“东姚洪河”小米电子商务营销策略研究

发布时间：2018-03-18 17:29

本文选题：特色农产品　切入点：电子商务　出处：《河南师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着农产品电子商务的全球化,我国农业发展通过互联网的力量进入了一个全新的领域,而电子商务营销也成为新型的营销模式。粟(小米)在我国已有7000年的栽培历史,粟文化的内涵广博宏大、包罗万象,是中华文明交流、融合、升华、流传的重要载体,具有非常重要的意义。“东姚洪河”小米具有悠久种植历史,曾在唐朝前期,公元706年“东姚洪河”小米就被列为贡品。但是由于“东姚洪河”小米营销力度欠缺、流通体系不健全等因素的制约,导致谷贱伤农的现象。林州市东姚镇可用来种植优质洪河小米的土地,仅洪河区域就有50000余亩,而目前洪河小米的实际种植面积只有12000余亩,其销量在国内小米市场上仅有0.1%的份额。本文运用文献研究法、访谈研究法、比较分析法等研究方法,以电子商务理论、4P营销组合理论等相关理论为依据,对“东姚洪河”小米进行了介绍,分析以及得出结论与展望。本文首先总结了“东姚洪河”小米近年来所取得的优秀成果;然后详述了“东姚洪河”小米电子商务发展的网络基础设施建设、品牌建设、物流环境、电子商务平台、相关的政策等环境,并对其市场竞争情况,以及营销过程中存在的市场定位不清晰、产品分类分级不够细化、品牌建设投入不足、产品促销力度不够、高层次电商人才缺失等问题进行了探究;再通过对其市场定位的分析,确定了“东姚洪河”小米的两个目标市场,一是小康家庭和中高收入者的自用与礼品赠送市场,二是低收入人群的礼品赠送市场;最后从产品策略、价格策略、促销策略的角度综合提出了“东姚洪河”小米电子商务营销策略的建议。本文旨在通过对“东姚洪河”小米进行明确的市场定位,并提出适合其产品定位的营销策略,以扩大“东姚洪河”小米的市场需求,增加产品销量,提高其市场占有率。
[Abstract]:With the globalization of e-commerce of agricultural products, agricultural development in China has entered a new field through the strength of the Internet, and e-commerce marketing has become a new marketing model. The connotation of millet culture is extensive, all-encompassing, and it is an important carrier for the exchange, fusion, sublimation and spread of Chinese civilization. "Dongyaohong River" millet has a long history of planting and was once in the early Tang Dynasty. In the year 706, the "East Yao Hong River" millet was listed as a tribute. However, due to the lack of marketing efforts of the "East Yao Hong River" millet, and the lack of sound circulation system, and other factors, Dongyao Town, Linzhou City, can be used to plant high-quality Honghe millet land. There are more than 50000 mu in Honghe region alone, but at present the actual planting area of Xiaomi in Honghe River is only more than 12000 mu. Its sales volume in the domestic millet market only has a share of 0.1%. This paper uses the literature research method, interview research method, comparative analysis method and other research methods, based on the electronic commerce theory and other related theories, such as marketing combination theory, etc. This paper introduces the "Dongyaohong River" millet, analyzes it and draws conclusions and prospects. Firstly, this paper summarizes the outstanding achievements of "Dongyaohong River" millet in recent years. Then, the network infrastructure construction, brand building, logistics environment, e-commerce platform, relevant policies and so on for Xiaomi's e-commerce development are described in detail, and its market competition is also discussed. And the marketing process exists in the market positioning is not clear, product classification and classification is not enough, brand construction investment is not enough, product promotion is not enough, the lack of high-level electric merchants and so on. Through the analysis of its market orientation, two target markets of "Dongyaohong River" Xiaomi are determined, one is the market of the well-off families and the people with middle and high income, the other is the market of gifts for the low-income people. Finally, from the point of view of product strategy, price strategy and promotion strategy, the paper puts forward the suggestion of "Dongyaohong River" Xiaomi E-commerce marketing strategy. In order to expand the market demand of "Dongyaohong River" millet, increase the sales volume and increase its market share, the marketing strategy suitable for its product positioning is put forward.
【学位授予单位】：河南师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F323.7

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