發(fā)布時(shí)間：2018-03-16 06:21

  本文選題：綠色食品　切入點(diǎn)：市場(chǎng)營(yíng)銷　出處：《中國(guó)地質(zhì)大學(xué)（北京）》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著生活水平的提高和消費(fèi)觀念的轉(zhuǎn)變，以及環(huán)境污染和資源破壞問(wèn)題的日益嚴(yán)峻，崇尚自然、注意安全、追求健康的消費(fèi)觀念越來(lái)越普及，使得綠色食品的出現(xiàn)變成了一種時(shí)代的要求與時(shí)尚，越來(lái)越受到人們的青睞。自中國(guó)加入WTO后，綠色食品企業(yè)遇到了新一輪的機(jī)遇與挑戰(zhàn)。面對(duì)機(jī)遇和挑戰(zhàn)，X綠色食品有限公司作為市場(chǎng)經(jīng)濟(jì)中的一員，打破舊的營(yíng)銷策略，設(shè)計(jì)出符合市場(chǎng)發(fā)展的新的市場(chǎng)營(yíng)銷策略是具有發(fā)展戰(zhàn)略意義的。 本文以市場(chǎng)營(yíng)銷理論為指導(dǎo)，以分析環(huán)境，發(fā)現(xiàn)問(wèn)題，解決問(wèn)題為主要邏輯思路，采用定性與定量相結(jié)合實(shí)證分析等方法來(lái)分析我國(guó)綠色食品營(yíng)銷的現(xiàn)狀，分析綠色食品行業(yè)的微觀和宏觀環(huán)境，根據(jù)4p以及7p營(yíng)銷理論制定企業(yè)發(fā)展戰(zhàn)略。具體分析X食品有限公司的優(yōu)勢(shì)—機(jī)會(huì)（SO）戰(zhàn)略、優(yōu)勢(shì)—威脅（ST）戰(zhàn)略、劣勢(shì)—機(jī)會(huì)（WO）戰(zhàn)略、劣勢(shì)—威脅（WT）戰(zhàn)略這四個(gè)戰(zhàn)略進(jìn)行選擇時(shí)，運(yùn)用整合營(yíng)銷，制定營(yíng)銷設(shè)計(jì)策略，，從目標(biāo)市場(chǎng)、產(chǎn)品、價(jià)格、渠道、產(chǎn)品推廣、有形展示、服務(wù)以及網(wǎng)絡(luò)等方面進(jìn)行研究，同時(shí)建立現(xiàn)代市場(chǎng)營(yíng)銷觀念，不斷更新營(yíng)銷組織工作，對(duì)企業(yè)內(nèi)部進(jìn)行人力資源優(yōu)化，加強(qiáng)企業(yè)員工的營(yíng)銷意識(shí)，把綠色食品企業(yè)做大、做強(qiáng)。 通過(guò)對(duì)X綠色食品有限公司較為全面分析，在產(chǎn)品、價(jià)格、渠道、促銷、人員、有形展示、服務(wù)過(guò)程等方面設(shè)計(jì)出較為符合市場(chǎng)發(fā)展規(guī)律的市場(chǎng)營(yíng)銷策略。本文還特定制定出網(wǎng)絡(luò)營(yíng)銷策略。這也是市場(chǎng)發(fā)展的需要。
[Abstract]:With the improvement of living standard and the change of consumption concept, as well as the increasingly serious problem of environmental pollution and resource destruction, the consumption concept of advocating nature, paying attention to safety and pursuing health is becoming more and more popular. The emergence of green food has become an era of demand and fashion, more and more popular. Since China's entry into the WTO, Green food enterprises have encountered a new round of opportunities and challenges. Facing the opportunities and challenges, Green Food Co., Ltd. as a member of the market economy, break the old marketing strategy, It is of strategic significance to design a new marketing strategy in line with the market development. Under the guidance of marketing theory, this paper analyzes the current situation of green food marketing in China by analyzing environment, finding problems and solving problems. This paper analyzes the micro and macro environment of green food industry, and formulates the enterprise development strategy according to 4p and 7p marketing theory. It concretely analyzes X Foods Co., Ltd.'s advantage-opportunity SO) strategy, advantage-threat ST) strategy, inferiority-opportunity WOO strategy. When choosing these four strategies, we use integrated marketing, formulate marketing design strategies, and study the target market, product, price, channel, product promotion, physical display, service and network, etc. At the same time, we should establish the modern marketing concept, renew the marketing organization work, optimize the human resource inside the enterprise, strengthen the marketing consciousness of the enterprise staff, and make the green food enterprise bigger and stronger. Through a more comprehensive analysis of X Green Food Co., Ltd., in products, prices, channels, promotions, personnel, tangible displays, The service process and other aspects of the design of more consistent with the law of market development of marketing strategies, this paper also specifically formulated a network marketing strategy, which is also the need of market development.
【學(xué)位授予單位】：中國(guó)地質(zhì)大學(xué)（北京）
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.82

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