本書內容包括：農產品營銷理論，農產品營銷戰(zhàn)略，農產品營銷渠道，農產品營銷策略，人才市場自我營銷5個模塊。本教材以模塊化方式進行，加強對農產品營銷知識的認識和理解，尤其在模塊三農產品營銷渠道和模塊五農產品市場自我營銷有新理念、新方法。重點講述新時代新常態(tài)的互聯(lián)網 農業(yè)商業(yè)模式的新渠道、新技術、新方法及在全民創(chuàng)業(yè)、萬眾創(chuàng)新的形勢下怎樣提高自己的就業(yè)競爭力，訓練營銷實力，從而達到營銷農產品的目的。
林依倔：農學本科、經濟管理本科學歷。1986年畢業(yè)于成都農業(yè)科技職業(yè)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(yè)的《農業(yè)經濟管理》、《農業(yè)企業(yè)經營》、《園林經濟管理》、《園藝產品營銷》、《市場營銷》、《植物及植物生理》等多門課程的教學任務。
目 錄
模塊一 農產品營銷理論················································································· 1
第一章 農產品綜述························································································ 1
第一節(jié) 農產品······························································································ 1
第二節(jié) 農產品市場························································································ 9
復習思考題··································································································· 14
第二章 農產品市場營銷················································································ 15
第一節(jié) 農產品市場營銷概述········································································· 15
第二節(jié) 市場營銷相關理論············································································ 18
復習思考題··································································································· 25
模塊二 農產品營銷戰(zhàn)略················································································ 26
第三章 農產品營銷環(huán)境分析········································································· 26
第一節(jié) 市場營銷環(huán)境··················································································· 26
第二節(jié) 消費心理和購買行為研究··································································· 45
第三節(jié) 農產品市場調查與預測······································································ 57
復習思考題··································································································· 71
第四章 農產品市場細分和目標市場選擇························································· 72
第一節(jié) 農產品市場細分················································································ 72
第二節(jié) 農產品目標市場選擇與定位······························································· 78
復習思考題··································································································· 85
模塊三 農產品營銷渠道················································································ 86
第五章 農產品營銷渠道················································································ 86
第一節(jié) 農產品營銷渠道················································································ 86
第二節(jié) 農產品電子商務················································································ 93
第三節(jié) 農產品物流配送·············································································· 133
第四節(jié) 連鎖營銷和供應鏈管理···································································· 145
復習思考題································································································· 152
模塊四 農產品營銷策略·············································································· 154
第六章 農產品產品策略·············································································· 154
第一節(jié) 農產品品質與營銷··········································································· 154
第二節(jié) 農產品定價策略·············································································· 165
復習思考題································································································· 173
第七章 農產品品牌策略·············································································· 174
第一節(jié) 農產品包裝策略·············································································· 174
第二節(jié) 農產品品牌策略·············································································· 181
復習思考題································································································· 191
第八章 農產品營銷管理·············································································· 192
第一節(jié) 農產品綠色營銷·············································································· 192
第二節(jié) 農產品促銷與促銷組合···································································· 204
第三節(jié) 農產品營銷與控制··········································································· 213
復習思考題································································································· 223
模塊五 人才市場自我營銷··········································································· 225
第九章 企業(yè)需要的人才類型······································································· 225
第一節(jié) 當今市場必須擁有的營銷人才·························································· 225
第二節(jié) 大學生自我營銷·············································································· 228
復習思考題································································································· 238
附 實驗實訓······························································································ 239
實驗實訓一 農產品市場環(huán)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 農產品營銷策劃······································································· 247
實驗實訓六 農產品銷售合同的簽訂······························································ 247
參考資料···································································································· 249
參考網站···································································································· 250
書單推薦
