本科论文摘 要山东作为农业大省，由于优良的地理条件和自然环境，各种农产品的发展势头都十分强劲。近年来，滨州市沾化区的冬枣产业稳步发展，市场占有率不断扩大，因此，论文将以沾化冬枣的营销渠道作为研究的重点。首先阐述研究背景和农产品营销渠道的相关理论。其次，对营销渠道的现状进行分析，归纳其存在的问题。例如，中间商环节繁琐、流通链过长，合作社专业化、组织化程度低，冬枣的品牌化意识薄弱等相关问题。最后，在网络新媒体背景下，结合新媒体的各种平台得出相应的优化建议，运用“新媒体+冬枣”个性化定制营销，线上平台推广宣传，生鲜平台互动营销等新媒体方案完善沾化冬枣的销售。关键词：沾化，冬枣，营销渠道，新媒体本科论文AbstractAs a large agricultural province, Shandong has a strong development momentum of various agricultural products due to its excellent geographical conditions and natural environment.In recent years, the industry of winter jujube in Zhanhua District of Binzhou City has been developing steadily, and its market share has been expanding. Therefore, this paper will focus on the marketing channel of Zhanhua Dongzao, first of all, it describes the research background and the related theory of agricultural products marketing channel. Secondly, it analyzes the current situation of marketing channels systematically and sums up the existing problems. For example, the middlemen link is complicated, the circulation chain is too long, the cooperation organization is specialized, the scale is low, andWeak brand awareness of Dongzao. Finally, under the background of new media on the Internet,Combined with various platforms of new media, corresponding optimization suggestions are obtained,We use new media + Dongzao personalized customized marketing, online platform promotion, fresh platform interactive marketing and other new media programs to improve the marketing of Zhanhua Dongzao.Key words: Zhanhua, Dongzao, marke...
