崇明清水蟹市场营销研究

发布时间：2019-01-04 23:24

【摘要】：随着经济与社会的快速发展，水产品愈来愈受到社会公众的青睐。崇明清水蟹作为水产品的重要的一种，其市场营销活动应该得到重视。通过制订合理的市场营销策略，可以增强崇明清水蟹的销量，为企业带来更大的利润。为此，本研究对崇明清水蟹的市场营销进行探究。本研究利用SWOT理论与PEST理论，对崇明清水蟹的市场情况进行了解。同时，本研究还利用问卷调查法，对崇明清水蟹的市场情况进行调查，并分析崇明清水蟹市场营销中存在的问题。在此基础上，本研究根据4C与4P理论相结合，提出崇明清水蟹市场营销的具体策略。在产品方面，以满足顾客需要为中心。第一，提升产品口味。第二，严控产品质量。第三，促进产品多元化发展。第四，提升品牌知名度。在价格方面，以控制成本为原则。市场营销人员要善于控制养殖成本，提高产品的市场竞争力。同时，人力成本与融资成本要得到合理控制。在渠道方面，以顾客便利为桥梁。市场营销人员要依托网络平台开展营销活动。同时，市场营销人员还需要加强与商场战略合作，增加崇明清水蟹的销售平台。在促销方面，以顾客沟通为基础。市场营销人员要多渠道开展广告宣传，提高社会公众对产品的认同感。同时，市场营销人员可以引入品牌专卖店概念以及依托崇明县旅游平台，为沟通与产品宣传提供便利条件。
[Abstract]:With the rapid development of economy and society, aquatic products are more and more popular with the public. Chongming water crab as an important aquatic product, its marketing activities should be taken seriously. By making reasonable marketing strategy, the sales of Chongming Shimizu crab can be enhanced, which will bring more profit to the enterprise. Therefore, this study explored the marketing of Chongming clear water crab. In this study, SWOT theory and PEST theory were used to understand the market situation of Chongming clear water crab. At the same time, this study also investigated the market situation of Chongming clear water crab by questionnaire, and analyzed the problems existing in the marketing of Chongming clear water crab. On the basis of this, according to the combination of 4C and 4P theory, the marketing strategy of Chongming clear water crab is put forward. In terms of products, focus on meeting customer needs. First, enhance the taste of the product. Second, strictly control the quality of products. Third, promote product diversification. Fourth, enhance brand awareness. In terms of price, the principle of cost control. Marketers should be good at controlling breeding costs and improving the market competitiveness of products. At the same time, labor costs and financing costs should be reasonably controlled. In the channel, to customer convenience as a bridge. Marketing personnel should rely on the network platform to carry out marketing activities. At the same time, marketers also need to strengthen strategic cooperation with shopping malls to increase Chongming clear water crab sales platform. In sales promotion, based on customer communication. Marketers should carry out advertising through multiple channels to enhance the public's identity with the products. At the same time, marketers can introduce the concept of brand stores and rely on Chongming County tourism platform to provide convenient conditions for communication and product promotion.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F326.4;F274

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