發(fā)布時(shí)間：2018-05-01 15:27

  本文選題：農(nóng)產(chǎn)加工品 + 山東煎餅�。� 參考：《中南林業(yè)科技大學(xué)》2015年碩士論文

【摘要】：近年來,隨著我國居民經(jīng)濟(jì)收入的增加,生活水平的提高和居民生活方式及消費(fèi)習(xí)慣的變化,農(nóng)產(chǎn)加工品以其原生態(tài)的加工原料,越來越受到人們的喜愛。然而,作為山東省的一種特色農(nóng)產(chǎn)加工品——山東煎餅,其市場(chǎng)占有率卻較低,而替代產(chǎn)品又較多,因而競(jìng)爭(zhēng)激烈。再有,行業(yè)不規(guī)范給山東煎餅的生產(chǎn)者和銷售者帶來了更大的挑戰(zhàn)。另外,當(dāng)前針對(duì)山東煎餅的相關(guān)研究較少,僅停留在對(duì)其營銷價(jià)值的簡單研究,而關(guān)于山東煎餅推廣過程中的問題及推廣策略研究尚處于缺失狀態(tài)。在此背景下,研究山東煎餅的發(fā)展現(xiàn)狀及市場(chǎng)推廣策略,一方面為山東煎餅成功走出省內(nèi)市場(chǎng)提供一條新思路,另一方面能更好的傳播山東省豐富的民風(fēng)民俗及飲食文化。通過對(duì)山東煎餅市場(chǎng)狀況調(diào)研,本文運(yùn)用馬斯洛需求理論分析了消費(fèi)者的需求層次,PEST分析法探討了山東煎餅的外部環(huán)境,并依托STP、PCL及4Ps市場(chǎng)營銷理論對(duì)山東煎餅的市場(chǎng)推廣策略進(jìn)行了探討。目前,山東煎餅的市場(chǎng)推廣存在市場(chǎng)細(xì)分不清,市場(chǎng)認(rèn)知程度、消費(fèi)者忠誠度和產(chǎn)品差異化程度低,營銷渠道單一等問題。從山東煎餅現(xiàn)階段的推廣模式看,山東煎餅的推廣模式以農(nóng)超對(duì)接、網(wǎng)絡(luò)推廣為主。農(nóng)超對(duì)接模式節(jié)約了流通成本,生產(chǎn)者可根據(jù)消費(fèi)者需求組織生產(chǎn),是適合用于對(duì)山東煎餅進(jìn)行推廣的；而網(wǎng)絡(luò)推廣模式提高了山東煎餅的知名度,銷售量大大增加。對(duì)此,市場(chǎng)推廣策略應(yīng)該采取以下措施：對(duì)山東煎餅合理定位,通過合理包裝以提升產(chǎn)品形象,實(shí)施差別化價(jià)格策略來增加產(chǎn)品銷售量；縮短山東煎餅的營銷渠道,加速產(chǎn)品的流通；提高山東煎餅的競(jìng)爭(zhēng)力,并對(duì)煎餅市場(chǎng)進(jìn)行細(xì)分；實(shí)施差異化營銷策略,根據(jù)消費(fèi)者需求生產(chǎn)適銷對(duì)路的產(chǎn)品。而關(guān)于如何根據(jù)消費(fèi)者需求細(xì)分市場(chǎng)以生產(chǎn)不同品種的山東煎餅,以及采用何種推廣模式對(duì)山東煎餅進(jìn)行市場(chǎng)推廣尚有待深入研究。
[Abstract]:In recent years, with the increase of economic income, the improvement of living standard and the change of residents' lifestyle and consumption habits, the processed products of agricultural products are more and more loved by people for their original raw materials. However, as a special agricultural product in Shandong Province, Shandong pancake has a low market share and more substitute products, so the competition is fierce. Again, the industry is not standardized to Shandong pancakes producers and sellers brought greater challenges. In addition, the current research on Shandong pancakes is less, only on its marketing value of simple research, but about Shandong pancakes in the promotion process of the problems and promotion strategy research is still in a state of absence. On the one hand, it provides a new way of thinking for Shandong pancake to successfully go out of the province market, on the other hand, it can better spread the rich folk customs and food culture in Shandong Province. Based on the investigation of the market situation of Shandong pancake, this paper analyzes the external environment of Shandong pancake by using Maslow's demand theory. The marketing strategy of Shandong pancake is discussed based on STP PCL and 4Ps marketing theory. At present, there are some problems in the market promotion of Shandong pancake, such as unclear market segmentation, low market cognition, low consumer loyalty and product differentiation, and single marketing channel. From the present stage of Shandong pancake extension mode, Shandong pancake extension mode is agricultural super docking, network extension. Agricultural super docking mode saves circulation cost, producers can organize production according to consumer demand, it is suitable for promoting Shandong pancake; and network extension mode improves the popularity of Shandong pancake, and the sales volume increases greatly. In view of this, the following measures should be taken in the market promotion strategy: reasonable positioning of Shandong pancakes, promotion of product image through reasonable packaging, implementation of differential price strategy to increase product sales, shortening marketing channels of Shandong pancakes, Accelerate the circulation of products; improve the competitiveness of Shandong pancakes and subdivide the pancake market; implement differentiated marketing strategy to produce marketable products according to consumer demand. However, how to segment the market according to consumer demand to produce different varieties of Shandong pancakes, and what kind of promotion mode to promote Shandong pancakes need to be further studied.
【學(xué)位授予單位】：中南林業(yè)科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.82
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本文編號(hào)：1829973