山东省有机农产品营销策略研究

发布时间：2018-08-27 13:23

【摘要】：近年来,随着人们生活水平的提高、食品安全问题的频发,越来越多的人开始关注有机农业的发展,有机农产品也越来越受到消费者的欢迎。山东省作为一个农业大省,拥有很多有机农产品发展的内在优势,经过十几年的发展,山东省也在有机农业方面取得了可喜的成果。但是不可否认的是我省有机农业的发展仍然处于初级阶段,在发展过程中还普遍存在一些问题:有机农产品市场品类不均衡、品牌建设不完善、分销渠道不畅、市场营销观念落后、促销宣传力度不足等,而且多数消费者有机意识不强,对有机农产品认识不足等这些普遍存在的问题都严重制约了山东省有机农产品产业的顺利进行。基于以上情况,对山东省有机农产品营销策略的研究具重要的现实意义。在本文的研究中,遵循理论与实地调查相结合的原则,在简要界定有机农产品与无公害、绿色产品区别与相关理论的基础上,对山东省有机农产品市场的整体发展情况加以总结,并结合4P组合理论,重点分析了山东省有机农产品营销中存在的问题,第四章为清晰掌握消费者特点,以问卷的形式对烟台、青岛两地的消费者进行了认知和购买行为的调查并进行分析总结,以进一步了解整个消费市场的特征,有助于下文SWOT分析与策略的制定,文章随后针对山东省的有机农产品营销进行了SWOT分析,详细剖析了山东省有机农产品营销所具备的优势、劣势、机会和威胁,最后结合前述分析、4P组合理论和实际案例对山东省有机农产品营销有针对性地制定了SO、ST、WO的策略,基于以上详尽的分析,此次策略的制定更具针对性、客观性、有效性与实际性,期望能助力山东省的有机农产品产业的健康发展。
[Abstract]:In recent years, with the improvement of people's living standards and the frequent occurrence of food safety problems, more and more people begin to pay attention to the development of organic agriculture, and organic agricultural products are more and more popular among consumers. As a large agricultural province, Shandong Province has many inherent advantages in the development of organic agricultural products. After more than ten years of development, Shandong Province has also achieved gratifying results in organic agriculture. However, it is undeniable that the development of organic agriculture in our province is still in the primary stage, and there are still some problems in the process of development: the market category of organic agricultural products is not balanced, the brand construction is not perfect, and the distribution channels are not smooth. The backward concept of marketing, insufficient promotion and publicity, and the lack of organic awareness of most consumers, the lack of understanding of organic agricultural products and other common problems have seriously restricted the smooth progress of the organic agricultural products industry in Shandong Province. Based on the above situation, the research on the marketing strategy of organic agricultural products in Shandong Province has important practical significance. In the research of this paper, following the principle of combining theory with field investigation, on the basis of briefly defining organic agricultural products and pollution-free, green product distinction and related theories, This paper summarizes the overall development of the organic agricultural products market in Shandong Province, and analyzes the problems existing in the marketing of organic agricultural products in Shandong Province with the combination of 4p combination theory. The fourth chapter is to clearly grasp the characteristics of consumers. In the form of questionnaire, the consumers in Yantai and Qingdao are investigated and analyzed on their cognition and purchase behavior, in order to further understand the characteristics of the whole consumer market, which is helpful to the following SWOT analysis and strategy formulation. The article then carries on the SWOT analysis to the organic agricultural products marketing in Shandong Province, and analyzes the advantages, disadvantages, opportunities and threats of the organic agricultural products marketing in Shandong Province in detail. Finally, based on the above detailed analysis, combined with the combination theory of 4P and practical cases, the SO,ST,WO strategy for the marketing of organic agricultural products in Shandong Province has been formulated. Based on the above detailed analysis, the formulation of this strategy is more targeted, objective, effective and practical. It is expected to help the healthy development of the organic agricultural products industry in Shandong Province.
【学位授予单位】：烟台大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7

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