基于层次分析法的河南省农产品网络营销模式研究  

Research on Web Marketing Models of Agricultural Products Based on the AHP in Henan Province

作　　者：王柯梦 张天平[1] 刘韧 WANG Ke-meng;ZHANG Tian-ping;LIU Ren(Hunan University of Science and Technology,Xiangtan,Hunan 411201,China)

机构地区：[1]湖南科技大学商学院,湖南湘潭411201

出　　处：《西昌学院学报（自然科学版）》2018年第1期63-67,共5页Journal of Xichang University(Natural Science Edition)

摘　　要：随着"互联网+"的快速发展,网络营销在很大程度上拓宽了农产品的销售市场。通过查阅相关文献资料,首先对河南省农产品网络营销的3种主要模式做了简要分析,根据河南省农产品网络销售的现状,归纳出关键因素为:物流周期,网站内容,品牌意识,个性化需求。运用层次分析法找出河南省农产品网络销售的网络营销模式的最佳选择:基于电商平台的网络营销模式。最后,从农产品的标准化建设、品牌化建设、网络设施建设、物流体系建设、人才培养等5个方面,提出了推动河南省农产品网络营销快速发展的可行性建议。With the rapid development of"Internet+",Internet marketing has greatly broadened the sales market of agricultural products.The thesis analyzes the three model of web marketing about agricultural products briefly by looking up for relevant information and data.Through analysis of the current situation of web marketing of agricultural products in Henan province,the key factors in the web marketing of agricultural products are:logistics cycle,website content,brand awareness,individual needs,using the analytic hierarchy process to solve the problem of the best choice of the web marketing model:Internet marketing model based on e-commerce platform.Finally,from the five aspects of standardization of agricultural products,brand building,network facilities construction,logistics system construction,personnel training and other aspects,based on the existing problems in developing web marketing putting forward to the suggestion of promoting the web marketing of Henan agricultural product.

关 键 词：农产品 网络营销模式 层次分析法 

分 类 号：F323.7[经济管理—产业经济] F724.6