山东省A公司农产品绿色营销策略研究

发布时间：2018-02-09 13:52

本文关键词： 山东省A公司农产品绿色营销营销策略 SWOT分析　出处：《陕西师范大学》2016年硕士论文　论文类型：学位论文

【摘要】：绿色发展是“十三五”国家提出的重要发展理念,应严格灌输于经济运行的各个环节。对于营销来说,亦不例外。绿色营销作为21世纪推崇的一种高效、全新的营销模式,对于企业的可持续发展至关重要,意义重大。对此,本研究以农产品为研究对象,以山东省A公司为个案,对农产品的绿色营销模式、战略、创新体系进行了系统分析,以期为企业的可持续发展提供理论依据和决策参考。纵观全文,主要研究内容有五：一是对农产品企业绿色营销的理论基础进行了深入剖析;二是对山东省A公司的绿色营销环境进行了细致分析；三是构建了山东省A公司的绿色营销策略体系；四是设计了山东省A公司绿色营销策略实施方案及评价体系；五是对绿色营销在农产品加工企业中的保障措施进行了思考。研究结论主要有：一是研究发现问题的成因,山东省A公司内部员工对绿色农产品的认识相对比较准确,具有较强的绿色营销意识,但是山东省A公司还未真正开展绿色营销；大部分被调查消费者具有一定的绿色消费意识,但可能是受到价格或者其他因素的影响,导致他们目前购买绿色农产品的意愿不太强烈。二是研究提出了绿色营销创新体系,山东省A公司农产品的绿色营销策略,应当从产品、价格、分销渠道、促销等方面突出“绿色”特性,构建绿色生产体系、绿色管理体系、绿色品牌建设体系等方面构建绿色营销策略实施方案。三是研究提出了山东省A公司农产品绿色营销实施方案和保障措施,并提供人才、制度、技术、文化等方面的保障。总之,本研究遵循“理论分析——个案研究——体系创新——对策保障”的研究思路,利用问卷调查、SWOT等分析方法对企业农产品的绿色营销模式、体系、实施方案、保障措施进行了系统分析,以期完善和丰富营销学理论,为相关企业的绿色营销提供参考和借鉴。
[Abstract]:Green development is an important development concept put forward by the 13th Five-Year Plan country. It should be strictly inculcated in all aspects of economic operation. As for marketing, it is no exception. Green marketing is a highly efficient and brand-new marketing model, which was respected in 21th century. It is very important and significant for the sustainable development of enterprises. In this paper, the green marketing model, strategy and innovation system of agricultural products are systematically analyzed, taking agricultural products as the research object and Shandong company A as a case study. In order to provide a theoretical basis and decision-making reference for the sustainable development of enterprises. Throughout the full text, the main research contents are as follows: first, the theoretical basis of green marketing of agricultural products enterprises has been deeply analyzed; The second is the detailed analysis of the green marketing environment of Shandong A Company, the third is the construction of the green marketing strategy system of Shandong A Company, the fourth is the design of the green marketing strategy implementation scheme and evaluation system of Shandong A Company. The fifth is to think about the safeguard measures of green marketing in agricultural products processing enterprises. The main conclusions of the study are as follows: first, the causes of the problems are found, and the employees of Shandong A Company have relatively accurate understanding of green agricultural products. Having a strong sense of green marketing, but Shandong A Company has not really carried out green marketing; most of the consumers surveyed have a certain sense of green consumption, but it may be affected by price or other factors. As a result, their willingness to buy green agricultural products at present is not very strong. Second, the research has put forward a green marketing innovation system. The green marketing strategy of Shandong company A should be based on products, prices, and distribution channels. Promotion and other aspects highlight the "green" characteristics, build a green production system, green management system, Green brand construction system and other aspects to build green marketing strategy implementation scheme. Third, the study proposed the implementation plan and safeguard measures of green marketing of agricultural products of Shandong A Company, and provided talent, system, technology, In a word, this study follows the research idea of "theoretical analysis-case study-system innovation-countermeasure guarantee", and applies the SWOT questionnaire to the green marketing model and system of enterprise agricultural products. In order to perfect and enrich the marketing theory and provide reference for the green marketing of the related enterprises, the implementation of the scheme and the safeguard measures are analyzed systematically in order to improve and enrich the marketing theory.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F324

【参考文献】