X绿色食品有限责任公司市场营销策略研究

发布时间：2018-03-16 06:21

本文选题：绿色食品　切入点：市场营销　出处：《中国地质大学（北京）》2013年硕士论文　论文类型：学位论文

【摘要】：随着生活水平的提高和消费观念的转变，以及环境污染和资源破坏问题的日益严峻，崇尚自然、注意安全、追求健康的消费观念越来越普及，使得绿色食品的出现变成了一种时代的要求与时尚，越来越受到人们的青睐。自中国加入WTO后，绿色食品企业遇到了新一轮的机遇与挑战。面对机遇和挑战，X绿色食品有限公司作为市场经济中的一员，打破旧的营销策略，设计出符合市场发展的新的市场营销策略是具有发展战略意义的。本文以市场营销理论为指导，以分析环境，发现问题，解决问题为主要逻辑思路，采用定性与定量相结合实证分析等方法来分析我国绿色食品营销的现状，分析绿色食品行业的微观和宏观环境，根据4p以及7p营销理论制定企业发展战略。具体分析X食品有限公司的优势—机会（SO）战略、优势—威胁（ST）战略、劣势—机会（WO）战略、劣势—威胁（WT）战略这四个战略进行选择时，运用整合营销，制定营销设计策略，，从目标市场、产品、价格、渠道、产品推广、有形展示、服务以及网络等方面进行研究，同时建立现代市场营销观念，不断更新营销组织工作，对企业内部进行人力资源优化，加强企业员工的营销意识，把绿色食品企业做大、做强。通过对X绿色食品有限公司较为全面分析，在产品、价格、渠道、促销、人员、有形展示、服务过程等方面设计出较为符合市场发展规律的市场营销策略。本文还特定制定出网络营销策略。这也是市场发展的需要。
[Abstract]:With the improvement of living standard and the change of consumption concept, as well as the increasingly serious problem of environmental pollution and resource destruction, the consumption concept of advocating nature, paying attention to safety and pursuing health is becoming more and more popular. The emergence of green food has become an era of demand and fashion, more and more popular. Since China's entry into the WTO, Green food enterprises have encountered a new round of opportunities and challenges. Facing the opportunities and challenges, Green Food Co., Ltd. as a member of the market economy, break the old marketing strategy, It is of strategic significance to design a new marketing strategy in line with the market development. Under the guidance of marketing theory, this paper analyzes the current situation of green food marketing in China by analyzing environment, finding problems and solving problems. This paper analyzes the micro and macro environment of green food industry, and formulates the enterprise development strategy according to 4p and 7p marketing theory. It concretely analyzes X Foods Co., Ltd.'s advantage-opportunity SO) strategy, advantage-threat ST) strategy, inferiority-opportunity WOO strategy. When choosing these four strategies, we use integrated marketing, formulate marketing design strategies, and study the target market, product, price, channel, product promotion, physical display, service and network, etc. At the same time, we should establish the modern marketing concept, renew the marketing organization work, optimize the human resource inside the enterprise, strengthen the marketing consciousness of the enterprise staff, and make the green food enterprise bigger and stronger. Through a more comprehensive analysis of X Green Food Co., Ltd., in products, prices, channels, promotions, personnel, tangible displays, The service process and other aspects of the design of more consistent with the law of market development of marketing strategies, this paper also specifically formulated a network marketing strategy, which is also the need of market development.
【学位授予单位】：中国地质大学（北京）
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

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