农产品网络营销.doc

摘 要 网络营销作为数字经济时代的一种崭新的营销理念和营销模式，既使企业开辟了更加广阔的市场，又能引领和改造传统营销。国的中小企业要想在大市场中立足，必须学会运用新的营销手段，整合最适合企业实情的各种传统、现代营销方法。 【关键词】：网络营销，农产品，现状 Abstract On-line Marketing as the digital economy of the time a new marketing idea and marketing model, even if business has opened up a broader market, but also to lead and transform the traditional marketing 。E- marketing with traditional marketing with a personalized, interactive, economic, efficient and other obvious advantages, our country at large to the small and medium-sized market-based, we must learn to use new marketing tools, integrated enterprises fit the facts of the most traditional, modern marketing Ways。This article on E- marketing with traditional marketing strengths and how SMEs can begin to explore the implementation of network marketing。 This?paper?explained?the?meaning?of?network?marketing?and?research?purpose?and?significance;?Summarized?research?status?quo?of?network?marketing?at?home?and?abroad?at?present?stage;?The?present?development?of?Chinas?network?marketing,?analyzes?the?deficiency?of?network?marketing?in?our?country,?and?on?this?basis?put?forward?the?countermeasures?to?solve?the?problem,?make?our?countrys?network?marketing?better?improve?and?development. 【Key words】：network?marketing，agriculture products，Status?quo 1. 网络营销与农产品营销的概念 1 1.1 网络营销的概念 1 1.2 网络营销的类型 1 1.3 农产品营销的含义 2 1.4 农产品营销的职能 2 2. 我国农产品网络营销的优势 3 2.1 特色资源的优势 3 2.2 政府的大力支持 3 2.3 宁夏特色农产品发展的现状分析 4 3. 我国农产品网络营销的劣势 4 3.1 农村电子商务基础设施落后 4 3.2 农产品标准化建设落后 5 3.3 现代化物流水平低 5 3.4 农产品电子商务人才缺乏 5 3.5 农业产业化水平和营销创新能力不高 5 4. 促进我国农产品销售的对策 6 4.1 提高农民组织化程度，发展农业产业化经营? 6 4.2 建立适应国际竞争需要的农产品出口管理体制??? 6 4.3 顺应世界绿色潮流，实施绿色品牌战略，积极应对绿色壁垒? 7 5. 农产品市场营销发展趋势 8 5.1 政府加大农产品电商发展力度 8 5.2 农产品电商带动农村电商发展 8 5.3 农产品电商规模迅速扩大 8 5.4 “三品一标”产品成为农产品电商主角 8 5.5 农产品冷链物流效应得到充分发挥 9 5.6 农产品网上网下渠道融合创新 9 5.7 农产品大宗商品交易-批发、交易-零售交易市场形成体系 9 5.8 跨境农产品电子商务份额提高 9 5.9 三网融合+物联网成为新电商时尚 9 5.10 本地化生鲜平台将成为农产品电商转型的方向 9 总结 10 参 考 文 献 11  农产品与网络销售 1. 网络营销与农产品营销的概念 网络营销的概念 网络营销（On-line Marketing或E-Marketin