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。
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。
目 录
模块一 农产品营销理论················································································· 1
第一章 农产品综述························································································ 1
第一节 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
第一节 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
第一节 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
第一节 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
第一节 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
第一节 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
第一节 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
第一节 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
第一节 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
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