互联网背景下河南省农产品精准营销策略分析

Analysis of precision marketing strategy of agricultural products of Henan province in the background of the Internet

河南省是我国农业大省,作为以农产业为主的省份,必须要提高农产品营销的精准度,以提高农产品销量拉动经济增长。文章阐述了在互联网背景下农产品精准营销的概念及其实施的目的;深入分析目前河南省实施农产品精准营销存在的一系列问题,如农产品目标市场缺少精准定位,农产品营销渠道低绩效,精准营销人才培育问题和营销工具问题,结合对河南省农产品精准营销的SWOT分析,借鉴其他省份成功的精准营销经验,制定出如何借助"互联网+农产品"平台有效实施河南省农产品精准营销的策略,实现精准营销下农产品附加值的增加,提高河南省整体农产品生产者和营销者的收入。

As a major agricultural province in China,it is necessary for Henan province to improve the accuracy of agricultural marketing so as to improve the sales of agricultural products to stimulate economic growth.The article expounds the concept of precision marketing of agricultural products and its purpose in the background of the Internet; analyzes a series of problems facing the precision marketing of agricultural products,such as the lack of accurate positioning of agricultural target market,low performance of agricultural marketing channels,problems confronted by the cultivation of precision marketing and marketing tools.Based on the SWOT analysis of precision marketing of agricultural products in Henan province and drawing on the best practice of precision marketing in other provinces,this article put forward strategies on the ways to use the ＂Internet ＋ agricultural products＂ platform to increase the added value of agricultural products and improve the overall income of agricultural producers and marketers.