沾化冬枣营销渠道优化策略研究

发布时间：2018-01-04 07:06

本文关键词：沾化冬枣营销渠道优化策略研究　出处：《湖北工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,沾化冬枣的生产规模不断扩大,使得市场竞争日趋地激烈,如何科学、有效、多元地进行市场架构显得尤为关键,冬枣市场营销渠道的研究则成为一个重要的课题。对沾化冬枣市场营销渠道问题的研究有十分重要的理论和现实意义。在本文的研究过程中,论文将以沾化冬枣市场营销渠道作为研究的重点,将充分结合沾化冬枣市场营销渠道的发展现状进行全面研究与分析,采用“理论建构——数据收集——模型建构——策略提出”的基本流程,进而提出相应的市场营销渠道策略。在后续研究中,论文通过进一步的研究沾化冬枣营销渠道问题,分析对于此市场具有影响力的不同元素内容,本文站在经销方的角度进行观察,开展调查活动的地区分布在沾化以地域等不远的地区,对于本市场内不同营销渠道进行了分类研究,可体现出沾化冬枣销售渠道的基本组成情况以及所具有的矛盾现象。汇总了更多相关资料信息内容,把涉及到对于沾化冬枣市场营销渠道具有影响的元素进行了分析,所采用的分析方式涵盖了描述方式、因子研究方式等,通过分析以后发现此类不利因素内容具有三个种类,分别为维持经济运作稳定元素、内部元素、外部诱因元素等。最后,经过本文的系统分析,进而得出了沾化冬枣市场营销渠道发展与完善的建议:建立和健全农民专业合作社和协会,农业产业化和专业化企业加工,完善和提升批发市场的作用,建立电子化、网络化市场营销渠道,加强宏观调控、充分发挥政府继续发挥引导作用。
[Abstract]:In recent years, Zhanhua jujube production scale is continually expanding, the market competition is becoming increasingly fierce, how to scientifically, effectively, multi market structure is particularly critical, of jujube marketing channels has become an important issue. There are very important theoretical and practical significance to research the problem of Zhanhua jujube marketing channel. In the course of this study, taking Zhanhua jujube marketing channel as the focus of the study will be fully integrated with the development status of Zhanhua jujube marketing channels to conduct a comprehensive research and analysis, the theoretical construction of "-- data collection - model construction process -- strategy", and then put forward the corresponding marketing channel strategy. In a follow-up study, this paper through the study of Zhanhua jujube marketing channel for further analysis, has the influence in the market of different Element content, this paper stands in the angle of the distribution side were observed, to carry out the investigation activities of the distribution area in Zhanhua in the region not far, the market for different marketing channels are studied, which can reflect the basic composition of Zhanhua jujube sales channels and has the contradiction. A summary of the more relevant information the information content involved has the influence on the marketing channel of Zhanhua jujube elements was analyzed, the analysis covers the description, factor research methods, through the analysis of the contents after the discovery of unfavorable factors has three types, respectively in order to maintain the economic operation stable elements, internal elements, external incentive elements etc.. Finally, through the system analysis, and then come to the Zhanhua jujube marketing channel development and suggestions: to establish and improve farmers' professional cooperatives And associations, agricultural industrialization and specialized enterprises processing, improve and enhance the role of wholesale market, set up electronic and network marketing channels, strengthen macroeconomic regulation and control, and give full play to the guiding role of the government.

【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7

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