《農產品行銷》是2016年西南交通大學出版社出版的圖書。
基本介紹
- 中文名：農產品行銷
- 作者：林依倔，雷鳳燕主編
- 類別：教材
- 出版社：西南交通大學出版社
- 出版時間：2016年
- 開本：16 開
- 裝幀：平裝
- ISBN：9787564345211
內容簡介,圖書目錄,作者簡介,
內容簡介
本書內容包括：農產品行銷理論，農產品行銷戰略，農產品行銷渠道，農產品行銷策略，人才市場自我行銷5個模組。本教材以模組化方式進行，加強對農產品行銷知識的認識和理解，尤其在模組三農產品行銷渠道和模組五農產品市場自我行銷有新理念、新方法。重點講述新時代新常態的“網際網路 農業”商業模式的新渠道、新技術、新方法及在全民創業、萬眾創新的形勢下怎樣提高自己的就業競爭力，訓練行銷實力，從而達到行銷農產品的目的。
圖書目錄
目 錄
模組一 農產品行銷理論················································································· 1
第一章 農產品綜述························································································ 1
第一節 農產品······························································································ 1
第二節 農產品市場························································································ 9
複習思考題··································································································· 14
第二章 農產品市場行銷················································································ 15
節 農產品市場行銷概述········································································· 15
第二節 市場行銷相關理論············································································ 18
複習思考題··································································································· 25
模組二 農產品行銷戰略················································································ 26
第三章 農產品行銷環境分析········································································· 26
節 市場行銷環境··················································································· 26
第二節 消費心理和購買行為研究··································································· 45
第三節 農產品市場調查與預測······································································ 57
複習思考題··································································································· 71
第四章 農產品市場區隔和目標市場選擇························································· 72
節 農產品市場區隔················································································ 72
第二節 農產品目標市場選擇與定位······························································· 78
複習思考題··································································································· 85
模組三 農產品行銷渠道················································································ 86
第五章 農產品行銷渠道················································································ 86
節 農產品行銷渠道················································································ 86
第二節 農產品電子商務················································································ 93
第三節 農產品物流配送·············································································· 133
第四節 連鎖行銷和供應鏈管理···································································· 145
複習思考題································································································· 152
模組四 農產品行銷策略·············································································· 154
第六章 農產品產品策略·············································································· 154
節 農產品品質與行銷··········································································· 154
第二節 農產品定價策略·············································································· 165
複習思考題································································································· 173
第七章 農產品品牌策略·············································································· 174
節 農產品包裝策略·············································································· 174
第二節 農產品品牌策略·············································································· 181
複習思考題································································································· 191
第八章 農產品行銷管理·············································································· 192
節 農產品綠色行銷·············································································· 192
第二節 農產品促銷與促銷組合···································································· 204
第三節 農產品行銷與控制··········································································· 213
複習思考題································································································· 223
模組五 人才市場自我行銷··········································································· 225
第九章 企業需要的人才類型······································································· 225
節 當今市場必須擁有的行銷人才·························································· 225
第二節 大學生自我行銷·············································································· 228
複習思考題································································································· 238
附 實驗實訓······························································································ 239
實驗實訓一 農產品市場環境的調查與分析···················································· 239
實驗實訓二 消費者行為調查分析································································· 240
實驗實訓三 農產品市場調查的方法······························································ 240
實驗實訓四 電子商務模擬實驗（B2B）······················································· 244
實驗實訓五 農產品行銷策劃······································································· 247
實驗實訓六 農產品銷售契約的簽訂······························································ 247
參考資料···································································································· 249
參考網站···································································································· 250
作者簡介
林依倔：農學本科、經濟管理本科學歷。1986年畢業於成都農業科技職業學院，一直在本校工作至今。工作以來，一直從事農藝分院教學工作，承擔農學、園藝、園林、植保、作物生產技術專業的《農業經濟管理》、《農業企業經營》、《園林經濟管理》、《園藝產品行銷》、《市場行銷》、《植物及植物生理》等多門課程的教學任務。
