本文關(guān)鍵詞： 吉林省 有機(jī)食品 營(yíng)銷策略 4P組合策略　出處：《吉林大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來(lái)有機(jī)食品因?yàn)楹卸喾N對(duì)人體有益的微量元素、較少含有化學(xué)物質(zhì)、不含基因改造成分、改善生態(tài)環(huán)境和保護(hù)土壤而成為讓人放心選擇的食品。全球有機(jī)食品市場(chǎng)的機(jī)遇巨大，正在以年均20％至30％的速度增長(zhǎng)。有機(jī)食品在中國(guó)的發(fā)展環(huán)境越來(lái)越好，獲得了越來(lái)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態(tài)環(huán)境和生態(tài)資源，這為吉林省有機(jī)食品行業(yè)發(fā)展創(chuàng)造了先天便利條件。但目前總的看來(lái)吉林省有機(jī)食品企業(yè)規(guī)模小，營(yíng)銷觀念落后，市場(chǎng)份額少，缺少知名品牌。研究吉林省有機(jī)食品營(yíng)銷策略對(duì)提高吉林省有機(jī)食品競(jìng)爭(zhēng)力及發(fā)展吉林省地方經(jīng)濟(jì)有著重要意義。 本文共包括六個(gè)部分，，第一部分介紹論文研究的背景與意義、研究方法和研究?jī)?nèi)容；第二部分介紹有機(jī)食品營(yíng)銷的相關(guān)理論。界定了“有機(jī)農(nóng)業(yè)”與“有機(jī)食品”的概念、闡述了市場(chǎng)營(yíng)銷的基礎(chǔ)理論、介紹了STP與PEST分析法；第三部分分析了我國(guó)有機(jī)食品的市場(chǎng)前景與面臨的挑戰(zhàn)、從政治、經(jīng)濟(jì)、社會(huì)與技術(shù)等四個(gè)方面分析吉林省有機(jī)食品市場(chǎng)營(yíng)銷的宏觀環(huán)境，在此基礎(chǔ)上分析了吉林省有機(jī)食品消費(fèi)的現(xiàn)狀與市場(chǎng)前景以及吉林省有機(jī)食品市場(chǎng)營(yíng)銷中存在的問(wèn)題；第四部分是市場(chǎng)調(diào)研，目的是調(diào)查吉林省消費(fèi)者有機(jī)食品購(gòu)買行為的影響因素；第五部分根據(jù)消費(fèi)者的特征進(jìn)行市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇和市場(chǎng)定位，構(gòu)建基于態(tài)度ABC模型的吉林省有機(jī)食品市場(chǎng)營(yíng)銷啟動(dòng)策略，提出針對(duì)吉林省具體省情的有機(jī)食品4P營(yíng)銷組合；最后，以在吉林省內(nèi)具有一定規(guī)模和影響力的JK公司為例，在分析其市場(chǎng)營(yíng)銷優(yōu)勢(shì)與劣勢(shì)的基礎(chǔ)上，對(duì)其進(jìn)行市場(chǎng)細(xì)分與定位，提出相應(yīng)的營(yíng)銷組合策略以及實(shí)施保障措施。第六部分是本文的結(jié)論。
[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.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.82

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