新媒体背景下鲜活农产品销售策略研究

新媒体背景下鲜活农产品销售策略研究(任务书,论文14000字)
摘  要
    随着网络时代的到来，鲜活农产品的销售也面临新的挑战和机遇。在新媒体背景下，鲜活农产品生产商如何根据鲜活农产品的特性利用新媒体进行销售成为一个现实问题。研究该问题的重要性.
本文以鲜活农产品为研究对象，运用文献分析法和系统评价方法，对新媒体背景下的鲜活农产品销售策略进行研究，主要内容如下：
第一章是绪论部分。绪论介绍了选题背景、研究背景和方法，并对研究方法进行论述。
第二章是相关概念和文献综述。首先解释了新媒体、鲜活农产品的概念，明确了本文研究的范围。其次根据国内外应用情况对前人研究成果进行了总结和分析。
   第三章是鲜活农产品销售现状分析。首先从鲜活农产品分析了在中国发展现状，以及当前农产品销售的模式。其次分析了新媒体背景下鲜活农产品销售策略的现状。
   第四章对新媒体背景下鲜活农产品销售策略进行了评价。从产品营销、市场占有率、产品质检等级、销售成本、农产品保鲜五个方面，对三种销售策略进行了系统分析和评价。
    第五章总结与展望。


关键词：新媒体 鲜活农产品 销售
Research on fresh farm products marketing strategy under new media
ABSTRACT
With the advent of the era of network, sales of fresh agricultural products is also facing new challenges and opportunities. Under the background of new media, fresh agricultural products manufacturers how to use new media according to the characteristics of fresh agricultural products sales to become a real problem. Research the importance of the problem
Based on fresh agricultural products as the research object, using literature analysis and system evaluation method, the new media under the background of fresh agricultural products marketing strategy research, the main contents are as follows:
The first chapter is the introduction part. The introduction introduces the selected topic background, the research background and methods, and discusses the research methods.
The second chapter is the related concepts and literature review. First explain the concept of new media, fresh agricultural products, clear the scope of this study. Secondly according to the application situation of predecessors' research achievements at home and abroad are summarized and analyzed.
The third chapter is the fresh agricultural products sales status quo analysis. First from the current situation of the development of fresh agricultural products in China were analyzed, and the current mode of agricultural products sales. Secondly analyzes the new media under the background of the current situation of fresh agricultural products sales strategy.
The fourth chapter of the new media under the background of fresh agricultural products sales strategy is evaluated. From product marketing, market share, product quality level, cost of sales, fresh agricultural products five aspects, the three kinds of sales strategy for the analysis and evaluation system.
The fifth chapter make summary and outlook.


Key Words: New media; fresh agricultural products; sales
目  录
摘  要    I
ABSTRACT    II
第一章  绪论    1
1.1  论文研究背景及问题的提出    1
1.2论文的研究目的和意义    1
1.3 论文研究方法和主要研究内容    3
1.4 论文主要难点及创新点    3
第二章 相关理论及国内外研究现状    4
2.1基本概念    4
2.1.1 鲜活农产品    4
2.1.2新媒体销售    4
2.2国内外研究现状    4
第三章新媒体背景下鲜活农产品销售策略现状分析    8
3.1.传统环境下的鲜活农产品销售策略    8
3.1.1鲜活农产品直销策略    8
3.1.2鲜活农产品生产基地批发策略    8
3.1.3鲜活农产品二级零售策略    8
3.1.4鲜活农产品三级零售策略    9
3.1.5 鲜活农产品多级销售策略    9
3.2新媒体背景下鲜活农产品的销售策略    10
3.2.1.手机微信    10
3.2.2. 社区论坛    10
3.2.3团购类网站    11
3.2.4电子商务平台    12
3.2.5品牌网站    12
3.3新媒体背景下鲜活农产品销售的swot分析    12
3.3.1优势    12
3.3.2劣势    13
3.3.3机遇    13
3.3.4挑战    13
第四章 新媒体背景下鲜活农产品销售策略系统评价    14
4.1新媒体背景下鲜活农产品销售策略的提出    14
4.2鲜活农产品销售策略评价指标的构建    14
4.2.1评价系统的一般步骤：    15
4.3逐对比较法对新媒体背景下鲜活农产品销售策略评价    15
4.3.1评价流程    16
4.3.2设定权重    16
4.3.3综合评价    17
4.3.4评价结果    18
4.4 A•古林法对新媒体背景下鲜活农产品销售策略评价    18
4.4.1设定权重    18
4.4.2综合评价    19
4.4.3评价结果    21
4.5运用手机微信进行鲜活农产品销售的相关策略    22
第五章 结论与展望    24
致谢    25
参考文献    26