内丘县在我国绿色农产品领域有着较高的知名度，其良好的地理环境是保证 绿色农产品的根本条件。但是，在内丘县的农产品发展中，却没有达到应有的效 果，主要原因包括观念落后、人才匮乏、技术创新能力低、生产设备缺乏以及营 销效率低等。可以看出，在未来内丘县农产品的市场发展中，需要调整营销策略， 改变营销模式，结合信息技术提升营销能力。 本篇论文中主要分以下几个方面来介绍。第一章是绪论部分，主要是对本文 的研究背景及意义的介绍，同时包括对相关的研究方法等进行阐述。第二章是分 析理论基础，主要是对农产品网络销售的基本理论进行梳理，需要对相关的概念 做出界定，例如，特色农产品、“互联网+”等概念。再就是本文的研究需基于一 定的理论基础上，在这里重点介绍了供应链理论、整合营销理论、直复营销理论、 关系营销理论，由此为论文的研究奠定理论基础和指明方向。第三部分为内丘县 特色农产品营销现状及问题分析。重点对内丘县特色农产品网络营销现状的调查 及对存在的问题进行分析。第四部分为内丘县特色农产品营销情况评估。通过层 次分析法，将内丘县的特色农产品进行层次划分，最终来实现内丘县的农产品销 售，因此，需要构建的合适模式。第五部分为内丘县特色农产品网络营销模式的 构建。从营销的产品、价格、渠道、促销四个方面进行模式的构建，助力内丘县 特色农产品网络营销的更好发展。第六部分为内丘县特色农产品网络营销模式的 保障措施。为了很好的解决内丘县在特色农产品网络营销环境中存在的问题，提 出了四个方面的建议。最后，笔者针对本文的研究主题，围绕研究对于论文的结 论和不足进行了分析，并力求在以后研究中进一步加强深入研究。 关键词，特色农产品；互联网+；营销模式II Abstract Neiqiu county is well known in the field of green agricultural products in China. Its favorable geographical environment is the fundamental condition to guarantee green agricultural products. However, in the development of agricultural products in neiqiu county, the results have not been achieved, mainly because of backward concepts, lack of talents, low technological innovation ability, lack of production equipment and low marketing efficiency. It can be seen that market development of agricultural products in neiqiu county in the future, it is necessary to adjust the marketing strategy, change the marketing model, and improve the marketing ability by combining information technology. In the research process of this paper, the paper is divided into the following parts. The first part is the introduction. The introduction mainly expounds the background and research methods. The second chapter analyzes the theoretical basis, mainly combing the basic theories of network sales of agricultural products and defining relevant concepts, such as characteristics agricultural products, Internet + and so on. Moreover, the research of this paper needs to be based on a certain theoretical basis. Here, supply chain theory, integrated marketing theory, direct marketing theory and relationship marketing theory are mainly introduced, which lays a theoretical foundation and points out the direction for the research of this paper. The third part is the analysis of the marketing status of characteristic agricultural products in neiqiu county. This paper focuses on the investigation and analysis of the current situation of the network marketing of characteristic agricultural products in neiqiu county.The fourth part is the evaluation of the marketing of characteristic agricultural products in neiqiu county. Through the analytic hierarchy process, the characteristic agricultural products of neiqiu county are divided into different levels to realize the agricultural products sales of neiqiu county. The fifth part is the construction of the network marketing model of characteristic agricultural products in neiqiu county. introducing product, price, place, and promotion. Help characteristics of agricultural products network marketing in neiqiu county better development. The sixth part is divided into the guarantee measuresIII of the network marketing mode of characteristic agricultural products in neiqiu county. In order to solve the problems in the network marketing environent of characteristic agricultural products in neiqiu county, this paper puts forward four suggestions. Finally, based on the research topic of this paper, the author analyzes the conclusions and shortcomings of this paper, and tries to further strengthen the in-depth research in the future. Keywords: CharacteristicAgricultural Products，Internet +，Marketing ModelIV 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..................................................................................................4 三、研究方法及技术路线..............................................................................................6 （一）研究方法..........................................................................................................6 （二）技术路线..........................................................................................................7 四、论文结构及内容......................................................................................................7 第二章 特色农产品网络营销相关理论..........................................................................9 一、相关概念界定..........................................................................................................9 （一）特色农产品概念..............................................................................................9 （二）“互联网+”概念............................................................................................9 （三）“互联网+”农产品营销的内涵及特征......................................................10 二、理论基础................................................................................................................ 11 （一）供应链理论.................................................................................................... 11 （二）整合营销理论................................................................................................ 11 （三）直复营销理论................................................................................................12 （四）关系营销理论................................................................................................12 三、本章小结................................................................................................................13 第三章 内丘县特色农产品营销现状及问题分析..........................................................14 一、内丘县特色农产品及营销概况............................................................................14 （一）内丘县特色农产品概况................................................................................14 （二）内丘县特色农产品营销现状........................................................................15 二、内丘县特色农产品网络营销调查........................................................................18 （一）问卷调查........................................................................................................18V （二） 内丘县农产品网络营销状况调查..............................................................18 三、内丘县特色农产品网络营销中的问题................................................................21 （一）营销人才缺乏................................................................................................21 （二）配送能力较弱..........................................................................................