本文關(guān)鍵詞： 網(wǎng)絡(luò)營銷 模式 特色農(nóng)產(chǎn)品 甘肅　出處：《重慶師范大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著互聯(lián)網(wǎng)+的飛速發(fā)展和大數(shù)據(jù)信息技術(shù)的突飛猛進(jìn),網(wǎng)絡(luò)應(yīng)用已經(jīng)遍布到各行各業(yè)。與之相對(duì)應(yīng)的是近些年中國經(jīng)濟(jì)快速發(fā)展人民生活水平不斷提高,對(duì)生活質(zhì)量的要求也在與日俱增。作為第一的農(nóng)業(yè)也從過去的“幕后”走到“臺(tái)前”,獲得了廣泛的關(guān)注,甚至有人預(yù)測(cè)“農(nóng)業(yè)將成為下一個(gè)房地產(chǎn)業(yè)”,世界級(jí)投資大師詹姆斯.羅杰斯在參加第四屆中國期貨(證券)資產(chǎn)管理大會(huì)時(shí)說:未來20年,最賺錢的行業(yè)不是房地產(chǎn),而是做農(nóng)民!在過去,中國最賺錢的是房地產(chǎn)、金融、電子信息等行業(yè),農(nóng)業(yè)備受投資商和年輕人的冷落。在國家對(duì)農(nóng)業(yè)投入不斷增加、對(duì)農(nóng)民補(bǔ)貼不斷加大,以及政府出臺(tái)的各項(xiàng)扶持政策引導(dǎo)下,農(nóng)業(yè)行業(yè)大整合已經(jīng)展開。2017年年初,中央經(jīng)濟(jì)工作會(huì)議指出,要貫徹好穩(wěn)中求進(jìn)工作總基調(diào),繼續(xù)深化供給側(cè)結(jié)構(gòu)性改革,并將深入推進(jìn)農(nóng)業(yè)供給側(cè)結(jié)構(gòu)性改革作為主要任務(wù)之一。緊接著中央農(nóng)村工作會(huì)議進(jìn)一步提出,要深入推進(jìn)農(nóng)業(yè)供給側(cè)結(jié)構(gòu)性改革,將其作為農(nóng)業(yè)農(nóng)村工作的主線,并對(duì)農(nóng)業(yè)供給側(cè)結(jié)構(gòu)性改革作出具體部署,主要是調(diào)整農(nóng)產(chǎn)品供給機(jī)構(gòu)增加有效供給。甘肅省有許多質(zhì)量?jī)?yōu)良的特色農(nóng)產(chǎn)品,但在“酒香也怕巷子深”的網(wǎng)絡(luò)營銷中發(fā)展的不盡如人意,網(wǎng)絡(luò)營銷對(duì)于甘肅省農(nóng)業(yè)發(fā)展至關(guān)重要,關(guān)系到特色農(nóng)產(chǎn)品的銷量和品牌以及農(nóng)民的收入。本文作者通過分析甘肅省網(wǎng)絡(luò)營銷現(xiàn)狀和環(huán)境,對(duì)比國內(nèi)外特色農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷的模式,試圖構(gòu)建適合甘肅省特色農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷模式,對(duì)促進(jìn)甘肅省農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷有十分重要的現(xiàn)實(shí)意義。本文分為七部分。第一部分是緒論,主要介紹了本文的研究背景、研究意義,闡述了國內(nèi)外關(guān)于此課題的研究現(xiàn)狀,歸納了本文的研究?jī)?nèi)容和研究方法,構(gòu)劃了文章的研究框架。第二部分是相關(guān)概念和理論基礎(chǔ)。對(duì)特色農(nóng)產(chǎn)品、網(wǎng)絡(luò)營銷和營銷模式分別定義,闡述了本文可能用到理論,包括交易成本理論、供應(yīng)鏈理論、比較優(yōu)勢(shì)理論和直復(fù)營銷理論。第三部分是甘肅省特色農(nóng)產(chǎn)品現(xiàn)狀,分為兩個(gè)部分來介紹甘肅省的基本概況,甘肅省農(nóng)產(chǎn)品發(fā)展現(xiàn)狀、特色農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷的現(xiàn)狀和甘肅省網(wǎng)絡(luò)營銷模式的現(xiàn)狀。第四部分是通過發(fā)放問卷調(diào)查的方式,對(duì)甘肅省特色農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷現(xiàn)有模式的分析,包括模式介紹、模式現(xiàn)狀以及存在的問題。第五部分是國內(nèi)外特色農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷主要模式及啟示,分別介紹了三種國外和國內(nèi)主要模式,總結(jié)出啟示。第六部分是對(duì)甘肅特色農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷模式的優(yōu)化,根據(jù)國內(nèi)外模式和省情,結(jié)合理論基礎(chǔ)對(duì)目前甘肅省現(xiàn)存的網(wǎng)絡(luò)營銷模式進(jìn)行優(yōu)化,并對(duì)比了優(yōu)化后的五種模式。第七部分是甘肅省特色農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷模式的保障體系建設(shè),從安全體系、物流體系、配套體系和售后體系方面做出設(shè)想。第八部分是總結(jié)和展望。
[Abstract]:With the rapid development of the Internet and the rapid development of big data information technology, network applications have been spread all over the industry, corresponding to the rapid economic development of China in recent years, people's living standards have been constantly improved. The demand for quality of life is also increasing. As the number one agriculture has moved from the "behind the scenes" to the "front of the stage", and some people even predict that "agriculture will become the next real estate industry." World class investment master James Rogers at the 4th China Futures (Securities) Asset Management Conference said: the next 20 years, the most profitable industry is not real estate, but to be farmers! In the past, China's most profitable industries, such as real estate, finance, electronic information and other industries, agriculture has been neglected by investors and young people. In the country, increasing investment in agriculture, increasing subsidies to farmers. Under the guidance of various supporting policies issued by the government, the great integration of the agricultural industry has already begun. In early 2017, the Central Economic work Conference pointed out that we should carry out the general tone of the work of pursuing progress in a steady and steady manner. We will continue to deepen the supply-side structural reform, and will further promote the supply-side structural reform of agriculture as the main Ren Wuzhi, which will be further proposed by the Central Rural work Conference. It is necessary to further promote the structural reform on the supply side of agriculture as the main line of agricultural rural work and make concrete arrangements for the structural reform on the supply side of agriculture. The main is to adjust the supply of agricultural products to increase the effective supply. Gansu Province has a lot of high-quality agricultural products, but in the "wine is also afraid of deep alley" network marketing development is not satisfactory. Network marketing is very important to the development of agriculture in Gansu province, which is related to the sales volume and brand of characteristic agricultural products and the income of farmers. The author analyzes the present situation and environment of network marketing in Gansu province. Compared with the domestic and foreign characteristic agricultural products network marketing mode, attempts to construct the suitable Gansu Province characteristic agricultural product network marketing pattern. This paper is divided into seven parts. The first part is the introduction, mainly introduces the research background and significance of this paper. This paper expounds the current situation of research on this subject at home and abroad, summarizes the research contents and methods of this paper, and sets up the research framework of the article. The second part is the related concepts and theoretical basis. The network marketing and marketing mode are defined separately, and the possible theories used in this paper are expounded, including transaction cost theory and supply chain theory. Comparative advantage theory and direct marketing theory. The third part is the characteristics of agricultural products in Gansu Province, divided into two parts to introduce the basic situation of Gansu Province, Gansu Province agricultural product development. The present situation of characteristic agricultural product network marketing and the present situation of Gansu province network marketing mode. 4th part is the analysis of Gansu characteristic agricultural product network marketing mode through the way of issuing questionnaire. Including mode introduction, mode status and existing problems. Part 5th is the main mode and inspiration of domestic and foreign characteristic agricultural products network marketing, respectively introduced three kinds of foreign and domestic main models. Summarizes the enlightenment. 6th part is to Gansu characteristic agricultural product network marketing pattern optimization, according to the domestic and foreign pattern and the provincial situation, unifies the theory foundation to carry on the optimization to the present Gansu Province extant network marketing pattern. And compared the optimized five models. 7th part is the characteristics of Gansu Province agricultural product network marketing model security system construction, from the security system, logistics system. Supporting system and after-sale system to make assumptions. 8th part is a summary and outlook.
【學(xué)位授予單位】：重慶師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F323.7;F724.6

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