L农产品加工企业电子商务营销策略研究

发布时间：2018-03-25 02:25

本文选题：农产品加工企业　切入点：电子商务　出处：《黑龙江大学》2016年硕士论文

【摘要】：随着“互联网+”的普及,传统农产品加工企业转向电子商务营销发展迅速,市场潜力巨大。在转型过程中,农产品加工业受经验的限制、经营理念的转变等因素影响,电子商务发展缓慢。因此,营销策略是否妥当,对于进入电子商务领域的农产品加工企业具有决定性作用。本文在研究农产品电子商务营销相关理论的基础上,对L农产品加工企业的电子商务营销策略现状进行剖析,找出其营销策略存在的主要问题。同时,对L农产品加工企业的电子商务营销进行了营销环境分析,为其电子商务营销策略的优化与保障提供依据,从产品、渠道、促销、服务等环节提出相应的优化改进策略,并进一步探讨了策略优化实施的保障措施。本研究成果将对L农产品加工企业进行电子商务营销正确的营销决策提供参考,同时对其他同行企业电子商务营销策略的改进也具有一定的借鉴意义。
[Abstract]:With the popularization of the Internet, the traditional agricultural products processing enterprises are developing rapidly to e-commerce marketing, and the market potential is huge. In the process of transformation, the agricultural products processing industry is influenced by the experience, the change of the management idea, and so on. The development of electronic commerce is slow. Therefore, whether the marketing strategy is appropriate or not plays a decisive role in the agricultural products processing enterprises entering the field of electronic commerce. This paper analyzes the current situation of e-commerce marketing strategy of L agricultural products processing enterprises, finds out the main problems existing in its marketing strategy, and analyzes the marketing environment of L agricultural products processing enterprises. To provide the basis for the optimization and protection of its e-commerce marketing strategy, from the product, channel, promotion, service and other links to put forward the corresponding optimization and improvement strategy, The research results will provide a reference for L agricultural products processing enterprises to make correct marketing decisions on e-commerce marketing. At the same time, the improvement of e-commerce marketing strategy of other peer enterprises also has certain reference significance.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F326.5;F724.6

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