农产品营销 本书特色

本书内容包括：农产品营销理论，农产品营销战略，农产品营销渠道，农产品营销策略，人才市场自我营销5个模块。本教材以模块化方式进行，加强对农产品营销知识的认识和理解，尤其在模块三农产品营销渠道和模块五农产品市场自我营销有新理念、新方法。重点讲述新时代新常态的“互联网 农业”商业模式的新渠道、新技术、新方法及在全民创业、万众创新的形势下怎样提高自己的就业竞争力，训练营销实力，从而达到营销农产品的目的。

农产品营销 目录

目  录模块一  农产品营销理论················································································· 1**章  农产品综述························································································ 1**节  农产品······························································································ 1第二节  农产品市场························································································ 9复习思考题··································································································· 14第二章  农产品市场营销················································································ 15**节  农产品市场营销概述········································································· 15第二节  市场营销相关理论············································································ 18复习思考题··································································································· 25模块二  农产品营销战略················································································ 26第三章  农产品营销环境分析········································································· 26**节  市场营销环境··················································································· 26第二节  消费心理和购买行为研究··································································· 45第三节  农产品市场调查与预测······································································ 57复习思考题··································································································· 71第四章  农产品市场细分和目标市场选择························································· 72**节  农产品市场细分················································································ 72第二节  农产品目标市场选择与定位······························································· 78复习思考题··································································································· 85模块三  农产品营销渠道················································································ 86第五章  农产品营销渠道················································································ 86**节  农产品营销渠道················································································ 86第二节  农产品电子商务················································································ 93第三节  农产品物流配送·············································································· 133第四节  连锁营销和供应链管理···································································· 145复习思考题································································································· 152模块四  农产品营销策略·············································································· 154第六章  农产品产品策略·············································································· 154**节  农产品品质与营销··········································································· 154第二节  农产品定价策略·············································································· 165复习思考题································································································· 173第七章  农产品品牌策略·············································································· 174**节  农产品包装策略·············································································· 174第二节  农产品品牌策略·············································································· 181复习思考题································································································· 191第八章  农产品营销管理·············································································· 192**节  农产品绿色营销·············································································· 192第二节  农产品促销与促销组合···································································· 204第三节  农产品营销与控制··········································································· 213复习思考题································································································· 223模块五  人才市场自我营销··········································································· 225第九章  企业需要的人才类型······································································· 225**节  当今市场必须拥有的营销人才·························································· 225第二节  大学生自我营销·············································································· 228复习思考题································································································· 238附  实验实训······························································································ 239实验实训一  农产品市场环境的调查与分析···················································· 239实验实训二  消费者行为调查分析································································· 240实验实训三  农产品市场调查的方法······························································ 240实验实训四  电子商务模拟实验（b2b）······················································· 244实验实训五  农产品营销策划······································································· 247实验实训六  农产品销售合同的签订······························································ 247参考资料···································································································· 249参考网站···································································································· 250

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