本文選題：診斷分析 + 營銷策略組合�。� 參考：《廣西大學(xué)》2015年碩士論文

【摘要】：隨著人們生活環(huán)境的改善,人們對生活質(zhì)量的期望也越來越高,帶有地方特色的綠色食品也受到了廣泛的關(guān)注,食品的安全性也開始被廣大的消費(fèi)者所重視；科學(xué)地、合理地搭配飲食也逐漸的進(jìn)入人們的視線,特別是對全國各地的土特產(chǎn)青睞有加,土特產(chǎn)不僅代表當(dāng)?shù)氐奶厣a(chǎn)品,也有促進(jìn)健康保健的功能,也是人們居家生活、過節(jié)送禮理想的選擇。最近幾年土特產(chǎn)行業(yè)門檻的低進(jìn)入以及非常低的技術(shù)含量,使大量的潛在競爭對手進(jìn)入到土特產(chǎn)行業(yè),并且價格模糊等因素造成市場環(huán)境混亂、競爭激烈。為了能夠在激烈的市場中更好的發(fā)展,現(xiàn)代科學(xué)的管理方法也越來越重要：本人通過自己初期創(chuàng)業(yè)的土特產(chǎn)M店進(jìn)行診斷分析,希望能夠通過營銷策略改變現(xiàn)況。隨著社會高速的發(fā)展,食品特產(chǎn)M店也面臨三種新的經(jīng)營環(huán)境：分別為特產(chǎn)食品貨源供給環(huán)境的改變、特產(chǎn)食品新的需求的興起和購買形式和習(xí)慣的改變。整個文章的基本框架首先是發(fā)現(xiàn)食品特產(chǎn)M店的現(xiàn)狀和可能存在的問題,然后對特產(chǎn)店在三種新的經(jīng)營環(huán)境下進(jìn)行外部環(huán)境的宏觀分析,再運(yùn)用SWOT分析方法對食品特產(chǎn)M店自身資源的優(yōu)勢和劣勢以及外部環(huán)境的機(jī)會和威脅進(jìn)行分析,再通過運(yùn)用STP營銷理論確定目標(biāo)市場、營銷目標(biāo)和營銷產(chǎn)品的定位,設(shè)計出符合食品特產(chǎn)M店的營銷組合策略。
[Abstract]:With the improvement of people's living environment, people have higher and higher expectations for the quality of life, green food with local characteristics has also been widely concerned about, food safety has also begun to be taken seriously by the vast number of consumers; scientifically, A reasonable diet has also gradually entered people's sight, especially in favor of local products from all over the country. Native products not only represent local characteristics, but also promote health care. They are also people living at home. Ideal choice for holiday gifts. In recent years, the low entry threshold and very low technology content of the local specialty industry have made a large number of potential competitors enter the local specialty industry, and the market environment is confused and the competition is fierce due to the price ambiguity and other factors. In order to develop better in the fierce market, the modern scientific management method is more and more important: I make diagnosis and analysis through the local specialty M shop that I started in the early stage, hoping to change the present situation through the marketing strategy. With the rapid development of society, food specialty M store is also facing three new business environment: the change of supply environment for specialty food, the rise of new demand for specialty food and the change of purchase form and habit. The basic framework of the whole article is to find out the current situation and possible problems of food specialty M store, and then carry out macro analysis on the external environment of specialty store under three new operating environments. Then using the SWOT analysis method to analyze the advantages and disadvantages of the food specialty M store's own resources, as well as the opportunity and the threat of the external environment, and then determine the target market, the marketing target and the marketing product's position by using the STP marketing theory. Design the marketing combination strategy of food specialty M store.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F721;F274

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本文編號：1803256