电商背景下“一带一路”节点城市农产品企业营销力提升策略  

Marketing Promotion Strategy Research for Agricultural Products of Cities on “The Belt and Road” under E-commerce Background

作　　者：徐莉[1] 方纯洁 刘冬艳 XU Li, FANG Chun-jie, LIU Dong-yan(College of Business, Anhui Xinhua University, Hefei 230088 ,Anhui)

机构地区：[1]安徽新华学院商学院,安徽合肥230088

出　　处：《陇东学院学报》2018年第2期110-114,共5页Journal of Longdong University

基　　金：安徽省人文社科重点项目<电商时代背景下‘一带一路’节点城市农产品企业营销力指标体系研究>(SK2016A0445);安徽省省级质量工程项目<卓越电子商务人才培养计划>(2015zjjh038)

摘　　要：当下,电子商务的发展,给农产品销售提供了较大的便捷。文章首先分析了电子商务背景下农产品企业发展的现状,接着选取部分"一带一路"节点城市的农产品企业举例并以其为代表,对其农产品企业营销力不足的问题进行分析,最后,就电子商务背景下"一带一路"节点城市农产品企业如何抓住"一带一路"这一战略机遇,明确农产品营销力因素,从产品营销力、渠道营销力、客户关系营销力、价格营销力、促销营销力、信息营销力等方面提出了提升营销力的建议。The development of e-commerce provides convenience to the marketing of agricultural products. This paper selects some companies as the representatives of agricultural enterprises on＂ The Belt and Road＂ to analyze the background of e-business development status of agricultural enterprises. Then, it analyzes the shortage of marketing for agricultural enterprises on＂ The Belt and Road＂ cities. Finally, it introduces agricultural enterprises on＂ The Belt and Road＂how to catch this strategic opportunity. It puts forward suggestions to enhance the marketing force from the force of product marketing, channel marketing, customer relationship marketing, price marketing, promotional marketing and information marketing.

关 键 词：电子商务 “一带一路” 农产品企业 营销力 

分 类 号：F323[经济管理—产业经济]