呼伦贝尔市绿色食品的营销策略研究

发布时间：2018-02-04 04:37

本文关键词： 呼伦贝尔市绿色食晶营销策略　出处：《内蒙古农业大学》2015年硕士论文　论文类型：学位论文

【摘要】：食品是人类生存最基本的物质需求,在解决温饱问题之后,人们开始越来越关注食品的安全问题,而最近几年,我国食品安全事件频发,消费者对于安全、健康、更高品质的食品的需求越来越大。呼伦贝尔市作为全国范围内具有较好绿色食品生产条件的地区,绿色食品的营销体系却发展较慢,本文正是基于这样的背景,对呼伦贝尔市的绿色食品发展进行了研究,希望通过研究发现问题,进而对呼伦贝尔市绿色食品的营销策略进行优化,提出建议。本文首先对呼伦贝尔市绿色食品发展和营销现状以及营销环境进行分析,发现了其中存在的问题。其次,基于GM(1,1)灰色预测模型对呼伦贝尔市绿色食品未来几年的发展前景进行了预测。结论表明,该市未来的绿色食品发展势头良好。由此,通过对呼伦贝尔市绿色食品的营销进行STP战略分析,对该市绿色食品的产品、价格、渠道、促销等方面提出营销对策及建议。以期对该市绿色食品的未来发展提供参考。
[Abstract]:Food is the most basic material requirement for human survival. After solving the problem of food and clothing, people begin to pay more and more attention to food safety. In recent years, food safety incidents occur frequently in China, and consumers are concerned about safety. The demand for healthy, higher quality food is increasing. Hulunbeir City, as a nationwide area with better green food production conditions, the green food marketing system has been slow to develop. Based on this background, this paper studies the development of green food in Hulunbeir city, hoping to find out the problems, and then optimize the marketing strategy of green food in Hulunbeir city. This paper first analyzes the current situation and marketing environment of green food in Hulunbeir, and finds out the existing problems. Secondly, it is based on GM(1. 1) the future development of green food in Hulunbeir is predicted by grey prediction model. The conclusion shows that the future development of green food in Hulunbeir is good. Through the STP strategic analysis on the marketing of green food in Hulunbeir, the article analyzes the products, prices and channels of green food in Hulunbeir. The marketing countermeasures and suggestions are put forward in order to provide reference for the future development of green food in the city.
【学位授予单位】：内蒙古农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.82

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