基于电子商务的农产品营销模式分析——以从化井岗红糯为例
摘要：随着电子技术和因特网的发展，我们迎来了信息爆炸的时代，电子商务就是在互联网的基础上进行
的商务活动。电子商务的出现增加了销售渠道，它有利于各种规模的企业的发展，从我国现推行的“互联
网+”计划可以体现出电子商务的发展前景十分可观，而近几年来农产品电子商务显示出了巨大生机，带动
农村经济发展，不仅能满足农民需求增长农村经济从而有助于国家全面建设小康社会，还能实现跨越时间，
地域进行商品销售和有利于实现去中介化使农民及消费者双方受益实现双赢。所以基于电子商务的农产品
营销模式的分析有所价值。
本文通过问卷调查的方式对调查对象对农产品电子商务的态度和现在网上购买农产品的过程中出现的
问题和客户满意度进行调查，了解目前农产品的电子营销模式，并就问卷结果结合从化井岗红糯的例子进
行分析，研究其存在的不足之处，希望能研究出符合其自身情况的营销模式的建议。
关键词：农产品；电子商务；营销模式
Analysis of Agricultural Products Marketing Mode Based on
Electronic Commerce
——Take Jinggang Hongnuo in Conghua for example
Abstract：With the development of electronic technology and the Internet, we have ushered in an era of
information explosion. Electronic commerce is a business activity based on the Internet. The emergence of
e-commerce has increased sales channels, which are conducive to the development of enterprises of all sizes. The
"internet plus" plan implemented by our country has shown that the development prospect of e-commerce is very
considerable. In recent years, e-commerce of agricultural products has shown great vitality and driven the
development of rural economy. It can not only meet the needs of farmers, increase the rural economy and thus help
the country to build a well-off society in an all-round way, but also realize cross-time and regional commodity
sales and help to realize disintermediation, thus benefiting both farmers and consumers and realizing a win-win
situation. Therefore, the analysis of agricultural product marketing mode based on e-commerce is valuable.
In this paper, the attitude of the respondents to the e-commerce of agricultural products and the problems and
customer satisfaction in the process of purchasing agricultural products online are investigated by means of
questionnaire survey, so as to understand the current e-marketing mode of agricultural products. Based on the
results of the questionnaire and the example of Conghua Jinggang Hongnuo, the shortcomings are studied, and the
suggestions for the marketing mode in line with its own situation are hoped to be worked out.
Keywords： agricultural products; E-commerce; Marketing mode
目录
摘要................................................................1
关键词..............................................................1
一、相关理论综述....................................................1
（一）网络营销......................................................1
（二）农产品电子商务营销模式........................................2
二、从化井岗红糯现状................................................2
（一）企业简介......................................................2
（二）企业电子商务营销模式..........................................2
三、农产品电子商务问卷调查..........................................3
（一）问卷调查数据分析..............................................4
1.信度分析........................................................4
2.描述性分析......................................................5
（二）问卷调查结果分析..............................................8
1.农产品电子商务满意度分析........................................8
2.购买主要渠道....................................................9
3.关于调查对象对农产品电子商务发展的看法分析......................9
（三）结论.........................................................10
1.营销模式的选择.................................................10
2.知名度不高.....................................................10
3.电商网站服务水平低.............................................11
4.农产品质量问题.................................................11
四、建议与对策.....................................................11
（一）改变营销模式结构.............................................11
（二）优化广告机制.................................................12
（三）农产品营销主体自我提升.......................................12
（四）优化物流链的管理.............................................13
五、结束语.........................................................14
参考文献...........................................................15
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