“榆社笨鸡蛋”营销策略研究

发布时间：2018-06-04 10:49

本文选题：笨鸡蛋 + 营销策略　；参考：《山西农业大学》2016年硕士论文

【摘要】：随着经济发展水平的提升、社会的进步以及老百姓收入水平的不断提高,老百姓对食品的需求已经从数量的需求向质量的需求转变,整个社会的需求结构已经发生了巨大变化,在这样的背景下,绿色食品、有机食品越来越受到消费者的喜爱,相关的绿色食品、有机食品生产、加工企业也如雨后春笋般涌现出来,各种不同定位、不同价值的品牌鱼龙混杂。山西“榆社笨鸡蛋”正是在这样的背景下发展起来的,并迅速成为行业中的佼佼者,自2007年以来,由于榆社县政府大力鼓励和扶持,加之榆社笨鸡独特的饲养环境和方式,以及其丰富的营养价值,榆社笨鸡产业发展迅猛,截止2015年12月,笨鸡饲养量达308.65万只,年产笨鸡蛋835万公斤,覆盖全县70%的乡村,直接销售收入超过2亿元,笨鸡产业已经成为榆社推进特色农业发展的主导产业以及促进农民增收的主要渠道。然而在政府推动笨鸡产业快速发展过程中,所遇到的问题和困难也不少：如笨鸡蛋生产者专业化程度低、缺乏市场意识；生产和销售过程存在严重脱节现象,品牌建设相对落后,专业化的合作社和龙头企业发展能力和带动能力有限等等,尤其是其生产规模和营销渠道建设不匹配,营销方式和营销渠道的落伍严重阻碍了笨鸡蛋产业的发展,所以要解决榆社笨鸡产业发展问题,“榆社笨鸡蛋”要想获得进一步突破和发展,关键还是在于解决其营销问题。本文基于实地调研与文献法相互结合进行研究,以现代市场营销理论为基础,通过SWOT分析法,对榆社笨鸡蛋产业发展的优劣势及机会与挑战进行了分析,针对其营销过程中突出的问题及关键影响因素,从战略与策略两方面对榆社笨鸡蛋营销活动进行了设计,试图寻找一条榆社笨鸡产业持续、科学发展的道路,从而为榆社县的经济发展起到一定的作用。
[Abstract]:With the improvement of the level of economic development, the progress of the society and the continuous improvement of the income level of the common people, the demand for food has changed from the quantity demand to the quality demand, and the demand structure of the whole society has undergone tremendous changes. Against this background, green food and organic food are becoming more and more popular among consumers. Related green food, organic food production and processing enterprises have sprung up, with various positioning. Brands of different values are mixed. Shanxi "Yushe stupid eggs" developed under this background, and quickly became a leader in the industry. Since 2007, because of the strong encouragement and support of the Yushe County government, and the unique breeding environment and methods of Yushe Bian chicken, As well as its rich nutritional value, the industry of stupid chickens in Yushe has developed rapidly. By December 2015, the amount of chickens raised had reached 3.0865 million, with an annual production of 8.35 million kilograms of eggs, covering 70% of the villages in the county, with direct sales income exceeding 200 million yuan. Chicken industry has become the leading industry of promoting the development of characteristic agriculture and the main channel to increase farmers' income. However, in the process of government promoting the rapid development of chicken industry, many problems and difficulties have been encountered, such as low specialization of egg producers, lack of market awareness, and serious disconnection between production and sale. Brand construction is relatively backward, specialized cooperatives and leading enterprises have limited ability to develop and drive, and so on, especially their production scale and marketing channel construction are not matched. The laggard of marketing methods and marketing channels seriously hinders the development of the stupid egg industry, so the key to solve the problem of the development of the industry is to solve the problem of marketing in order to obtain further breakthrough and development. Based on the combination of field research and literature, this paper analyzes the advantages and disadvantages, opportunities and challenges of the development of Yushou egg industry through SWOT analysis based on the modern marketing theory. Aiming at the outstanding problems and key influencing factors in its marketing process, this paper designs the marketing activities of Yusshe's stupid eggs from the two aspects of strategy and strategy, and tries to find a way for the sustained and scientific development of the industry of Yushou chicken. Thus for the economic development of Yushe County play a certain role.
【学位授予单位】：山西农业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F323.7

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