论我国乡村旅游中的农产品营销策略

发布时间：2018-04-12 22:20

本文选题：乡村旅游 + 农产品营销　；参考：《武汉工业学院》2012年硕士论文

【摘要】：乡村旅游的起源可以追溯到19世纪的欧洲，但其真正兴盛是在20世纪六七十年代。当时西班牙、法国等欧美国家随着生产力的发展，城市化水平和人民生活水平的提高，度假盛行，越来越多的城市居民选择乡村作为度假胜地。乡村旅游在欧洲兴起后，逐渐传入美国、日本、台湾等地，上世纪80年代正式进入我国内地。近年来，由于城市居民回归自然的旅游需求旺盛，乡村旅游逐渐彰显出强大的生命力和吸引力。在乡村旅游发展过程中，农产品的开发和营销也成为一个不可忽视的重要问题。以乡村旅游为平台进行农产品营销，有助于降低农产品的成本，，增加农产品的附加值，带动农村相关产业的发展和进一步调整农村的产业结构。本文围绕我国乡村旅游中农产品的营销这一主题，以分析我国乡村旅游的发展现状为切入点，首先对我国乡村旅游中农产品营销的现状进行系统的分析，并总结了其中存在的问题，其次对我国乡村旅游中农产品需求开展问卷调查所收集的数据进行统计分析，并对统计结果进行描述和分析。然后再分析了在乡村旅游中农产品成功营销的案例。最后结合乡村旅游和网络经济时代的特点，采用农产品营销基本原理，提出适合在乡村旅游背景下销售农产品的新型模式及策略。本文为我国农产品营销策略的研究提供了新的视角，丰富了乡村旅游和农产品营销方面的理论研究，为我国农产品营销提供了一种新思路。
[Abstract]:The origins of rural tourism can be traced back to Europe in the 19 th century, but it really flourished in the 1960 s and 1970 s.At that time, Spain, France and other European and American countries, with the development of productivity, the level of urbanization and the improvement of people's living standards, holiday prevalence, more and more urban residents choose the countryside as a resort.After the rise of rural tourism in Europe, rural tourism was gradually introduced into America, Japan, Taiwan and other places, and formally entered the mainland of China in the 1980s.In recent years, due to the strong demand for urban residents to return to nature, rural tourism gradually shows a strong vitality and attraction.In the development of rural tourism, the development and marketing of agricultural products has become an important issue that can not be ignored.The marketing of agricultural products on the platform of rural tourism is helpful to reduce the cost of agricultural products, increase the added value of agricultural products, promote the development of rural related industries and further adjust the industrial structure of rural areas.This paper focuses on the theme of the marketing of agricultural products in the rural tourism of our country, with the analysis of the present situation of the development of rural tourism in our country as the starting point, first of all, it systematically analyzes the present situation of the marketing of agricultural products in the rural tourism of our country.The problems are summarized. Secondly, the data collected by the questionnaire survey on the demand of agricultural products in rural tourism in China are statistically analyzed, and the statistical results are described and analyzed.Then it analyzes the case of successful marketing of agricultural products in rural tourism.Finally, according to the characteristics of the times of rural tourism and network economy, this paper puts forward a new model and strategy for selling agricultural products in the context of rural tourism by adopting the basic principles of agricultural products marketing.This paper provides a new perspective for the study of agricultural product marketing strategy in China, enriches the theoretical research on rural tourism and agricultural product marketing, and provides a new way of thinking for the marketing of agricultural products in China.
【学位授予单位】：武汉工业学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592;F323.7

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