本文選題：笨雞蛋 + 營(yíng)銷策略��； 參考：《山西農(nóng)業(yè)大學(xué)》2016年碩士論文

【摘要】：隨著經(jīng)濟(jì)發(fā)展水平的提升、社會(huì)的進(jìn)步以及老百姓收入水平的不斷提高,老百姓對(duì)食品的需求已經(jīng)從數(shù)量的需求向質(zhì)量的需求轉(zhuǎn)變,整個(gè)社會(huì)的需求結(jié)構(gòu)已經(jīng)發(fā)生了巨大變化,在這樣的背景下,綠色食品、有機(jī)食品越來(lái)越受到消費(fèi)者的喜愛(ài),相關(guān)的綠色食品、有機(jī)食品生產(chǎn)、加工企業(yè)也如雨后春筍般涌現(xiàn)出來(lái),各種不同定位、不同價(jià)值的品牌魚(yú)龍混雜。山西“榆社笨雞蛋”正是在這樣的背景下發(fā)展起來(lái)的,并迅速成為行業(yè)中的佼佼者,自2007年以來(lái),由于榆社縣政府大力鼓勵(lì)和扶持,加之榆社笨雞獨(dú)特的飼養(yǎng)環(huán)境和方式,以及其豐富的營(yíng)養(yǎng)價(jià)值,榆社笨雞產(chǎn)業(yè)發(fā)展迅猛,截止2015年12月,笨雞飼養(yǎng)量達(dá)308.65萬(wàn)只,年產(chǎn)笨雞蛋835萬(wàn)公斤,覆蓋全縣70%的鄉(xiāng)村,直接銷售收入超過(guò)2億元,笨雞產(chǎn)業(yè)已經(jīng)成為榆社推進(jìn)特色農(nóng)業(yè)發(fā)展的主導(dǎo)產(chǎn)業(yè)以及促進(jìn)農(nóng)民增收的主要渠道。然而在政府推動(dòng)笨雞產(chǎn)業(yè)快速發(fā)展過(guò)程中,所遇到的問(wèn)題和困難也不少：如笨雞蛋生產(chǎn)者專業(yè)化程度低、缺乏市場(chǎng)意識(shí)；生產(chǎn)和銷售過(guò)程存在嚴(yán)重脫節(jié)現(xiàn)象,品牌建設(shè)相對(duì)落后,專業(yè)化的合作社和龍頭企業(yè)發(fā)展能力和帶動(dòng)能力有限等等,尤其是其生產(chǎn)規(guī)模和營(yíng)銷渠道建設(shè)不匹配,營(yíng)銷方式和營(yíng)銷渠道的落伍嚴(yán)重阻礙了笨雞蛋產(chǎn)業(yè)的發(fā)展,所以要解決榆社笨雞產(chǎn)業(yè)發(fā)展問(wèn)題,“榆社笨雞蛋”要想獲得進(jìn)一步突破和發(fā)展,關(guān)鍵還是在于解決其營(yíng)銷問(wèn)題。本文基于實(shí)地調(diào)研與文獻(xiàn)法相互結(jié)合進(jìn)行研究,以現(xiàn)代市場(chǎng)營(yíng)銷理論為基礎(chǔ),通過(guò)SWOT分析法,對(duì)榆社笨雞蛋產(chǎn)業(yè)發(fā)展的優(yōu)劣勢(shì)及機(jī)會(huì)與挑戰(zhàn)進(jìn)行了分析,針對(duì)其營(yíng)銷過(guò)程中突出的問(wèn)題及關(guān)鍵影響因素,從戰(zhàn)略與策略兩方面對(duì)榆社笨雞蛋營(yíng)銷活動(dòng)進(jìn)行了設(shè)計(jì),試圖尋找一條榆社笨雞產(chǎn)業(yè)持續(xù)、科學(xué)發(fā)展的道路,從而為榆社縣的經(jīng)濟(jì)發(fā)展起到一定的作用。
[Abstract]:With the improvement of the level of economic development, the progress of the society and the continuous improvement of the income level of the common people, the demand for food has changed from the quantity demand to the quality demand, and the demand structure of the whole society has undergone tremendous changes. Against this background, green food and organic food are becoming more and more popular among consumers. Related green food, organic food production and processing enterprises have sprung up, with various positioning. Brands of different values are mixed. Shanxi "Yushe stupid eggs" developed under this background, and quickly became a leader in the industry. Since 2007, because of the strong encouragement and support of the Yushe County government, and the unique breeding environment and methods of Yushe Bian chicken, As well as its rich nutritional value, the industry of stupid chickens in Yushe has developed rapidly. By December 2015, the amount of chickens raised had reached 3.0865 million, with an annual production of 8.35 million kilograms of eggs, covering 70% of the villages in the county, with direct sales income exceeding 200 million yuan. Chicken industry has become the leading industry of promoting the development of characteristic agriculture and the main channel to increase farmers' income. However, in the process of government promoting the rapid development of chicken industry, many problems and difficulties have been encountered, such as low specialization of egg producers, lack of market awareness, and serious disconnection between production and sale. Brand construction is relatively backward, specialized cooperatives and leading enterprises have limited ability to develop and drive, and so on, especially their production scale and marketing channel construction are not matched. The laggard of marketing methods and marketing channels seriously hinders the development of the stupid egg industry, so the key to solve the problem of the development of the industry is to solve the problem of marketing in order to obtain further breakthrough and development. Based on the combination of field research and literature, this paper analyzes the advantages and disadvantages, opportunities and challenges of the development of Yushou egg industry through SWOT analysis based on the modern marketing theory. Aiming at the outstanding problems and key influencing factors in its marketing process, this paper designs the marketing activities of Yusshe's stupid eggs from the two aspects of strategy and strategy, and tries to find a way for the sustained and scientific development of the industry of Yushou chicken. Thus for the economic development of Yushe County play a certain role.
【學(xué)位授予單位】：山西農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F274;F323.7

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