本文關(guān)鍵詞： 生鮮農(nóng)產(chǎn)品 網(wǎng)絡(luò)營銷 模式 策略 物流促進　出處：《重慶交通大學》2014年碩士論文　論文類型：學位論文

【摘要】：隨著電子信息化時代的到來，網(wǎng)絡(luò)環(huán)境的不斷完善，生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷正以新鮮、高效、優(yōu)質(zhì)的特點吸引著消費者。企業(yè)商家、農(nóng)產(chǎn)品生產(chǎn)者都希望盡快投入這一新興領(lǐng)域拓展銷售渠道，完善自身商業(yè)體系，借助網(wǎng)絡(luò)的力量達到銷售目的�，F(xiàn)存生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷物流模式發(fā)展不完善、生鮮物流服務(wù)水平不高等問題出現(xiàn)使得商家、物流企業(yè)及消費者的需求難以獲得滿足，阻礙生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷進一步發(fā)展。在生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷環(huán)境下，物流模式如何組織，物流環(huán)節(jié)如何運轉(zhuǎn)才能更大地發(fā)揮物流促進作用，保障生鮮農(nóng)產(chǎn)品質(zhì)量、優(yōu)化商家運營及維護消費者權(quán)益是值得研究的問題。 本文依據(jù)理論研究，優(yōu)化改進，最后應用研究進行案例分析的順序，進行生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷的物流促進研究：首先，全面分析現(xiàn)有生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷模式的物流運作、現(xiàn)狀及問題，得出物流促進內(nèi)涵；然后，圍繞物流促進內(nèi)涵應用生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷第三方物流平臺進行生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷的物流促進模式分析，接著針對物流促進模式的物流功能，提出生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷的物流促進策略；最后進行生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷的物流促進案例分析，進行物流促進流程設(shè)計及分析，應用灰色關(guān)聯(lián)度分析方法對生鮮物流配送點進行評價分析，優(yōu)化案例主體物流運營，起到了物流促進生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷的作用。 通過上述對生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷物流促進模式及物流功能促進策略的研究，改進了生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷過程中物流所存弊端，提升物流功能地位，充分體現(xiàn)物流促進模式的優(yōu)勢。生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷物流促進模式及物流功能促進策略不僅可以使物流變得更有效率，還提升了商家的運營效益，為消費者提供更大的購物保障。同時研究為從事生鮮農(nóng)產(chǎn)品網(wǎng)絡(luò)營銷商家及物流企業(yè)提供一個清晰的思路，更好地定位自身物流策略與物流服務(wù)水平，指明未來發(fā)展與研究方向。
[Abstract]:With the arrival of the electronic information age and the continuous improvement of the network environment, the network marketing of fresh agricultural products is attracting consumers with the characteristics of freshness, efficiency and quality. Producers of agricultural products hope to invest in this new field as soon as possible to expand their marketing channels, perfect their own business systems, and achieve their sales objectives with the help of the network. The existing logistics model of network marketing for fresh agricultural products is not perfect. The low level of fresh logistics service makes it difficult to meet the needs of merchants, logistics enterprises and consumers, and hinders the further development of the network marketing of fresh agricultural products. It is worth studying how to organize the logistics mode and how to run the logistics link to play the role of logistics promotion, to ensure the quality of fresh agricultural products, to optimize the business operation and to maintain the rights and interests of consumers. Based on the theoretical research, optimization and improvement, the last application of the study on the sequence of case analysis, fresh agricultural products network marketing logistics promotion research: first, a comprehensive analysis of the existing fresh agricultural products network marketing mode of logistics operation, The current situation and problems, the logistics promotion connotation; then, around the logistics promotion connotation of fresh agricultural products network marketing third-party logistics platform for fresh agricultural products network marketing logistics promotion model analysis, Then aiming at the logistics function of logistics promotion mode, the paper puts forward the logistics promotion strategy of fresh agricultural products network marketing; finally, the logistics promotion case analysis of fresh agricultural products network marketing is carried out, and the logistics promotion process design and analysis are carried out. The grey correlation degree analysis method is used to evaluate and analyze the distribution points of fresh products and optimize the logistics operation of case subjects, which plays the role of logistics to promote the network marketing of fresh agricultural products. Through the above research on the logistics promotion mode and logistics function promotion strategy of fresh agricultural products network marketing, the disadvantages of logistics in the process of fresh agricultural products network marketing are improved, and the logistics function status is promoted. Logistics promotion mode and logistics function promotion strategy can not only make logistics become more efficient, but also improve the business operation benefit. At the same time, the research provides a clear idea for the network marketing of fresh agricultural products and logistics enterprises, better positioning their own logistics strategy and logistics service level, To point out the future development and research direction.
【學位授予單位】：重慶交通大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F323.7

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