摘 要

在信息繁琐，互联网高速发展的时代，互联网的使用已渗透到社会的各个层面。中国经济在快速发展，而人民生活水平也在不断提高，人们对生活质量的需求也在增加。农家乐作为一种新颖的娱乐方式，受到了人们，特别是城市居民的喜爱，而网络营销作为推进农家乐发展的有效手段之一，具有很强的理论意义与实践意义。由于观念，基础设施，人才培训等方面的原因，限制了其对于农家乐与农民收入的积极影响。南京农家乐发展开始萌芽，南京农家乐在网络营销上的使用与建设具有代表性，在深刻分析南京农家乐网络营销发展与应用的基础上，从农家乐网络营销的现状，运用，影响，存在问题以及对策等角度，对农家乐网络营销处于起步阶段的地区给出一定的建议,通过网络营销的运用从而实现农家乐的又好又快地发展。

本文一共分为六部分。第一部分是绪论，从研究的背景，研究的意义，宏观上阐述了国内外研究的现状，对文章的研究内容和方法进行总结，构建了文章的基本研究框架。第二部分是有关本文相关理论的探讨，从网络营销的定义，理论基础和特点三个角度以及农家乐的基本定义出发进行研究。第三部分是南京农家乐的网络营销现状，从两个角度来介绍南京的基本情况，南京农家乐发展现状，南京农家乐的网络营销现状以及南京网络营销模式的现状。第四部分，主要通过问卷调查的方式，对不同网络营销策略进行横纵向比较，分析不同的网络营销策略对农家乐农民收入的影响。第五部分，是对南京农家乐网络营销模式的优化，结合理论基础以及问卷调查的结果对症下药，对目前南京农家乐网络营销的模式以及建设提出合理的建议。第六部分是总结与展望。

关键词：网络营销；南京农家乐；模式；策略

Discussion on Network Marketing Strategy of Nongjiale

——Take Nongjiale in Nanjing as an example

ABSTRACT

In the era of big data information and the rapid development of the Internet , the use of the Internet has penetrated all walks of life. With the rapid development of China's economy and the continuous improvement of people's living standards, people's demands on the quality of life are increasing day by day. As a novel form of entertainment, nongjiale is loved by people, especially city residents, and network marketing, as one of the effective means to promote the development of nongjiale, has strong theoretical and practical significance. Due to ideas, infrastructure, talent training and other reasons, it has limited its positive impact on farmers 'happiness and farmers' income.The development of Nanjing nongjiale has begun to take shape. The use of nongjiale online marketing in Nanjing has a certain degree of representativeness. Based on the analysis of the development of nongjiale in Nanjing and the application of online marketing, from the current situation of nongjiale online marketing, the use of influence, problems, countermeasures, etc.. Some suggestions are given for the area where the online marketing of nongjiale is in the initial stage, so as to realize the high level development of ongjiale through the network marketing.

This article is divided into six parts. The first part is introduction, mainly from the research background, research significance, expounding the current research situation at home and abroad, summing up the research content and methods of the article, and constructing the research framework of the article. The second part is about the relevant theory of this article, from the definition of network marketing, theoretical basis and characteristics of the three perspectives and the basic definition of peasant music to carry on the study. The third part is the current situation of the online marketing of Nanjing nongjiale. It introduces the basic situation of Nanjing from two angles, the development status of Nanjing nongjiale, the current situation of Nanjing nongjiale's online marketing and the current situation of Nanjing's online marketing model. The fourth part, mainly through the questionnaire, the different network marketing strategies to conduct horizontal and vertical comparison, the analysis of different network marketing strategies on farmers income. The fifth part is the optimization of the online marketing model of Nanjing farmer's music, combining the theoretical basis and the results of questionnaire survey, to the present Nanjing farmer. The sixth part is the summary and outlook.

Key words：Network marketing；Nanjing Nongjiale；mode；strategy

目 录

1 绪论………………………………………………………………………………………………………1

1.1 研究的目的和意义 ………………………………………………………………………………1

1.1.1 研究的背景………………………………………………………………………………1

1.1.2 研究的意义………………………………………………………………………………2

2 网络营销的相关理论……………………………………………………………………………………3

2.1 网络营销的定义…………………………………………………………………………………3

2.2 网络营销的理论基础…………………………………………………………………………3

2.3网络营销的特点……………………………………………………………………………………5

3南京农家乐的网络营销现状与问题分析…………………………………………………………………6

3.1农村互联网商业利用率低，农村网站建设相对滞后……………………………………………7

3.2农家乐经营者经营观念保守，对网络营销的认知不清晰………………………………………8

3.3农家乐网络营销人才稀缺……………………………………………………………………………

3.4农家乐网路营销的营销渠道问题…………………………………………………………………8

3.5农家乐网络营销的安全与信用问题………………………………………………………………9

4南京农家乐网络营销的运营模式 ………………………………………………………………………9

4.1农家乐自营网站建设模式……………………………………………………………………………9

4.2农家乐网络信息中介模式……………………………………………………………………………9

4.3第三方电子商务平台模式……………………………………………………………………………9

5如何进一步深化与运用网络营销策略从而进一步使农民收入增加…………………………………11

5.1农家乐网站建设的完善……………………………………………………………………………11

5.2政策措施上对农家乐网络营销的推动与支持……………………………………………………11

5.3多样化的网络营销办法与对策……………………………………………………………………12