本文選題：有機(jī)食品 + 環(huán)境分析��； 參考：《廣東財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：環(huán)境的污染以及頻頻發(fā)生的食品安全事不斷故使廣大民眾開始關(guān)注食品的安全性,有機(jī)食品由于遵循自然規(guī)律生產(chǎn)以及具有安全、可靠、放心等特質(zhì)而備受廣大市民,特別是日益壯大的“中產(chǎn)階層”的喜愛。而有機(jī)食品產(chǎn)業(yè)由于其朝陽(yáng)式的產(chǎn)業(yè)特質(zhì)也備受眾多投資者的青睞。目前,國(guó)外有機(jī)食品的市場(chǎng)比較成熟,而我國(guó)的有機(jī)食品市場(chǎng)還有待完善。本文通過(guò)分析廣州FA農(nóng)莊有機(jī)食品的宏觀環(huán)境和微觀環(huán)境,以及該農(nóng)莊有機(jī)食品現(xiàn)有營(yíng)銷策略存在問(wèn)題研究,通過(guò)運(yùn)用SWOT分析方法和營(yíng)銷策略組合理論,為該公司有機(jī)食品營(yíng)銷提出優(yōu)化營(yíng)銷策略。本文的內(nèi)容分為五部分組成。第一部分為緒論,介紹了論文背景、選題意義和實(shí)踐價(jià)值、研究?jī)?nèi)容和框架,以及研究的基本思路、研究方法和技術(shù)路線。第二部分是相關(guān)理論研究綜述,首先界定有機(jī)食品、營(yíng)銷策略和SWOT分析等基本理論;然后介紹了相關(guān)的國(guó)內(nèi)外有機(jī)食品營(yíng)銷研究現(xiàn)狀,并對(duì)其借鑒和啟示作用進(jìn)行歸納。第三部分首先介紹了廣州FA農(nóng)莊基本情況,然后分析該公司有機(jī)食品的宏觀環(huán)境和微觀環(huán)境,以及分析了現(xiàn)有營(yíng)銷策略存在問(wèn)題。第四部分通過(guò)確定優(yōu)化原則和優(yōu)化思路,運(yùn)用SWOT分析法來(lái)解析該公司有機(jī)產(chǎn)品的優(yōu)勢(shì)和弱勢(shì)、威脅和機(jī)會(huì),為其有機(jī)食品的營(yíng)銷策略進(jìn)行優(yōu)化設(shè)計(jì),并提出3點(diǎn)優(yōu)化保障措施。第五部分對(duì)本文進(jìn)行總結(jié)及展望未來(lái),并指出論文不足之處。本文期望通過(guò)對(duì)廣州FA農(nóng)莊有機(jī)食品營(yíng)銷策略的研究,為該公司提供優(yōu)化的營(yíng)銷策略,同時(shí)也期望本研究能對(duì)廣州地區(qū)的有機(jī)食品市場(chǎng)發(fā)展提供必要的參考。
[Abstract]:The pollution of the environment and the frequent occurrence of food safety incidents cause the general public to begin to pay attention to the safety of food. Organic food products are highly regarded by the general public because they are produced in accordance with natural laws and have the characteristics of safety, reliability and reassurance. In particular, the growing love of the "middle class". Organic food industry is favored by many investors because of its sunrise industry. At present, the market of organic food in foreign countries is mature, but the market of organic food in our country needs to be improved. By analyzing the macro and micro environment of organic food in Guangzhou FA Farm and the existing problems in marketing strategy of organic food in Guangzhou FA Farm, this paper applies SWOT analysis method and marketing strategy combination theory. Put forward the optimized marketing strategy for the organic food marketing of the company. The content of this paper is divided into five parts. The first part is the introduction, which introduces the background of the thesis, the significance and practical value of the topic, the research content and framework, as well as the basic ideas, research methods and technical routes. The second part is a review of relevant theoretical research, first defines the organic food, marketing strategy and SWOT analysis and other basic theories, and then introduces the domestic and foreign organic food marketing research status, and summarizes its reference and inspiration. The third part first introduces the basic situation of Guangzhou FA Farm, then analyzes the macro and micro environment of organic food, and analyzes the existing marketing strategy problems. The fourth part uses SWOT analysis method to analyze the advantages, disadvantages, threats and opportunities of the company's organic products by determining the optimization principles and ideas, and to optimize the design for the marketing strategy of its organic food, and puts forward three optimized safeguard measures. The fifth part summarizes this paper and looks forward to the future, and points out the shortcomings of the paper. This paper hopes to provide the company with optimized marketing strategy through the study of organic food marketing strategy in Guangzhou FA Farm. At the same time, it also expects that this study can provide necessary reference for the development of organic food market in Guangzhou.
【學(xué)位授予單位】：廣東財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F324.1;F274

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