薛晓燕

摘要 在国家相关政策引领和扶持下，我国农业产业化龙头企业稳步发展，企业数量和规模水平不断提高。“互联网+农业”成为中国农村经济增长的新引擎。实施网络营销不仅为农业产业化龙头企业，更为中小微企业提供了重新分配互联网上农业“大蛋糕”的机遇。然而通过调研发现，北京7家农业产业化龙头企业实施网络营销仅仅是浅尝辄止，相反2家小微企业却是风生水起。虽然相比于中小微企业来说，农业产业化龙头企业转型面临巨大压力和挑战，但考虑到盈利下滑、持续亏损等现实，拥抱互联网，求新求变刻不容缓。农业产业化龙头企业应尽快树立互联网思维，开展网络市场清晰定位，构建全网信息源，实现供需有效匹配，精准营销。农业产业化龙头企业不仅要在传统市场上处于领先地位，在未来的互联网市场上，更要与迅速崛起的中小微企业共享农业“大蛋糕”。

关键词 互联网+，农业产业化龙头企业，网络营销，驱动因素，优化路径

中图分类号 S-9文献标识码 A文章编号 0517-6611（2020）06-0215-03

Abstract Under the guidance and support of relevant national policies， leading enterprises of agricultural industrialization in China have developed steadily， and the number and scale of enterprises have continuously improved. “Internet+agriculture” has become a new engine for Chinas rural economic growth. The implementation of network marketing not only provides leading enterprises in agricultural industrialization， but also provides opportunities for small， medium and micro enterprises to redistribute the “big cake” of agriculture on the Internet. However， through the authors investigation， it is found that the implementation of network marketing by 7 leading agricultural industrialization enterprises in Beijing is only a slight attempt， on the contrary， 2 small and micro enterprises are thriving. Compared with small， medium and micro enterprises， the transformation of leading enterprises in agricultural industrialization is faced with enormous pressure and challenges. However， considering the reality of declining profits and continuous losses， it is urgent to embrace the Internet and seek for new changes. Leading enterprises in agricultural industrialization should set up Internet thinking as soon as possible， carry out clear positioning of network market， build information source of the whole network， and realize effective matching of supply and demand and precise marketing. It is not only in the leading position in the traditional market， but also in the future Internet market， it is necessary to share the “big cake” of agriculture with the rapidly rising small， medium and microsized enterprises.

Key words Internet +，Leading enterprise in agricultural industrialization，Network marketing，Driving factors，Optimal path

“互聯网+农业”成为中国农村经济增长的新引擎。商场如战场，未来谁能营销网络，谁就能营销市场。网络营销以其成本低廉、传播迅速、精准匹配等优势，不仅为农业产业化龙头企业，尤其为中小微企业提供了重新分配互联网上农业“大蛋糕”的机遇。然而通过笔者调研发现，目前多数农业产业化龙头企业实施网络营销仅仅是浅尝辄止，相反一些小微企业却是风生水起。……