本文選題：社區(qū)支持農(nóng)業(yè) + 社會營銷　； 參考：《廣西大學》2017年碩士論文

【摘要】：社區(qū)支持農(nóng)業(yè)進入中國最早可見于十幾年前,隨著中國的食品安全和環(huán)境問題越來越突出,社區(qū)支持農(nóng)業(yè)從不為人所知,開始逐漸進入大眾的視野。社區(qū)支持農(nóng)業(yè)除了可以生產(chǎn)出有機產(chǎn)品以外,還因為其具有“嵌入性”的特點,可以解決多元化訴求的矛盾,所以也被很多社會組織作為開展農(nóng)村社會工作中的重要工作方法和模式,它可以回應貧困地區(qū)農(nóng)村社區(qū)群眾的經(jīng)濟訴求。另一方面,現(xiàn)代經(jīng)濟模式之下,城市社區(qū)的消費者已經(jīng)完全失去了與食物生產(chǎn)之間的聯(lián)結,“個別性”的食品安全事件就會帶來全社會的恐慌,消費者對自己所購買食用的產(chǎn)品缺少安全感,并且這種現(xiàn)象周而復始,難以得到有效的解決。社區(qū)支持農(nóng)業(yè)因為可以建立農(nóng)村社區(qū)生產(chǎn)和城市社區(qū)消費者的直接聯(lián)結,所以有效解決了消費者因為缺少對食物了解,導致的缺乏安全感這一問題。因為社區(qū)支持農(nóng)業(yè)具有上面所談到的特性,政府、NGO、個人都開始逐漸嘗試采用這一模式來進行農(nóng)業(yè)經(jīng)營。但是,因為這一模式具有的社會屬性,并且要對接消費者和生產(chǎn)者兩端,傳統(tǒng)的營銷模式并不利于其推廣。作為市場營銷延伸的“社會營銷”,因為其聚焦于“行為改變”,為社區(qū)支持農(nóng)業(yè)模式的營銷提供了急需的理論和方法。本文在對國內(nèi)外社區(qū)支持農(nóng)業(yè)、社會營銷理論進行評述的基礎上,以開展社區(qū)支持農(nóng)業(yè)推廣的社會企業(yè)為案例,分析了行業(yè)現(xiàn)狀及存在的問題;從產(chǎn)品、消費人群、社會議題等方面分析了社區(qū)支持農(nóng)業(yè)的外部環(huán)境;運用SWOT分析方法總結了綠耕社區(qū)支持農(nóng)業(yè)營銷的劣勢、優(yōu)勢、機會和威脅,明確了綠耕的市場需求和目標市場;運用社會營銷理論中的4P營銷組合設計了面向消費者和生產(chǎn)者兩方面,包涵產(chǎn)品、價格、渠道、體驗式營銷等在內(nèi)的社區(qū)支持農(nóng)業(yè)營銷策略。本文研究提出的社區(qū)支持農(nóng)業(yè)社會營銷策略,有利于幫助社區(qū)支持農(nóng)業(yè)模式的推廣,進而一定程度上,解決農(nóng)村和城市由于經(jīng)濟需求和食品安全帶來的社會問題,為從事社區(qū)支持農(nóng)業(yè)的個人和組織提供參考。
[Abstract]:Community support agriculture was introduced into China as early as ten years ago. With the food safety and environmental problems becoming more and more prominent, community support agriculture is unknown and has gradually entered the public view. In addition to producing organic products, community-supported agriculture can solve the contradiction of diversified demands because of its "embeddedness". Therefore, it is also regarded as an important working method and mode in carrying out rural social work by many social organizations, which can respond to the economic demands of the masses of rural communities in poor areas. On the other hand, under the modern economic model, consumers in urban communities have completely lost the connection with food production, and "individual" food safety incidents will bring panic to the whole society. Consumers are insecure about the products they buy, and this phenomenon is recurring and difficult to solve effectively. Community support agriculture can establish direct connection between rural community production and urban community consumers, so it effectively solves the problem of consumers' insecurity caused by lack of understanding of food. Because community support for agriculture has the characteristics described above, the government has gradually begun to try this model for farming. However, because of the social attributes of this model, and to connect consumers and producers, the traditional marketing model is not conducive to its promotion. As an extension of marketing, "social marketing", because of its focus on "behavior change", provides a much-needed theory and method for the community to support the marketing of agricultural model. On the basis of commenting on the theory of community support for agriculture and social marketing at home and abroad, this paper analyzes the current situation of the industry and the existing problems from the perspective of products, consumer groups, taking the social enterprises of community support for agricultural extension as an example. The external environment of community supporting agriculture is analyzed from the aspects of social issues, and the disadvantages, advantages, opportunities and threats of green farming community supporting agricultural marketing are summarized by using SWOT analysis method, and the market demand and target market of green tillage are clarified. By using the 4P marketing combination of social marketing theory, the community support agricultural marketing strategies are designed, including product, price, channel and experiential marketing, both for consumers and producers. The community support agricultural social marketing strategy proposed in this paper is helpful to help the community support the promotion of agricultural model, and to a certain extent, to solve the social problems caused by economic demand and food safety in rural and urban areas. To provide reference for individuals and organizations engaged in community support for agriculture.
【學位授予單位】：廣西大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F323.7

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