【摘要】：近年來,隨著人們生活水平的提高、食品安全問題的頻發(fā),越來越多的人開始關(guān)注有機(jī)農(nóng)業(yè)的發(fā)展,有機(jī)農(nóng)產(chǎn)品也越來越受到消費(fèi)者的歡迎。山東省作為一個(gè)農(nóng)業(yè)大省,擁有很多有機(jī)農(nóng)產(chǎn)品發(fā)展的內(nèi)在優(yōu)勢(shì),經(jīng)過十幾年的發(fā)展,山東省也在有機(jī)農(nóng)業(yè)方面取得了可喜的成果。但是不可否認(rèn)的是我省有機(jī)農(nóng)業(yè)的發(fā)展仍然處于初級(jí)階段,在發(fā)展過程中還普遍存在一些問題:有機(jī)農(nóng)產(chǎn)品市場(chǎng)品類不均衡、品牌建設(shè)不完善、分銷渠道不暢、市場(chǎng)營(yíng)銷觀念落后、促銷宣傳力度不足等,而且多數(shù)消費(fèi)者有機(jī)意識(shí)不強(qiáng),對(duì)有機(jī)農(nóng)產(chǎn)品認(rèn)識(shí)不足等這些普遍存在的問題都嚴(yán)重制約了山東省有機(jī)農(nóng)產(chǎn)品產(chǎn)業(yè)的順利進(jìn)行�；谝陨锨闆r,對(duì)山東省有機(jī)農(nóng)產(chǎn)品營(yíng)銷策略的研究具重要的現(xiàn)實(shí)意義。在本文的研究中,遵循理論與實(shí)地調(diào)查相結(jié)合的原則,在簡(jiǎn)要界定有機(jī)農(nóng)產(chǎn)品與無公害、綠色產(chǎn)品區(qū)別與相關(guān)理論的基礎(chǔ)上,對(duì)山東省有機(jī)農(nóng)產(chǎn)品市場(chǎng)的整體發(fā)展情況加以總結(jié),并結(jié)合4P組合理論,重點(diǎn)分析了山東省有機(jī)農(nóng)產(chǎn)品營(yíng)銷中存在的問題,第四章為清晰掌握消費(fèi)者特點(diǎn),以問卷的形式對(duì)煙臺(tái)、青島兩地的消費(fèi)者進(jìn)行了認(rèn)知和購(gòu)買行為的調(diào)查并進(jìn)行分析總結(jié),以進(jìn)一步了解整個(gè)消費(fèi)市場(chǎng)的特征,有助于下文SWOT分析與策略的制定,文章隨后針對(duì)山東省的有機(jī)農(nóng)產(chǎn)品營(yíng)銷進(jìn)行了SWOT分析,詳細(xì)剖析了山東省有機(jī)農(nóng)產(chǎn)品營(yíng)銷所具備的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅,最后結(jié)合前述分析、4P組合理論和實(shí)際案例對(duì)山東省有機(jī)農(nóng)產(chǎn)品營(yíng)銷有針對(duì)性地制定了SO、ST、WO的策略,基于以上詳盡的分析,此次策略的制定更具針對(duì)性、客觀性、有效性與實(shí)際性,期望能助力山東省的有機(jī)農(nóng)產(chǎn)品產(chǎn)業(yè)的健康發(fā)展。
[Abstract]:In recent years, with the improvement of people's living standards and the frequent occurrence of food safety problems, more and more people begin to pay attention to the development of organic agriculture, and organic agricultural products are more and more popular among consumers. As a large agricultural province, Shandong Province has many inherent advantages in the development of organic agricultural products. After more than ten years of development, Shandong Province has also achieved gratifying results in organic agriculture. However, it is undeniable that the development of organic agriculture in our province is still in the primary stage, and there are still some problems in the process of development: the market category of organic agricultural products is not balanced, the brand construction is not perfect, and the distribution channels are not smooth. The backward concept of marketing, insufficient promotion and publicity, and the lack of organic awareness of most consumers, the lack of understanding of organic agricultural products and other common problems have seriously restricted the smooth progress of the organic agricultural products industry in Shandong Province. Based on the above situation, the research on the marketing strategy of organic agricultural products in Shandong Province has important practical significance. In the research of this paper, following the principle of combining theory with field investigation, on the basis of briefly defining organic agricultural products and pollution-free, green product distinction and related theories, This paper summarizes the overall development of the organic agricultural products market in Shandong Province, and analyzes the problems existing in the marketing of organic agricultural products in Shandong Province with the combination of 4p combination theory. The fourth chapter is to clearly grasp the characteristics of consumers. In the form of questionnaire, the consumers in Yantai and Qingdao are investigated and analyzed on their cognition and purchase behavior, in order to further understand the characteristics of the whole consumer market, which is helpful to the following SWOT analysis and strategy formulation. The article then carries on the SWOT analysis to the organic agricultural products marketing in Shandong Province, and analyzes the advantages, disadvantages, opportunities and threats of the organic agricultural products marketing in Shandong Province in detail. Finally, based on the above detailed analysis, combined with the combination theory of 4P and practical cases, the SO,ST,WO strategy for the marketing of organic agricultural products in Shandong Province has been formulated. Based on the above detailed analysis, the formulation of this strategy is more targeted, objective, effective and practical. It is expected to help the healthy development of the organic agricultural products industry in Shandong Province.
【學(xué)位授予單位】：煙臺(tái)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F323.7

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