互联网+环境下农产品的营销环境正在发生巨大的变化，县域特色农产品正面临着 新的营销环境，巴楚县特色农产品巴楚留香瓜在这样的大环境下，通过互联网+开展多 维化的营销创新活动，适应了当前农产品互联网营销发展的需要，从而拉动当地农产 品的销售。 本论文根据巴楚留香瓜当前的营销状况及相关的理论基础，研究以留香瓜为例的 县域农产品在互联网背景下的营销现状并分析其中存在的问题。对影响瓜果类消费者 网购的动机进行了问卷调查，一共发放了230份市场调查问卷，大多数的受调查对象 都有网购瓜果的经历，且其购物频率高，这说明消费者对瓜果类农产品的需求大，但 是因担心售后服务以及物流导致的变质问题，影响了其最终的网购决定行为。针对问 卷的调查结果以及实际营销状况的研究分析，以上结论都为制定巴楚留香瓜的营销策 略提供了理论和数据依据。营销策略的提出是以STP战略和4P理论为支撑，首先确 定的是留香瓜针对的目标人群为中高端消费者；其次，指出其市场定位是为中高端消 费者提供优质农产品的互联网渠道；最后，根据4P理论分别从四个方面来做具体的策 略分析。首先产品上注重产品标准化、品牌优化，完善溯源系统以及升级包装策略等； 价格上，注重以目标群体为主的定价策略、以扩大市场份额为核心的定价策略、结合 老顾客的价格策略以及分阶段销售的定价策略；渠道上，注重加强与各个平台的合作， 线上线下并举，拓展销售渠道，尤其是尚未打通的直播平台及调查问卷中客户购买数 量最多的微信渠道；促销策略更关注的是建设好留香瓜这一品牌，并有针对性地去做 广告的投放以及线上和线下结合宣传和推广等。最后对营销策略得以实现的四种保障 措施做了探讨。 关键词：互联网+，县域农产品，营销策略，4P营销理论 II Abstract ThemarketingenvironmentofagriculturalproductsundertheInternetplusenvironment isundergoinggreatchanges,andthecountyagriculturalproductsarefacinganew marketingenvironment.Liuxiangmelonchoosesmarketinginnovationactivitiesadaptedto thedevelopmentoftheInternet,withtheInternettocarryoutmulti-dimensionalmarketing strategy,tostimulatethesaleoflocalagriculturalproducts. Therefore,accordingtotherelevanttheoreticalbasis,thispapertakesBachuliumelonas anexampletostudythemarketingstatusofcountyagriculturalproductsunderthe backgroundoftheInternetandanalyzetheexistingproblems.Arandomsurveyof230 marketquestionnaireswasconductedonconsumers'motivationtobuyfruitsonline.The resultsshowedthatmostconsumerssaidthatthefrequencyoffruitsonlineshoppingwas highandthedemandforfruitswashigh.Finally,taking4Ptheoryasthecore,putforward themarketingstrategyofBachumelon.First,determinethetargetpopulationofthemelon; secondly,pointoutthatitsmarketpositioningistoprovidehigh-qualityagricultural productsforthemiddleandhigh-endconsumersoftheInternetchannel.Finally,fromthe product,price,channelandpromotionstrategytoadjustaccordingly.Product,focuson productstandardization,brandoptimization,improvetraceabilitysystemandupgrade packagingstrategy;price,focusontargetgroup-basedpricingstrategy,marketshareasthe corepricingstrategy,combinedwitholdcustomerspricingstrategyandphasedsalespricing strategy;channel,focusonCooperatewithe-commercesites,expandsaleschannels, especiallythelivebroadcastplatformandWeChatchannels;promotionstrategy,focuson brandbuilding,advertising,marketingpublicityandofflineactivities. Keywords:Internetplus,countyagriculturalproducts,marketingstrategy,4Pmarketing theory III 目录 第一章绪论...............................................................................................................................1 1.1研究背景......................................................................................................................1 1.2研究目的及意义..........................................................................................................2 1.2.1研究目的............................................................................................................2 1.2.2研究意义............................................................................................................2 1.3国内外研究综述..........................................................................................................3 1.3.1国外研究综述....................................................................................................3 1.3.2国内研究综述....................................................................................................4 1.4研究内容、方法与技术路线......................................................................................6 1.4.1研究内容............................................................................................................6 1.4.2研究方法............................................................................................................6 1.4.3技术路线图........................................................................................................7 第二章相关理论基础综述.......................................................................................................9 2.1相关理论背景..............................................................................................................9 2.1.14P营销理论......................................................................................................9 2.1.2网络营销理论....................................................................................................9 2.1.3STP战略.............................................................................................................9 2.1.4消费者行为与营销策略关系理论....................................................................9 2.2相关概念....................................................................................................................10 2.2.1农产品..............................................................................................................10 2.2.2电子商务..........................................................................................................10 2.2.3农产品电子商务..............................................................................................11 2.2.4市场营销..........................................................................................................11 2.2.5电商平台..........................................................................................................11 2.2.6市场营销策略..................................................................................................12 第三章互联网+背景下巴楚留香瓜营销策略现状及存在问题..........................................13 3.1巴楚留香瓜简介........................................................................................................13 3.2互联网+背景下巴楚留香瓜营销策略现状分析.....................................................14 3.2.1产品策略..........................................................................................................14 3.2.2价格策略..........................................................................................................15 3.2.3渠道策略..........................................................................................................16 3.2.4促销策略..........................................................................................................17 3.3互联网+背景下巴楚留香瓜营销策略存在问题分析.............................................17 3.3.1产品标准化程度低..........................................................................................17 3.3.2价格策略缺乏市场竞争优势..........................................................................18 3.3.3营销渠道单一..................................................................................................18 3.3.4促销策略针对性不强......................................................................................19 3.4本章小结....................................................................................................................19 第四章瓜果类农产品消费者购买动机问卷调查与分析.....................................................20 IV 4.1问卷的设计及发放....................................................................................................20 4.1.1调查问卷设计思路..........................................................................................20 4.1.2调