近年来，我国农特产品电子商务发展迅猛，引发消费者新的消费习惯，加速 了地方农特产品实体经营与电子商务相融合。同时，受实体供销等冗长的供应链 方面的传统模式以及营销成本大幅增加等方面的影响，实体营销产生巨大瓶颈， 农特产品要在当下市场占领更多市场份额，提高市场竞争力，就必须开展有效的 线上与线下、虚拟与实体相结合的电子商务手段，不断调整优化营销策略，才能 够有效降低企业的经营成本，突破传统营销带来的瓶颈，在竞争激烈的市场中得 以发展。 本文以甘肃新农汇智电子商务公司为研究对象，提出在以往发展过程中产生 的产品定位不准确，渠道整合不统一、促销手段与价格不明晰、顾客交互体验差 等一系列营销现状与问题，运用PEST、波特五力及SWOT等分析方法，从公司电 子商务综合线上线下营销的现状与营销环境出发，根据STP工具，进一步针对目 标市场进行细分并且定位，深入剖析公司电商综合解决方案，再结合市场当下发 展潮流与趋势，借鉴整体实际经验，整合产品、客户、关系三个维度，为甘肃新 农汇智提供以“4P+4E”“4D+4I”的组合式营销策略，为组合策略的优化提升提 供解决思路，并给出甘肃新农汇智在营销策略实施过程中所需要的保障措施。 本文的研究有助于探索企业如何对农特产品进行线上线下有机结合、定位和 精准营销，实现农特产品在整体营销策略上得以优化，在全国市场中增强本地区 涉农企业的营销力度，同时为同欧亿·体育（中国）有限公司在新的互联网背景下如何进行网络营销提供 参考。 关键词：甘肃；电子商务；农特产品；营销策略 II Abstract In recent years, the rapid development of e-commerce of agricultural and special products in China has triggered new consumer habits and accelerated the integration of local agricultural and special products entity management and e-commerce. At the same time, influenced by the traditional mode of long supply chain such as physical supply and marketing and the substantial increase of marketing cost, physical marketing has a huge bottleneck. To occupy more market share and improve market competitiveness in the current market, agricultural products must carry out effective online and offline, virtual and physical e-commerce means, and constantly adjust and optimize marketing strategies Only in this way can we effectively reduce the operating costs of enterprises, break through the bottleneck brought by traditional marketing, and develop in the competitive market. This paper takes Gansu xinnonghuizhi e-commerce company as the research object, puts forward a series of marketing status and problems in the past development process, such as inaccurate product positioning, inconsistent channel integration, unclear promotion means and price, poor customer interaction experience, etc., and uses pest, Porter's five forces and SWOT analysis methods to analyze the current situation and problems of online and offline marketing from the company's e-commerce comprehensive line Starting from the marketing environment, according to STP tools further subdivide and position the target market, deeply analyze the comprehensive e- commerce solutions of the company, then combine the current development trend and trend of the market, learn from the overall practical experience, integrate the three dimensions of product, customer and relationship, and provide the combined marketing strategy of "4P + 4E" and "4D + 4I" for Gansu xinnonghuizhi The optimization and promotion of Gansu xinnonghuizhi provides solutions, and provides the necessary safeguard measures in the process of marketing strategy implementation. The research of this paper is helpful to explore how to combine, locate and accurately market agricultural products online and offline, optimize the overall marketing strategy of agricultural products, enhance the marketing strength of local agricultural enterprises in the national market, and provide reference for the same industry in the new internet background. III