东莞市荔枝网络营销模式研究

发布时间：2018-01-28 23:27

本文关键词： 东莞市荔枝网络营销模式　出处：《仲恺农业工程学院》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国农业科技的快速发展,以及产业转型升级的客观要求,各行各业企业都纷纷利用互联网技术来改变企业自身的经营管理模式,“互联网+农业”的新型网络营销生态也逐渐被人们所熟知。当农产品与电子商务相互融合发展时,能极大地加快农业现代化的进程。通过改变原有农产品营销模式,能有效引导农产品种植储存加工销售,从而带来农业产业的全新发展契机。东莞市的荔枝种植历史悠久植面积广阔。在农业销售网络的发展阶段,还是存在观念技术与管理等方面的困难,需要我们秉承实事求是的理论观点,因地制宜,在优化完善网络营销管理模式的前提下,根据东莞市当地的实际农贸特点,发展具有东莞特色的农产品网络营销模式,才能有效促进东莞市当地农业产业的转型升级。因此,本文在文献资料分析的方法基础上,采用实地调查的方法,通过访问东莞市相关农业部门和当地荔枝农户,进行荔枝种植储存加工销售的相关实地调查,运用市场营销、网络营销理论进行分析,总结出东莞市荔枝网络销售的发展现状与发展所带来的问题,并提出切实可行,富有针对性的发展对策。特别是对东莞荔枝农户、企业存在的农产品信息服务覆盖面窄、缺少有效的网络营销推广策略、销售者对网络营销积极性不高、农业相关网站功能不完善以及物流环节有待完善等情况,根据东莞荔枝网络营销发展的特点,结合借鉴国内外成功的网络营销的经验,设计了政府牵头,以专项资金、招商、融资等方式构建一个以“莞荔”为名片的农产品平台模式,即融农产品销售网站、微信公众号、手机APP、电视专栏节目为一体,形成一个四网合一的农产品电子商务平台,以此来推动东莞荔枝网络营销的发展。同时,对该平台的运营、东莞荔枝网络营销现状中存在的问题提出了相应的参考意见。本文共分七大部分,根据东莞市荔枝网络营销的实际情况,制定切实可行的发展意见和建议,为东莞市政府科学发展农业产业经济,合理布局农产品营销网络平台提供决策依据。
[Abstract]:With the rapid development of agricultural science and technology in China and the objective requirements of industrial transformation and upgrading, all kinds of industry enterprises have to use Internet technology to change their own management mode. The new network marketing ecology of "Internet agriculture" is also known by people gradually. It can greatly speed up the process of agricultural modernization. By changing the original marketing mode of agricultural products, it can effectively guide the cultivation, storage, processing and marketing of agricultural products. This brings a new opportunity for the development of agricultural industry. Litchi planting in Dongguan has a long history of vast planting area. In the development stage of agricultural marketing network, there are still some difficulties in concept, technology and management. We need to uphold the theory of seeking truth from facts, according to local conditions, in the premise of optimizing and perfecting the network marketing management model, according to the local characteristics of local agriculture and trade in Dongguan. Only by developing the network marketing mode of agricultural products with Dongguan characteristics can we effectively promote the transformation and upgrading of local agricultural industry in Dongguan. Therefore, based on the method of literature analysis, this paper adopts the method of field investigation. By visiting the relevant agricultural departments and local litchi farmers in Dongguan City, the related field investigation of litchi planting, storage, processing and sales was carried out, and the theory of marketing and network marketing was used to analyze it. This paper summarizes the current situation and problems brought about by the development of litchi network sales in Dongguan City, and puts forward some feasible and targeted development countermeasures, especially for the litchi farmers in Dongguan. Enterprises have narrow coverage of agricultural products information services, lack of effective network marketing promotion strategy, sales of network marketing enthusiasm is not high, agricultural related website function is not perfect and logistics links need to be improved. According to the characteristics of the development of Dongguan litchi network marketing, combined with the successful experience of domestic and foreign network marketing, the government is designed to take the lead to attract investment with special funds. Financing and other ways to build a "Guanli" as a business card of agricultural products platform model, that is, the integration of agricultural products sales website, WeChat Official account, mobile phone app, TV column as one. Form a four-net e-commerce platform for agricultural products to promote the development of network marketing in Dongguan litchi. At the same time, the operation of the platform. In this paper, there are seven parts, according to the actual situation of Dongguan litchi network marketing, to formulate practical development advice and suggestions. It provides the decision basis for Dongguan government to develop agricultural industry economy scientifically and distribute agricultural products marketing network platform reasonably.
【学位授予单位】：仲恺农业工程学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F724.6

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