海南农产品网络营销策略研究

发布时间：2018-01-26 02:08

本文关键词： 海南农产品网络营销策略 4P理论实证分析　出处：《海南大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着信息技术的迅猛发展,当今社会已经步入了互联网时代。在信息网络日益发达的背景下,互联网已经成为农产品市场调研、推广、销售的重要媒介,网络营销作为一种新兴的营销方式开始进入人们的视线,并被越来越多的农产品企业和消费者认可。海南是农业大省,农产品种类丰富,近年来农产品产量稳中趋升,发展势头良好。在"互联网+"大背景下,海南确立了"互联网+农业"的发展思路,提倡和鼓励农产品网络营销,以拓宽农产品销路,提高经济效益。可以说,海南农产品网络营销形势一片大好。本文立足相关理论基础,结合海南农产品实际生产和销售情况,分析了现阶段海南农产品网络营销策略中存在的具体问题,主要有农产品质量和标准化问题、物流配送问题、相关网站应用水平低、网络营销人才缺乏等。接下来利用实证分析研究了海南农产品网络营销策略对消费者购买行为影响,发现产品策略、价格策略、渠道策略、促销策略、体验式营销策略、社区式营销策略等因素对消费者购买行为具有显著正向影响。最后,结合海南实际情况,提出了有关发展海南农产品网络营销策略的建设性对策,以期为海南农产品网络营销活动提供有益借鉴。
[Abstract]:With the rapid development of information technology, today's society has entered the Internet era. In the context of the increasingly developed information network, the Internet has become an important medium for agricultural product market research, promotion and marketing. As a new way of marketing, network marketing has been recognized by more and more agricultural products enterprises and consumers. Hainan is a big agricultural province with a variety of agricultural products. In recent years, the output of agricultural products has increased steadily, and the development momentum is good. Under the background of "Internet", Hainan has established the development thinking of "Internet agriculture" and advocated and encouraged the marketing of agricultural products on the network. In order to broaden the market of agricultural products and improve economic benefits. It can be said that Hainan agricultural products network marketing situation is very good. This paper based on the relevant theoretical basis, combined with the actual production and sales of Hainan agricultural products. This paper analyzes the concrete problems existing in the marketing strategy of agricultural products in Hainan at this stage, including the quality and standardization of agricultural products, logistics distribution, and the low level of application of related websites. Then using empirical analysis to study the impact of Hainan agricultural products online marketing strategy on consumer buying behavior, find out product strategy, price strategy, channel strategy, promotion strategy. Experience marketing strategy, community marketing strategy and other factors have a significant positive impact on consumer buying behavior. Finally, combined with the actual situation in Hainan. This paper puts forward some constructive countermeasures for the development of Hainan agricultural products network marketing strategy in order to provide useful reference for Hainan agricultural products network marketing activities.
【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F724.6

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