“新零售”自2016年提出以来，就得到零售行业的高度关注，这种在线下与物流深入融合的革新性营销理念，为我国农产品营销模式的创新提供了新思路。本文着重分析“新零售”的内涵及特征，并针对我国农产品营销现存的问题，探讨“新零售”下农产品营销的创新模式。

关键词：新零售、农产品、全管道、营销模式、创新

Since the “new retail” was put forward in 2016, it has been highly concerned by the retail industry. This innovative marketing concept of the deep integration of offline and logistics provides new ideas for the innovation of agricultural product marketing mode in China. This paper focuses on the analysis of the connotation and characteristics of “new retail”, aims at the existing problems of agricultural product marketing in China, and discusses the innovative mode of agricultural product marketing under “new retail".

Keywords: New Retail, Agricultural Products, Omni Channel, Marketing Mode, Innovation