本文選題：有機(jī)蔬菜　切入點(diǎn)：營(yíng)銷(xiāo)策略　出處：《昆明理工大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著經(jīng)濟(jì)水平的提高和人們生活的富裕,追求健康的生活已經(jīng)成為一種趨勢(shì)和時(shí)尚。尤其是飲食,人們更加注重吃上健康無(wú)污染的食材。正是根據(jù)市場(chǎng)的需要,有機(jī)蔬菜的銷(xiāo)售正不斷擴(kuò)大,其營(yíng)銷(xiāo)策略正在隨市場(chǎng)進(jìn)一步調(diào)整。有機(jī)蔬菜的營(yíng)銷(xiāo)策略是一項(xiàng)龐雜的銷(xiāo)售工程,涉及市場(chǎng)、需要、渠道等多個(gè)環(huán)節(jié),也涉及相關(guān)企業(yè)的多方利益。傳統(tǒng)的銷(xiāo)售方式是超市和農(nóng)貿(mào)市場(chǎng)銷(xiāo)售,但這種單一的銷(xiāo)售模式不能滿足眾多需求者對(duì)于有機(jī)蔬菜的需求;以往的研究大多局限于營(yíng)銷(xiāo)策略單一方面建設(shè)等的研究,對(duì)組合式的銷(xiāo)售模式的研究文獻(xiàn)提及甚少。因此,本文對(duì)有機(jī)蔬菜的銷(xiāo)售模式進(jìn)行模式創(chuàng)新的研究,為有機(jī)蔬菜營(yíng)銷(xiāo)策略進(jìn)行了調(diào)整,不但為企業(yè)調(diào)整發(fā)展策略提供了思路,也為政府科學(xué)決策提供了依據(jù)。本文以傳統(tǒng)蔬菜銷(xiāo)售模式為切入點(diǎn),結(jié)合互聯(lián)網(wǎng)銷(xiāo)售的運(yùn)作模式,通過(guò)調(diào)查消費(fèi)者的消費(fèi)習(xí)慣,探索研究有機(jī)蔬菜營(yíng)銷(xiāo)策略的模式,對(duì)有機(jī)企業(yè)與社區(qū)超市對(duì)接的情況進(jìn)行了實(shí)例分析,并提出了營(yíng)銷(xiāo)模式的創(chuàng)新模式。在當(dāng)前,各地正大力推進(jìn)食品安全的背景下,本文的研究顯得頗為必要。論文首先闡述本文選題的背景和意義,有機(jī)蔬菜營(yíng)銷(xiāo)的研究現(xiàn)狀,主要研說(shuō)明究?jī)?nèi)容及研究方法;然后介紹相關(guān)理論基礎(chǔ)。包括有機(jī)蔬菜的概念及內(nèi)涵,有機(jī)蔬菜的栽培技術(shù)及與綠色蔬菜、無(wú)公害蔬菜的區(qū)別;農(nóng)產(chǎn)品供求均衡理論;消費(fèi)者行為理論;市場(chǎng)營(yíng)銷(xiāo)理論等;在市場(chǎng)調(diào)研的基礎(chǔ)上,對(duì)有機(jī)蔬菜消費(fèi)群體及營(yíng)銷(xiāo)模式,包括產(chǎn)品、渠道、定價(jià)、促銷(xiāo)策略等營(yíng)銷(xiāo)因素進(jìn)行對(duì)比分析;然后以社區(qū)門(mén)店的發(fā)展概況,主要對(duì)綠恒常蔬菜發(fā)展有限公司為例進(jìn)行研究,說(shuō)明相關(guān)的市場(chǎng)情況,接著對(duì)有機(jī)蔬菜社區(qū)門(mén)店的發(fā)展及制約因素分析:通過(guò)問(wèn)卷調(diào)查的方式掌握并分析當(dāng)前有機(jī)蔬菜社區(qū)門(mén)店的發(fā)展現(xiàn)狀及制約因素;最后提出了有機(jī)蔬菜社區(qū)門(mén)店?duì)I銷(xiāo)策略及建議。
[Abstract]:With the improvement of economic level and the prosperity of people's life, the pursuit of healthy life has become a trend and fashion. Especially in diet, people pay more attention to eating healthy and pollution-free ingredients. It is precisely according to the needs of the market. The sale of organic vegetables is expanding, and its marketing strategy is being further adjusted with the market. The marketing strategy of organic vegetables is a complex sales project involving many links, such as market, needs, channels, etc. The traditional way of selling is supermarket and farmers market, but this kind of single sales mode can not meet the demand of many people for organic vegetables; Most of the previous studies have been limited to the construction of a single aspect of marketing strategy, but few references have been made on the combined sales model. Therefore, this paper makes a research on the innovation of organic vegetable sales model. The organic vegetable marketing strategy is adjusted, which not only provides the train of thought for the enterprise to adjust the development strategy, but also provides the basis for the scientific decision of the government. By investigating consumers' consumption habits, exploring and studying the mode of organic vegetable marketing strategy, analyzing the situation of organic enterprise and community supermarket connecting with each other, and putting forward the innovation mode of marketing mode. Under the background of promoting food safety, the research of this paper is quite necessary. Firstly, this paper describes the background and significance of this topic, the research status of organic vegetable marketing, mainly explains the research content and research methods; Then introduces the relevant theoretical basis, including the concept and connotation of organic vegetables, the cultivation techniques of organic vegetables and the differences with green vegetables, pollution-free vegetables, the theory of agricultural product supply and demand equilibrium, consumer behavior theory, marketing theory, etc. On the basis of market research, this paper makes a comparative analysis of organic vegetable consumption groups and marketing models, including products, channels, pricing, promotion strategies and other marketing factors. Mainly to the green constant vegetable development limited company as an example to carry on the research, explains the related market situation, Then the development and restriction factors of organic vegetable community store are analyzed: through the way of questionnaire survey, the development status and restriction factors of organic vegetable community store are analyzed. Finally, the marketing strategy and suggestion of organic vegetable community store are put forward.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F721;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 ;路曉華的“互聯(lián)網(wǎng)+蔬菜”[J];鄉(xiāng)村科技;2016年04期

2 張領(lǐng)先;張標(biāo);范雙喜;李鑫星;;基于全產(chǎn)業(yè)鏈的北京“互聯(lián)網(wǎng)+蔬菜產(chǎn)業(yè)”行動(dòng)計(jì)劃研究[J];內(nèi)蒙古農(nóng)業(yè)科技;2015年05期

3 張廣艷;;賣(mài)菜從“線下”走到“線上” “互聯(lián)網(wǎng)+”開(kāi)啟天津?yàn)I海新區(qū)農(nóng)業(yè)新布局[J];種子科技;2015年07期

4 伊俊竹;;有機(jī)蔬菜何時(shí)迎春天?[J];中國(guó)果菜;2014年07期

5 趙煒;;淘有機(jī):農(nóng)產(chǎn)品參與式認(rèn)證進(jìn)行時(shí)[J];中國(guó)對(duì)外貿(mào)易;2013年05期

6 張宗美;柴勇;康月瓊;李必全;;重慶市有機(jī)蔬菜認(rèn)證現(xiàn)狀與思考[J];南方農(nóng)業(yè);2013年04期

7 張紹文;王利軍;;有機(jī)蔬菜生產(chǎn)的出路在哪里?[J];中國(guó)瓜菜;2013年01期

8 于丁巧;;有機(jī)蔬菜種植問(wèn)題——以北京市和泰安市為例[J];農(nóng)家科技;2011年S2期

9 易果平;;新形勢(shì)下我國(guó)蔬菜營(yíng)銷(xiāo)渠道優(yōu)化研究[J];中南林業(yè)科技大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2011年03期

10 胡玉梅;毛麗萍;;有機(jī)蔬菜憑什么“高貴”[J];品牌與標(biāo)準(zhǔn)化;2010年07期

，

本文編號(hào)：1583118