河源市绿色食品的营销策略研究

发布时间：2018-03-01 18:46

本文关键词： 河源绿色食品消费行为营销策略　出处：《仲恺农业工程学院》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,由于环境污染的影响,生产技术的欠缺等导致食品安全问题突出。绿色食品是一种具有安全、健康、营养、无污染等特点的产品,能很好地解决人们对食品安全的担忧。河源地处粤北山区,生态环境良好,具有发展绿色食品的资源和条件,河源地区涌现了不少绿色食品企业,但这些绿色食品企业在本地市场出现了营销难问题。为更好地促进河源绿色食品企业的发展,本研究着重研究在河源市本地绿色食品的营销问题,希望能对本地绿色食品企业的市场拓展等提供一些参考。本文以河源的政治、经济中心河源市市区作为调查的地点,通过问卷调查和计量的方法得到居民绿色食品的消费特征及影响其购买行为的主要因素。调查显示河源作为粤北山区,其消费者对绿色食品有一定的了解,有待商家对绿色食品加大宣传,从而让更多消费者认识到绿色食品的优点及其与普通食品的根本不同,让更多的消费者认购清洁、健康的河源本地绿色食品。不同的消费者消费行为存在差异,且绿色价值观念和对绿色食品的认知度不同。根据营销学有关理论和消费者的消费特征,提出河源绿色食品企业促进河源绿色食品在本地市场的营销措施包括:根据文化程度、家庭收入、消费观念等进行合理的目标市场选择;重视品牌效应,打造自主品牌,可通过制定合理的产品策略,通过各种渠道扩大河源市绿色食品的品牌知名度,实施绿色促销等。
[Abstract]:In recent years, due to the influence of environmental pollution and the lack of production technology, the food safety problem is prominent. Green food is a product with the characteristics of safety, health, nutrition, no pollution, etc. Heyuan is located in the mountainous area of northern Guangdong, with a good ecological environment and resources and conditions for the development of green food. Many green food enterprises have emerged in the Heyuan area. In order to better promote the development of Heyuan green food enterprises, this study focuses on the marketing of local green food in Heyuan City. I hope to provide some references for the market expansion of local green food enterprises. This paper takes Heyuan's political and economic center as the investigation site. The consumption characteristics of green food and the main factors influencing its purchase behavior were obtained by questionnaire and measurement. The survey shows that Heyuan, as a mountain area in northern Guangdong, has a certain understanding of green food among its consumers. Businesses need to increase the publicity of green food, so that more consumers realize the advantages of green food and its fundamental difference from ordinary food, so that more consumers subscribe to clean. Healthy Heyuan local green food. Different consumer consumption behavior is different, and green values and awareness of green food are different. According to marketing theory and consumer consumption characteristics, The marketing measures of Heyuan green food enterprises to promote Heyuan green food in local market include: reasonable target market selection according to education level, family income, consumption concept, etc. We can make reasonable product strategy, expand brand popularity of green food in Heyuan city and carry out green promotion through various channels.
【学位授予单位】：仲恺农业工程学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F274

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