广州FA农庄有机食品营销策略研究

发布时间：2018-07-10 12:54

本文选题：有机食品 + 环境分析　；参考：《广东财经大学》2017年硕士论文

【摘要】：环境的污染以及频频发生的食品安全事不断故使广大民众开始关注食品的安全性,有机食品由于遵循自然规律生产以及具有安全、可靠、放心等特质而备受广大市民,特别是日益壮大的“中产阶层”的喜爱。而有机食品产业由于其朝阳式的产业特质也备受众多投资者的青睐。目前,国外有机食品的市场比较成熟,而我国的有机食品市场还有待完善。本文通过分析广州FA农庄有机食品的宏观环境和微观环境,以及该农庄有机食品现有营销策略存在问题研究,通过运用SWOT分析方法和营销策略组合理论,为该公司有机食品营销提出优化营销策略。本文的内容分为五部分组成。第一部分为绪论,介绍了论文背景、选题意义和实践价值、研究内容和框架,以及研究的基本思路、研究方法和技术路线。第二部分是相关理论研究综述,首先界定有机食品、营销策略和SWOT分析等基本理论;然后介绍了相关的国内外有机食品营销研究现状,并对其借鉴和启示作用进行归纳。第三部分首先介绍了广州FA农庄基本情况,然后分析该公司有机食品的宏观环境和微观环境,以及分析了现有营销策略存在问题。第四部分通过确定优化原则和优化思路,运用SWOT分析法来解析该公司有机产品的优势和弱势、威胁和机会,为其有机食品的营销策略进行优化设计,并提出3点优化保障措施。第五部分对本文进行总结及展望未来,并指出论文不足之处。本文期望通过对广州FA农庄有机食品营销策略的研究,为该公司提供优化的营销策略,同时也期望本研究能对广州地区的有机食品市场发展提供必要的参考。
[Abstract]:The pollution of the environment and the frequent occurrence of food safety incidents cause the general public to begin to pay attention to the safety of food. Organic food products are highly regarded by the general public because they are produced in accordance with natural laws and have the characteristics of safety, reliability and reassurance. In particular, the growing love of the "middle class". Organic food industry is favored by many investors because of its sunrise industry. At present, the market of organic food in foreign countries is mature, but the market of organic food in our country needs to be improved. By analyzing the macro and micro environment of organic food in Guangzhou FA Farm and the existing problems in marketing strategy of organic food in Guangzhou FA Farm, this paper applies SWOT analysis method and marketing strategy combination theory. Put forward the optimized marketing strategy for the organic food marketing of the company. The content of this paper is divided into five parts. The first part is the introduction, which introduces the background of the thesis, the significance and practical value of the topic, the research content and framework, as well as the basic ideas, research methods and technical routes. The second part is a review of relevant theoretical research, first defines the organic food, marketing strategy and SWOT analysis and other basic theories, and then introduces the domestic and foreign organic food marketing research status, and summarizes its reference and inspiration. The third part first introduces the basic situation of Guangzhou FA Farm, then analyzes the macro and micro environment of organic food, and analyzes the existing marketing strategy problems. The fourth part uses SWOT analysis method to analyze the advantages, disadvantages, threats and opportunities of the company's organic products by determining the optimization principles and ideas, and to optimize the design for the marketing strategy of its organic food, and puts forward three optimized safeguard measures. The fifth part summarizes this paper and looks forward to the future, and points out the shortcomings of the paper. This paper hopes to provide the company with optimized marketing strategy through the study of organic food marketing strategy in Guangzhou FA Farm. At the same time, it also expects that this study can provide necessary reference for the development of organic food market in Guangzhou.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F324.1;F274

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