农产品营销

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