安徽省农产品网络营销研究

发布时间：2018-05-30 07:59

本文选题：安徽省 + 农产品　；参考：《安徽农业大学》2016年硕士论文

【摘要】：信息时代带动了经济全球化大发展,我国农产品营销的模式也呈现出多元化趋势,目前,我国大部分农村仍旧呈现经济发展缓慢,农民收入不高及农产品销售落后等现象。而且大量的外来农产品涌入我国市场,给我国农产品的自然供给带来了巨大的挑战,加剧了我国农产品营销市场的竞争程度。安徽省的农业资源十分丰富,研究农产品的网络营销能显著的解决安徽省农产品的供给需求,促进安徽省农产品的贸易往来,不断的增加农民的收入,优化和调整农业结构,提高安徽省农业市场的整体竞争力。本文建立在近几年安徽省,尤其是2015年安徽省为促进安徽省农业发展做出的一系列惠农措施的背景下,安徽省农产品的发展取得了一定的成就的基础上,通过调查分析法、调查问卷法及归纳分析法,以农产品网络营销的特点及我国农产品网络营销的消费群体的基本特征为出发点,结合了安徽省农产品网络营销现状及安徽省农产品网络营销存在的问题,借鉴了安徽省网络品牌“三只松鼠”的成功网络营销实例,提出了农产品网络营销的实施策略,希望促进安徽省农产品网络营销的发展,进一步推动安徽省农业的快速发展。研究表明:(1)近年来,安徽省农产品正在稳步的发展,目前已有一大批的农产品获得了省级及国家的品牌认证,安徽省农产品电商交易的数量在不断的增加。(2)安徽省农产品网络营销的现状是安徽比较重视农村信息化建设,农业物联网应用节本增效,农民自发进行网络营销的意识比较薄弱。(3)安徽省农产品网络营销的优势有:安徽省重点发展了农产品品牌战略,安徽省农业信息化的水平得到了提升;安徽省农产品网络营销的劣势:网络基础设施质量有待提高,安徽省农产品的标准化程度不高;安徽省农产品网络营销的机遇:安徽省的“信息惠民”和“宽带安徽”工程的实施和网民数量的不断增加;安徽省农产品网络营销的威胁:电子商务基础很薄弱,同行业竞争激烈,安徽省农业生态环境不断恶化。(4)安徽省农产品网络营销缺乏网络营销人才,品牌营销不是很完善,相关的法律法规不够健全,农产品物流体系配送体系不完善及网上营销忽视门店的设计及与顾客的互动等问题。(5)应联合安徽省高等院校培养网络营销专业人才,建立农产品质量安全追溯试点和加强质量监管体制,提高安徽省农产品的质量,打造差异化及特色化的安徽省农产品网络营销店铺,形成大别山区和皖南山区农产品网络营销的带动效应,注重维护顾客关系和在淮北平原建设安徽省农产品物流体系等措施来完善安徽省农产品网络营销的实施。
[Abstract]:The information age has driven the development of economic globalization, and the marketing mode of agricultural products in our country is also showing a diversified trend. At present, most of the rural areas of our country still present the phenomena of slow economic development, low income of farmers and backward sales of agricultural products. Moreover, a large number of foreign agricultural products pour into our country's market, which brings great challenges to the natural supply of agricultural products in our country, and intensifies the competition degree of our country's agricultural products marketing market. Anhui Province is rich in agricultural resources. The study of agricultural products network marketing can significantly solve the supply demand of agricultural products in Anhui Province, promote the trade of agricultural products in Anhui Province, constantly increase the income of farmers, optimize and adjust the agricultural structure. Improve the overall competitiveness of Anhui's agricultural market. Based on a series of favorable agricultural measures made in Anhui Province in recent years, especially in 2015, the development of agricultural products in Anhui Province has made some achievements. Based on the characteristics of agricultural products network marketing and the basic characteristics of consumer groups of agricultural products network marketing in China, the questionnaire method and inductive analysis method are taken as the starting point. Combined with the current situation of agricultural products network marketing in Anhui province and the problems existing in the network marketing of agricultural products in Anhui province, the successful network marketing example of "three squirrels" of Anhui province network brand is used for reference, and the implementation strategy of agricultural product network marketing is put forward. We hope to promote the development of agricultural products network marketing in Anhui Province, and further promote the rapid development of agriculture in Anhui Province. Research shows that in recent years, agricultural products in Anhui Province have been developing steadily. At present, a large number of agricultural products have obtained provincial and national brand certification. The current situation of agricultural products network marketing in Anhui Province is that Anhui pays more attention to the construction of rural informatization, and the agricultural Internet of things application saves cost and efficiency. The advantages of agricultural product network marketing in Anhui province are as follows: Anhui province has developed agricultural product brand strategy, and the level of agricultural informatization in Anhui Province has been improved; The disadvantages of agricultural products network marketing in Anhui Province: the quality of network infrastructure needs to be improved, and the standardization of agricultural products in Anhui Province is not high; Opportunities for Agricultural products Network Marketing in Anhui Province: the implementation of the "Information Huimin" and "Broadband Anhui" projects in Anhui Province and the increasing number of Internet users; the threat of agricultural products network marketing in Anhui Province: the foundation of e-commerce is very weak, Fierce competition in the same industry, the agricultural ecological environment in Anhui Province is constantly deteriorating. (4) the network marketing of agricultural products in Anhui Province lacks of network marketing personnel, brand marketing is not very perfect, and the relevant laws and regulations are not perfect enough. The problems of imperfect distribution system of agricultural products logistics system and neglect of store design and interaction with customers in online marketing should be combined with colleges and universities in Anhui Province to train network marketing professionals. To establish a pilot project for tracing the quality and safety of agricultural products and strengthen the quality supervision system, to improve the quality of agricultural products in Anhui Province, and to build a differentiated and characteristic marketing shop for agricultural products in Anhui Province. Forming the driving effect of agricultural products network marketing in Dabie Mountain area and Southern Anhui Mountain area, paying attention to the maintenance of customer relationship and constructing Anhui agricultural product logistics system in Huaibei Plain to perfect the implementation of agricultural product network marketing in Anhui Province.
【学位授予单位】：安徽农业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F323.7;F724.6

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