安吉县乡村旅游农产品营销策略研究

发布时间：2018-01-17 01:34

本文关键词：安吉县乡村旅游农产品营销策略研究　出处：《浙江农林大学》2014年硕士论文　论文类型：学位论文

【摘要】：近年来,乡村旅游蓬勃发展,对促进农村经济结构调整、扩大农民就业增收发挥了积极作用。这其中乡村旅游农产品的开发、生产、营销,无疑是乡村旅游发展的重要组成部分。其不仅能丰富乡村旅游的内容,使农产品彰显了其商品的多功能性,进而提高了乡村旅游的附加值,并且可以提升整个乡村旅游产业的发展水平。本文回顾和总结了安吉县乡村旅游的发展现状;对安吉县乡村旅游的运营模式:经营公司管理模式、行业协会管理模式、村镇集体经营管理模式、农户个体经营管理模式进行了简要概括。在此基础上,论述了安吉县乡村旅游对农产品营销的作用:促进农产品就地营销增加附加值,提高附加值农业的边际效应凸显,促进农村产业融合优化产业结构,促进农业直接进入服务贸易领域。针对安吉县乡村旅游中农产品营销的现状及问题进行了研究,区分了传统、新兴两种不同形态乡村旅游农产品营销的特点。通过自制的调查问卷,对安吉县乡村旅游中消费者对农产品的购买意愿、关注度、购买体验、愿望建议等进行了调查。在数据统计、分析的基础上,指出了安吉县乡村旅游农产品营销还存在着缺精加工产品;产品品牌林立;产品销售失衡;分销渠道单一等问题。在文章的最后,针对安吉县乡村旅游农产品营销过程中存在的问题和调查问卷结果,据此提出安吉县乡村旅游农产品销售的新理论、新观点,对于探寻乡村旅游背景下农产品销售新模式,为安吉县乡村旅游农产品销售提供思路和策略具有一定的实用价值。
[Abstract]:In recent years, rural tourism has developed vigorously, which has played a positive role in promoting the adjustment of rural economic structure and expanding farmers' employment income, among which the development, production and marketing of rural tourism agricultural products. It is undoubtedly an important part of the development of rural tourism. It can not only enrich the content of rural tourism, so that agricultural products show the versatility of their commodities, and then improve the added value of rural tourism. And can improve the development level of the whole rural tourism industry. This paper reviews and summarizes the current situation of the development of rural tourism in Anji County; This paper briefly summarizes the operation mode of Anji county rural tourism: management company management mode, trade association management model, village and town collective management mode, farmer individual management mode. On this basis. This paper discusses the role of rural tourism in Anji County on the marketing of agricultural products: to promote the local marketing of agricultural products to increase the added value, to improve the marginal effect of value-added agriculture, to promote the integration of rural industries and optimize the industrial structure. To promote the direct entry of agriculture into the field of service trade. In view of the Anji County rural tourism in the status quo and problems of agricultural marketing, distinguish the traditional. Through the self-made questionnaire, this paper analyzes the consumer's purchase intention, attention and purchase experience of agricultural products in Anji County rural tourism. On the basis of statistics and analysis, the author points out that there is still a lack of finished products in the marketing of rural tourism agricultural products in Anji County. Product brands; Product sales imbalance; At the end of the article, aiming at the problems existing in the marketing process of rural tourism agricultural products in Anji County and the results of the questionnaire, this paper puts forward a new theory of the marketing of rural tourism agricultural products in Anji County. The new viewpoint has certain practical value for exploring the new mode of agricultural product sales under the background of rural tourism and for providing ideas and strategies for the marketing of rural tourism agricultural products in Anji County.
【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F323.7;F592.7

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