本文關鍵詞：安吉縣鄉(xiāng)村旅游農產品營銷策略研究　出處：《浙江農林大學》2014年碩士論文　論文類型：學位論文

  更多相關文章： 安吉縣 鄉(xiāng)村旅游 農產品 營銷

【摘要】：近年來,鄉(xiāng)村旅游蓬勃發(fā)展,對促進農村經濟結構調整、擴大農民就業(yè)增收發(fā)揮了積極作用。這其中鄉(xiāng)村旅游農產品的開發(fā)、生產、營銷,無疑是鄉(xiāng)村旅游發(fā)展的重要組成部分。其不僅能豐富鄉(xiāng)村旅游的內容,使農產品彰顯了其商品的多功能性,進而提高了鄉(xiāng)村旅游的附加值,并且可以提升整個鄉(xiāng)村旅游產業(yè)的發(fā)展水平。本文回顧和總結了安吉縣鄉(xiāng)村旅游的發(fā)展現(xiàn)狀;對安吉縣鄉(xiāng)村旅游的運營模式:經營公司管理模式、行業(yè)協(xié)會管理模式、村鎮(zhèn)集體經營管理模式、農戶個體經營管理模式進行了簡要概括。在此基礎上,論述了安吉縣鄉(xiāng)村旅游對農產品營銷的作用:促進農產品就地營銷增加附加值,提高附加值農業(yè)的邊際效應凸顯,促進農村產業(yè)融合優(yōu)化產業(yè)結構,促進農業(yè)直接進入服務貿易領域。針對安吉縣鄉(xiāng)村旅游中農產品營銷的現(xiàn)狀及問題進行了研究,區(qū)分了傳統(tǒng)、新興兩種不同形態(tài)鄉(xiāng)村旅游農產品營銷的特點。通過自制的調查問卷,對安吉縣鄉(xiāng)村旅游中消費者對農產品的購買意愿、關注度、購買體驗、愿望建議等進行了調查。在數(shù)據統(tǒng)計、分析的基礎上,指出了安吉縣鄉(xiāng)村旅游農產品營銷還存在著缺精加工產品;產品品牌林立;產品銷售失衡;分銷渠道單一等問題。在文章的最后,針對安吉縣鄉(xiāng)村旅游農產品營銷過程中存在的問題和調查問卷結果,據此提出安吉縣鄉(xiāng)村旅游農產品銷售的新理論、新觀點,對于探尋鄉(xiāng)村旅游背景下農產品銷售新模式,為安吉縣鄉(xiāng)村旅游農產品銷售提供思路和策略具有一定的實用價值。
[Abstract]:In recent years, rural tourism has developed vigorously, which has played a positive role in promoting the adjustment of rural economic structure and expanding farmers' employment income, among which the development, production and marketing of rural tourism agricultural products. It is undoubtedly an important part of the development of rural tourism. It can not only enrich the content of rural tourism, so that agricultural products show the versatility of their commodities, and then improve the added value of rural tourism. And can improve the development level of the whole rural tourism industry. This paper reviews and summarizes the current situation of the development of rural tourism in Anji County; This paper briefly summarizes the operation mode of Anji county rural tourism: management company management mode, trade association management model, village and town collective management mode, farmer individual management mode. On this basis. This paper discusses the role of rural tourism in Anji County on the marketing of agricultural products: to promote the local marketing of agricultural products to increase the added value, to improve the marginal effect of value-added agriculture, to promote the integration of rural industries and optimize the industrial structure. To promote the direct entry of agriculture into the field of service trade. In view of the Anji County rural tourism in the status quo and problems of agricultural marketing, distinguish the traditional. Through the self-made questionnaire, this paper analyzes the consumer's purchase intention, attention and purchase experience of agricultural products in Anji County rural tourism. On the basis of statistics and analysis, the author points out that there is still a lack of finished products in the marketing of rural tourism agricultural products in Anji County. Product brands; Product sales imbalance; At the end of the article, aiming at the problems existing in the marketing process of rural tourism agricultural products in Anji County and the results of the questionnaire, this paper puts forward a new theory of the marketing of rural tourism agricultural products in Anji County. The new viewpoint has certain practical value for exploring the new mode of agricultural product sales under the background of rural tourism and for providing ideas and strategies for the marketing of rural tourism agricultural products in Anji County.
【學位授予單位】：浙江農林大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F323.7;F592.7

【參考文獻】

相關期刊論文 前10條

1 李曉俐;;低碳型成為農產品消費的未來趨勢[J];農業(yè)展望;2012年05期

2 田俊峰;;發(fā)展綠色食品的有效途徑探討[J];中國保健營養(yǎng);2012年08期

3 闞耀平;高鵬;;蘇北鄉(xiāng)土文化旅游產品開發(fā)研究[J];資源開發(fā)與市場;2012年05期

4 袁龍義;王興偉;;天階山國家森林公園旅游產品開發(fā)研究[J];綠色科技;2012年04期

5 劉阿麗;于春玉;;關于桂林生態(tài)旅游資源開發(fā)的思考[J];吉林省教育學院學報(中旬);2012年04期

6 郭奇斌;郭海清;;我國鄉(xiāng)村旅游經濟的可持續(xù)開發(fā)[J];中國商貿;2012年11期

7 李英升;;上海市城市森林生態(tài)旅游產品規(guī)劃探討[J];華東森林經理;2012年01期

8 王心良;張凡;蔣文龍;;品牌農產品的消費行為研究[J];中國市場;2012年02期

9 王志剛;;關于土特產文化挖掘與傳承的思考——以浙江省永康市為例[J];安徽農業(yè)科學;2011年09期

10 鄧麗娟;;張家界游客購買土特產品的購物行為研究[J];經濟與社會發(fā)展;2011年02期

，

本文編號：1435762