本文選題：農(nóng)產(chǎn)品　切入點(diǎn)：企業(yè)文化營銷　出處：《煙臺大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：農(nóng)產(chǎn)品企業(yè)之企業(yè)文化營銷,指的是在農(nóng)產(chǎn)品的營銷中,以企業(yè)文化為根本,經(jīng)過長時(shí)間的摸索、發(fā)掘、培育和沉淀出的一些企業(yè)經(jīng)營的特色價(jià)值理念,建立了一個(gè)企業(yè)員工和目標(biāo)市場購買者都認(rèn)同的文化理念,以此建立良好的企業(yè)形象,基于此實(shí)現(xiàn)達(dá)到提高銷售量的目的,通過企業(yè)文化來進(jìn)行農(nóng)產(chǎn)品銷售,是一種營銷方式大膽創(chuàng)新。企業(yè)文化銷售指的是企業(yè)在其核心理念指導(dǎo)下,在整個(gè)企業(yè)范圍內(nèi)建立起以該理念為中心的文化價(jià)值鏈,即要求企業(yè)的各項(xiàng)營銷活動(dòng)必須是在該核心營銷價(jià)值觀的影響下進(jìn)行,通過企業(yè)核心價(jià)值觀念來吸引購買者的對文化的心里需求,提升其對產(chǎn)品的關(guān)注度,從而引導(dǎo)消費(fèi)群體進(jìn)行購買行為,以達(dá)到企業(yè)文化營銷的推廣。企業(yè)文化營銷具有系統(tǒng)性、層次性、互動(dòng)性和地域性四個(gè)特征。以產(chǎn)品文化營銷為核心內(nèi)容,以品牌營銷為實(shí)際載體,通過企業(yè)核心管理觀點(diǎn)為文化營銷為基礎(chǔ),本質(zhì)上是將企業(yè)文化傳播與農(nóng)產(chǎn)品營銷實(shí)踐相結(jié)合。企業(yè)通過對文化營銷的實(shí)際應(yīng)用,將會提升農(nóng)產(chǎn)品企業(yè)整體發(fā)展優(yōu)勢,提高農(nóng)產(chǎn)品企業(yè)國內(nèi)和國際營銷能力,增強(qiáng)農(nóng)產(chǎn)品企業(yè)品牌文化的優(yōu)勢。企業(yè)文化營銷是農(nóng)產(chǎn)品企業(yè)營銷的前進(jìn)趨勢。歐盟和日本的發(fā)展模式存在較多可取之處,我國可取其精華,為促進(jìn)我國農(nóng)產(chǎn)品在文化營銷的發(fā)展提供了豐富的經(jīng)驗(yàn)。我國農(nóng)產(chǎn)品銷售方式改革起步較晚,這就不可避免地導(dǎo)致我國農(nóng)產(chǎn)品營銷策略單一、品牌觀念不強(qiáng)、營銷活動(dòng)有名無實(shí)以及將文化營銷等同于廣告營銷等問題,此文根據(jù)以上這些不足,提出了一些應(yīng)對的方案。這些方案包括:將農(nóng)產(chǎn)品的企業(yè)文化營銷做為長期政策,注重農(nóng)產(chǎn)品品質(zhì)保證及質(zhì)量安全監(jiān)督,建立品牌形象提高購買者對我國農(nóng)產(chǎn)品的識別率,加強(qiáng)農(nóng)產(chǎn)品品牌傳播和保護(hù),壯大農(nóng)產(chǎn)品企業(yè)文化營銷主體以及優(yōu)化市場經(jīng)營條件。
[Abstract]:The marketing of enterprise culture of agricultural products refers to the characteristic value concept of some enterprises' management that is based on the enterprise culture in the marketing of agricultural products and has been explored, cultivated and precipitated over a long period of time. This paper establishes a cultural concept that employees and buyers of target market agree with, so as to establish a good corporate image. Based on this, we can achieve the goal of increasing sales volume and sell agricultural products through corporate culture. Corporate culture sales refers to the establishment of a cultural value chain centered on this idea in the whole enterprise under the guidance of its core concept. That is to say, all marketing activities of enterprises must be carried out under the influence of the core marketing values, attract buyers' cultural needs through the core values of enterprises, and enhance their attention to products. In order to achieve the promotion of corporate culture marketing, corporate culture marketing has four characteristics: systematic, hierarchical, interactive and regional. The core content is product culture marketing. With brand marketing as the actual carrier and enterprise core management view as the foundation of cultural marketing, the essence of this paper is to combine corporate culture communication with agricultural products marketing practice. It will enhance the overall development advantage of agricultural products enterprises and enhance the domestic and international marketing capabilities of agricultural products enterprises. Strengthen the advantage of agricultural product enterprise brand culture. Enterprise culture marketing is the forward trend of agricultural product enterprise marketing. There are many advantages in the development model of EU and Japan, our country can choose its essence. In order to promote the development of our country's agricultural products in cultural marketing, it provides rich experience. The reform of agricultural products marketing mode in our country starts late, which inevitably leads to the single marketing strategy of agricultural products in our country and the weak brand concept. Marketing activities are nominal and cultural marketing is equated with advertising marketing. Based on these shortcomings, this paper puts forward some countermeasures. These solutions include: regarding the marketing of agricultural products as a long-term policy. We should pay attention to the quality assurance and quality safety supervision of agricultural products, establish brand image to improve the recognition rate of Chinese agricultural products, strengthen the spread and protection of agricultural products brand, strengthen the main body of cultural marketing of agricultural products and optimize the market operating conditions.
【學(xué)位授予單位】：煙臺大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F324;F270

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