河北省果品企业营销策略研究

发布时间：2018-03-11 02:19

本文选题：河北省　切入点：果品　出处：《河北大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来河北省果品产量不断攀升,连续几年突破千万吨,但是果品销量却逐年下滑,果农增产不增收。为了改变这一情况,促进我省果品企业的发展,把我省建设成果品销售强省,本文从目前河北省果品营销现状出发,找出了本省果品企业销售量下滑的几大原因。果品质量低下、包装简陋、加工处理技术落后、品牌建设不足、销售渠道狭窄、促销手段单一、中介组织发展缓慢、定价方式不灵活等问题严重阻碍了我省果品企业的发展。因此不断提高果品质量,加大品牌营销,创新销售渠道,鼓励龙头企业加大发展步伐等是我省果品企业现阶段的主要任务。河北省是果品生产大省,但不是销售强省。为了更加清楚的了解目前河北省果品营销所处的环境,以便果品企业有针对的采取相应营销措施,本文采用SWOT分析法对河北省果品营销环境进行分析,指出我省果品业的优势和劣势,如今面临的威胁和机遇。再清楚了我省果品营销存在的问题和所处的环境的基础上,本文又对比了国内外一些国家和城市果品营销的相关经验,如:美国、日本、山东、山西,从中总结出适合我省果品企业的营销策略。最后,本文结合市场营销组合策略给我省果品企业提出了几点具体的营销策略:通过优化产品质量、提高包装和深加工水平来丰富产品种类;通过开展网络营销、加快农超对接、推广体验营销、设立果品专卖店、加大果品出口量来增加产品销售渠道;通过差别定价、分层定价和折扣定价实现价格灵活多变的目标;通过广告促销、绿色促销和公关促销增加促销方式。
[Abstract]:In recent years, the output of fruit products in Hebei Province has been rising, exceeding 10 million tons for several consecutive years, but the sales volume of fruit products has declined year by year, and fruit farmers have not increased their income. In order to change this situation and promote the development of fruit enterprises in our province, Based on the current situation of fruit marketing in Hebei Province, this paper finds out the reasons for the decline in the sales volume of fruit enterprises in Hebei Province. The fruit quality is low, the packaging is simple and the processing technology is backward. The problems of insufficient brand construction, narrow sales channels, single means of promotion, slow development of intermediary organizations and inflexible pricing methods have seriously hindered the development of fruit enterprises in our province. Innovating sales channels and encouraging leading enterprises to increase the pace of development are the main tasks of fruit enterprises in our province at this stage. Hebei Province is a big province of fruit production. But it is not a strong province of sales. In order to understand more clearly the current environment of fruit marketing in Hebei Province, so that fruit enterprises can take corresponding marketing measures, this paper uses SWOT analysis method to analyze the marketing environment of fruit products in Hebei Province. This paper points out the advantages and disadvantages of the fruit industry in our province, the threats and opportunities we face now. On the basis of the clear understanding of the problems and the environment of fruit marketing in our province, this paper also compares the relevant experiences of some countries and cities at home and abroad in fruit marketing. For example: the United States, Japan, Shandong, Shanxi, from which summed up suitable for our province fruit enterprises marketing strategy. Finally, this article combined with the marketing mix strategy to our province fruit enterprises put forward several specific marketing strategies: through optimizing product quality, Improve packaging and deep processing level to enrich the product category; through the development of network marketing, speed up the docking of agriculture, promote experience marketing, set up fruit stores, increase the export of fruit products to increase the sales channels; through differential pricing, Hierarchical pricing and discount pricing achieve the goal of price flexibility; through advertising, green promotion and public relations promotion to increase promotion.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F326.13

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