摘要：“互联网+”时代的到来在社会各个领域内掀起了一股浪潮，随着各种社交媒体、网络平台、微博、微信的出现，自媒体时代逐渐走入人们的生活中并变得不可或缺的一部分，以自媒体微连接为传播方式的商业模式也以极快的速度蔓延发展着。近年来，一直保持传统营销的农产品随着市场环境的变化，被新的商业模式不断的冲击，农产品的互联网自媒体微连接商业模式应运而生，想要在这一环境下取得优势地位，那么优化改善互联网微连接商业模式中出现的问题显得尤为重要。基于此，本课题根据“农产品+自媒体”的特点结合，归纳和总结了当前我国农产品自媒体商业模式其基本内涵和存在的问题，通过对一系列有关的案例认真分析和评价，研究在互联网背景下自媒体微连接高速发展的时代下，农产品应该怎样和自媒体结合进行高效的营销。本文将对不同职业人员做问卷调查和受众和信息发布者进行访谈法，对该商业模式的特点及物流、食品安全、品牌等问题做进一步的分析，并在农产品互联网自媒体微连接营销过程中面临问题的提出针对性建议，进而完善农产品自媒体商业模式，进一步推动农产品的发展。

关键字：农产品商业模式；自媒体；微连接；整合营销

Research on the Internet microconnection business model of agricultural products

Abstract："Internet +" the arrival of the era in the social each domain set off a wave, with all kinds of social media, network platform, the emergence of weibo, micro letter, since the media age gradually into people's life and become an indispensable part of, to the business model of micro connection for the transmission media also spread development at breakneck pace. In recent years, has maintained the traditional marketing of agricultural products as the change of market environment, is the impact of the new business model continuously, produce Internet micro connection business models, since the media want to gain dominant position in this environment, the optimization to improve micro Internet connection problems arising from the business model is particularly important. Based on this, this topic according to the characteristics of the "agricultural products + from media" combination of induction and summarizes the current our country agricultural products from the media business model the basic connotation and the existing problems, and through the relevant case analysis and evaluation, research on the Internet since the media link under the era of rapid development, carries on the effective marketing of agricultural products should be how to combine the media. This article will do to different pro questionnaires and interviews with audience and information publishers, the characteristic of the business model and the problem of logistics, food safety, brand do further analysis, and in the process of agricultural products from the Internet media micro connection marketing problems puts forward corresponding proposals, and improve the agricultural products from the media business model, to further promote the development of agricultural products.

KeyWords: Since the media; Agricultural products; Micro connection;Integrated marketing

目录

引言 1

一、绪论 2

（一） 研究背景 2

1、 传统农产品商业模式的局限性 2

2、 移动互联网的快速发展 2

3、 “新农人”的出现 2

（二） 研究构思 3

1、 研究目的