盱眙龙虾市场营销策略研究

发布时间：2018-01-15 00:34

本文关键词：盱眙龙虾市场营销策略研究　出处：《南京农业大学》2015年硕士论文　论文类型：学位论文

【摘要】：盱眙龙虾产业的发展对地方经济发展起到巨大地促进作用。自2000年第一届盱眙龙虾节创办以来,盱眙人就在龙虾产业上开始了不懈地努力和探索,龙虾产业日渐成为盱眙的支柱产业之一,其在经济发展、民生就业、产业结构调整等方面取得了较好的成绩。如今盱眙有十余万人从事龙虾的养殖、加工、销售和餐饮等行业。但是随着市场需求逐渐提高,龙虾产业还未真正形成产业链,盱眙龙虾在产品品种、深加工、营销策略等方面还存在明显不足。本论文以盱眙龙虾为例,首先阐述了市场营销理论基础,介绍了盱眙龙虾基本情况,然后分析了盱眙龙虾产业营销的现状以及所面临的问题,根据开展的盱眙龙虾市场调查情况,制定与盱眙龙虾产业发展相适应的市场营销策略。具体内容如下:论文首先阐述了研究背景及意义,说明论文的研究内容与研究目标,确定研究方法与技术路线等。本文以盱眙龙虾市场营销策略为研究对象,在市场营销理论和文献方面,本文以市场营销战略理论和市场营销组合策略为理论依据。全面分析研判了盱眙龙虾营销现状及所面临的主要问题,介绍了盱眙龙虾起源、发展、产品分类、加工工艺,以及盱眙龙虾行业发展的现状。同时,本论文设计了调查问卷,有针对性地开展盱眙龙虾市场调查,总结出盱眙龙虾在产品品质、促销方式、销售渠道利用不充分等三方面的不足。针对存在的问题,提出了盱眙龙虾市场营销策略调整的方案,即在产品策略、价格策略、渠道策略、促销策略给出了具体实施建议。最后,提出本文的研究结论和展望。盱眙龙虾在当地政府的大力支持下,所带来的经济效益、社会效益日益凸显。但也还存在不足:①盱眙龙虾市场占有率仍然还不高;②盱眙龙虾在服务质量、环境卫生、龙虾品质、购买方便程度等方面还有待改进和提高;③盱眙龙虾深加工不足,产品附加值不高。针对盱眙龙虾市场呈现出消费者需求多元化和个性化的特点,要对市场和消费者进行深入研究,进一步细分市场,充分挖掘和创造消费需求,要加大品牌保护意识、要增强服务意识、要加强对盱眙龙虾网络销售方式的研究,利用一切可以利用的资源,才能在龙虾市场竞争中立于不败之地。
[Abstract]:The development of Xuyi lobster industry has played a great role in promoting the local economic development. Since the first Xuyi lobster festival was founded in 2000, Xuyi people have begun to make unremitting efforts and exploration in the lobster industry. Lobster industry has gradually become one of the pillar industries in Xuyi. It has made good achievements in economic development, livelihood employment, industrial structure adjustment and so on. Now more than 100,000 people in Xuyi are engaged in lobster breeding and processing. But with the increasing market demand, lobster industry has not really formed an industrial chain, Xuyi lobster in the product varieties, deep processing. In this paper, Xuyi lobster as an example, the first elaborated the marketing theory basis, introduced the Xuyi lobster basic situation. Then it analyzes the current situation and problems of Xuyi lobster industry marketing, according to the Xuyi lobster market investigation. The specific contents are as follows: firstly, the research background and significance are expounded, and the research content and research objectives are explained. In this paper, Xuyi lobster marketing strategy as the research object, in the marketing theory and literature. Based on the marketing strategy theory and marketing combination strategy, this paper analyzes the present situation of Xuyi lobster marketing and its main problems, and introduces the origin, development and product classification of Xuyi lobster. At the same time, this paper designed a questionnaire, carried out a targeted Xuyi lobster market survey, summed up Xuyi lobster in product quality, promotion methods. Aiming at the existing problems, this paper puts forward the adjustment scheme of Xuyi lobster marketing strategy, that is, product strategy, price strategy and channel strategy. Finally, the paper puts forward the conclusions and prospects of this paper. Xuyi lobster, with the support of the local government, will bring economic benefits. The social benefits are becoming more and more prominent, but there is still not enough market share of Xuyi lobster in Xuyi. (2) the quality of service, environmental hygiene, quality of lobster and convenience of purchasing in Xuyi lobster need to be improved and improved. (3) Xuyi lobster has insufficient deep processing and low added value. According to the characteristics of Xuyi lobster market, which is diversified and individualized, the market and consumers should be deeply studied to further subdivide the market. To fully tap and create consumer demand, to increase brand protection awareness, to enhance service awareness, to strengthen Xuyi lobster network sales methods, to use all available resources. In order to compete in the lobster market in an invincible position.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F326.4

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