摘要
互联网尤其是移动互联网的高速发展、普及和完善给传统行业发展及转型带
来了重大机遇和挑战。农产品企业与互联网思维技术深度融合将有利于打破原有
的行业束缚，成为行业新的增长点。本研究以河北省最负盛名的农产品品牌——
“富岗苹果”为样本，研究其互联网营销问题。具体研究“互联网+”环境下“富
岗苹果”销售新模式，提出了认证O2O、直供B2B、精准微信等模式，为“互联
网+”情景下的“富岗苹果”营销模式与转型提供借鉴。将有利于推动农产品行业
互联化进程，从而推动农业供给侧改革。另外，本研究将丰富农产品品牌的案例
及实证层面的研究成果
论文研究写作过程中，主要分为五个部分。第一章介绍论文研究的背景及意
义。对国内外针对该课题的研究动态进行了阐述，并对论文的研究方法进行了说
明。第二章对农产品互联网营销的基础理论进行分析。包括互联网营销模式和战
略分析。第三章对“富岗苹果”的现状进行分析，重点对运行模式、管理方式以
及营销模式进行分析，发现其优势，并找到不足，进而通过理论知识的运用，为
“富岗苹果”互联网营销策略奠定基础。第四章研究分析富岗苹果的互联网营销
战略选择。首先，宏观环境分析。其次，竞争对手分析。再次，消费者市场分析
及市场细分。最后，SWOT矩阵及分析。最终确定富岗苹果互联网营销战略。第
五章对“富岗苹果”的互联网营销策略进行研究。重点从两个方面入手，一方面
体现为互联网营销模式的选择。另一方面则体现为具体措施的实施
关键词：互联网营销；营销策略；富岗苹果；农产品行业
-II-
Abstract
The rapid development, popularization and perfection of the Internet, especially the
mobile Internet, have brought great opportunities and challenges to the development and
transformation of traditional industries. The deep integration of agricultural enterprises
and Internet thinking technology will help to break the original industry bondage and
become a new growth point of the industry. In this study, the most famous agricultural
brand in Hebei Province - Fugang Apple as a sample, to study its Internet marketing
issues. This paper puts forward the new model of FuGang Apple sales under the
environment of Internet +, and puts forward the model of O2O, Direct supply B2B and
precise micro letter, which provides reference for the Fugang Apple marketing model
and transformation under the Internet + scenario The Will help promote the process of
interconnection of agricultural products industry, so as to promote the reform of
agricultural supply side. In addition, this study will enrich the case of agricultural brands
and empirical research results.
In this paper, the thesis is divided into five parts. The first chapter introduces the
background and significance of the paper. The research and development of the subject at
home and abroad are discussed, and the research methods of the paper are also described.
The second chapter analyzes the basic theory of agricultural marketing. Including the
Internet marketing model and strategic analysis. The third chapter analyzes the present
situation of Fugang Apple, analyzes the operation mode, management mode and
marketing mode, finds its advantages and finds out the deficiency, and then through the
use of theoretical knowledge, it is the Fugang Apple Internet marketing Strategy to lay
the foundation. The fourth chapter analyzes and analyzes the strategy of Internet
marketing of Fugang Apple. First, the macroeconomic analysis. Second, the competitor
analysis. Again, consumer market analysis and market segmentation. Finally, SWOT
matrix and analysis. And finally determine the Fugang Apple Internet marketing strategy.
The fifth chapter studies the Internet marketing strategy of Fugang Apple. Focus on two
aspects to start, on the one hand reflected in the choice of Internet marketing model. On
the other hand is reflected in the implementation of specific measures.
Keywords: Internet marketing, Marketing strategy, Fugang Apple, Agricultural
industry
III
目录
第一章绪论 ........ 1
一、研究背景及意义 .. 1
（一）研究背景 .... 1
（二）研究意义 .... 1
二、国内外研究现状 .. 2
（一）国外研究现状2
（二）国内研究现状3
三、研究结构及内容 .. 4
四、研究方法 ........ 4
五、论文技术路线 .... 5
第二章农产品互联网营销相关理论 ... 6
一、市场营销相关理论6
（一）市场细分、目标市场和定位理论 ........ 6
（二）市场营销组合理论 ........ 7
二、农产品互联网营销概念 ........ 8
三、互联网电子商务模式 .......... 9
（一）B2C模式 ..... 9
（二）B2B模式 ..... 9
（三）O2O模式 ..... 9
四、互联网营销战略 . 10
（一）互联网营销战略制定步骤和选择 ....... 10
（二）营销战略相关理论 ....... 11
第三章“富岗苹果”营销现状分析 .. 14
一、富岗苹果概况 ... 14
二、“富岗苹果”的生产经营管理模式 .......... 16
三、“富岗苹果”营销管理 ........ 17
（一）保质保量，做好市场品牌塑造 ......... 17
（二）走专卖路线建网络平台，做好渠道营销延伸 ......... 18
（三）政府媒体大力推动和支持，实现高端销售和盈利 ..... 18
四、“富岗苹果”营销问题分析 .... 20。