摘要:随着全世界互联网技术及其商业应用程度的发展，网络营销为越来越多的目光所关注，成为销售农产品的新兴模式，活跃地介入企业的生产经营活动中。越来越多的企业通过网络销售产品。

　　　中国是农业大国，随着中国信息化建设的不断推进，网络营销改变了以往的农产品销售模式，为其带来了更多的机遇。它大幅度地降低了农产品销售的成本，有效地提高了农产品竞争力和农民的收入。由于我国农产品网络营销起步较晚，农业电子商务发展与其他优势行业之间存在较大差距，但其具有的发展空间也相当巨大。

　　　本文通过对我国农产品网络营销模式的研究，探究农产品网络营销模式发展的现状和分析其存在的不足，针对所存在的问题，提出加强和促进农产品网络营销体系发展的策略和措施。

关键词：网络营销  营销模式  农产品

ABSTRACT:With the development of Internet technology and its commercial application, network marketing is concerned by more and more attention, and become a new mode of sales of agricultural products, actively involved in the production and business activities of the enterprise.

   China is a large agricultural country, with the development of the information construction of China; network marketing has changed the pattern of sales of agricultural products in the past and brings more opportunities for it. It greatly reduces the cost of sales of agricultural products and effectively improves the competitiveness of agricultural products and the income of farmers. Because the network marketing of agricultural products started late in China, there is a big gap between the development of agricultural e-commerce and other excellent industry, but the space of its development is also quite big.

　　　In this paper, through the study of network marketing mode of agricultural products in China, delve the current situation of the development of agricultural product network marketing mode and analyze its deficiency, in view of the existing problems, put forward to strengthen and promote the strategy and measures of the development of network marketing system of agricultural products.

Keywords：network marketing；marketing mode；agricultural products

　　　我国农业以小农个体经营模式为主，并且仍处在面对面的现货交易阶段，随着农产品市场的逐步开放，国外大规模现代化农业加入竞争，供给结构和需求结构出现了较大的矛盾。农产品市场信息的不灵敏、营销渠道的不通畅都对我国农产品营销产生了不利的阻碍作用。为了大力发展我国农业企业的农产品网络营销，提升我国农产品的国际竞争力，我国农业企业要寻找适合的方法以加快农业现代化建设的步伐。

　　　本文通过借鉴市场营销相关理论，系统分析中国农产品网络营销的现状以及存在的主要问题，提出适合我国农产品网络营销发展的模式。