HAQC有机产品认证营销战略研究

发布时间：2018-03-05 23:32

本文选题：有机产品　切入点：有机认证　出处：《哈尔滨工程大学》2013年硕士论文　论文类型：学位论文

【摘要】：健康安全的食品生产与认证是质量认证工作的重要组成部分,目前已经得到世界范围内的广泛关注。有机产品的认证作为第三方规制是有机农业健康发展的前提条件。黑龙江省农产品质量认证中心（HAQC）具有独立的法人资格的开展农产品质量认证的第三方认证机构。2002年，经国家认证认可监督管理委员会批准成立，批准的业务范围为良好农业规范认证和有机产品认证。本论文首先介绍了食品质量认证的背景和发展历程，通过文献综述法回顾国内外相关研究现状，并且进行评述，介绍了国内外有机食品发展的概况及我国有机食品的研究和发展的状况。第2章分析了我国以及国外有机食品认证市场所处的环境，包括国内外有机食品的发展概况。最后提出有机产品质量认证的用户有哪些需求。第3章在第二章的基础上，针对黑龙江省的实际情况制定了适合HAQC的营销战略和措施，首先确定了营销战略的指导思想与目标；接下来通过建立有效的品牌管理机制、建立品牌传播途径和传播方式和防止有机认证体系滥用三个方面建立了品牌声誉营销战略；最后在对服务型引领竞争战略的作用进行介绍的基础上通过加强有机认证服务差异性、保持有机认证服务质量和保持有机服务的效率等方面建立了实施服务型引领竞争战略。第4章具体指出如何实施HAQC的有机产品认证营销战略；有机产品认证组合定价策略；折扣与让价策略构成的价格策略；人员促销和广告促销的促销策略；渠道策略。最后提出实施营销策略的保障措施，包括组织保障、人员保障、文化保障和售后服务保障。提高HAQC的声誉效应，强化有机认证机构工作人员责任，提高认证效率，降低监管成本，提高认证效率以及认证信誉度，建立完善的监管体系和检查认证体系，有机产品认证组合的定价策略、折扣与让价策略，渠道策略和促销策略，加大宣传力度，进行广告促销，就一定会逐步提高市场份额，从而提高了企业的营业利润，为企业的长足发展提供了保障,进而对提高我国的有机产品的质量和数量有着重要意义。
[Abstract]:Healthy and safe food production and certification is an important part of quality certification. The certification of organic products as a third party regulation is a prerequisite for the healthy development of organic agriculture. Heilongjiang Agricultural products quality Certification Center has an independent legal personality. Third-party certification bodies for the quality certification of agricultural products. 2002, Approved by the National Certification Accreditation Regulatory Commission, approved the establishment of the scope of business for good agricultural certification and certification of organic products. This paper first introduces the background and development of food quality certification, reviews the current research situation at home and abroad through literature review, and reviews the development of food quality certification. The development of organic food at home and abroad and the research and development of organic food in China were introduced. Chapter 2 analyzes the environment of organic food certification market both in China and abroad, including the development of organic food at home and abroad. On the basis of the second chapter, the third chapter formulates the marketing strategy and measures suitable for HAQC according to the actual situation of Heilongjiang Province, first determines the guiding ideology and goal of the marketing strategy, and then establishes the effective brand management mechanism. The marketing strategy of brand reputation is established in three aspects: establishing the way and mode of brand communication and preventing the abuse of organic certification system; Finally, on the basis of introducing the role of service-oriented leading competition strategy, this paper establishes the service-oriented leading competitive strategy by strengthening the differences of organic certification services, maintaining the quality of organic certification services and maintaining the efficiency of organic services. Chapter 4 points out how to implement the organic product certification marketing strategy of HAQC, the combination pricing strategy of organic product certification, the price strategy of discount and concession price strategy, the promotion strategy of personnel promotion and advertising promotion, and the channel strategy. Finally, the paper puts forward the security measures of implementing marketing strategy, including organizational security, personnel security, cultural security and after-sales service guarantee. To improve the reputation effect of HAQC, strengthen the staff responsibility of organic certification organization, improve the efficiency of certification, reduce the cost of supervision, improve the efficiency of certification and the degree of credibility of certification, establish a perfect supervision system and check certification system. The pricing strategy of organic product certification combination, discount and concession pricing strategy, channel strategy and promotion strategy, increase publicity efforts, advertising promotion, will surely gradually increase market share, thereby increasing the operating profit of enterprises. It is of great significance to improve the quality and quantity of organic products in China.
【学位授予单位】：哈尔滨工程大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F326.5

【参考文献】