摘 要

互联网的开放性给农业生产和需求之间搭起了一座桥梁，给最分散、最不易沟通的农业、农村、农民带来了最大的便利。网络解决的不仅仅是产品流通信息的问题，也大大克服了传统农业的诸多行业弱点。随着我国经济的发展，新疆的农业经济逐步进入新的发展阶段，由于现阶段农产品供给结构和需求结构不匹配，以至于农产品的价格普遍上涨，直接导致了销售困难的局面。新疆农产品应结合我国良好的政策，大力发展农产品移动互联网经济，提高农民的经济收入，改善新疆农民和农业的生存和发展现状。虽然现阶段网络营销在农产品行业中的实施与一些和网络完美结合的行业相比还有很大的距离，但随着网络的不断普及和网络营销的不断发展，农产品营销网络化是一种必然的趋势，在商业信息爆炸的网络经济环境中，网络营销的实质就是吸引消费者的注意力。如何创造条件实现购买欲望，抓住消费者就成为网络营销成功的关键，只要做好这一步，相信农产品行业将迎来一个飞速发展的契机。

关键词：新疆 移动互联网 农产品 营销策略

Mobile Internet Xinjiang Agricultural Marketing Strategy Analysis

ABSTRACT

Openness of the Internet between agricultural production and demand to set up a bridge to the dispersion, the most difficult to communicate with agriculture, rural areas and farmers the greatest convenience. The problem is not just the product flow of information network solutions, but also greatly overcome the weaknesses of traditional agriculture and many other industries. With the changing times, Xinjiang's agriculture has gradually entered a new stage of development, the national shortage of agricultural products from the original transition supply situation has become a structural relative surplus. Since the supply of agricultural structure and demand structure at this stage does not match that of the general rise in prices of agricultural products, a direct result of the difficult sales situation. This situation for the farmers and the survival and development of agriculture has caused a lot of negative impact. Although at this stage of network marketing and network implementation as compared to some of the perfect combination of business there is a great distance in the agricultural industry, but with the growing popularity of network development and network marketing, network marketing of agricultural products is a necessity The trend in the commercial explosion of information network economic environment, the essence of network marketing is to attract the attention of consumers. How to create the conditions to achieve the desire to buy, seize the consumer has become the key network marketing success, as long as doing this step, I believe that agricultural industry will usher in the opportunity of rapid development.

Key words：Xinjiang；Mobile Internet；Produce；Marketing Strategy

目 录

1 从移动互联网对农产品的营销进行分析 - 1 -

1.1 移动互联网农产品所需具备的营销条件 - 1 -

1.2 农产品移动互联网营销的意义 - 2 -

1.2.1创新农产品营销手段 - 2 -

1.2.2满足了买卖双方的互动需求 - 2 -

1.2.3迅速实现和世界农业市场的接轨 - 3 -

2 移动互联网环境下新疆农产品营销问题 - 3 -

2.1 新疆农产品发展现状 - 3 -

2.2 新疆农产品移动互联网营销的障碍 - 6 -

2.2.1欠缺移动互联网营销意识 - 6 -

2.2.2原地踏步的网站建设 - 7 -

2.2.3缺乏专业的移动互联网营销人才 - 7 -

2.2.4缺乏对产品的信息化 - 7 -

2.2.5落后的农产品物流配送体系 - 8 -

3 加强新疆农产品移动互联网营销的对策 - 8 -

3.1 加强移动互联网营销意识 - 8 -

3.2 新疆农产品企业网站的建设有待进一步提高 8 -

3.3 加强电子商务人才培养 - 9 -

3.4 加强信息化建设 - 9 -

3.5 移动互联网营销方式重组，提高信息的传播和交流 - 9 -

总 结 - 11 -

致 谢 - 12 -

参考文献 - 13 -

随着时代的发展，农产品行业进入了移动互联网营销阶段。我国农产品针对这一发展形势，适时的开展了移动互联网营销，迎合了市场发展的要求，争取在我国农产品移动互联网营销市场竞争中处于有利地位。其主要采取了以下的移动互联网营销措施：首先在各大农产品服务主流媒体上进行品牌宣传，通过报刊、杂志、广播等提高我国农产品的知名度；再次，与知名农产品网站签订合作协议，进行业务往来，网民可以通过网站预订在我国农产品的产品，而且可以获得八折优惠，这对于喜爱我国农产品的人们来说是非常好的预订方式，从而为我国农产品带来了更高的营销业绩。最后，我国农产品还针对部分商品进行团购活动，其折扣之低另众多的顾客前往购买，一方面增加了销售量，另一方面扩大了企业的知名度。通过移动互联网进行营销已将成为二十一世纪最重要的营销手段，新疆农产品必须改变传统的销售方式，否则由于成本过高而被激烈的市场竞争所淘汰。同时移动互联网也是最为重要的宣传手段，它快速、高效、方便、经济的特点，已经被众多企业所采纳，同时移动移动互联网的普及，也将成为人们生活的重要组成部分。通过移动互联网宣传将是提高新疆农产品知名度和销售量的有效途径。

1 从移动互联网对农产品的营销进行分析