中文摘要......................................................................................................I ABSTRACT....................................................................................................II 1、绪论........................................................................................................1 1.1论文的选题背景.............................................................................................1 1.2论文的研究意义.............................................................................................1 1.3论文的研究内容.............................................................................................2 1.4论文的研究工具和方法.................................................................................3 2、相关理论综述.......................................................................................5 2.1经典理论综述.................................................................................................5 2.2网络营销基础理论.........................................................................................6 2.3农产品网络营销.............................................................................................7 2.4O2O模式概述.................................................................................................7 2.5相关文献综.....................................................................................................9 3、淘一郎公司销售现状分析.................................................................11 3.1公司和产品基本情况...................................................................................11 3.2公司营销现状...............................................................................................12 3.3公司营销存在的问题...................................................................................15 3.4存在问题的原因分析...................................................................................16 4、淘一郎公司市场竞争环境分析.........................................................18 4.1市场营销环境分析.......................................................................................18 4.2农产品O2O模式分析.................................................................................21 4.3“陇上十三宝”产品营销SWOT分析...........................................................22 4.4企业战略选择...............................................................................................24 MBA学位论文作者：王宇光甘肃淘一郎电子商务有限公司营销策略研究 IV 5、淘一郎公司营销策略.........................................................................26 5.1目标市场策略...............................................................................................26 5.2产品营销策略...............................................................................................29 5.3价格营销策略...............................................................................................32 5.4渠道营销策略...............................................................................................33 5.5产品促销策略...............................................................................................35 5.6体验式营销策略...........................................................................................35 5.7客户情感关系维护策略...............................................................................36 6、淘一郎公司营销策略实施保障措施.................................................38 6.1推行淘一郎公司整体结构调整...................................................................38 6.2制定淘一郎公司营销策略的分步实施计划...............................................38 6.3加强淘一郎公司网店推广和运营管理.......................................................39 6.4优化淘一郎公司的日常经营模式...............................................................40 6.5提升淘一郎公司的人力资源建设...............................................................40 7、结论......................................................................................................41