摘 要

随着经济社会的发展，移动互联网技术已经成为人类生活不可或缺的一部分，并发挥着重要的作用。当移动互联网技术与传统营销手段发生碰撞，移动互联营销慢慢发展为企业的宠儿。在大型企业占据广泛市场资源与渠道资源的背景下，中小企业由于自身规模以及资金方面的劣势，无法充分发挥自身长处，使得企业发展受到了局限，在产品同质化的今天，只有进行营销渠道创新，中小企业才能找到新的出路。移动互联网技术的出现正是中小企业发展的新出路和转机。对移动互联网技术加以应用，对营销渠道进行改造与创新，能为中小企业的发展注入新鲜血液，带来极大的动力。

对此，本文在前人研究的基础上，大量阅读参考文献，并综述前人的研究成果，结合现有的网络营销理论，并以农产品企业为例，深入分析农产品企业在网络营销过程中存在的问题，并结合企业的实际情况，提出相应的网络营销渠道的策略。

研究结果表明：移动互联网已经成了中小企业发展的重要支柱和产业，企业管理者只有结合企业的实际经营情况，发挥网络资源的优势，才能更好地进行网络营销，提高企业自身的利润。

关键词：移动互联网；农产品企业；营销渠道；渠道创新

Abstract

With the development of economy and society, mobile Internet technology has become an indispensable part of human life and plays an important role. When mobile Internet technology collides with traditional marketing means, mobile internet marketing gradually develops into the darling of enterprises. In the background of large enterprises occupying extensive market resources and channel resources, small and medium-sized enterprises can not give full play to their own strengths because of their own size and the disadvantage of funds. The development of enterprises has been limited. In today's product homogenization, only the marketing channels are created, and the small and medium enterprises can find a new way out. . The emergence of mobile Internet technology is a new way out and a turning point for the development of small and medium-sized enterprises. The application of mobile Internet technology and the transformation and innovation of marketing channels can bring fresh blood to the development of SMEs and bring great impetus.

On the basis of previous research, this article read a lot of references, and summarized the achievements of previous research, combined with the existing network marketing theory, and took the vegetable industry in agricultural products as an example to analyze the problems of the vegetable industry in the process of network marketing, and put forward the actual situation of the enterprises, and put forward the corresponding results. The strategy of network marketing channel.

The research results show that the mobile Internet has become an important pillar and industry for the development of small and medium enterprises. Only by combining the actual operation situation of the enterprise and giving full play to the advantages of the network resources, the enterprise managers can better carry out the network marketing and improve the profits of the enterprises themselves.

Key Words：Mobile Internet; Agricultural products enterprise; marketing channels; channel innovation

目 录

第1章 绪论 1

1.1研究目的及意义 1

1.1.1研究背景 1

1.1.2研究目的 1

1.1.3研究意义 1

1.2国内外研究综述 2

1.2.1国外研究综述 2

1.2.2国内研究综述 2

1.3研究内容及方法 3

1.3.1研究内容 3

1.3.2研究方法 3

第2章 相关理论基础 4

2.1 移动互联网概述 4

2.2 中小企业概述 4

2.2.1我国中小企业的界定 4

2.2.2我国农产品生产中小企业发展现状和特点 5

2.3 互联网营销渠道理论概述 6

2.4 营销渠道创新概述 6

2.4.1营销渠道的理论基础 6

2.4.2渠道创新理论概述 7

第3章 农产品生产企业营销渠道现状及存在问题分析 9

3.1 农产品企业营销渠道的现状分析 9

3.1.1 农产品企业营销渠道结构的现状分析 9