近年来,我国农业生态环境得到有效改善,农业标准化步伐明显加快,农产品质量水平显著提高,国内对农产品需求也从能量型、营养型向健康型、文化型叠加,休闲农业、电子商务拓展了丰富多彩、潜力无限的农业发展空间。但在这种背景下,不少地方仍然出现农产品难卖、农产品卖不出好价钱、家庭农场销售吃力的现象,农产品营销问题显得愈来愈突出。本文从农产品营销的内涵、消费者购买心理动机分析与农产品营销策略、顾客让渡价值与农产品营销 In recent years, China’s agricultural ecological environment has been effectively improved, the pace of agricultural standardization has accelerated noticeably, the quality of agricultural products has been significantly raised, and domestic demand for agricultural products has also expanded from energy-based, nutritive to health-based, cultural-based, leisure agriculture and e-commerce Colorful, unlimited potential for agricultural development. However, in this context, there are still many areas where there are still hard-to-sell agricultural products, agricultural products can not sell at a good price, and family farms are struggling to sell their products. As a result, the marketing problems of agricultural products have become increasingly prominent. This article from the connotation of agricultural marketing, consumer psychology of purchasing motivation analysis and marketing strategy of agricultural products, customer value of concessions and marketing of agricultural products