“互联网+”背景下承德农产品网络营销策略研究

Research on Network Marketing Strategy of Agricultural Products in Chengde under the Background of"Internet+"

“三农”问题始终关系到国计民生,有关部门对此也是十分重视。然而一些偏远地区的农户,由于信息不太发达、交通闭塞等原因,造成农产品营销模式现状难以适应现代农产品市场发展的需要。自从2016年起国家大力推进“互联网+农业”,“互联网+”为现代农业营销带来了新面貌。使网络营销成为农产品营销的主要方式。承德虽然拥有生态优势,但对于网络营销应对程度不高。该文通过查阅文献和分析案例,结合承德农产品发展现状,总结出承德市农产品网络营销存在品牌意识不足、农产品网络营销人才缺乏、农产品网络营销平台单一等问题,提出完善物流系统、树立品牌意识和培养网络营销人才的措施。加快推进承德市农业经济社会实现高质量发展。

"Agriculture,rural areas and farmers"issues are always related to the national economy and people's livelihood,and relevant departments also attach great importance to it.However,some farmers in remote areas,due to underdeveloped information,traffic congestion and other reasons,the current situation of agricultural product marketing mode is difficult to adapt to the needs of modern agricultural product market development.Since 2016,the state has vigorously promoted the Internet plus agriculture,and Internet plus has brought a new look to modern agricultural marketing.Make network marketing become the main way of agricultural products marketing.Although Chengde has ecological advantages,it does not respond to network marketing.Based on literature review and case analysis,combined with the current situation of agricultural products development in Chengde City,this paper summarizes the problems existing in the network marketing of agricultural products in Chengde,such as the lack of brand awareness,the lack of network marketing talents of agricultural products,and the single network marketing platform of agricultural products,and puts forward the measures to improve the logistics system,establish brand awareness and train network marketing talents.Speed up the promotion of Chengde city's agricultural economy and society to achieve high-quality development.