农产品电子商务营销研究——以沭阳花卉为例毕业论文_农林经济管理毕业论文

农产品电子商务营销研究——以沭阳花卉为例毕业论文

2021-04-14更新

摘 要

随着全球经济的快速发展,互联网电子商务席卷全球,企业的营销模式也发生了天翻地覆的变化。近几年互联网电子商务对于整个商界来说都是一次颠覆,随着电子商务的出现和发展,互联网企业掌握大量的用户信息,利用软件技术,挖掘用户对商品喜好,提供用户多样化的产品服务,给传统的线下营销造成很大的威胁。因此,如何利用互联网电子商务平台进行营销模式的整合与创新,顺应时代的需求,已成为企业高度关注的问题。

在此大背景下,本论文选取沭阳铭静花卉园艺场作为研究对象,通过案例研究的方法,对电子商务背景下营销模式进行阐述,通过对互联网电子商务平台营销的分析,结合沭阳铭静花卉园艺场目前电子商务营销发展情况,依据企业的营销模式变革,运用现代化的技术,加入市场营销的最新研究结果,探索出具有针对性的对策和建议。

本文针对电子商务营销模式的优势和劣势,结合企业的营销机会,进行企业营销模式整合,分析企业在电子商务背景下营销模式的制定策略:重组企业的业务流程、企业营销创新技术服务、开辟新兴服务模式。选取沭阳铭静花卉园艺场作为研究对象,对沭阳铭静花卉园艺场的营销现状进行分析和研究,提出沭阳铭静花卉园艺场营销模式主要存在的问题,然后为沭阳铭静花卉园艺场提供解决办法。主要得出结论:(1)电子商务背景下,企业传统营销模式受到了较大的冲击,电子商务营销模式相对传统模式而言具有显著的优势,但也存在一定的不足;(2)通过对沭阳铭静花卉园艺场竞争环境的分析,发现当前沭阳铭静花卉园艺场营销模式在人才队伍建设问题、电子商务营销的缺位、缺乏标准化的产品开发体系、缺乏宣传推广经验,影响了沭阳铭静花卉园艺场未来的发展战略;(3)通过 SWOT 矩阵分析了沭阳铭静花卉园艺场开展电子商务营销所面临选择,提出了沭阳铭静花卉园艺场电子商务营销模式发展的规划策略,为沭阳铭静花卉园艺场选择适当的电子商务营销模式提供了依据。结合自身传统营销市场的优势,建立自己的花卉电子商务网站,快速进入电子商务领域,并制定电子商务营销策略:开拓新的互联网电子商务产品服务、组建互联网电子商务营销团队,提升客户的忠诚度和满意度。

关键词:花卉产品;电子商务; 营销;

Shuyang flowers e-commerce marketing research

Abstract

With the rapid development of the global economy, Internet e-commerce sweeping the globe, the company’s marketing model has undergone tremendous changes. In recent years, Internet e-commerce for the entire business community for both a subversion, with the emergence and development of e-commerce, Internet companies master a large number of user information, the use of software technology, mining user preferences for commodities, providing users a variety of goods and services causing a serious threat to traditional offline marketing. Therefore, how to use the Internet to integrate e-commerce platform and innovative marketing mode, adapt to the needs of the times, it has become a great concern of the enterprise.

Against this background, this paper selects Shuyang Ming Jing flower gardening market as the research object, by the method of case study on e-commerce marketing model elaborated background, through the Internet e-commerce platform for marketing analysis, combined Shuyang Ming Jing flowers horticultural field current developments in e-commerce marketing, according to the company’s marketing model changes, the use of modern technology, the latest addition to the results of marketing research, explore countermeasures and suggestions targeted.

In this paper, e-commerce marketing model’s strengths and weaknesses, combined with the company’s marketing opportunities, marketing model for enterprise integration, business analysis in the development of e-commerce strategy background marketing model: reorganization of business processes, marketing of innovative technologies and services, open up new service mode. Select Shuyang Ming Jing flower gardening market as the research object of Sales Situation of Shuyang Ming Jing flower gardening market analysis and research, propose Shuyang Ming Jing flower gardening market marketing mode main problems, then offer solutions to Shuyang Ming Jing flower gardening market Method. The main draw conclusions: (1) e-commerce background, traditional marketing business model has been a greater impact, e-commerce marketing model compared to the traditional model in terms of having a significant advantage, but there are some deficiencies; (2) by static analysis Ming Shuyang flowers gardening market competitive environment, discover the current static inscription Shuyang flowers gardening market marketing model of qualified personnel issues, the absence of e-commerce marketing, the lack of standardized product development system, the lack of promotion of experience, the impact of Shuyang Ming static flower gardening market’s future development strategy; (3) through the SWOT matrix analysis Shuyang Ming Jing flower gardening market for e-commerce marketers are faced with the choice proposed planning strategy Ming Jing flower gardening Shuyang field of e-commerce marketing model development for Shuyang Ming Jing flower gardening field to select the appropriate e-commerce marketing model provided. With their own advantages in the market traditional marketing, e-commerce sites to build their own flowers, quick access to e-commerce, and develop e-commerce marketing model plan: to develop new Internet e-commerce products and services, set up Internet e-commerce marketing team, improve customer loyalty and satisfaction.

Keywords: flower products; electronic commerce; marketing;

目 录

摘要

Abstract

1、绪论 1

1.1 研究背景 1

1.2 研究意义 1

1.3 研究目的 2

1.4 研究内容 2

2、电子商务营销模式与传统营销模式现状分析 3

2.1 我国电子商务发展现状 3

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