品网络营销模式的保障体系建设,从安全体系、物流体系、配套体系和售后体系方面做出设想。第八部分是总结和展望。
[Abstract]:With the rapid development of the Internet and the rapid development of big data information technology, network applications have been spread all over the industry, corresponding to the rapid economic development of China in recent years, people's living standards have been constantly improved. The demand for quality of life is also increasing. As the number one agriculture has moved from the "behind the scenes" to the "front of the stage", and some people even predict that "agriculture will become the next real estate industry." World class investment master James Rogers at the 4th China Futures (Securities) Asset Management Conference said: the next 20 years, the most profitable industry is not real estate, but to be farmers! In the past, China's most profitable industries, such as real estate, finance, electronic information and other industries, agriculture has been neglected by investors and young people. In the country, increasing investment in agriculture, increasing subsidies to farmers. Under the guidance of various supporting policies issued by the government, the great integration of the agricultural industry has already begun. In early 2017, the Central Economic work Conference pointed out that we should carry out the general tone of the work of pursuing progress in a steady and steady manner. We will continue to deepen the supply-side structural reform, and will further promote the supply-side structural reform of agriculture as the main Ren Wuzhi, which will be further proposed by the Central Rural work Conference. It is necessary to further promote the structural reform on the supply side of agriculture as the main line of agricultural rural work and make concrete arrangements for the structural reform on the supply side of agriculture. The main is to adjust the supply of agricultural products to increase the effective supply. Gansu Province has a lot of high-quality agricultural products, but in the "wine is also afraid of deep alley" network marketing development is not satisfactory. Network marketing is very important to the development of agriculture in Gansu province, which is related to the sales volume and brand of characteristic agricultural products and the income of farmers. The author analyzes the present situation and environment of network marketing in Gansu province. Compared with the domestic and foreign characteristic agricultural products network marketing mode, attempts to construct the suitable Gansu Province characteristic agricultural product network marketing pattern. This paper is divided into seven parts. The first part is the introduction, mainly introduces the research background and significance of this paper. This paper expounds the current situation of research on this subject at home and abroad, summarizes the research contents and methods of this paper, and sets up the research framework of the article. The second part is the related concepts and theoretical basis. The network marketing and marketing mode are defined separately, and the possible theories used in this paper are expounded, including transaction cost theory and supply chain theory. Comparative advantage theory and direct marketing theory. The third part is the characteristics of agricultural products in Gansu Province, divided into two parts to introduce the basic situation of Gansu Province, Gansu Province agricultural product development. The present situation of characteristic agricultural product network marketing and the present situation of Gansu province network marketing mode. 4th part is the analysis of Gansu characteristic agricultural product network marketing mode through the way of issuing questionnaire. Including mode introduction, mode status and existing problems. Part 5th is the main mode and inspiration of domestic and foreign characteristic agricultural products network marketing, respectively introduced three kinds of foreign and domestic main models. Summarizes the enlightenment. 6th part is to Gansu characteristic agricultural product network marketing pattern optimization, according to the domestic and foreign pattern and the provincial situation, unifies the theory foundation to carry on the optimization to the present Gansu Province extant network marketing pattern. And compared the optimized five models. 7th part is the characteristics of Gansu Province agricultural product network marketing model security system construction, from the security system, logistics system. Supporting system and after-sale system to make assumptions. 8th part is a summary and outlook.
【学位授予单位】：重庆师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F724.6

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