信息生态链视角下林产品营销策略研究

发布时间：2018-04-11 21:46

本文选题：信息生态链 + 林产品营销　；参考：《中南林业科技大学》2017年硕士论文

【摘要】：目前,林产品已经成为人们日常生产生活的重要性物质产品,同时,消费者需求的变化对林产品营销提出了新的要求。但是在社会主义市场实践中,林产品营销活动存在着一系列信息生态问题:信息标识不全,信息难以获取;林产品质量参差不齐,消费者难以判别;价格虚高,消费者区分困难;虚假宣传严重,消费者举证困难;设计陈旧,消费者需求难以满足等。因此,从信息生态链视角出发研究林产品营销活动具有极大的理论和现实意义。本文从信息生态链视角出发,首先,通过查阅大量文献和数据资料,发现了林产品营销中存在的问题。之后描述了信息生态链视角下开展林产品营销活动的重要作用。其次,界定了林产品营销信息生态链的内涵,分析了其特征、信息节点(类型及其关系)和主要类型,发现了林产品营销信息生态链中主要涉及的三大信息主体:林产品生产商、林产品经销商和林产品消费者,和其中存在的正反两个方向的信息流:正向信息流是林产品生产商将自己生产出来的林产品4P信息直接或者通过林产品经销商间接传递给林产品消费者;反向信息流是林产品消费者将生产出来的反映自身需求的林产品4C信息直接或者通过林产品经销商间接传递给林产品生产商。然后构建了林产品营销信息生态链的概念模型,再次,基于林产品营销信息生态链的概念模型,结合市场营销理论中的4P营销理论和4C营销理论进行了问卷设计和数据分析,得出结论:对于正向信息流中流转和传递的4P信息,消费者普遍都比较重视,但还是有所区别:产品信息方面,消费者比较看重功能、安全性、耐用性和材质;价格信息方面,消费者更关注价格竞争力和是否有折扣;渠道信息方面,消费者更为关心是否厂家直销和送货服务;促销信息方面,消费者普遍关心广告力度大小和人员推销。对于反向信息流中流转和传递的4C信息,消费者反馈意愿程度普遍较高,但还是有所侧重:顾客信息方面,消费者更加愿意反馈关于产品性价比、需求满足程度和产品服务个性化;成本信息方面,消费者对于本次购物所付出的体力成本、精力成本更加愿意进行反馈;便利信息方面,消费者最愿意进行反馈的是购前咨询是否便利;沟通信息方面,消费者普遍乐意反馈沟通的主动性。最后从信息生态链视角出发,提出了一些行之有效的林产品营销策略建议:提高企业自身实力,实现信息生态链的不断优化;加快信息双向流动,传递“生态的”信息;加强和完善基于“互联网+”的林产品质量监督管理;构建林产品信息平台,实现信息共享;优化信息生态环境,构建和谐信息生态圈。
[Abstract]:At present, forest products have become important material products in people's daily production and life. At the same time, the change of consumer demand has put forward new requirements for forest products marketing.However, in the practice of socialist market, there are a series of information ecological problems in the marketing activities of forest products: incomplete information identification, difficult access to information, uneven quality of forest products, difficulty for consumers to judge, and high prices.Consumer differentiation difficulty; false publicity, consumer proof difficulty; old design, consumer demand difficult to meet, etc.Therefore, it is of great theoretical and practical significance to study the marketing activities of forest products from the perspective of information ecological chain.In this paper, from the perspective of information ecological chain, firstly, by consulting a large number of literature and data, the problems in forest product marketing are found.Then it describes the important role of forest product marketing under the view of information ecological chain.Secondly, it defines the connotation of forest product marketing information ecological chain, analyzes its characteristics, information nodes (types and their relationships) and main types.Three main information subjects are found in the forest product marketing information ecological chain: forest product manufacturer, forest product distributor and forest product consumer.And the existence of the positive and negative information flow: the forward information flow is that the forest product 4P information is directly or indirectly transmitted to the forest product consumers by the forest product manufacturer;The reverse information flow is that the 4C information of forest products which is produced by the consumers of forest products reflects their own needs is transmitted directly or indirectly to the forest product producers through the distributors of forest products.Then the concept model of forest product marketing information ecological chain is constructed. Thirdly, based on the concept model of forest product marketing information ecological chain, combined with the 4P marketing theory and 4C marketing theory of marketing theory, the questionnaire design and data analysis are carried out.The conclusion is that consumers generally pay more attention to the 4P information flowing and transmitting in the forward information flow, but there are still some differences: in terms of product information, consumers value function, safety, durability and material, and price information,Consumers pay more attention to price competitiveness and discount; channel information, consumers are more concerned about whether manufacturers direct sales and delivery services; promotional information, consumers are generally concerned about the size of advertising and personnel sales.For the 4C information flowing and transmitting in the reverse information flow, consumers generally have a high degree of feedback willingness, but there is still some emphasis: in terms of customer information, consumers are more willing to feedback about the price performance of products.In terms of cost information, consumers are more willing to give feedback on the physical cost and energy cost of this shopping.What consumers are most willing to feedback is whether it is convenient to consult before purchase; consumers are generally willing to feedback the initiative of communication in the aspect of communication information.Finally, from the perspective of information ecological chain, some effective marketing strategies for forest products are put forward: to improve the enterprise's own strength, to realize the continuous optimization of the information ecological chain, to speed up the two-way flow of information and to transfer "ecological" information;We should strengthen and perfect the supervision and management of forest product quality based on the Internet, construct the information platform of forest products, realize the information sharing, optimize the information ecological environment, and construct the harmonious information ecological circle.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F326.2;F274

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