基于“4P”营销理论下的农产品网络营销策略分析  

Analysis of Online Marketing Strategies for Agricultural Products Based on the “4P” Marketing Theory

作　　者：王朝辉 

机构地区：[1]南京林业大学人文社会科学学院,江苏 南京

出　　处：《电子商务评论》2025年第1期899-904,共6页E-Commerce Letters

摘　　要：伴随网络时代的到来,农村电子商务迎来了蓬勃发展。农产品通过电子商务扩大了销售渠道,从而带来农产品销量的增加。但是,日益激烈的市场竞争使得农产品网络营销策略变得愈加重要。本文运用“4P”营销理论,以农产品网络营销策略为研究对象,从产品、价格、渠道、促销四个方面,对农产品网络营销策略进行分析,找出存在的不足并提出优化建议。期望为农产品网络营销策略的进一步发展提供帮助。With the arrival of the internet age, rural e-commerce has witnessed vigorous development. Agricultural products have expanded their sales channels through e-commerce, resulting in increased sales. However, the intensifying market competition has made the online marketing strategies for agricultural products increasingly important. This article applies the “4P” marketing theory to analyze the online marketing strategies for agricultural products, focusing on product, price, place, and promotion. It identifies existing shortcomings and proposes optimization suggestions. The aim is to provide assistance for the further development of online marketing strategies for agricultural products.

关 键 词：农产品 网络营销 “4P”营销理论 

分 类 号：F42[经济管理—产业经济]