海南农产品网络营销现状及对策研究

发布时间：2018-03-17 02:19

本文选题：农产品　切入点：网络营销　出处：《海南大学》2015年硕士论文　论文类型：学位论文

【摘要】：海南是我国唯一的热带岛屿省份,也是我国唯一的热带水果、热带经济作物、冬季瓜菜等农产品的重要生产基地。热带农产品资源十分丰富、品质优良、具有鲜明特色。随着科技和社会的进步,现阶段海南省农产品供给结构和需求结构不均衡,流通不畅、销售困难等问题长期制约着海南农业的快速发展。随着信息技术和网络技术的迅猛发展,建立在“互联网+”基础上的农产品运营模式和营销策略被实践证明是一种新兴高效的商业模式,已经受到全社会的广泛关注。农产品网络营销是提高海南农产品核心竞争力和增加销量的重要途径,为解决海南农产品“流通难”问题提供了全新的思路。农产品网络营销具有跨越时空、高效互动、降低营销成本和有利于营销资源整合等优点。通过开展网络营销,农产品经营企业和农户可以从根本上提高农产品的竞争优势。因此,农产品网络营销值得我们研讨、学习和推广。本文从市场营销和网络营销的一些基本原理入手,分析了目前处于发展阶段海南农产品网络营销的现状和问题。诸如农村网络设施滞后、网络营销人才缺乏、农产品标准化品牌化程度低、网络营销模式不健全、农产品物流配送体系不完善、农产品网络营销信用体系和法律保障欠缺等问题。本文基于海南农产品网络营销的现状和模式,针对以上问题中的阻碍因子和欠缺之处,提出了海南农产品网络营销过程中相应的解决措施和建议。这对于提升海南农产品网络营销水平,解决“好产品”和“小市场”之间的矛盾具有重要的现实指导意
[Abstract]:Hainan is the only tropical island province in China, and the only important production base for agricultural products such as tropical fruits, tropical cash crops, winter melons and vegetables. With the progress of science and technology and society, the supply structure and demand structure of agricultural products in Hainan Province are not balanced, circulation is not smooth, sales difficulties and other problems have been restricting the rapid development of Hainan agriculture for a long time. With the rapid development of information technology and network technology, the operation mode and marketing strategy of agricultural products based on "Internet" have been proved to be a new and efficient business model. Network marketing of agricultural products is an important way to improve the core competitiveness of Hainan agricultural products and increase sales volume. It provides a new way of thinking to solve the problem of "difficult circulation" of agricultural products in Hainan. The network marketing of agricultural products has the advantages of crossing time and space, highly effective interaction, reducing marketing cost and facilitating the integration of marketing resources. Agricultural products management enterprises and farmers can fundamentally improve the competitive advantage of agricultural products. Starting with some basic principles of marketing and network marketing, this paper analyzes the present situation and problems of network marketing of agricultural products in Hainan at present, such as the lag of network facilities in rural areas, the lack of network marketing talents. The standardization of agricultural products is low, the network marketing mode is not perfect, the distribution system of agricultural products logistics is not perfect, the credit system of agricultural products network marketing and the legal guarantee are lacking. Based on the current situation and mode of agricultural products network marketing in Hainan, this paper aims at the hindrance factors and shortcomings of the above problems. This paper puts forward the corresponding measures and suggestions in the process of agricultural products network marketing in Hainan, which has important practical guiding meaning for improving the level of network marketing of Hainan agricultural products and solving the contradiction between "good products" and "small markets".
【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F323.7;F724.6

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