湘台现代农业科技园的营销策略研究

发布时间：2018-11-17 06:50

【摘要】：休闲农庄是一种综合性休闲农业园区,是多功能新型产业。休闲农庄对加快农业产业的结构调整,带动关联产业发展,解决三农问题,传承历史文化,提高环保水平具有长远现实意义。地处湖南省望城区的湘台现代农业科技园在这种强有力的经济发展形势下,实现产业良性快速发展成为关键所在。本文以湘台现代农业科技园为研究对象,以市场营销学、消费者行为学等多种理论为支撑,首先从湘台现代农业科技园的资源基础、发展优势、产值偏低等实际状态入手,采用综合分析的方法对国内外、长沙市各区县休闲农庄发展进行研究,总结可以借鉴的先进经验；其次,运用SWOT进一步分析湘台现代农业科技园的发展概况；再次,采用问卷调查、因子分析等定量的方法分别对其消费者市场进行分析研究,最后总结出适合湘台现代农业科技园的营销策略及实施对策。通过全文研究分析得出以下结论：第一、湘台现代农业科技园的消费者主体行为具有相对独立、关联性,消费者主体行为影响因素及其行为效应对市场需求具有相互交叉作用性。市场消费者群体是休闲农庄壮大发展强大市场拉力之一。第二、湘台现代农业科技园的市场营销策略。包括市场细分与定位策略、多层次的产品策略、品牌策略、差异性定价策略、旅行社与网络销售的渠道策略、促销组合策略和建立客户服务信息系统,改进服务质量。
[Abstract]:Leisure farm is a comprehensive leisure agricultural park, is a multi-functional new industry. Leisure farms have a long-term practical significance in speeding up the structural adjustment of agricultural industry, promoting the development of related industries, solving the problems of agriculture, rural areas and farmers, inheriting history and culture, and improving the level of environmental protection. Xiangtai Modern Agricultural Science and Technology Park, which is located in Wangcheng District of Hunan Province, has become the key to realize the healthy and rapid development of the industry under such a strong economic development situation. This paper takes Xiangtai Modern Agricultural Science and Technology Park as the research object, and supports many theories such as marketing, consumer behavior, and so on. Firstly, it starts with the actual conditions of Xiangtai modern agricultural science and technology park, such as the resource base, the development advantage, the low output value and so on. This paper studies the development of leisure farms at home and abroad, and summarizes the advanced experience that can be used for reference. Secondly, using SWOT to further analyze the development of Xiangtai modern agricultural science and technology park; Thirdly, by using the quantitative methods such as questionnaire, factor analysis and so on, the paper analyzes and studies its consumer market, and finally summarizes the marketing strategies and implementation countermeasures suitable for Xiangtai modern agricultural science and technology park. The conclusions are as follows: first, the behavior of consumers in Xiangtai Modern Agricultural Science and Technology Park is relatively independent and relevant. The influencing factors of consumer's behavior and its effect on market demand are intertwined. The market consumer group is one of the leisure farms to expand and develop a strong market pull. Second, Hunan-Taiwan modern agricultural science and technology park marketing strategy. It includes market segmentation and positioning strategy, multi-level product strategy, brand strategy, differential pricing strategy, channel strategy of travel agency and network sales, promotion combination strategy and establishment of customer service information system to improve service quality.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F324;F274

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