摘 要
随着全球经济一体化和我国新农村建设的深入推进，农村市场作为国内市场的重要组成部分，其潜力和活力日益显现。因此，本研究针对农村市场营销渠道构建问题展开深入分析，首先概述了农村市场的特性及市场营销渠道的基本理念，随后详细剖析了当前农村市场营销渠道存在的结构不匹配、管理水平低、信息传递不畅和物流与配送不便等问题。针对这些问题，本文提出了优化渠道结构、提升渠道管理水平、强化信息传递系统和完善物流与配送体系等对策。通过实施这些对策，旨在提高农村市场营销渠道的效率和效果，推动农村市场的健康发展。
关键词：农村市场 市场营销渠道 渠道构建 农产品流通
Abstract
With the deepening of the global economic integration and the construction of China's new rural areas, the rural market, as an important part of the domestic market, its potential and vitality are increasingly emerging. Therefore, this study for the rural marketing channel construction problems, first summarizes the characteristics of the rural market and the basic concept of marketing channels, then detailed the current rural marketing channel structure mismatch, low management level, information transmission and logistics and distribution inconvenience. In view of these problems, this paper puts forward the countermeasures of optimizing channel structure, improving channel management level, strengthening information transmission system and improving logistics and distribution system. Through the implementation of these countermeasures, it aims to improve the efficiency and effect of rural marketing channels and promote the healthy development of rural market.
Keyword:Rural market Marketing channe Channel construction Circulation of agricultural products
目 录
1 引言 1
2 相关理论概述 1
2.1 营销渠道的基本理念 1
2.2 农村市场特性 1
3 农村市场营销渠道构建问题 2
3.1 渠道结构不匹配 2
3.2 渠道管理水平低 2
3.3 信息传递不畅 3
3.4 物流与配送不便 3
4 农村市场营销渠道构建的对策 4
4.1 优化渠道结构 4
4.2 提升渠道管理水平 4
4.3 强化信息传递系统 5
4.4 完善物流与配送体系 6
5 结论 7
参考文献 8
致谢 9
