I 摘要 随着农业产业现代化的发展，特色农业逐渐成为我国各地区现代农业发展的 重点。健康、绿色的特色农产品越来越受到大众的青睐，也成为乡 村振兴和农业 现代化发展的重要抓手。红薯产业是邯郸Q县支柱性农业产业，蜂蜜红薯作为该 县的特色品种，地理优势得天独厚，但由于起步晚，经验不足，再加上人才少、 技 术设施落后以及农产品传统的营销方式等因素影响，导致产业结构调整的效果 无法得到充分发挥。当地政府通过实施“政策引导、品牌促动、规模带动”发展战略， 整合互联网 等资源，线上线下全力扶持做大做强，积极发展蜜薯产业，在这种政 策向好的大环境中，Q县特色农产品营销将会前景可嘉。 论文分析了国内外研究现状，阐述了特色农产品、市 场营销、市场营销模式 等相关概念，及4C、网络营销、品牌营销、绿色营销等理论。运用“SWOT”分析 法分析了邯郸Q县蜜薯市场营销模式的优势、劣势、面临的机遇以及威胁， 并结 合Q县经济社会发展水平及当地特色农产品的现状、特点等实际情况提出了O2O、 互联网+、绿色营销、品牌营销等更加优化的营销模式及保障措施，也对今后Q县 蜜薯市场的 发展进行了展望，希望论文的结论能够对邯郸Q县特色农产品和其它 特色农产品营销模式的健康发展提供有效的指导价值，为Q县蜂蜜红薯市场的开 拓及农村增收致富提供良好的 路径，也为其它地区类似市场营销模式的构建与完 善提供借鉴。 关键词：特色农产品；Q县蜜薯；市场营销模式；保障措施 Abstract ⅡII Abstract Withthedevelopmentofagriculturalindustrymodernization,characteristic agriculturehasgraduallybecomethefocusofmodernagriculturaldevelopmentin variousregionsofChina.Healthyandgreenspecialtyagriculturalproductsaremore andmorepopularwiththepublic,andtheyhavealsobecomeanimportantstarting pointforruralrejuvenationandagriculturalmodernization.Thesweetpotatoindustryis apillaragriculturalindustryinQCountyofHandan.Asacharacteristicvarietyofthe county,honeysweetpotatohasauniquegeographicaladvantage.However,duetothe latestartandlackofexperience,coupledwithfactorssuchaslackoftalents,backward technologicalfacilitiesandtraditionalmarketingmethodsofagriculturalproducts,the effectofindustrialstructureadjustmentcannotbebroughtintofullplay.Thelocal governmentimplementsthedevelopmentstrategyof“policyguidance,brandpromotion, andscalepromotion”,integratestheInternetandotherresources,supportstheonline andofflineeffortstobecomebiggerandstronger,andactivelydevelopsthesweet potatoindustry.Therefore,themarketingofspecialtyagriculturalproductsinQCounty willbepromising. Thepaperpresentscurrentresearchathomeandabroad,andelaboratesrelated conceptssuchascharacteristicagriculturalproducts,marketing,andmarketingmodels, aswellastheoriessuchas4C,onlinemarketing,brandmarketing,andgreenmarketing. The"SWOT"analysismethodisusedtoanalyzetheadvantages,disadvantages, opportunities,andthreatsofthesweetpotatomarketingmodelinHandanQCounty. BasedontheactualdevelopmentofQCounty'ssocialeconomy,thecurrentsituation andcharacteristicsoflocalspecialtyagriculturalproducts,thisthesisputsforwards O2O,Internet+,greenmarketing,brandmarketing,moreoptimizedmarketingmodels andsafeguardmeasures.Italsolooksintothefuturedevelopmentofthesweetpotato marketinQCounty.Hopefully,thisthesiswillbeusefultothebetterdevelopmentof HandanQCounty'sspecialagriculturalproductsandotherspecialagriculturalproduct marketingmodels.Itisalsosupposedtohelpwiththedevelopmentofthehoneysweet potatomarketinQCounty,increaseruralincomes,andprovidereferencesforthe constructionandimprovementofsimilarmarketingmodelsinotherregions. Abstract III Keywords:characteristicagriculturalproducts;sweetpotatoesinQCounty;marketing model;safeguardmeasures 目录 IV 目录 摘 要................................................................................................................................I Abstract.............................................................................................................................II 第1章绪 论.....................................................................................................................1 1.1研究背 景.............................................................................................................1 1.2研究目的及意 义.................................................................................................2 1.2.1研究目 的...................................................................................................2 1.2.2研究意 义...................................................................................................3 1.3国内外研究现 状.................................................................................................3 1.3.1国外研究现 状...........................................................................................3 1.3.2国内研究现 状...........................................................................................4 1.4研究内容与方 法.................................................................................................5 1.4.1研究内 容...................................................................................................5 1.4.2研究方 法...................................................................................................6 1.5创新 点.................................................................................................................6 第2章相关概念与理论基 础.........................................................................................7 2.1相关概 念.............................................................................................................7 2.1.1市场营销概念及特 点...............................................................................7 2.1.2市场营销模 式...........................................................................................7 2.1.3特色农产品的概念和主要特 征...............................................................7 2.1.4特色农产品的营销模式概 念...................................................................8 2.2应用理 论.............................................................................................................8 2.2.14C理 论.......................................................................................................8 2.2.2网络营销理 论...........................................................................................9 2.2.3品牌营销理 论.........................................................................................10 2.2.4绿色营销理 论.........................................................................................10 2.3本章小 结...........................................................................................................11 第3章Q县特色农产品市场营销特征及调查分 析...................................................12 3.1Q县特色农产品的基本现状及特征................................................................12 3.2Q县蜜薯的调查设计及方案............................................................................15 目录 Ⅴ 3.2.1调查设计及方 案.....................................................................................15 3.2.2样本的选取与调查数据分 析.................................................................16 3.3Q县蜜薯现有的营销模 式................................................................................17 3.3.1蜜薯的直销模 式.....................................................................................17 3.3.2蜜薯的连锁营销模 式.............................................................................18 3.3.3蜜薯的网络营销模 式.............................................................................18 3.4本章小 结...........................................................................................................19 第4章Q县蜜薯市场营销环境SWOT分 析..............................................................20 4.1蜜薯市场营销的优 势.......................................................................................20 4.1.1蜜薯的销售市场广 阔.............................................................................20 4.1.2地理环境独特，产业发展势头