社区支持农业社会营销策略研究

发布时间：2018-05-27 10:09

本文选题：社区支持农业 + 社会营销　；参考：《广西大学》2017年硕士论文

【摘要】：社区支持农业进入中国最早可见于十几年前,随着中国的食品安全和环境问题越来越突出,社区支持农业从不为人所知,开始逐渐进入大众的视野。社区支持农业除了可以生产出有机产品以外,还因为其具有“嵌入性”的特点,可以解决多元化诉求的矛盾,所以也被很多社会组织作为开展农村社会工作中的重要工作方法和模式,它可以回应贫困地区农村社区群众的经济诉求。另一方面,现代经济模式之下,城市社区的消费者已经完全失去了与食物生产之间的联结,“个别性”的食品安全事件就会带来全社会的恐慌,消费者对自己所购买食用的产品缺少安全感,并且这种现象周而复始,难以得到有效的解决。社区支持农业因为可以建立农村社区生产和城市社区消费者的直接联结,所以有效解决了消费者因为缺少对食物了解,导致的缺乏安全感这一问题。因为社区支持农业具有上面所谈到的特性,政府、NGO、个人都开始逐渐尝试采用这一模式来进行农业经营。但是,因为这一模式具有的社会属性,并且要对接消费者和生产者两端,传统的营销模式并不利于其推广。作为市场营销延伸的“社会营销”,因为其聚焦于“行为改变”,为社区支持农业模式的营销提供了急需的理论和方法。本文在对国内外社区支持农业、社会营销理论进行评述的基础上,以开展社区支持农业推广的社会企业为案例,分析了行业现状及存在的问题;从产品、消费人群、社会议题等方面分析了社区支持农业的外部环境;运用SWOT分析方法总结了绿耕社区支持农业营销的劣势、优势、机会和威胁,明确了绿耕的市场需求和目标市场;运用社会营销理论中的4P营销组合设计了面向消费者和生产者两方面,包涵产品、价格、渠道、体验式营销等在内的社区支持农业营销策略。本文研究提出的社区支持农业社会营销策略,有利于帮助社区支持农业模式的推广,进而一定程度上,解决农村和城市由于经济需求和食品安全带来的社会问题,为从事社区支持农业的个人和组织提供参考。
[Abstract]:Community support agriculture was introduced into China as early as ten years ago. With the food safety and environmental problems becoming more and more prominent, community support agriculture is unknown and has gradually entered the public view. In addition to producing organic products, community-supported agriculture can solve the contradiction of diversified demands because of its "embeddedness". Therefore, it is also regarded as an important working method and mode in carrying out rural social work by many social organizations, which can respond to the economic demands of the masses of rural communities in poor areas. On the other hand, under the modern economic model, consumers in urban communities have completely lost the connection with food production, and "individual" food safety incidents will bring panic to the whole society. Consumers are insecure about the products they buy, and this phenomenon is recurring and difficult to solve effectively. Community support agriculture can establish direct connection between rural community production and urban community consumers, so it effectively solves the problem of consumers' insecurity caused by lack of understanding of food. Because community support for agriculture has the characteristics described above, the government has gradually begun to try this model for farming. However, because of the social attributes of this model, and to connect consumers and producers, the traditional marketing model is not conducive to its promotion. As an extension of marketing, "social marketing", because of its focus on "behavior change", provides a much-needed theory and method for the community to support the marketing of agricultural model. On the basis of commenting on the theory of community support for agriculture and social marketing at home and abroad, this paper analyzes the current situation of the industry and the existing problems from the perspective of products, consumer groups, taking the social enterprises of community support for agricultural extension as an example. The external environment of community supporting agriculture is analyzed from the aspects of social issues, and the disadvantages, advantages, opportunities and threats of green farming community supporting agricultural marketing are summarized by using SWOT analysis method, and the market demand and target market of green tillage are clarified. By using the 4P marketing combination of social marketing theory, the community support agricultural marketing strategies are designed, including product, price, channel and experiential marketing, both for consumers and producers. The community support agricultural social marketing strategy proposed in this paper is helpful to help the community support the promotion of agricultural model, and to a certain extent, to solve the social problems caused by economic demand and food safety in rural and urban areas. To provide reference for individuals and organizations engaged in community support for agriculture.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7

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