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摘要近年来，随着互联网技术对农业的渗透，互联网与农产品已经紧密地联系在起来，从当初对农业的深度改造开始，到颠覆农业的传统营销模式，再到最后互联网企业跨界进入农产品生产销售领域，上演着一场轰轰烈烈的互联网农业盛宴。加强农产品网络营销，是目前繁荣农村经济的重要举措。农产品通过网络营销能够更好的把握市场供求信息，拓宽农产品销售渠道，促进农产品快速、有序、健康的发展。56600
赣南脐橙产业是赣南地区农村经济的支柱产业，在产业发展取得重大成就的同时也出现了许多的问题。本文以品牌营销、整合营销理论为支撑,对赣南脐橙在营销过程中出现的问题进行分析,采取理论与实际相结合的方法,提出适合赣南脐橙网络营销发展的对策。
Abstract In recent years, there has been astounding celebrated agricultural feasts in an Internet, this is because the penetration of the Internet technology for agriculture leads to the closer connection between agriculture and Internet. This close connection is starting from the deep transformation of Internet technology for agriculture, then to subvert the traditional marketing pattern of agriculture, and finally to the Internet enterprises across borders into the field of production and marketing of agricultural products.
Enhance the network marketing of farm produce, is an important measurement for promoting economic prosperity of countryside. Agricultural products through network marketing could be better grasp in the information of supply chain, and it also broaden the channels of farm produce sales, promoting the development of farm produce rapidly, orderly and healthily.
Gannan Navel orange industry is one of the most profitable products as a pillar in Gannan’s rural areas; it has significant achievements in the industry meanwhile it has caused many problems. This essay is based on the theory of brand marketing, integrated marketing, and then analyzed the problems generated in the process of marketing. Using the approach of combining theory with practice, a good and suitable proposal for the development of Gannan navel orange’s network marketing was recommended.
毕业论文关键词：赣南脐橙； 农产品； 网络营销； 品牌
Keyword: Gannan Navel Orange； farm produce；network marketing；Brand
目录
1.概论 5
1.1研究背景及意义 5
1.1.1选题背景 5
1.1.2选题意义 5
1.2.1国外的研究现状 5
1.2.2国内的研究现状 6
1.3研究的主要内容及研究的方法 6
1.3.1研究的主要内容 6
1.3.2研究的方法 7
1.3.3研究框架 7
1.4创新点 8
2.赣南脐橙网络营销策略的理论基础 8
2.1品牌营销理论 8
2.2整合营销理论 8
3.赣南脐橙网络营销策略的实证研究 8
3.1品牌推广策略 8
3.2产品和服务策略 9
3.3包装策略 9
3.4渠道策略 10
3.5人才策略