清徐县绿恒常蔬菜发展有限公司有机蔬菜的社区门店营销策略研究

发布时间：2018-03-08 08:24

本文选题：有机蔬菜　切入点：营销策略　出处：《昆明理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济水平的提高和人们生活的富裕,追求健康的生活已经成为一种趋势和时尚。尤其是饮食,人们更加注重吃上健康无污染的食材。正是根据市场的需要,有机蔬菜的销售正不断扩大,其营销策略正在随市场进一步调整。有机蔬菜的营销策略是一项庞杂的销售工程,涉及市场、需要、渠道等多个环节,也涉及相关企业的多方利益。传统的销售方式是超市和农贸市场销售,但这种单一的销售模式不能满足众多需求者对于有机蔬菜的需求;以往的研究大多局限于营销策略单一方面建设等的研究,对组合式的销售模式的研究文献提及甚少。因此,本文对有机蔬菜的销售模式进行模式创新的研究,为有机蔬菜营销策略进行了调整,不但为企业调整发展策略提供了思路,也为政府科学决策提供了依据。本文以传统蔬菜销售模式为切入点,结合互联网销售的运作模式,通过调查消费者的消费习惯,探索研究有机蔬菜营销策略的模式,对有机企业与社区超市对接的情况进行了实例分析,并提出了营销模式的创新模式。在当前,各地正大力推进食品安全的背景下,本文的研究显得颇为必要。论文首先阐述本文选题的背景和意义,有机蔬菜营销的研究现状,主要研说明究内容及研究方法;然后介绍相关理论基础。包括有机蔬菜的概念及内涵,有机蔬菜的栽培技术及与绿色蔬菜、无公害蔬菜的区别;农产品供求均衡理论;消费者行为理论;市场营销理论等;在市场调研的基础上,对有机蔬菜消费群体及营销模式,包括产品、渠道、定价、促销策略等营销因素进行对比分析;然后以社区门店的发展概况,主要对绿恒常蔬菜发展有限公司为例进行研究,说明相关的市场情况,接着对有机蔬菜社区门店的发展及制约因素分析:通过问卷调查的方式掌握并分析当前有机蔬菜社区门店的发展现状及制约因素;最后提出了有机蔬菜社区门店营销策略及建议。
[Abstract]:With the improvement of economic level and the prosperity of people's life, the pursuit of healthy life has become a trend and fashion. Especially in diet, people pay more attention to eating healthy and pollution-free ingredients. It is precisely according to the needs of the market. The sale of organic vegetables is expanding, and its marketing strategy is being further adjusted with the market. The marketing strategy of organic vegetables is a complex sales project involving many links, such as market, needs, channels, etc. The traditional way of selling is supermarket and farmers market, but this kind of single sales mode can not meet the demand of many people for organic vegetables; Most of the previous studies have been limited to the construction of a single aspect of marketing strategy, but few references have been made on the combined sales model. Therefore, this paper makes a research on the innovation of organic vegetable sales model. The organic vegetable marketing strategy is adjusted, which not only provides the train of thought for the enterprise to adjust the development strategy, but also provides the basis for the scientific decision of the government. By investigating consumers' consumption habits, exploring and studying the mode of organic vegetable marketing strategy, analyzing the situation of organic enterprise and community supermarket connecting with each other, and putting forward the innovation mode of marketing mode. Under the background of promoting food safety, the research of this paper is quite necessary. Firstly, this paper describes the background and significance of this topic, the research status of organic vegetable marketing, mainly explains the research content and research methods; Then introduces the relevant theoretical basis, including the concept and connotation of organic vegetables, the cultivation techniques of organic vegetables and the differences with green vegetables, pollution-free vegetables, the theory of agricultural product supply and demand equilibrium, consumer behavior theory, marketing theory, etc. On the basis of market research, this paper makes a comparative analysis of organic vegetable consumption groups and marketing models, including products, channels, pricing, promotion strategies and other marketing factors. Mainly to the green constant vegetable development limited company as an example to carry on the research, explains the related market situation, Then the development and restriction factors of organic vegetable community store are analyzed: through the way of questionnaire survey, the development status and restriction factors of organic vegetable community store are analyzed. Finally, the marketing strategy and suggestion of organic vegetable community store are put forward.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721;F274

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