新环境下食品特产M店经营机遇和策略研究

发布时间：2018-04-25 22:24

本文选题：诊断分析 + 营销策略组合　；参考：《广西大学》2015年硕士论文

【摘要】：随着人们生活环境的改善,人们对生活质量的期望也越来越高,带有地方特色的绿色食品也受到了广泛的关注,食品的安全性也开始被广大的消费者所重视；科学地、合理地搭配饮食也逐渐的进入人们的视线,特别是对全国各地的土特产青睐有加,土特产不仅代表当地的特色产品,也有促进健康保健的功能,也是人们居家生活、过节送礼理想的选择。最近几年土特产行业门槛的低进入以及非常低的技术含量,使大量的潜在竞争对手进入到土特产行业,并且价格模糊等因素造成市场环境混乱、竞争激烈。为了能够在激烈的市场中更好的发展,现代科学的管理方法也越来越重要：本人通过自己初期创业的土特产M店进行诊断分析,希望能够通过营销策略改变现况。随着社会高速的发展,食品特产M店也面临三种新的经营环境：分别为特产食品货源供给环境的改变、特产食品新的需求的兴起和购买形式和习惯的改变。整个文章的基本框架首先是发现食品特产M店的现状和可能存在的问题,然后对特产店在三种新的经营环境下进行外部环境的宏观分析,再运用SWOT分析方法对食品特产M店自身资源的优势和劣势以及外部环境的机会和威胁进行分析,再通过运用STP营销理论确定目标市场、营销目标和营销产品的定位,设计出符合食品特产M店的营销组合策略。
[Abstract]:With the improvement of people's living environment, people have higher and higher expectations for the quality of life, green food with local characteristics has also been widely concerned about, food safety has also begun to be taken seriously by the vast number of consumers; scientifically, A reasonable diet has also gradually entered people's sight, especially in favor of local products from all over the country. Native products not only represent local characteristics, but also promote health care. They are also people living at home. Ideal choice for holiday gifts. In recent years, the low entry threshold and very low technology content of the local specialty industry have made a large number of potential competitors enter the local specialty industry, and the market environment is confused and the competition is fierce due to the price ambiguity and other factors. In order to develop better in the fierce market, the modern scientific management method is more and more important: I make diagnosis and analysis through the local specialty M shop that I started in the early stage, hoping to change the present situation through the marketing strategy. With the rapid development of society, food specialty M store is also facing three new business environment: the change of supply environment for specialty food, the rise of new demand for specialty food and the change of purchase form and habit. The basic framework of the whole article is to find out the current situation and possible problems of food specialty M store, and then carry out macro analysis on the external environment of specialty store under three new operating environments. Then using the SWOT analysis method to analyze the advantages and disadvantages of the food specialty M store's own resources, as well as the opportunity and the threat of the external environment, and then determine the target market, the marketing target and the marketing product's position by using the STP marketing theory. Design the marketing combination strategy of food specialty M store.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721;F274

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