摘要
摘要
国家改革开放四十几年以来，福建省各地区经济飞速发展，地区生活水平不
断提高，伴随着近几年食品安全问题的不断出现，绿色健康无公害高品质的农副
产品越来越受到消费者的青睐。随着互联网科技的发展，加上国家各项政策发布，
农副产品互联网营销摆脱了传统营销的束缚，逐渐成为了各传统农业企业营销转
型的重要举措。SY农业公司是福建省的一家生态农业企业，企业致力于打造福
州和厦门生态农副产品基地，为地区居民提供绿色、无公害、高品质的农副产品。
本文运用文献研究法、理论分析法等多种研究方法，对SY农业公司进行研究，
在研究过程中借助了PEST分析法及SWOT分析法等，在SY农业公司农副产品营
销现状的基础上，通过分析SY农业公司农副产品营销内外部环境，结合STP理
论确定公司目标市场定位，结合4P营销理论针对SY农业公司农副产品现有的营
销策略进行优化，包括提升品牌形象，提升公司营销团队水平，优化营销渠道建
设等优化建议，从而提升SY农业公司农副产品在营销环境的市场竞争力，促进
公司营销体系健康发展。
关键词：农副产品；营销策略优化；农业企业；
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Abstract
Abstract
Since China's reform and opening up more than 40 years ago, Fujian province
has witnessed rapid economic development and continuous improvement of regional
living standards. With the emergence of food safety problems in recent years, green,
healthy and pollution-free high-quality agricultural and sideline products are
increasingly favored by consumers. With the development of Internet technology and
the release of national policies, Internet marketing of agricultural and sideline
products has gotten rid of the shackles of traditional marketing and gradually become
an important measure for the marketing transformation of traditional agricultural
enterprises. SY Agricultural Company is an ecological agricultural enterprise in
Fujian Province. The enterprise is committed to building Fuzhou and Xiamen
ecological agricultural and sideline products base, providing local residents with
green, pollution-free and high-quality agricultural and sideline products. In this paper,
literature research method, theoretical analysis method and other research methods are
used to study SY Agricultural Company. PEST analysis method and SWOT analysis
method are used in the research process. Based on the current situation of SY
Agricultural Company's agricultural and sideline product marketing, by analyzing the
internal and external environment of SY Agricultural company's agricultural and
sideline product marketing, Determine the company's target market positioning
combined with STP theory, combined with the 4 p marketing theory to SY agriculture
agricultural and sideline products of the company's existing marketing strategy
optimization, including to promote the brand image, improve the company marketing
team level, optimizing optimization Suggestions such as the Internet marketing
channel construction, to improve SY agricultural company in the marketing
environment of agricultural and sideline products market competitiveness, Promote
the healthy development of company marketing system.
Keywords: agricultural and sideline products; Marketing strategy optimization;
Agricultural enterprises;
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目录
目录
摘要...............................................................................................................I
Abstract......................................................................................................II
目录.............................................................................................................III
第一章绪论............................................................................................. 1
第一节研究背景与意义....................................................................................1
一、研究背景......................................................................................................................... 1
二、研究意义......................................................................................................................... 2
第二节国内外研究现状....................................................................................2
一、国外研究现状................................................................................................................. 3
（一）关于农副产品营销策略的研究......................................................................... 3
（二）关于农副产品互联网营销策略的研究............................................................. 3
二、国内研究现状................................................................................................................. 4
（一）关于农副产品营销策略的研究......................................................................... 4
（二）关于农副产品互联网营销策略的研究............................................................. 5
三、国内外研究评述............................................................................................................. 6
第三节研究内容和技术路线............................................................................6
一、研究内容......................................................................................................................... 6
二、研究方法......................................................................................................................... 7
（一）文献研究法......................................................................................................... 7
（二）问卷调查法......................................................................................................... 8
三、技术路线......................................................................................................................... 8
第四节研究的创新之处....................................................................................9
第二章相关概念及理论基础...............................................................10
III
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