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本书内容包括：农产品营销理论，农产品营销战略，农产品营销渠道，农产品营销策略，人才市场自我营销5个模块。本教材以模块化方式进行，加强对农产品营销知识的认识和理解，尤其在模块三农产品营销渠道和模块五农产品市场自我营销有新理念、新方法。重点讲述新时代新常态的“互联网 农业”商业模式的新渠道、新技术、新方法及在全民创业、万众创新的形势下怎样提高自己的就业竞争力，训练营销实力，从而达到营销农产品的目的。

目  录

模块一  农产品营销理论················································································· 1

章  农产品综述························································································ 1

节  农产品······························································································ 1

第二节  农产品市场························································································ 9

复习思考题··································································································· 14

第二章  农产品市场营销················································································ 15

节  农产品市场营销概述········································································· 15

第二节  市场营销相关理论············································································ 18

复习思考题··································································································· 25

模块二  农产品营销战略················································································ 26

第三章  农产品营销环境分析········································································· 26

节  市场营销环境··················································································· 26

第二节  消费心理和购买行为研究··································································· 45

第三节  农产品市场调查与预测······································································ 57

复习思考题··································································································· 71

第四章  农产品市场细分和目标市场选择························································· 72

节  农产品市场细分················································································ 72

第二节  农产品目标市场选择与定位······························································· 78

复习思考题··································································································· 85

模块三  农产品营销渠道················································································ 86

第五章  农产品营销渠道················································································ 86

节  农产品营销渠道················································································ 86

第二节  农产品电子商务················································································ 93

第三节  农产品物流配送·············································································· 133

第四节  连锁营销和供应链管理···································································· 145

复习思考题································································································· 152

模块四  农产品营销策略·············································································· 154

第六章  农产品产品策略·············································································· 154

节  农产品品质与营销··········································································· 154

第二节  农产品定价策略·············································································· 165

复习思考题································································································· 173

第七章  农产品品牌策略·············································································· 174

节  农产品包装策略·············································································· 174

第二节  农产品品牌策略·············································································· 181

复习思考题································································································· 191

第八章  农产品营销管理·············································································· 192

节  农产品绿色营销·············································································· 192

第二节  农产品促销与促销组合···································································· 204

第三节  农产品营销与控制··········································································· 213

复习思考题································································································· 223

模块五  人才市场自我营销··········································································· 225

第九章  企业需要的人才类型······································································· 225

节  当今市场必须拥有的营销人才·························································· 225

第二节  大学生自我营销·············································································· 228

复习思考题································································································· 238

附  实验实训······························································································ 239

实验实训一  农产品市场环境的调查与分析···················································· 239

实验实训二  消费者行为调查分析································································· 240

实验实训三  农产品市场调查的方法······························································ 240

实验实训四  电子商务模拟实验（B2B）······················································· 244

实验实训五  农产品营销策划······································································· 247

实验实训六  农产品销售合同的签订······························································ 247

参考资料···································································································· 249

参考网站···································································································· 250

林依倔：农学本科、经济管理本科学历。1986年毕业于成都农业科技职业学院，一直在本校工作至今。工作以来，一直从事农艺分院教学工作，承担农学、园艺、园林、植保、作物生产技术专业的《农业经济管理》、《农业企业经营》、《园林经济管理》、《园艺产品营销》、《市场营销》、《植物及植物生理》等多门课程的教学任务。

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1．蔬菜和果品

果品和蔬菜，尤其蔬菜是人们日常生活中不可缺少的副食品，它们所含有的营养成分对人类有特殊的意义，新鲜果蔬含有丰富的多种维生素和矿物质。食用果蔬不仅可以使人体摄取较多的维生素来预防维生素缺乏症，而且大量存在的钠、钾、钙等矿物质使果蔬成为碱性物质，在人体的生理活动中起着调节体液酸碱平衡的作用。果蔬中所含有的糖和有机酸可以供给人体热量，并能形成鲜美的味道。果蔬中的纤维素虽不能被人体很好地吸收，但它们能促进胃肠蠕动，刺激消化液分泌，有助于人体的消化吸收及废物的排泄。很多果蔬还能调节人体生理机能，有辅助治疗疾病的作用。

我国地域辽阔，地跨寒、温、热三带，自然条件优越，气候、土壤和地形等自然环境条件适合于果蔬的生长发育，果树和蔬菜资源极其丰富，也培育了许多优良品种，使我国果蔬以种类多、品种全、品质佳而闻名于世。如胶州大白菜、章丘大葱、北京心里美萝卜、四川榨菜、湖南冬笋；山东香蕉苹果、大樱桃，辽宁国光苹果，河北鸭梨，吉林延边苹果梨，浙江奉化玉露水蜜桃，广东和台湾的香蕉、菠萝，广东和福建的荔枝、龙眼，四川江津鹅蛋橘、江西南丰蜜橘、广西沙田柚等。这些果蔬风味各异，是享有盛誉的名果蔬菜。近年来，我国培育和改良了很多果蔬品种，同时引进了很多国外果蔬品种，丰富了国内果蔬资源，更加满足了市场需要。

蔬菜按食用器官不同可分为六大类。有根菜类如萝卜、红薯等；茎菜类如莴笋、竹笋、莲藕、芋头等；叶菜类如小白菜、大白菜、大蒜、大葱等；果菜类茄子、黄瓜、菜豆等；花菜类主要有黄花菜、菜花等；食用菌类如香菇、木耳等。

按农业生物学可分为根茎类、白菜类、芥菜类、甘蓝类、绿叶菜类、葱蒜类、茄果类、瓜类、豆类、水生菜类、多年生菜类和食用菌类等12类。

果品按果实构造不同可分为七类。有仁果类如苹果、梨、山楂；核果类如桃、枣；浆果类如葡萄、香蕉。坚果类如核桃、板栗；柑橘类如柑、橘、甜橙、柚、柠檬；复果类如菠萝、菠萝蜜、面包果；瓜类主要指甜瓜、西瓜。

按商业经营习惯果品可分为鲜果、干果、瓜类以及它们的制品四大类。鲜果是果品中多和重要的一类。为了经营方便又把鲜果分为伏果和秋果，还可分为南果和北果。

在线阅读地址：农产品营销在线阅读

在线听书地址：农产品营销在线收听

在线购买地址：农产品营销在线购买

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前言

前  言

随着互联网的迅速兴起，农产品营销也与时俱进，“互联网＋农业”商业模式快速发展，微信、QQ、二维码等移动互联网已经成为农产品销售的新平台。不受时间、空间等条件的制约，越来越多安全、新鲜的农产品在“线上”找到了市场。应新形势、新常态的要求，为推进高职教育的发展，结合高职院校的特点和重点专业建设及教学的需要，特编写了新的《农产品营销》教材。

《农产品营销》适用于高职院校涉农专业学生，如作物生产技术、种子生产与经营、植物保护、园林技术、园艺技术专业，也适用于涉农人员。

《农产品营销》分为五个模块：模块一“农产品营销理论”、模块二“农产品营销战略”、模块三“农产品营销渠道”、模块四“农产品营销策略”、模块五“人才市场自我营销”。

本教材的特色是以模块化方式进行教学，重在加强对农产品营销知识的认识和理解，尤其在模块三“农产品营销渠道”和模块五“农产品市场自我营销”中有新理念、新方法。模块三“农产品营销渠道”结合“互联网＋农业”的新渠道、新技术、新方法进行营销。模块五“农产品市场自我营销”，主要围绕当今大学生在全民创业、万众创新的形势下怎样提高自己的就业竞争力，训练营销实力，从而达到营销农产品和自我营销的目的。

本教材由成都农业科技职业学院林依倔、内蒙古自治区通辽市农畜产品质量安全中心雷凤燕主编，由现代农业分院张世鲜院长、韩春梅博士主审。在编写过程中，我的家人也给予我很大帮助和支持，在此都表示感谢！

由于编者水平有限，在以后的工作过程中还会不断地修正和完善，教材中如有不妥之处，敬请批评指正！

编  者

2015年6月