论文总字数：29990字

摘 要

目前，国家和相关部门出台了许多政策来支持我国农村地区农产品电子商务的发展，贵州省黎平县地处原生态的黔东南，是生产绿色农产品的绝佳场所。近年来，该县正为加快农产品电子商务发展，促进县域农业转型而加大投入。黎平县供销社应抓住这样的机遇，全面发展农产品电子商务，用电子商务营销的新理念，找出一条适合我县农产品营销的新方式。改善目前农产品的流通状况，增加我县农民的收入，提升农民的生活水平。

本文以贵州省黎平县为例，就开展农产品电子商务营销进行分析。

本论文第一章介绍了论文的研究背景和意义、对国内外就农产品电子商务的研究以及本文的研究思路和研究方法进行综述。

第二章介绍了电子商务环境下贵州省黎平县供销社概况。这部分通过分析县供销社目前开展的主要活动及特点，该平台上有多少中小企业、新型农产品企业、农户等，分析其他企业与供销社的竞争情况等。

第三章对黎平县农产品电子商务消费者行为进行分析。这部分通过对我国目前网络消费者的构成、心理等的分析，然后分析黎平县农产品电子商务消费者行为。

第四章将总结上述的情况，结合调研数据，提出适合企业的明确细化的营销策略。以及如何吸引这些企业进入供销合作社的平台等。

第五章将总结黎平县供销社农产品电子商务营销策略的实施。

第六章将对本论文进行总结和展望。

关键词：农产品电子商务；网络营销；贵州省黎平县；供销社；营销策略

Study on the marketing strategy of agricultural products in the county level supply and marketing cooperatives

——takes Liping County of Guizhou Province as an example

Abstract

So far the development of national and relevant departments issued a number of policies to support e-commerce in rural areas of agricultural products in China. Liping County, Guizhou Province, located in the original ecology of Qiandongnan, is an excellent place to produce green agricultural products. In recent years, the county is increasing investment to speed up the development of agricultural products e-commerce, and promote agricultural transformation. The supply and marketing cooperatives of Liping County should seize the opportunity to fully develop the E-commerce of agricultural products, and find a new way for the marketing of agricultural products in our county with the new idea of electronic commerce marketing. With the E-commerce marketing, to improve the current circulation of agricultural products, increase the income of farmers in our county; improve the living standards of farmers.

The paper takes Liping County in Guizhou Province as an example, to conduct the research on E-commerce marketing of agricultural products.

The first chapter of the paper introduces the research background and significance, the domestic and foreign research review, and research ideas and methods of this paper.

The second chapter introduces the general situation of supply and marketing cooperatives in Liping County, Guizhou province based on E-commerce. This part mainly analyzes the main activities and characteristics of the county supply and marketing cooperatives, Small and medium enterprises on the platform, new agricultural products enterprises, farmers and so on, and analyze the competition situation with other enterprises.

The third chapter analyzes the Agricultural Product E-Commerce consumer in Liping County. This part first analyzes our country present network consumer's constitution, psychology and so on, and then analyzes the E- commerce consumer behavior of agricultural products in Liping County.

The fourth chapter will sum up the above, Combined with survey data, put forward a clear and detailed marketing strategy for enterprises. And how to attract others enterprises enter the supply and marketing cooperatives platform, etc.

The fifth chapter will sum up the implementation of E-commerce marketing strategy of supply and marketing cooperatives in Liping County.

The sixth chapter will carry on the summary and the forecast.

Keywords: E-commerce of agricultural products; network marketing; Liping County in Guizhou Province; Supply and marketing cooperatives; marketing strategy

目录

摘 要 3

Abstract 5

第1章 绪论 10

1.1研究背景及意义 10

1.1.1研究背景 10

1.1.2研究的意义 11

1.2国内外的研究现状 12

1.3研究思路和方法 13

1.3.1研究的思路 13

1.3.2研究方法 14

1.4主要的研究内容 14

第2章 黎平县供销社电子商务营销现状分析 16

2.1 黎平县供销社的状况 16

2.2 县供销社目前开展的主要活动及特点 16

2.3 县供销社目前存在的问题 18

2.3.1严重缺乏电子商务营销人才 19

2.3.2 缺乏对品牌建设的重视 19

2.3.3农产品的标准化问题 19

2.3.4 对供销社平台的信任问题 20

2.3.5不重视消费者的在线评论 20

2.3.6物流配送问题 20

2.4 县供销社所面临的竞争环境 21

2.4.1与自建网上农产品电子商务平台的竞争 21

2.4.2与第三方农产品电子商务交易平台的竞争 22

2.4.3与传统农产品企业的竞争 23

第3章 黎平县农产品电子商务消费者分析 24

3.1 电子商务消费者分析内容 24

3.1.1 电子商务消费者结构分析 24

3.1.2 影响电子商务消费者决策的因素 25

3.1.3 电子商务消费者心理 26

3.2 黎平县农产品在线消费价格分析 27

3.3 农产品在线购买动机分析 28

第4章 黎平县供销社农产品电子商务营销策略 30

4.1 提升供销社的电子商务营销素质 30

4.2 推广营销 30

4.3 顾客策略 31

4.4 沟通策略 32

4.5 便利策略 33

4.6 与其他农产品企业的竞争策略 35

第5章 黎平县供销社农产品电子商务营销策略实施 36

5.1目标市场定位 36

5.2 改进供销社电子商务营销平台 36

5.3 渠道选择 37

5.4 提升农产品电子商务营销主体的素质 37

5.5 建立物流配送中心 38

第6章 总结与展望 39

5.1 总结 39

5.2 展望 39

致谢 41

参考文献： 42

附录一 黎平县农产品电商消费者行为调研问卷 45

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