本文選題：安徽省 + 農(nóng)產(chǎn)品��； 參考：《安徽農(nóng)業(yè)大學(xué)》2016年碩士論文

【摘要】：信息時(shí)代帶動(dòng)了經(jīng)濟(jì)全球化大發(fā)展,我國(guó)農(nóng)產(chǎn)品營(yíng)銷的模式也呈現(xiàn)出多元化趨勢(shì),目前,我國(guó)大部分農(nóng)村仍舊呈現(xiàn)經(jīng)濟(jì)發(fā)展緩慢,農(nóng)民收入不高及農(nóng)產(chǎn)品銷售落后等現(xiàn)象。而且大量的外來(lái)農(nóng)產(chǎn)品涌入我國(guó)市場(chǎng),給我國(guó)農(nóng)產(chǎn)品的自然供給帶來(lái)了巨大的挑戰(zhàn),加劇了我國(guó)農(nóng)產(chǎn)品營(yíng)銷市場(chǎng)的競(jìng)爭(zhēng)程度。安徽省的農(nóng)業(yè)資源十分豐富,研究農(nóng)產(chǎn)品的網(wǎng)絡(luò)營(yíng)銷能顯著的解決安徽省農(nóng)產(chǎn)品的供給需求,促進(jìn)安徽省農(nóng)產(chǎn)品的貿(mào)易往來(lái),不斷的增加農(nóng)民的收入,優(yōu)化和調(diào)整農(nóng)業(yè)結(jié)構(gòu),提高安徽省農(nóng)業(yè)市場(chǎng)的整體競(jìng)爭(zhēng)力。本文建立在近幾年安徽省,尤其是2015年安徽省為促進(jìn)安徽省農(nóng)業(yè)發(fā)展做出的一系列惠農(nóng)措施的背景下,安徽省農(nóng)產(chǎn)品的發(fā)展取得了一定的成就的基礎(chǔ)上,通過(guò)調(diào)查分析法、調(diào)查問(wèn)卷法及歸納分析法,以農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷的特點(diǎn)及我國(guó)農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷的消費(fèi)群體的基本特征為出發(fā)點(diǎn),結(jié)合了安徽省農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷現(xiàn)狀及安徽省農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷存在的問(wèn)題,借鑒了安徽省網(wǎng)絡(luò)品牌“三只松鼠”的成功網(wǎng)絡(luò)營(yíng)銷實(shí)例,提出了農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷的實(shí)施策略,希望促進(jìn)安徽省農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷的發(fā)展,進(jìn)一步推動(dòng)安徽省農(nóng)業(yè)的快速發(fā)展。研究表明:(1)近年來(lái),安徽省農(nóng)產(chǎn)品正在穩(wěn)步的發(fā)展,目前已有一大批的農(nóng)產(chǎn)品獲得了省級(jí)及國(guó)家的品牌認(rèn)證,安徽省農(nóng)產(chǎn)品電商交易的數(shù)量在不斷的增加。(2)安徽省農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷的現(xiàn)狀是安徽比較重視農(nóng)村信息化建設(shè),農(nóng)業(yè)物聯(lián)網(wǎng)應(yīng)用節(jié)本增效,農(nóng)民自發(fā)進(jìn)行網(wǎng)絡(luò)營(yíng)銷的意識(shí)比較薄弱。(3)安徽省農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷的優(yōu)勢(shì)有:安徽省重點(diǎn)發(fā)展了農(nóng)產(chǎn)品品牌戰(zhàn)略,安徽省農(nóng)業(yè)信息化的水平得到了提升;安徽省農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷的劣勢(shì):網(wǎng)絡(luò)基礎(chǔ)設(shè)施質(zhì)量有待提高,安徽省農(nóng)產(chǎn)品的標(biāo)準(zhǔn)化程度不高;安徽省農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷的機(jī)遇:安徽省的“信息惠民”和“寬帶安徽”工程的實(shí)施和網(wǎng)民數(shù)量的不斷增加;安徽省農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷的威脅:電子商務(wù)基礎(chǔ)很薄弱,同行業(yè)競(jìng)爭(zhēng)激烈,安徽省農(nóng)業(yè)生態(tài)環(huán)境不斷惡化。(4)安徽省農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷缺乏網(wǎng)絡(luò)營(yíng)銷人才,品牌營(yíng)銷不是很完善,相關(guān)的法律法規(guī)不夠健全,農(nóng)產(chǎn)品物流體系配送體系不完善及網(wǎng)上營(yíng)銷忽視門(mén)店的設(shè)計(jì)及與顧客的互動(dòng)等問(wèn)題。(5)應(yīng)聯(lián)合安徽省高等院校培養(yǎng)網(wǎng)絡(luò)營(yíng)銷專業(yè)人才,建立農(nóng)產(chǎn)品質(zhì)量安全追溯試點(diǎn)和加強(qiáng)質(zhì)量監(jiān)管體制,提高安徽省農(nóng)產(chǎn)品的質(zhì)量,打造差異化及特色化的安徽省農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷店鋪,形成大別山區(qū)和皖南山區(qū)農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷的帶動(dòng)效應(yīng),注重維護(hù)顧客關(guān)系和在淮北平原建設(shè)安徽省農(nóng)產(chǎn)品物流體系等措施來(lái)完善安徽省農(nóng)產(chǎn)品網(wǎng)絡(luò)營(yíng)銷的實(shí)施。
[Abstract]:The information age has driven the development of economic globalization, and the marketing mode of agricultural products in our country is also showing a diversified trend. At present, most of the rural areas of our country still present the phenomena of slow economic development, low income of farmers and backward sales of agricultural products. Moreover, a large number of foreign agricultural products pour into our country's market, which brings great challenges to the natural supply of agricultural products in our country, and intensifies the competition degree of our country's agricultural products marketing market. Anhui Province is rich in agricultural resources. The study of agricultural products network marketing can significantly solve the supply demand of agricultural products in Anhui Province, promote the trade of agricultural products in Anhui Province, constantly increase the income of farmers, optimize and adjust the agricultural structure. Improve the overall competitiveness of Anhui's agricultural market. Based on a series of favorable agricultural measures made in Anhui Province in recent years, especially in 2015, the development of agricultural products in Anhui Province has made some achievements. Based on the characteristics of agricultural products network marketing and the basic characteristics of consumer groups of agricultural products network marketing in China, the questionnaire method and inductive analysis method are taken as the starting point. Combined with the current situation of agricultural products network marketing in Anhui province and the problems existing in the network marketing of agricultural products in Anhui province, the successful network marketing example of "three squirrels" of Anhui province network brand is used for reference, and the implementation strategy of agricultural product network marketing is put forward. We hope to promote the development of agricultural products network marketing in Anhui Province, and further promote the rapid development of agriculture in Anhui Province. Research shows that in recent years, agricultural products in Anhui Province have been developing steadily. At present, a large number of agricultural products have obtained provincial and national brand certification. The current situation of agricultural products network marketing in Anhui Province is that Anhui pays more attention to the construction of rural informatization, and the agricultural Internet of things application saves cost and efficiency. The advantages of agricultural product network marketing in Anhui province are as follows: Anhui province has developed agricultural product brand strategy, and the level of agricultural informatization in Anhui Province has been improved; The disadvantages of agricultural products network marketing in Anhui Province: the quality of network infrastructure needs to be improved, and the standardization of agricultural products in Anhui Province is not high; Opportunities for Agricultural products Network Marketing in Anhui Province: the implementation of the "Information Huimin" and "Broadband Anhui" projects in Anhui Province and the increasing number of Internet users; the threat of agricultural products network marketing in Anhui Province: the foundation of e-commerce is very weak, Fierce competition in the same industry, the agricultural ecological environment in Anhui Province is constantly deteriorating. (4) the network marketing of agricultural products in Anhui Province lacks of network marketing personnel, brand marketing is not very perfect, and the relevant laws and regulations are not perfect enough. The problems of imperfect distribution system of agricultural products logistics system and neglect of store design and interaction with customers in online marketing should be combined with colleges and universities in Anhui Province to train network marketing professionals. To establish a pilot project for tracing the quality and safety of agricultural products and strengthen the quality supervision system, to improve the quality of agricultural products in Anhui Province, and to build a differentiated and characteristic marketing shop for agricultural products in Anhui Province. Forming the driving effect of agricultural products network marketing in Dabie Mountain area and Southern Anhui Mountain area, paying attention to the maintenance of customer relationship and constructing Anhui agricultural product logistics system in Huaibei Plain to perfect the implementation of agricultural product network marketing in Anhui Province.
【學(xué)位授予單位】：安徽農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F323.7;F724.6

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