重庆市涪陵“增福土鸡”网络营销体系构建研究

发布时间：2018-01-04 07:07

本文关键词：重庆市涪陵“增福土鸡”网络营销体系构建研究　出处：《重庆师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着人们生活水平的提高,大众对食品的需求程度也越来越精细。绿色、健康、生态成了购买产品的首选。近年来,全国各地都开始着力打造生态农业,反季蔬菜已经越来越不畅销。农副产品供给量也有原来的相对短缺逐渐转变为相对过剩,但是由于中国国情决定,农副产品的地方分配是不均匀的,因此迫切需要开拓新的销售渠道来对资源进行合理分配,以在一定程度上避免资源的浪费。近年来互联网蓬勃发展,通过互联网进行宣传来达到销售目的已经被很多行业所使用。依靠互联网的兴起和发展作为背景,网络营销以一种全新的方式为我国农副产品销售带来了前所未有机遇和挑战。它较传统营销融入了现代化技术和方法,对我国农副产品的营销有极大的促进作用,将网络的及时、便捷、跨时空等特点系统运用到农副产品的营销过程中就是对农副产品实行网络营销,在此过程中,要求人们充分利用Internet的特点,通过计算机使用信息技术将农副产品的图片、市场价格、供求信息等进行加工处理,加上物流配送体系运用到销售过程中,以达到提升农副产品形象以及农副产品的销售量最终实现资源最有配置的目的。它是一种主要依靠英特网独有的性质来实现农副产品销售的现代化手段。本文在现有的网络营销基础上,以网络营销模式为研究对象,通过对国内几种典型的销售模式做分析后,再对重庆市涪陵区增福土鸡进行调研分析,运用SWOT分析法对涪陵区增福土鸡网络营销进行深入研究,分析了重庆市涪陵区增福土鸡实行网络营销的优劣势及机遇和挑战,最后通过构建农副产品网络营销体系,从农副产品标准化、农副产品网络营销平台的建设、物流配送体系建设、品牌建设、售后服务等方面进行体系构建,以得出本文的结论。本文首先对农副产品及网络营销的相关理论做了阐述,第三部分对国内三种典型的网络营销模式进行对比分析,找出这几种营销模式的可借鉴的地方和不足。第四部分针对通过调研重庆市涪陵区增福土鸡这一特色农副产品,从历史、现状到现行销售模式所存在的问题进行研究,运用SWOT分析涪陵区增福土鸡的优劣势及其面临的机遇和挑战,第五部分为文章核心,结合第四部分得出的值得借鉴的地方和存在的不足,根据当地实际情况,通过构建适合增福土鸡的网络营销体系以实现网络营销更好更快地发展。
[Abstract]:With the improvement of people's living standards, the demand for food is becoming more and more fine.Green, healthy and ecological have become the first choice to buy products. In recent years, all over the country began to focus on the creation of ecological agriculture. The off-season vegetables have become more and more unsaleable, and the supply of agricultural by-products has been gradually changed into a relative surplus, but due to the national conditions in China, the distribution of agricultural and sideline products is uneven. Therefore, there is an urgent need to open up new sales channels to rationally allocate resources in order to avoid the waste of resources to a certain extent. In recent years, the Internet is booming. Through the Internet publicity to achieve sales objectives has been used by many industries. Relying on the rise and development of the Internet as a background. Network marketing has brought unprecedented opportunities and challenges to the marketing of agricultural and sideline products in China in a new way. It is more integrated with modern techniques and methods than traditional marketing. Agricultural and sideline products marketing in China has a great role in promoting, the network of timely, convenient, cross-space-related characteristics of the system used in the agricultural and sideline products marketing process is the implementation of network marketing of agricultural by-products, in this process. It is required that people make full use of the characteristics of Internet to process the pictures, market prices, supply and demand information of agricultural and sideline products by using information technology. In addition, the logistics distribution system is applied to the sales process. In order to improve the image of agricultural and sideline products and the sales volume of agricultural by-products to achieve the purpose of resource allocation, it is a modern means to realize the sale of agricultural by-products mainly relying on the unique nature of the Internet. Existing network marketing based on. Take the network marketing pattern as the research object, through to the domestic several typical sales models to do the analysis, then carries on the investigation and analysis to the Chongqing Fuling district Zengfu local chicken. The SWOT analysis method was used to study the network marketing of Zengfu local chickens in Fuling district, and the advantages and disadvantages, opportunities and challenges of implementing network marketing in Fuling district of Chongqing were analyzed. Finally, through the construction of agricultural and sideline products network marketing system, from the agricultural by-product standardization, agricultural and sideline product network marketing platform construction, logistics distribution system construction, brand building, after-sales service and other aspects of the system construction. In order to draw the conclusion of this paper. Firstly, this paper expounds the related theories of agricultural by-products and network marketing. The third part makes a comparative analysis of three typical network marketing models in China. To find out these marketing models can be used for reference and deficiencies. 4th part through the investigation of Chongqing Fuling District, this unique agricultural and sideline products, from the history. The current situation to the current sales model of the problems are studied, using SWOT analysis of the advantages and disadvantages of Fuling District, and the opportunities and challenges facing, 5th part is the core of the article. Combined with the 4th part of the worth of reference and shortcomings, according to the actual situation of the local, through the construction of a network marketing system suitable for Fufu local chickens to achieve better and faster development of online marketing.
【学位授予单位】：重庆师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F323.7

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