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1、特色农产品电子商务营销策略研究摘要随着我国经济水平不断提升，特色农产品产业也迎来快速的发展。特色农产品的丰厚利润吸引了越来越多的企业投资，使得原来的农产品市场产生了激烈的竞争，甚至出现肯定程度的市场混乱。在激烈的市场竞争中，企业要做大、做强、许久的生存下去，就必需在顾客心中树立良好的形象、品牌和信誉，还须要制定符合当今社会文化环境的营销策略，改进企业的产品策略、价格策略、渠道策略和促销策略。制定一个完善的营销策略能够使企业的产品跟上社会发展的脚步，满意人们的需求，让顾客放心和满足。特色农产品电子商务发展快速，对于传统的农产品德业产生了巨大的影响，对电子商务营销策略的探讨能为企业发展供应牢靠的参
2、考。本文依据目前国家经济发展的现状以及特色农产品竞争激烈的市场状况，采纳文献探讨法、数据分析法、问卷调查法等，对山西贡天下有限公司特色农产品电子商务营销问题进行了深化的分析。首先分析了目前国内外对特色农产品的探讨现状和特色农产品的相关定义，对电子商务营销相关理论进行了简要的介绍。在此基础上，对山西贡天下公司电子商务营销现状绽开调查，通过问卷的设计、发放以及回收整理提出贡天下电子商务营销中存在电商品牌识别度低、电商产品标准不一、线上定价机制混乱等问题。随后对山西贡天下有限公司电子商务营销环境进行了 SWOT 分析，同时对其电子商务营销的优劣势和可能存在的机会与威逼进行了分析。在营销环境分析的基础
3、上，提出推行基于 4ps 的组合营销策略，加大电商品牌建设力度，完善电商平台宣扬机制等可行的策略，以期能够为山西贡天下有限公司特色农产品电子商务营销策略的制定供应新的思路。关键词：特色农产品；电子商务；市场营销；贡天下；品牌AbstractII AbstractIn recent years, with the deepening of consumers understanding of characteristic agricultural products, Chinas characteristic agricultural products industry has develope
4、d rapidly. The lucrative profits of characteristic agricultural products attract more and more enterprises to invest, resulting in fierce competition in the original agricultural products market, and even a certain degree of market chaos. In the fierce market competition, if an enterprise wants to s
5、urvive for a long time, it must establish a good image, brand and reputation in the customers mind. It also needs to formulate marketing strategies in line with todays social and cultural environment, such as product design strategy, price strategy, channel strategy and promotion strategy. To formul
6、ate a perfect marketing strategy can enable the products of enterprises to keep up with the pace of social development, meet peoples needs, and let customers rest assured and satisfied. The rapid development of e-commerce for characteristic agricultural products has had a great impact on the traditi
7、onal agricultural products industry. The study of e-commerce marketing strategy can provide reliable reference for the development of enterprises. Based on the current situation of national economic development and the fierce competition in the market of characteristic agricultural products, this pa
8、per makes a deep analysis of the e-commerce marketing of characteristic agricultural products of Shanxi Gongtianxia Co., Ltd. by using the methods of literature research, data analysis and investigation. Firstly, the research status of characteristic agricultural products at home and abroad and the
9、related definitions of characteristic agricultural products are analyzed, and the related theories of e-commerce marketing are briefly introduced. On this basis, this paper investigates the current situation of E-commerce marketing in Gongtianxia Company, Shanxi Province. Through the design, distrib
10、ution and recycling of questionnaires, it points out that there are some problems in E-commerce marketing in Gongtianxia, such as low brand recognition, different standards of E-commerce products, confusion of online pricing mechanism, and so on. Subsequently, this paper makes SWOT analysis on the E
11、-commerce marketing environment of Shanxi Gongtianxia Limited Company, and analyses the advantages and disadvantages of its E-commerce marketing as well as the possible opportunities and threats. Based on the analysis of marketing environment, this paper puts forward some feasible strategies, such a
12、s implementing 4ps-based combination marketing strategy, strengthening the construction of e-commerce brand and improving the Propaganda Mechanism of e-commerce platform, in order to provide new ideas for the formulation of e-commerce marketing strategy of characteristic agricultural products of Sha
13、nxi Gongtianxia Co., Ltd. Key Words: Special Agricultural Products; E-commerce; Marketing; Gongtianxia; Brand书目 书目第 1 章 绪论 . 1 1.1 探讨背景及意义 . 1 1.1.1 探讨背景 . 1 1.1.2 探讨意义 . 1 1.2 文献综述 . 2 1.2.1 国外探讨现状 . 2 1.2.2 国内探讨现状 . 4 1.3 探讨内容与方法 . 6 1.4 可能的创新与不足 . 7 第 2 章 相关概念与理论基础 . 9 2.1 特色农产品的概念 . 9 2.1.1 特色农产
14、品的定义 . 9 2.1.2 土特产的含义 . 9 2.1.3 特色农产品与土特产的区分 . 10 2.2SWOT 理论 . 10 2.3 电子商务营销策略 . 10 2.4 营销组合策略 . 11 第 3 章 山西贡天下公司电子商务营销现状与存在的问题 . 12 3.1 山西贡天下公司概况 . 12 3.2 山西贡天下公司电子商务营销现状调查 . 12 3.2.1 调查对象 . 12 3.2.2 问卷设计 . 12 3.2.3 问卷发放与回收 . 13 3.2.4 数据分析 . 14 3.3 山西贡天下公司电子商务营销存在的问题 . 17 3.3.1 电商品牌识别度低 . 18 3.3.2
15、电商产品标准不一 . 18 3.3.3 线上定价机制混乱 . 19 3.3.4 电商平台知名度低 . 19 3.3.5 配套设施不完善 . 19 第 4 章 山西贡天下公司电子商务营销环境 SWOT 分析 . 21 4.1 优势分析 . 21特色农产品电子商务营销策略探讨以山西贡天下有限公司为例 4.2 劣势分析 . 21 4.3 机会分析 . 22 4.4 威逼分析 . 22 4.5 公司 SWOT 矩阵分析 . 22 第 5 章 山西贡天下公司电子商务营销策略的改进措施 . 24 5.1 推行基于 4ps 的组合营销策略 . 24 5.1.1 产品策略 . 24 5.1.2 价格策略 .
16、25 5.1.3 渠道策略 . 25 5.1.4 促销策略 . 26 5.2 加大电商品牌建设力度 . 27 5.3 完善电商平台宣扬机制 . 27 5.4 完善物流与售后配套设施建设 . 28 第 6 章 结论与展望 . 30 6.1 探讨结论 . 30 6.2 探讨展望 . 30 参考文献 . 31 附录 A山西贡天下公司现行的营销策略调查问卷 . 34 致谢 . 36ContentsContents 1. Introduction . 1 1.1 Research Background and Significance . 1 1.1.1 Background . 1 1.1.2 Res
17、earch Significance . 1 1.2 Literature review . 2 1.2.1 Overseas Research Status . 2 1.2.2 Domestic Research Status . 4 1.3 Research Contents and Methods . 6 1.4 Possible Innovations and Deficiencies . 7 2. Concepts and Theoretical Basis . 9 2.1 Distinction of the Definition of Characteristic Agricul
18、tural Products . 9 2.1.1 The Concept of Characteristic Agricultural Products . 9 2.1.2 Meaning of Native Products . 9 2.1.3 Differences between Special Agricultural Products and Local Products . 10 2.2 SWOT theory . 10 2.3 E-commerce Marketing Strategy . 10 2.4 Marketing Mix Strategy . 11 3. E-comme
19、rce Marketing Status and Existing Problems of Shanxi Gongtian Company . 12 3.1 General Situation of Shanxi Gongtian Company . 12 3.2 Survey of E-commerce Marketing Status of Shanxi Gongtian Company . 12 3.2.1 Subjects . 12 3.2.2 Questionnaire Design . 12 3.2.3 Questionnaire Release and Recovery . 13
20、 3.2.4 Data Analysis . 14 3.3 Problems in E-commerce Marketing of Shanxi Gongtian Company . 17 3.3.1 E-commerce Brand Recognition is Low . 18 3.3.2 E-commerce Product Standards Vary . 18 3.3.3 Online Pricing Mechanism Chaos . 19 3.3.4 Electronic Commerce Platform has a Low Popularity . 19 3.3.5 Comp
21、lementary Facilities are not Perfect . 19 4. SWOT Analysis of E-commerce Marketing Environment of Shanxi Gongtian Company . 21 4.1 Advantage Analysis . 21 4.2 Disadvantage Analysis . 21特色农产品电子商务营销策略探讨以山西贡天下有限公司为例 4.3 Opportunity Analysis . 22 4.4 Threat Analysis . 22 4.5 SWOT Matrix Analysis of Company . 22 5. Improvement Measures of E-commerce Marketing Strategy of Shanxi Gongtian Company . 24 5.1 Implementing 4ps-based Mixed Marketing Strategy . 24 5.1.1 Product Strategy . 24 5.1.2 Price Strategy . 25 5.1.3 Channel Strategy . 25 5.1.4 Promotion Strategy .