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论文编号：	11102
作者编号：	2220160712
上传时间：	2019/12/6 18:13:08
中文题目：	“互联网+”背景下A企业农产品 网络营销研究
英文题目：	Research on Online Marketing of Agricultural Products of A Company under the Background of "Internet +"
指导老师：	梅丹
中文关键字：	“互联网+”；农产品；网络营销策略
英文关键字：	"Internet +"; Agricultural products; Internet marketing strategy
中文摘要：	随着互联网信息技术的快速发展，特别是近年来移动互联网技术和移动设备的逐步成熟，不断给人们以全新的工作和生活体验，全社会也逐步进入网络经济时代。全球信息的交流共享，为买卖双方的市场创造了巨大的交易平台。 它不仅提高了生产经营和贸易的运营效率，而且降低了运营和管理成本。上世纪末，中国农产品的网络营销开始起步，但发展水平总体低于西方国家。为刺激农业发展，促进农业信息化的发展，中央政府高度重视建立中国农产品网络营销平台，先后发布积极推动农业农产品网络布局发展的相关文件。21世纪已成为Internet的新时代：科学技术的飞速发展为生活不同领域的发展带来了新的可能性和挑战。天津是中国信息化覆盖很高的地区，在Internet +模式中具有许多“先天”优势，并且在农产品销售方面获得了足够的动力。 然而，网络基础设施建设的延迟和相关技能的短缺，仍然阻碍着天津农业市场的发展。从长远来看，“ Internet +”成为农业营销的关键词。 为了实现稳定的运营和发展，农产品公司必须制定符合Internet +模型的要求，并与市场动态保持同步的营销策略。 基本上，不断深化农产品销售体系是一项长期任务，不可能一蹴而就。 地方政府，农业综合企业以及农林研究组织需要协调并共同制定一致的政策，并充分推动对农业市场的稳步增长。 本文在分析传统农产品网络营销模式存在问题的基础上，基于“互联网+”背景，对传统模式进行优化设计，以某公司为例进行应用分析，可以为完善中国其他城乡农产品网络营销模式提供参考。本文以A农产品企业为例，阐述和探讨天津市的农产品网络营销策略，基于A农产品企业当前农产品网络营销发展水平，提出企业营销理念的转变、专业化生产、网络营销人才的培养、产品标准化的完善、产品品牌战略的实施，以及提高农业信息化水平，完善服务体系功能，创新农产品分配制度，提高农产品物流配送能力的建议。目的是提高A农产品企业网络营销的发展水平，促进农产品的分销，提高企业经济效益，也为类似农产品企业的网络营销提供借鉴。
英文摘要：	With the rapid development of today's Internet information technology, especially in recent years, mobile Internet technology and mobile devices gradually mature, continue to give people a new experience. The wide application of Internet technology makes the whole society enter the era of network economy. The sharing of global information and information makes the buyer and seller market have a huge trading platform, which not only improves the operation efficiency of production and business trade, but also reduces the cost of operation and management. At the end of last century, the online marketing of Chinese agricultural products started, but the overall level of development is lower than that of western countries. In order to stimulate the development of agriculture and promote the development of agricultural information, the central government attaches great importance to the establishment of China's online marketing platform for agricultural products, and has issued relevant documents to actively promote the network layout and development of agricultural products. The 21st century is the era of Internet. The rapid development of science and technology brings new opportunities and challenges to the development of all walks of life. As a region with a high level of information in China, Tianjin has many "innate" advantages in the marketing of agricultural products under the "Internet +" mode, such as good economic environment, stable social environment and superior technological environment. Under these superiority's support, the agricultural product marketing obtained the sufficient power. However, problems such as backward network infrastructure and lack of professional talents still hinder the development of agricultural product marketing in Tianjin. In the long run, "Internet +" will become the key word in the marketing of agricultural products. If agricultural products enterprises want to seek stable operation and development, they must develop marketing strategies in line with the needs of "Internet +" mode, follow the market trends, and make timely adjustments. Essentially, the adjustment of the agricultural product marketing system (didn't speak to what extent the current marketing system development, just speak adjustment, do not seem to be appropriate) is a long-term task, is not possible, local governments, agricultural enterprises and agriculture and forestry research organization must coordinate cooperation, build a unified strategy, comprehensively promote agricultural marketing effect will increase steadily. On the basis of analyzing the existing problems of traditional online marketing mode of agricultural products, based on the background of "Internet +", this paper optimizes the design of traditional marketing mode, and takes specific enterprises as examples for application analysis, providing reference for other urban and rural areas in China to improve the online marketing mode of agricultural products. Taking A agricultural enterprises as an example, the paper expounds and discusses the Tianjin agricultural product network marketing strategy, based on A current development of network marketing of agricultural products, agricultural enterprises put forward the transition of the enterprise marketing concept, professional production of network marketing talents cultivation, the improvement of the product standardization, product implementation of brand strategy, and improve the level of agricultural information, perfect service system function, the innovation of agricultural products distribution system, improve the ability of logistics distribution of agricultural products. The purpose is to improve the development level of online marketing of A agricultural products enterprise, promote the distribution of agricultural products, improve the economic benefits of the enterprise, and provide reference for similar agricultural products enterprises' online marketing.
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