电子商务背景下的新疆农产品企业绿色营销策略研究

发布时间：2017-12-28 13:41

本文关键词：电子商务背景下的新疆农产品企业绿色营销策略研究　出处：《新疆大学》2017年硕士论文　论文类型：学位论文

【摘要】：自工业革命以来,电子商务常常被描绘成最具有变革性的科技发明。电子商务改变了各行业的商业模式,并潜在地影响着企业价值链中的各个环节。在电子商务快速发展的背景下,新疆农业面临着新的营销环境,新疆农产品企业应选择适合电子商务可持续发展的营销创新活动,利用网络开展绿色营销,从而提高企业竞争力。随着人们绿色意识的提高,农产品企业的关注点也逐渐转移到生产绿色农产品,绿色营销等可持续发展的经济增长模式。怎样把一个环保安全的绿色农产品,通过环保安全的渠道提供给消费者这是一个企业迫切需要解决的问题,生产、包装、销售、物流、售后服务等这一过程要通过完美的绿色营销策略来完成,才能满足消费者需求。为了既能满足消费者需求又能给消费者带来方便,要通过电子商务平台来销售绿色农产品完成绿色营销的全过程。因此,本论文根据相关理论基础,研究新疆农产品企业的电子商务应用情况以及绿色营销现状,提出其中存在问题,并采用层次分析法,让具有专门网络营销平台的绿色农产品企业专家对新疆农产品绿色营销影响因素进行打分,计算指标权重,影响指标重要性排序依次为:绿色需求绿色农产品绿色价格绿色渠道绿色促销。绿色营销是以消费者绿色需求为导向,以消费者绿色消费为中心的营销观点,而且实证研究结果更进一步证实了这一点。因此,本文对广大消费者发放300份市场调查问卷,对消费者网购行为、绿色需求和网上购买绿色农产品的动机进行调查,最终结果为大多数消费者表示频繁网购且对绿色农产品的需求大,但因为绿色农产品电子商务平台的不完善、宣传工作不到位以及信息不流通等原因对网上购买绿色农产品持有怀疑态度。实证研究和调查研究结果对电子商务背景下选择绿色营销策略提供了依据。最后,为这个领域内可持续发展企业制定了绿色营销策略,为新疆农产品企业建立经济高效的绿色营销网络,拓展绿色农产品营销渠道、为新疆农业实现可持续发展和农业的现代化、网络化、产业化提供了建议。
[Abstract]:Since the industrial revolution, e-commerce has often been portrayed as the most revolutionary scientific and technological invention. E-commerce has changed the business model of various industries, and has a potential impact on every link in the enterprise value chain. Under the background of rapid development of e-commerce, Xinjiang agriculture is facing new marketing environment. Xinjiang agricultural products enterprises should choose marketing innovation activities suitable for e-commerce sustainable development, and develop green marketing through Internet, so as to enhance competitiveness of enterprises. With the improvement of people's green awareness, the focus of agricultural products enterprises has gradually shifted to produce sustainable growth mode, such as green agricultural products, green marketing and so on. How to make a green agricultural products environmental safety, environmental protection and safety through the channels available to consumers this is an urgent problem to solve, the process of production, packaging, sales, logistics, customer service and other services will be completed by the green marketing strategy of perfect, to meet consumer demand. In order to meet both the consumer's needs and the convenience of the consumers, the whole process of green marketing should be sold through the e-commerce platform. Therefore, this paper based on the relevant theoretical basis, the e-commerce application research of Xinjiang agricultural product enterprises and green marketing present situation, proposed the existing problems, and using the analytic hierarchy process, that has the special network marketing platform for green agricultural product enterprise experts to rate the influence factors of green marketing of agricultural products in Xinjiang, calculate the index weight, impact index the importance of the order: the price of green agricultural products green green green green promotion channel. Green marketing is a marketing viewpoint centered on consumers' green demand and centered on consumers' green consumption, and the results of empirical research further confirm this. Therefore, in this paper, for the majority of consumers issued 300 copies of the questionnaire on the market, the consumer online shopping behavior, green demand and online purchase of green agricultural products motivation investigation, the end result for the majority of consumers said frequent online shopping and the green agricultural product demand, but because of green agricultural products e-commerce platform is not perfect, the publicity is not in place and the information is not the reason for the flow of online purchase of green agricultural products skeptical. The results of empirical research and investigation provide a basis for the selection of green marketing strategy under the background of e-business. Finally, develop green marketing strategy for the sustainable development of enterprises in this field, the establishment of green marketing network economy, Xinjiang agricultural enterprises, the development of green agricultural products marketing channel, for Xinjiang to realize sustainable development of agriculture and agricultural modernization, networking, industry advice.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F323.7

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