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大棚蔬菜产业有着良好的经济和社会效益，以坛山大棚蔬菜互联网营销作为研
究对象，具有一定的代表性，对于拓宽我国东部地区大棚蔬菜营销渠道、提高经济
收益有重要的借鉴意义。本文以实地调查的方法，以互联网营销理论、坛山街道政
策环境和现有互联网条件为基础进行实证分析，找出其互联网营销模式不足之处，
设计出适合当地大棚蔬菜互联网营销的新模式，为提高大棚蔬菜经济效益奠定基
础
本文主要分为六个部分，开篇是绪论和国内外文献理论综述，主要阐述了选题
的背景、研究方法、国内外文献和互联网营销相关理论，而后通过研究对比分析的
方法找出制约坛山街道大棚互联网营销的主要因素，而后针对坛山街道蔬菜大棚产
销实际，对互联网营销模式进行了探索，并从互联网建设内容和健全互联网服务功
能两个方面进行延伸，而后从保障大棚蔬菜互联网营销实施的角度提出了合理化建
议，坛山蔬菜大棚将以增加经济和社会效益为重点，以满足市场需求为着眼点，推
进大棚蔬菜营销信息化发展，推动农村和农业经济的协调稳定可持续发展，最后对
研究整体工作进行总结和展望
关键词：大棚蔬菜；互联网；营销模式Abstract
With the rapid development of Internet economy, our country agricultural economy also entered a
new development stage, this requires that agricultural products production and marketing should be
introduced in the market marketing idea and technology, to adapt to the development of market
economy changes. In recent years, Internet marketing gradually expand from industrial products to
agricultural products, and in supporting environment, information infrastructure construction has made
remarkable development, and policy laws and regulations for agricultural products to develop Internet
marketing to create a favorable external environment.
Greenhouse vegetables industry has a good economic and social benefits, to the altar greenhouse
vegetables mountains as the research object, Internet marketing has certain representativeness, to
broaden the greenhouse vegetables in east China marketing channels, and improve the economic
benefits have important significance. Based on the on-the-spot investigation method, in order to
network marketing theory, altar street policy environment and the conditions of existing networks
based on the empirical analysis, find out the disadvantages of Internet marketing model, design a
suitable for local greenhouse vegetables, a new model of Internet marketing, so as to lay a good
foundation to raise economical benefit of greenhouse vegetables.
Mainly divided into six parts, this article begins with the introduction and the related literature
theory, this paper briefly introduces the background of selected topic significance, research method,
literature review and the network marketing related theory at home and abroad, through the
comparison analysis research method to find the main factors of restricting the altar mountain streets
shelter network marketing, and for the altar mountain vegetables greenhouse production and marketing
of the actual street, has carried on the exploration to the Internet marketing model, and from the
construction of network content and perfect network service function two aspects, and then from the
Angle of ensuring greenhouse vegetables network marketing implementation, proposed the
rationalization proposal, how finally to the altar mountain vegetable greenhouses, focusing on the
development of economic benefits to the market demand, continue to promote the optimization of
agricultural structure, the implementation of marketing information of agricultural products, promote
coordination of rural and agricultural economy stable and sustainable development, study summarized
and prospected.
Key words:Greenhouse vegetables; Internet; Marketing model目录
第一章绪论1
1.1选题背景与意义........1
1.1.1选题背景......1
1.1.2研究意义......1
1.2研究的内容与方法....2
1.2.1研究的内容..2
1.2.2研究的方法..2
第二章文献综述与基本内涵........4
2.1文献综述..........4
2.1.1国外文献综述..........4
2.1.2国内文献综述..........5
2.2基本内涵..........6
2.2.1互联网营销的产生..6
2.2.2互联网营销的含义..6
2.2.3农产品互联网营销的含义..7
2.2.4整合营销概念...........8
2.2.5传统营销和互联网营销进行整合...8
第三章坛山街道大棚蔬菜现行互联网营销状况及存在的问题..........10
3.1坛山街道大棚蔬菜营销现状介绍....10
3.2坛山街道大棚蔬菜推行互联网营销模式存在的问题........10
3.2.1互联网营销方式单一.........10
3.2.2互联网内容建设不够专业.11
3.2.3互联网营销后期服务脱节11
3.2.4互联网营销人才匮乏........12
第四章坛山街道大棚蔬菜互联网营销模式......14
4.1坛山街道大棚蔬菜互联网销售方式14
4.1.1新媒体-微信和微博营销..14
4.1.2体验式微营销........15
4.1.3 O2O 立体营销.......16
4.2坛山街道大棚蔬菜互联网营销模式创新....18
4.2.1数字化智能营销.....18
4.2.2政府的信息监控与发布.....19
4.2.3“合作社+互联网+体验采摘”模式..........20
4.3互联网建设内容创新.22
4.3.1建设网站....22
4.3.2选择合适的服务器22
4.3.3合理利用网站空间23
4.4健全互联网服务功能.23
4.4.1建立农产品互联网服务平台........234.4.2定时回访....24
4.4.3提供个性化服务.....
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