吉林省有机食品营销策略研究

发布时间：2018-02-28 21:17

本文关键词： 吉林省有机食品营销策略 4P组合策略　出处：《吉林大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来有机食品因为含有多种对人体有益的微量元素、较少含有化学物质、不含基因改造成分、改善生态环境和保护土壤而成为让人放心选择的食品。全球有机食品市场的机遇巨大，正在以年均20％至30％的速度增长。有机食品在中国的发展环境越来越好，获得了越来越多的政府政策支持。特定的地理位置使得吉林省具有良好的自然生态环境和生态资源，这为吉林省有机食品行业发展创造了先天便利条件。但目前总的看来吉林省有机食品企业规模小，营销观念落后，市场份额少，缺少知名品牌。研究吉林省有机食品营销策略对提高吉林省有机食品竞争力及发展吉林省地方经济有着重要意义。本文共包括六个部分，，第一部分介绍论文研究的背景与意义、研究方法和研究内容；第二部分介绍有机食品营销的相关理论。界定了“有机农业”与“有机食品”的概念、阐述了市场营销的基础理论、介绍了STP与PEST分析法；第三部分分析了我国有机食品的市场前景与面临的挑战、从政治、经济、社会与技术等四个方面分析吉林省有机食品市场营销的宏观环境，在此基础上分析了吉林省有机食品消费的现状与市场前景以及吉林省有机食品市场营销中存在的问题；第四部分是市场调研，目的是调查吉林省消费者有机食品购买行为的影响因素；第五部分根据消费者的特征进行市场细分、目标市场选择和市场定位，构建基于态度ABC模型的吉林省有机食品市场营销启动策略，提出针对吉林省具体省情的有机食品4P营销组合；最后，以在吉林省内具有一定规模和影响力的JK公司为例，在分析其市场营销优势与劣势的基础上，对其进行市场细分与定位，提出相应的营销组合策略以及实施保障措施。第六部分是本文的结论。
[Abstract]:In recent years, organic foods, because they contain many kinds of trace elements that are beneficial to the human body, contain less chemicals and no genetically modified ingredients. Improving the ecological environment and protecting the soil has become a reassuring choice of food. The global organic food market has a huge opportunity and is growing at an average annual rate of 20% to 30%. The development environment of organic food in China is getting better and better. With more and more government policy support, Jilin Province has a good natural ecological environment and ecological resources due to its specific geographical location. This has created a congenital and convenient condition for the development of the organic food industry in Jilin Province. But at present, the scale of organic food enterprises in Jilin Province is small, the marketing concept is backward, and the market share is small. The research on the marketing strategy of organic food in Jilin Province is of great significance to improve the competitiveness of organic food in Jilin Province and to develop the local economy of Jilin Province. This paper consists of six parts. The first part introduces the background and significance of the thesis, the research methods and contents, the second part introduces the related theories of organic food marketing, defines the concepts of "organic agriculture" and "organic food". This paper expounds the basic theory of marketing, introduces the analysis of STP and PEST. The third part analyzes the market prospect and challenges of organic food in China. On the basis of analyzing the macro environment of organic food marketing in Jilin Province from four aspects of society and technology, this paper analyzes the present situation and market prospect of organic food consumption in Jilin Province and the problems existing in the marketing of organic food in Jilin Province. Part 4th is market research, the purpose of which is to investigate the influencing factors of consumers' purchase behavior of organic food in Jilin Province; part 5th is to carry out market segmentation, target market selection and market positioning according to the characteristics of consumers. Based on attitude ABC model, Jilin organic food marketing start-up strategy is constructed, and the 4P marketing combination of organic food is put forward according to the specific situation of Jilin province. Finally, the JK company with certain scale and influence in Jilin province is taken as an example. On the basis of analyzing the advantages and disadvantages of its marketing, this paper classifies and orientates the market, puts forward the corresponding marketing combination strategy and implements the safeguard measures. 6th is the conclusion of this paper.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.82

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