摘要
摘要
农产品的网络营销不仅仅为农产品企业突破了产品销售的城市区域，更实
现了可通过网络营销将其自身产品销往全国的发展机会。农产品企业通过网络
营销之推广将可以快速提升品牌知名度以及其产品知名度，从而迅速从行业市
场竞争的压力下脱颖而出。由于农业在我国的发展至关重要，所以农产品销售也
是提升我国经济发展之重要部分。对于农产品其销售，过去则是传统的营销方式
为主。在近年来，农产品营销网络随之逐渐兴起，农民要么直接在互联网上销售，
要么通过网络中介交换产品信息，要么使用专门的信息平台共享项目信息。网络
作为农产品生产基地和物流配送系统的中介，应用国内农产品经营方式，提升品
牌形象，增进客户关系，改善客户服务，打通线上销售渠道，达到扩大销售的目
的。目前，许多地方政府设立了农产品网上销售专项服务平台，许多专业贸易购
物网站也开设了农产品网上销售平台，极大地促进了农产品网上销售。通过互联
网，农产品生产者可以第一时间联系到采购商，还可以提前定价。基于互联网的
特点，世界各地的人们都可随时随地地在线搜索相关其信息。这种方式可以扩大
农产品的销售渠道，以最快的方式传播与农产品购销有关的信息。打破时间和地
点，特别是地点的限制，让农产品销售更具互动性，任何人只要接入互联网，就
可以获取相关信息，实现农产品销售。
秦安县苹果为甘肃省的知名品牌，主要是出自甘肃省天水市，因其优良的果
形、干净的果面、香脆的口感、多元的营养价值在世界各地享誉盛名，是我国极
为关键的一家内外销苹果品牌。基于此，本文选取了秦安XY公司苹果为其研究
对象，对秦安县XY公司苹果网络营销策略进行深入分析。
本文在数据收集、整理和广泛阅读前人研究成果的基础上，采用问卷调查的
方法分析了秦安 XY公司苹果网络营销的影响，旨在从秦安县 XY公司苹果网络
营销影响因素的角度出发，对秦安县 XY公司苹果网络营销提出细化策略,对秦
安县XY公司苹果大力发展网络营销并提升苹果营销竞争力，促进农业现代化水
平发展有着较为重要的意义。
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摘要
关键词：苹果产品；网络营销策略；消费者行为
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Abstract
Abstract
Network marketing of agricultural products not only breaks through the urban area
of product sales for agricultural enterprises, but also realizes the development
opportunity that their products can be sold to the whole country through network
marketing. Through network marketing promotion, agricultural products enterprises
can quickly improve brand awareness and product awareness, so as to quickly stand
out from the pressure of industry market competition. Because the development of
agriculture is very important in China, the sales of agricultural products is also an
important part of improving China's economic development. For the sales of
agricultural products, the traditional marketing methods were mainly used in the past.
In recent years, the marketing network of agricultural products has gradually sprung
up. Farmers either sell directly on the Internet, exchange product information through
network intermediaries, or use a special information platform to share project
information. As the intermediary of agricultural product production base and logistics
distribution system, the network applies the domestic agricultural product management
mode to improve the brand image, enhance customer relations, improve customer
service, open up online sales channels and achieve the purpose of expanding sales. At
present, many local governments have set up special service platforms for online sales
of agricultural products, and many professional trade shopping websites have also set
up online sales platforms for agricultural products, which has greatly promoted online
sales of agricultural products. Through the Internet, agricultural producers can contact
buyers for the first time and set prices in advance. Based on the characteristics of the
Internet, people all over the world can search relevant information online anytime and
anywhere. This way can increase the sales channels of agricultural products and spread
the information related to the purchase and sale of agricultural products in the fastest
way. Break the restrictions of time and place, especially the place, and make the sales
of agricultural products more interactive. Anyone can obtain relevant information and
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