摘 要在中国农产品种植的市场上，出现了农产品生产端的销售价格处于偏低，而消费者购买端的价格又较高的现实情况，这其中根本的原因是因为中间的流通环节，中间商赚取了其中大量的利润，从而导致了生产者和消费者都没有利益。2016 年“新零售”的理念提出以来，这种把线上线下相互融合的新营销理念得到了零售行业的高度关注，也给我国农产品营销模式的创新提供了新思路。本文在国内外对农产品的相关研究的基础上，分析“新零售”理念的发展背景、特色农产品发展现状及存在问题，针对我国农产品营销现存的问题，对云霄枇杷产品进行 4P 营销策略分析，找出现阶段云霄枇杷产业发展存在的问题，探讨“新零售”理念下云霄枇杷农产品营销的创新模式。关键词：农产品；新零售；云霄枇杷；营销策略AbstractIn the market of agricultural products in China,The prices of agricultural products vary between producers and consumers.The fundamental reason is that in the middle of the circulation link, middlemen earn a lot of profits, resulting in no benefit to the producers and consumers.Since the concept of "New Retailing" was put forward in 2016, the retail industry have attracted to this new marketing concept of integrating online and offline, and give provided new ideas for China's agricultural products marketing model.On the basis of agricultural products, this paper analyzes the New retail background, and agricultural products development problems .In view of agricultural products marketing problems in China,analyzes the 4P marketing strategy of Yunxiao loquat products, finds out the existing problems in the development of it, and discusses the innovative mode of marketing of Yunxiao loquat agricultural products under the concept of "New Retailingl".Key words:agricultural products;New Retailing;Yunxiao loquat;marketing strategy目 录1 引言………………………………………………………………………………11.1 研究背景………………………………………………………………………11.2 研究意义………...
