农产加工品—山东煎饼的市场推广策略研究

发布时间：2018-05-01 15:27

  本文选题：农产加工品 + 山东煎饼　； 参考：《中南林业科技大学》2015年硕士论文

【摘要】：近年来,随着我国居民经济收入的增加,生活水平的提高和居民生活方式及消费习惯的变化,农产加工品以其原生态的加工原料,越来越受到人们的喜爱。然而,作为山东省的一种特色农产加工品——山东煎饼,其市场占有率却较低,而替代产品又较多,因而竞争激烈。再有,行业不规范给山东煎饼的生产者和销售者带来了更大的挑战。另外,当前针对山东煎饼的相关研究较少,仅停留在对其营销价值的简单研究,而关于山东煎饼推广过程中的问题及推广策略研究尚处于缺失状态。在此背景下,研究山东煎饼的发展现状及市场推广策略,一方面为山东煎饼成功走出省内市场提供一条新思路,另一方面能更好的传播山东省丰富的民风民俗及饮食文化。通过对山东煎饼市场状况调研,本文运用马斯洛需求理论分析了消费者的需求层次,PEST分析法探讨了山东煎饼的外部环境,并依托STP、PCL及4Ps市场营销理论对山东煎饼的市场推广策略进行了探讨。目前,山东煎饼的市场推广存在市场细分不清,市场认知程度、消费者忠诚度和产品差异化程度低,营销渠道单一等问题。从山东煎饼现阶段的推广模式看,山东煎饼的推广模式以农超对接、网络推广为主。农超对接模式节约了流通成本,生产者可根据消费者需求组织生产,是适合用于对山东煎饼进行推广的；而网络推广模式提高了山东煎饼的知名度,销售量大大增加。对此,市场推广策略应该采取以下措施：对山东煎饼合理定位,通过合理包装以提升产品形象,实施差别化价格策略来增加产品销售量；缩短山东煎饼的营销渠道,加速产品的流通；提高山东煎饼的竞争力,并对煎饼市场进行细分；实施差异化营销策略,根据消费者需求生产适销对路的产品。而关于如何根据消费者需求细分市场以生产不同品种的山东煎饼,以及采用何种推广模式对山东煎饼进行市场推广尚有待深入研究。
[Abstract]:In recent years, with the increase of economic income, the improvement of living standard and the change of residents' lifestyle and consumption habits, the processed products of agricultural products are more and more loved by people for their original raw materials. However, as a special agricultural product in Shandong Province, Shandong pancake has a low market share and more substitute products, so the competition is fierce. Again, the industry is not standardized to Shandong pancakes producers and sellers brought greater challenges. In addition, the current research on Shandong pancakes is less, only on its marketing value of simple research, but about Shandong pancakes in the promotion process of the problems and promotion strategy research is still in a state of absence. On the one hand, it provides a new way of thinking for Shandong pancake to successfully go out of the province market, on the other hand, it can better spread the rich folk customs and food culture in Shandong Province. Based on the investigation of the market situation of Shandong pancake, this paper analyzes the external environment of Shandong pancake by using Maslow's demand theory. The marketing strategy of Shandong pancake is discussed based on STP PCL and 4Ps marketing theory. At present, there are some problems in the market promotion of Shandong pancake, such as unclear market segmentation, low market cognition, low consumer loyalty and product differentiation, and single marketing channel. From the present stage of Shandong pancake extension mode, Shandong pancake extension mode is agricultural super docking, network extension. Agricultural super docking mode saves circulation cost, producers can organize production according to consumer demand, it is suitable for promoting Shandong pancake; and network extension mode improves the popularity of Shandong pancake, and the sales volume increases greatly. In view of this, the following measures should be taken in the market promotion strategy: reasonable positioning of Shandong pancakes, promotion of product image through reasonable packaging, implementation of differential price strategy to increase product sales, shortening marketing channels of Shandong pancakes, Accelerate the circulation of products; improve the competitiveness of Shandong pancakes and subdivide the pancake market; implement differentiated marketing strategy to produce marketable products according to consumer demand. However, how to segment the market according to consumer demand to produce different varieties of Shandong pancakes, and what kind of promotion mode to promote Shandong pancakes need to be further studied.
【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】：2015
【分类号】：F274;F426.82
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本文编号：1829973