農產品營銷

本書內容包括：農產品營銷理論，農產品營銷戰略，農產品營銷渠道，農產品營銷策略，人才市場自我營銷5個模塊。本教材以模塊化方式進行，加強對農產品營銷知識的認識和理解，尤其在模塊三農產品營銷渠道和模塊五農產品市場自我營銷有新理念、新方法。重點講述新時代新常態的“互聯網 農業”商業模式的新渠道、新技術、新方法及在全民創業、萬眾創新的形勢下怎樣提高自己的就業競爭力，訓練營銷實力，從而達到營銷農產品的目的。

目 錄

模塊一 農產品營銷理論················································································· 1

第一章 農產品綜述························································································ 1

第一節 農產品······························································································ 1

第二節 農產品市場························································································ 9

複習思考題··································································································· 14

第二章 農產品市場營銷················································································ 15

節 農產品市場營銷概述········································································· 15

第二節 市場營銷相關理論············································································ 18

複習思考題··································································································· 25

模塊二 農產品營銷戰略················································································ 26

第三章 農產品營銷環境分析········································································· 26

節 市場營銷環境··················································································· 26

第二節 消費心理和購買行為研究··································································· 45

第三節 農產品市場調查與預測······································································ 57

複習思考題··································································································· 71

第四章 農產品市場細分和目標市場選擇························································· 72

節 農產品市場細分················································································ 72

第二節 農產品目標市場選擇與定位······························································· 78

複習思考題··································································································· 85

模塊三 農產品營銷渠道················································································ 86

第五章 農產品營銷渠道················································································ 86

節 農產品營銷渠道················································································ 86

第二節 農產品電子商務················································································ 93

第三節 農產品物流配送·············································································· 133

第四節 連鎖營銷和供應鏈管理···································································· 145

複習思考題································································································· 152

模塊四 農產品營銷策略·············································································· 154

第六章 農產品產品策略·············································································· 154

節 農產品品質與營銷··········································································· 154

第二節 農產品定價策略·············································································· 165

複習思考題································································································· 173

第七章 農產品品牌策略·············································································· 174

節 農產品包裝策略·············································································· 174

第二節 農產品品牌策略·············································································· 181

複習思考題································································································· 191

第八章 農產品營銷管理·············································································· 192

節 農產品綠色營銷·············································································· 192

第二節 農產品促銷與促銷組合···································································· 204

第三節 農產品營銷與控制··········································································· 213

複習思考題································································································· 223

模塊五 人才市場自我營銷··········································································· 225

第九章 企業需要的人才類型······································································· 225

節 當今市場必須擁有的營銷人才·························································· 225

第二節 大學生自我營銷·············································································· 228

複習思考題································································································· 238

附 實驗實訓······························································································ 239

實驗實訓一 農產品市場環境的調查與分析···················································· 239

實驗實訓二 消費者行為調查分析································································· 240

實驗實訓三 農產品市場調查的方法······························································ 240

實驗實訓四 電子商務模擬實驗（B2B）······················································· 244

實驗實訓五 農產品營銷策劃······································································· 247

實驗實訓六 農產品銷售合同的簽訂······························································ 247

參考資料···································································································· 249

參考網站···································································································· 250

林依倔：農學本科、經濟管理本科學歷。1986年畢業於成都農業科技職業學院，一直在本校工作至今。工作以來，一直從事農藝分院教學工作，承擔農學、園藝、園林、植保、作物生產技術專業的《農業經濟管理》、《農業企業經營》、《園林經濟管理》、《園藝產品營銷》、《市場營銷》、《植物及植物生理》等多門課程的教學任務。