本文選題：河北省　切入點(diǎn)：果品　出處：《河北大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來(lái)河北省果品產(chǎn)量不斷攀升,連續(xù)幾年突破千萬(wàn)噸,但是果品銷量卻逐年下滑,果農(nóng)增產(chǎn)不增收。為了改變這一情況,促進(jìn)我省果品企業(yè)的發(fā)展,把我省建設(shè)成果品銷售強(qiáng)省,本文從目前河北省果品營(yíng)銷現(xiàn)狀出發(fā),找出了本省果品企業(yè)銷售量下滑的幾大原因。果品質(zhì)量低下、包裝簡(jiǎn)陋、加工處理技術(shù)落后、品牌建設(shè)不足、銷售渠道狹窄、促銷手段單一、中介組織發(fā)展緩慢、定價(jià)方式不靈活等問題嚴(yán)重阻礙了我省果品企業(yè)的發(fā)展。因此不斷提高果品質(zhì)量,加大品牌營(yíng)銷,創(chuàng)新銷售渠道,鼓勵(lì)龍頭企業(yè)加大發(fā)展步伐等是我省果品企業(yè)現(xiàn)階段的主要任務(wù)。河北省是果品生產(chǎn)大省,但不是銷售強(qiáng)省。為了更加清楚的了解目前河北省果品營(yíng)銷所處的環(huán)境,以便果品企業(yè)有針對(duì)的采取相應(yīng)營(yíng)銷措施,本文采用SWOT分析法對(duì)河北省果品營(yíng)銷環(huán)境進(jìn)行分析,指出我省果品業(yè)的優(yōu)勢(shì)和劣勢(shì),如今面臨的威脅和機(jī)遇。再清楚了我省果品營(yíng)銷存在的問題和所處的環(huán)境的基礎(chǔ)上,本文又對(duì)比了國(guó)內(nèi)外一些國(guó)家和城市果品營(yíng)銷的相關(guān)經(jīng)驗(yàn),如:美國(guó)、日本、山東、山西,從中總結(jié)出適合我省果品企業(yè)的營(yíng)銷策略。最后,本文結(jié)合市場(chǎng)營(yíng)銷組合策略給我省果品企業(yè)提出了幾點(diǎn)具體的營(yíng)銷策略:通過(guò)優(yōu)化產(chǎn)品質(zhì)量、提高包裝和深加工水平來(lái)豐富產(chǎn)品種類;通過(guò)開展網(wǎng)絡(luò)營(yíng)銷、加快農(nóng)超對(duì)接、推廣體驗(yàn)營(yíng)銷、設(shè)立果品專賣店、加大果品出口量來(lái)增加產(chǎn)品銷售渠道;通過(guò)差別定價(jià)、分層定價(jià)和折扣定價(jià)實(shí)現(xiàn)價(jià)格靈活多變的目標(biāo);通過(guò)廣告促銷、綠色促銷和公關(guān)促銷增加促銷方式。
[Abstract]:In recent years, the output of fruit products in Hebei Province has been rising, exceeding 10 million tons for several consecutive years, but the sales volume of fruit products has declined year by year, and fruit farmers have not increased their income. In order to change this situation and promote the development of fruit enterprises in our province, Based on the current situation of fruit marketing in Hebei Province, this paper finds out the reasons for the decline in the sales volume of fruit enterprises in Hebei Province. The fruit quality is low, the packaging is simple and the processing technology is backward. The problems of insufficient brand construction, narrow sales channels, single means of promotion, slow development of intermediary organizations and inflexible pricing methods have seriously hindered the development of fruit enterprises in our province. Innovating sales channels and encouraging leading enterprises to increase the pace of development are the main tasks of fruit enterprises in our province at this stage. Hebei Province is a big province of fruit production. But it is not a strong province of sales. In order to understand more clearly the current environment of fruit marketing in Hebei Province, so that fruit enterprises can take corresponding marketing measures, this paper uses SWOT analysis method to analyze the marketing environment of fruit products in Hebei Province. This paper points out the advantages and disadvantages of the fruit industry in our province, the threats and opportunities we face now. On the basis of the clear understanding of the problems and the environment of fruit marketing in our province, this paper also compares the relevant experiences of some countries and cities at home and abroad in fruit marketing. For example: the United States, Japan, Shandong, Shanxi, from which summed up suitable for our province fruit enterprises marketing strategy. Finally, this article combined with the marketing mix strategy to our province fruit enterprises put forward several specific marketing strategies: through optimizing product quality, Improve packaging and deep processing level to enrich the product category; through the development of network marketing, speed up the docking of agriculture, promote experience marketing, set up fruit stores, increase the export of fruit products to increase the sales channels; through differential pricing, Hierarchical pricing and discount pricing achieve the goal of price flexibility; through advertising, green promotion and public relations promotion to increase promotion.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F326.13

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