摘要
摘要
中国是一个发展悠久的农产品大国，农产品发展程度既关系到一个民族的
发展，也关系到其国家自身的竞争力提升。我国农产品与其它行业相比目前还
存在着较大的问题，例如：我国农产品整体发展水平滞后，同时由于我国的农
产品价格不稳定、供给不平衡等原因，使得我国农村经济发展滞后，限制了我
国城乡均衡发展，因此农产品销售对提高农民收入至关重要。互联网营销突破
了传统渠道的农产品销售桎梏，有利于转变传统的营销模式，有助于加快农村
经济的发展。合理利用互联网进行销售，可以为传统农产品销售转型创造一个
新的平台。随着互联网的普及，全球范围内的人都能随时上网查询有关的资讯。
借助网络营销途径可以扩大农产品的销路，同时较为快捷地把关于购买和出售
农产品的相关资讯传递出去。互联网突破了时空尤其是地理位置的局限，对助
力我国乡村经济发展有重大意义。
由于四季蜜芒市场营销竞争越来越激烈，传统的营销渠道及产品营销模式
已过时，以线上消费者服务为中心的网上营销正逐渐形成一种新的营销潮流。
但同时，随着营销模式由传统营销模式转向线上营销模式也会给企业带来很多
的困难和挑战。因此本文基于 4P理论，针对昆明 ZM公司四季蜜芒的线上营销
策略进行全方位的分析，本文结合相关理论工具分析了昆明 ZM公司四季蜜芒
优势和劣势、机遇与威胁，并采用向线上消费者发放问卷的方式对昆明 ZM公
司的四季蜜芒产品的营销策略进行了深入的剖析。本文针对昆明 ZM公司四季
蜜芒网络营销存在的问题，给出了相应的网络营销优化策略，并为保证策略的
有效实施提供了建设性的建议。
关键词：四季蜜芒产品；网络营销策略；消费者行为
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Abstract
Abstract
My country is a big agricultural country with a long history. On the one hand,
the level of modern agricultural development not only harms the social and economic
level, but is also closely related to the development trend of one's own survival.
Compared with other industries, a series of problems such as the backward
development of rural economy, the difficulty of agricultural products entering cities,
unstable vegetable prices, and unbalanced supply have resulted in relatively slow
rural development, which has seriously hindered the development of modern
agriculture, and the living standards of farmers cannot be improved. Internet
marketing gets rid of the shackles of agricultural product marketing, and has an active
effect on changing the production and development mode and accelerating the
development trend of the rural economy. According to Internet marketing, it provides
a broad stage for the transformation and upgrading of traditional agriculture-related
companies. According to the characteristics of the Internet, people all over the world
can search for relevant information online at any time. That would improve the
marketing channels of agricultural products and disseminate information about the
sale of agricultural products in a faster way. Get rid of the limitation of time, address,
especially address, and make the marketing of agricultural products more interactive.
As long as everyone can access the Internet, they can obtain relevant information and
complete the marketing of agricultural products.
With the increasingly fierce market competition in the marketing and promotion
of Four Seasons Mimang, the original marketing model of manufacturers, customers
and commodities will no longer have advantages. User-centric online marketing is
gradually becoming an inevitable development trend. In the process of changing from
traditional marketing methods to online marketing methods, companies will
encounter many risks and discomforts. Four Seasons Mimang Company must be
more scientific and rational and systematic and software marketing strategies to
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Abstract
specifically guide its basic construction of its marketing system under network
conditions, so that the company can pay more attention to customers' trading
experience, and then meet customer requirements. The article takes Kunming ZM
enterprise Siji Mimang as an example, according to the basic theory of 4P network
marketing strategy, starting from the advantages and disadvantages, opportunities and
harms and current situation of Kunming ZM enterprise Siji Mimang Internet
marketing. This paper analyzes the online marketing mode of Siji Mimang products,
and conducts a structured analysis of a series of problems in the four countermeasures
of commodity, price, marketing and method according to the questionnaire.
Combining the above problems, the article clearly puts forward the optimization
strategy of Internet marketing, so as to clearly propose the guarantee mechanism to
ensure the stable operation of the countermeasures.
Key words：Four seasons honey mang products; network marketing strategy;
consumer behavior
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