目录摘要：ABSTRACT:111.1研究目的和意义11.1.1研究目的1.1.2研究意义...1.2国内外研究状况...1.2.1国内研究状况1.2.2国外研究状况...22我国中药材市场与营销模式32.1我国中药材市场32.2我国中药材营销模式..2.2.1直销模式....2.2.2网络营销模式53.1毫州市中药材市场状况与网络营销53.2毫州市中药材网络营销调查分析3.2.1调查问卷组织与实施3.2.2调查问卷结果分析…7184.1中药材产品质量参差不齐，假冒伪劣产品时有发生184.3药企网站建设不规范.…194.4渠道需要优化，信息服务有待提高.·20215.1规范种植生产加工标准，加大监督管理力度打击假冒伪劣产品....215.3优化网络推广促销形式..225.4及时进行药材沟通，实现合作共赢2325致谢2627附录28毫州市中药材市场药材网络营销研究互联网信息的共享利于实时了解客户需求并及时更新产品顺应市场，同时也能促进区域人流、物流、以及资金流的连通。网络采购中药材有较强的实力，成为消费者主要选择之一。自疫情结束以来，中药材康养的需求随之增长，“保温杯里泡枸杞”的养生潮流几乎是每个人的选择。但是中药材市场鱼龙混杂，采购地点不同效果也会不同，同一种药材不同的网店进价不同，不同时期的供求与采购成本也是不一样的，选购中药材渠道不同，因而消费者选择性更复杂，因此规范中药材市场网络营销需要政府、企业、网络平台通力合作，以提供更高品质的商品、更合理的价格、更大的促销优惠力度以及更广泛的渠道采购力度。关键词：中药材网络营销：中药材市场：中药材康养：Research on online marketing of medicinalmaterials in the traditional Chinesemedicine market in Bozhou CityAbstract:The sharing of Internet information is conducive to real-timeunderstanding of customer needs and timely updating products to meet themarket.At the same time,it can also promote the connection of regionalflow of people,logistics,and capital flows.Online procurement of Chinesemedicinal materials has strong strength and has become the main choicefor consumers.Since the end of the epidemic,the demand for health careof traditional Chinese medicine has increased,and the health trend of"soaking wolfberries in a thermos cup"is almost everyone's choice.However,the traditional Chinese medicine market is mixed,and the effectsof different procurement locations will be different.The purchase prices ofdifferent online stores of the same kind of medicinal materials are different,and the supply and demand and procurement costs in different periods arealso different.The channels for the purchase of traditional Chinesemedicine are different,so the selection of consumers is more complicated.Therefore,the standardization of Industry and network platforms worktogether to provide higher-quality goods,more reasonable prices,greaterpromotional offers and a wider range of channel procurement.Keywords:online marketing of Chinese medicinal materials;Chinese herbalmedicine market;Chinese herbal medicine