本文選題：特色農產品　切入點：電子商務　出處：《河南師范大學》2017年碩士論文　論文類型：學位論文

【摘要】：隨著農產品電子商務的全球化,我國農業(yè)發(fā)展通過互聯(lián)網的力量進入了一個全新的領域,而電子商務營銷也成為新型的營銷模式。粟(小米)在我國已有7000年的栽培歷史,粟文化的內涵廣博宏大、包羅萬象,是中華文明交流、融合、升華、流傳的重要載體,具有非常重要的意義�！皷|姚洪河”小米具有悠久種植歷史,曾在唐朝前期,公元706年“東姚洪河”小米就被列為貢品。但是由于“東姚洪河”小米營銷力度欠缺、流通體系不健全等因素的制約,導致谷賤傷農的現(xiàn)象。林州市東姚鎮(zhèn)可用來種植優(yōu)質洪河小米的土地,僅洪河區(qū)域就有50000余畝,而目前洪河小米的實際種植面積只有12000余畝,其銷量在國內小米市場上僅有0.1%的份額。本文運用文獻研究法、訪談研究法、比較分析法等研究方法,以電子商務理論、4P營銷組合理論等相關理論為依據(jù),對“東姚洪河”小米進行了介紹,分析以及得出結論與展望。本文首先總結了“東姚洪河”小米近年來所取得的優(yōu)秀成果;然后詳述了“東姚洪河”小米電子商務發(fā)展的網絡基礎設施建設、品牌建設、物流環(huán)境、電子商務平臺、相關的政策等環(huán)境,并對其市場競爭情況,以及營銷過程中存在的市場定位不清晰、產品分類分級不夠細化、品牌建設投入不足、產品促銷力度不夠、高層次電商人才缺失等問題進行了探究;再通過對其市場定位的分析,確定了“東姚洪河”小米的兩個目標市場,一是小康家庭和中高收入者的自用與禮品贈送市場,二是低收入人群的禮品贈送市場;最后從產品策略、價格策略、促銷策略的角度綜合提出了“東姚洪河”小米電子商務營銷策略的建議。本文旨在通過對“東姚洪河”小米進行明確的市場定位,并提出適合其產品定位的營銷策略,以擴大“東姚洪河”小米的市場需求,增加產品銷量,提高其市場占有率。
[Abstract]:With the globalization of e-commerce of agricultural products, agricultural development in China has entered a new field through the strength of the Internet, and e-commerce marketing has become a new marketing model. The connotation of millet culture is extensive, all-encompassing, and it is an important carrier for the exchange, fusion, sublimation and spread of Chinese civilization. "Dongyaohong River" millet has a long history of planting and was once in the early Tang Dynasty. In the year 706, the "East Yao Hong River" millet was listed as a tribute. However, due to the lack of marketing efforts of the "East Yao Hong River" millet, and the lack of sound circulation system, and other factors, Dongyao Town, Linzhou City, can be used to plant high-quality Honghe millet land. There are more than 50000 mu in Honghe region alone, but at present the actual planting area of Xiaomi in Honghe River is only more than 12000 mu. Its sales volume in the domestic millet market only has a share of 0.1%. This paper uses the literature research method, interview research method, comparative analysis method and other research methods, based on the electronic commerce theory and other related theories, such as marketing combination theory, etc. This paper introduces the "Dongyaohong River" millet, analyzes it and draws conclusions and prospects. Firstly, this paper summarizes the outstanding achievements of "Dongyaohong River" millet in recent years. Then, the network infrastructure construction, brand building, logistics environment, e-commerce platform, relevant policies and so on for Xiaomi's e-commerce development are described in detail, and its market competition is also discussed. And the marketing process exists in the market positioning is not clear, product classification and classification is not enough, brand construction investment is not enough, product promotion is not enough, the lack of high-level electric merchants and so on. Through the analysis of its market orientation, two target markets of "Dongyaohong River" Xiaomi are determined, one is the market of the well-off families and the people with middle and high income, the other is the market of gifts for the low-income people. Finally, from the point of view of product strategy, price strategy and promotion strategy, the paper puts forward the suggestion of "Dongyaohong River" Xiaomi E-commerce marketing strategy. In order to expand the market demand of "Dongyaohong River" millet, increase the sales volume and increase its market share, the marketing strategy suitable for its product positioning is put forward.
【學位授予單位】：河南師范大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F323.7

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