农产品品牌网站营销现状探析——基于江西名牌农产品官网的内容分析  

Exploring the current situation of Websites Marketing of Agricultural Products： Content Analysis on the official websites of Famous Agricultural Products in Jiangxi Province

作　　者：肖玉琴[1] 

机构地区：[1]厦门大学新闻传播学院,厦门,中国,361005

出　　处：《现代广告》2013年第12期70-77,共8页Modern Advertising

基　　金：资助信息：本文是教育部人文社会科学研究项目《中国农业品牌的品牌结构优选模型研究》（项目编号：11TJC860007）的阶段性研究成果.

摘　　要：文章对江西省名牌农产品的企业网站进行了内容分析，以此管窥我国农产品品牌的网络营销现状。研究发现，江西名牌农产品企业网站营销实施程度不高，企业网站处于发展的初级阶段，在信息传播、外观设计，更高层次的电子商务、互动沟通和关系营销等方面有待进一步提高。基于研究结果，文章最后为我国农产品品牌实施网络营销提出了一些建议。To examine the website marketing of agricultural product, content analysis is used to evaluate the websites of the famous agricultural product in Jiangxi province, containing 150 enterprises and 74 websites. This study shows that the website marketing of the famous agricultural product is not good enough in Jiangxi, most of the websites are in the primary stage, they pay attention to information communication and web design, but e-commerce, Interactive communication and relationship marketing are ignored usually. The paper offers some suggestions on e-Marketing for agricultural product.

关 键 词：农产品品牌 内容分析 网站营销 

分 类 号：F323[经济管理—产业经济]