“互联网+”视角下农产品营销发展研究

Marketing strategy of agricultural products from the perspective of Internet+

中文关键词:  农业经济  互联网+  农产品  营销策略

英文关键词:agricultural economy  Internet+  agricultural products  marketing strategy

中文摘要:

      随着“互联网+”背景研究的兴起, 将此技术与农产品的营销相结合, 成为不同领域深度融合下的一种新型营销模式。以“互联网+”背景下的产品营销为基础, 运用市场营销等理论, 本文综述了“互联网+”背景下的农产品营销发展情况, 包括互联网基础设施、搭建物流体系、品牌化组建以及农产品深加工情况等。论证了“互联网+”背景下农产品的营销模式, 从各角度探讨了“互联网+”背景下的农产品营销发展途径, 从5个方面对如何提升提出见解。“互联网+”背景与农产品营销相结合, 对提升农产品物流配送和品牌声誉、加强网络平台的基础设施建设、进一步完善我国农产品营销的体系具有非常重要的现实意义。

英文摘要:

      With the rise of the "Internet plus" background research, combining this technology with the marketing of agricultural products has become a new marketing mode under the deep integration of different fields. Based on the marketing of products under the background of "Internet plus", this paper reviewed the development of agricultural products marketing under the background of internet plus, including the Internet infrastructure, building logistics system, brand building and the deep processing of agricultural products, demonstrated the marketing mode of agricultural products under the background of "Internet plus", and probed into the ways of developing agricultural products marketing from the perspective of "Internet plus" from various angles, and put forward some opinions on how to improve the marketing from five aspects. The combination of "Internet plus" background and agricultural product marketing has very important practical significance for improving the logistics and brand reputation of agricultural products, strengthening the infrastructure construction of network platform and further improving the marketing system of agricultural products in China.