互联网+环境下农产品的营销环境正在发生巨大的变化，县域特色农产品正面临着 新的营销环境，巴楚县特色农产品巴楚留香瓜在这样的大环境下，通 过互联网+开展多 维化的营销创新活动，适应了当前农产品互联网营销发展的需要，从而拉动当地农产 品的销售。 本论文根据巴楚留香瓜当前的营销状况及相关的理论基础，研 究以留香瓜为例的 县域农产品在互联网背景下的营销现状并分析其中存在的问题。对影响瓜果类消费者 网购的动机进行了问卷调查，一共发放了 230 份市场调查问卷，大多数的 受调查对象 都有网购瓜果的经历，且其购物频率高，这说明消费者对瓜果类农产品的需求大，但 是因担心售后服务以及物流导致的变质问题，影响了其最终的网购决定行为。针 对问 卷的调查结果以及实际营销状况的研究分析，以上结论都为制定巴楚留香瓜的营销策 略提供了理论和数据依据。营销策略的提出是以 STP 战略和 4P 理论为支撑，首先确 定的是留香瓜针对的目标人群为中高端消费者；其次，指出其市场定位是为中高端消 费者提供优质农产品的互联网渠道；最后，根据 4P 理论分别从四个方面来做具体的策 略分 析。首先产品上注重产品标准化、品牌优化，完善溯源系统以及升级包装策略等； 价格上，注重以目标群体为主的定价策略、以扩大市场份额为核心的定价策略、结合 老顾客的 价格策略以及分阶段销售的定价策略；渠道上，注重加强与各个平台的合作， 线上线下并举，拓展销售渠道，尤其是尚未打通的直播平台及调查问卷中客户购买数 量最多的微信 渠道；促销策略更关注的是建设好留香瓜这一品牌，并有针对性地去做 广告的投放以及线上和线下结合宣传和推广等。最后对营销策略得以实现的四种保障 措施做了探讨。 关键 词：互联网+，县域农产品，营销策略，4P 营销理论II Abstract The marketing environment of agricultural products under the Internet plus environment is undergoing great changes, and the county agricultural products are facing a new marketing environment.Liuxiang melon chooses marketing innovation activities adapted to the development of the Internet, with the Internet to carry out multi-dimensional marketing strategy, to stimulate the sale of local agricultural products. Therefore, according to the relevant theoretical basis, this paper takes Bachuliu melon as an example to study the marketing status of county agricultural products under the background of the Internet and analyze the existing problems. A random survey of 230 market questionnaires was conducted on consumers' motivation to buy fruits online. The results showed that most consumers said that the frequency of fruits online shopping was high and the demand for fruits was high. Finally, taking 4P theory as the core, put forward the marketing strategy of Bachu melon. First, determine the target population of the melon; secondly, point out that its market positioning is to provide high-quality agricultural products for the middle and high-end consumers of the Internet channel. Finally, from the product, price, channel and promotion strategy to adjust accordingly. Product, focus on product standardization, brand optimization, improve traceability system and upgrade packaging strategy; price, focus on target group-based pricing strategy, market share as the core pricing strategy, combined with old customers pricing strategy and phased sales pricing strategy; channel, focus on Cooperate with e-commerce sites, expand sales channels, especially the live broadcast platform and WeChat channels; promotion strategy, focus on brand building, advertising, marketing publicity and offline activities. Keywords: Internet plus, county agricultural products, marketing strategy ,4P marketing theoryIII 目 录 第一章 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............................................................................................................2 1.3 国内外研究综 述..........................................................................................................3 1.3.1 国外研究综 述....................................................................................................3 1.3.2 国内研究综 述....................................................................................................4 1.4 研究内容、方法与技术路 线......................................................................................6 1.4.1 研究内 容............................................................................................................6 1.4.2 研究方 法............................................................................................................6 1.4.3 技术路线 图........................................................................................................7 第二章 相关理论基础综 述.......................................................................................................9 2.1 相关理论背 景..............................................................................................................9 2.1.1 4P 营销理 论...................................................................................................... 9 2.1.2 网络营销理 论....................................................................................................9 2.1.3 STP 战 略.............................................................................................................9 2.1.4 消费者行为与营销策略关系理 论....................................................................9 2.2 相关概 念....................................................................................................................10 2.2.1 农产 品..............................................................................................................10 2.2.2 电子商 务..........................................................................................................10 2.2.3 农产品电子商 务..............................................................................................11 2.2.4 市场营 销..........................................................................................................11 2.2.5 电商平 台..........................................................................................................11 2.2.6 市场营销策 略..................................................................................................12 第三章 互联网+背景下巴楚留香瓜营销策略现状及存在问 题..........................................13 3.1 巴楚留香瓜简 介........................................................................................................13 3.2 互联网+背景下巴楚留香瓜营销策略现状分 析.....................................................14 3.2.1 产品策 略..........................................................................................................14 3.2.2 价格策 略..........................................................................................................15 3.2.3 渠道策 略..........................................................................................................16 3.2.4 促销策 略..........................................................................................................17 3.3 互联网+背景下巴楚留香瓜营销策略存在问题分 析.............................................17 3.3.1 产品标准化程度 低..........................................................................................17 3.3.2 价格策略缺乏市场竞争优 势..........................................................................18 3.3.3 营销渠道单 一..................................................................................................18 3.3.4 促销策略针对性不 强......................................................................................19 3.4 本章小