“互联网+”下农产品网络营销策略研究——以沾化冬枣为例.doc

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摘要
我国农产品市场竞争激烈，部分农村地区发展落后，仍存在农产品市场信息获取不及时、交通运输不便、宣传推广不到位的问题，阻碍了我国农产品市场的发展。本文以沾化冬枣为例，分析“互联网+”背景下沾化冬枣网络营销现状，寻找其营销过程中存在的问题并进一步提出了合理化的建议，为更好的解决我国农产品网络营销过程中存在的问题提供借鉴。
本文从以下几个部分展开。首先，分析国内外学者对农产品网络营销的研究成果，明确论文的研究目的，为文章进一步对沾化冬枣网络营销的研究打下坚实基础。其次，在网络营销理论基础上总结出农产品网络营销的三种模式及特点，并对沾化冬枣营销现状和环境进行优势、劣势、机遇、威胁的讨论。第三，通过查阅一手资料、实地访谈等方式调查研究其营销策略，发现其存在品种单一、价格策略不足、网络营销渠道运用不充分、促销手段单一、网络营销意识薄弱、物流配送体系不完善等六方面问题。第四，为了解决沾化冬枣以上网络营销难题提出六点解决措施，为其他农产品网络营销提供借鉴，推动我国农产品市场的发展。

关键词：互联网+；网络营销；农产品；沾化冬枣

Abstract
Chinaisabigagriculturalcountry.Theagriculturalproductmarketisfiercelycompetitive,andsomeruralareasarelaggingbehind.Therearestillproblemssuchasuntimelyaccesstoagriculturalproductmarketinformation,inconvenienttransportation,andinadequatepublicityandpromotion,whichhindersthedevelopmentofChina'sruraleconomy.ThisarticletakesZhanhuaDongzaoasanexample,analyzesthenetworkmarketingstatusofZhanhuaDongzaounderthebackgroundof"Internet+",looksfortheproblemsinitsmarketingprocess,andfurtherputsforwardreasonablesuggestionstoprovideabettersolutiontotheproblemsinChina'sagriculturalproductsales.Learnfrom.
Thisarticlestartsfromthefollowingparts.First,itanalyzestheresearchresultsofdomesticandforeignscholarsontheonlinemarketingofagriculturalproducts,clarifiestheresearchpurposeofthepaper,andlaysasolidfoundationforthearticletofurtherstudytheonlinemarketingofZhanhuaDongzao.Secondly,basedonthetheoryofnetworkmarketing,itsummarizesthethreemodelsandcharacteristicsofagriculturalproductnetworkmarketing,anddiscussestheadvantages,disadvantages,opportunities,andthreatsofthemarketingstatusandenvironmentofZhanhuaDongzaojujube.Third,throughtheinvestigationoffirst-handmaterials,fieldinterviewsandothermethodstoinvestigateandstudyitsmarketingstrategy,itisfoundthatithasasinglevariety,insufficientpricestrategy,insufficientuseofonlinemarketingchannels,singlepromotionalmethods,weakonlinemarketingawareness,imperfectlogisticsdistributionsystem,etc.Sixissues.Fourthly,inordertosolvethenetworkmarketingproblemsofZhanhuaDongza