本書內(nèi)容包括：農(nóng)產(chǎn)品營銷理論，農(nóng)產(chǎn)品營銷戰(zhàn)略，農(nóng)產(chǎn)品營銷渠道，農(nóng)產(chǎn)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(nóng)產(chǎn)品營銷知識的認識和理解，尤其在模塊三農(nóng)產(chǎn)品營銷渠道和模塊五農(nóng)產(chǎn)品市場自我營銷有新理念、新方法。重點講述新時代新常態(tài)的互聯(lián)網(wǎng) 農(nóng)業(yè)商業(yè)模式的新渠道、新技術(shù)、新方法及在全民創(chuàng)業(yè)、萬眾創(chuàng)新的形勢下怎樣提高自己的就業(yè)競爭力，訓(xùn)練營銷實力，從而達到營銷農(nóng)產(chǎn)品的目的。
林依倔：農(nóng)學(xué)本科、經(jīng)濟管理本科學(xué)歷。1986年畢業(yè)于成都農(nóng)業(yè)科技職業(yè)學(xué)院，一直在本校工作至今。工作以來，一直從事農(nóng)藝分院教學(xué)工作，承擔(dān)農(nóng)學(xué)、園藝、園林、植保、作物生產(chǎn)技術(shù)專業(yè)的《農(nóng)業(yè)經(jīng)濟管理》、《農(nóng)業(yè)企業(yè)經(jīng)營》、《園林經(jīng)濟管理》、《園藝產(chǎn)品營銷》、《市場營銷》、《植物及植物生理》等多門課程的教學(xué)任務(wù)。
目 錄
模塊一 農(nóng)產(chǎn)品營銷理論················································································· 1
第一章 農(nóng)產(chǎn)品綜述························································································ 1
第一節(jié) 農(nóng)產(chǎn)品······························································································ 1
第二節(jié) 農(nóng)產(chǎn)品市場························································································ 9
復(fù)習(xí)思考題··································································································· 14
第二章 農(nóng)產(chǎn)品市場營銷················································································ 15
第一節(jié) 農(nóng)產(chǎn)品市場營銷概述········································································· 15
第二節(jié) 市場營銷相關(guān)理論············································································ 18
復(fù)習(xí)思考題··································································································· 25
模塊二 農(nóng)產(chǎn)品營銷戰(zhàn)略················································································ 26
第三章 農(nóng)產(chǎn)品營銷環(huán)境分析········································································· 26
第一節(jié) 市場營銷環(huán)境··················································································· 26
第二節(jié) 消費心理和購買行為研究··································································· 45
第三節(jié) 農(nóng)產(chǎn)品市場調(diào)查與預(yù)測······································································ 57
復(fù)習(xí)思考題··································································································· 71
第四章 農(nóng)產(chǎn)品市場細分和目標(biāo)市場選擇························································· 72
第一節(jié) 農(nóng)產(chǎn)品市場細分················································································ 72
第二節(jié) 農(nóng)產(chǎn)品目標(biāo)市場選擇與定位······························································· 78
復(fù)習(xí)思考題··································································································· 85
模塊三 農(nóng)產(chǎn)品營銷渠道················································································ 86
第五章 農(nóng)產(chǎn)品營銷渠道················································································ 86
第一節(jié) 農(nóng)產(chǎn)品營銷渠道················································································ 86
第二節(jié) 農(nóng)產(chǎn)品電子商務(wù)················································································ 93
第三節(jié) 農(nóng)產(chǎn)品物流配送·············································································· 133
第四節(jié) 連鎖營銷和供應(yīng)鏈管理···································································· 145
復(fù)習(xí)思考題································································································· 152
模塊四 農(nóng)產(chǎn)品營銷策略·············································································· 154
第六章 農(nóng)產(chǎn)品產(chǎn)品策略·············································································· 154
第一節(jié) 農(nóng)產(chǎn)品品質(zhì)與營銷··········································································· 154
第二節(jié) 農(nóng)產(chǎn)品定價策略·············································································· 165
復(fù)習(xí)思考題································································································· 173
第七章 農(nóng)產(chǎn)品品牌策略·············································································· 174
第一節(jié) 農(nóng)產(chǎn)品包裝策略·············································································· 174
第二節(jié) 農(nóng)產(chǎn)品品牌策略·············································································· 181
復(fù)習(xí)思考題································································································· 191
第八章 農(nóng)產(chǎn)品營銷管理·············································································· 192
第一節(jié) 農(nóng)產(chǎn)品綠色營銷·············································································· 192
第二節(jié) 農(nóng)產(chǎn)品促銷與促銷組合···································································· 204
第三節(jié) 農(nóng)產(chǎn)品營銷與控制··········································································· 213
復(fù)習(xí)思考題································································································· 223
模塊五 人才市場自我營銷··········································································· 225
第九章 企業(yè)需要的人才類型······································································· 225
第一節(jié) 當(dāng)今市場必須擁有的營銷人才·························································· 225
第二節(jié) 大學(xué)生自我營銷·············································································· 228
復(fù)習(xí)思考題································································································· 238
附 實驗實訓(xùn)······························································································ 239
實驗實訓(xùn)一 農(nóng)產(chǎn)品市場環(huán)境的調(diào)查與分析···················································· 239
實驗實訓(xùn)二 消費者行為調(diào)查分析································································· 240
實驗實訓(xùn)三 農(nóng)產(chǎn)品市場調(diào)查的方法······························································ 240
實驗實訓(xùn)四 電子商務(wù)模擬實驗（B2B）······················································· 244
實驗實訓(xùn)五 農(nóng)產(chǎn)品營銷策劃······································································· 247
實驗實訓(xùn)六 農(nóng)產(chǎn)品銷售合同的簽訂······························································ 247
參考資料···································································································· 249
參考網(wǎng)站···································································································· 250
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