攀枝花早春枇杷营销策略研究 毕业论文

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1、攀枝花学院本科毕业论文攀枝花学院PanzhihuaUniversity本科毕业论文攀枝花早春枇杷营销策略研究院（系）：************学院年级专业：*****级市场营销学生姓名:#######学号:2008103040##指导教师:#######职称：教授二〇一二年六月攀枝花学院本科毕业论文攀枝花学院本科毕业论文摘要摘要攀枝花光照强、温度高、昼夜温差大、年温差小、降雨集中等独特的气候条件，孕育了早春枇杷、晚熟芒果、软籽石榴、脐橙等特色水果，其中早春枇杷和晚熟芒果为攀枝花重点打造项目。通过对攀枝花早春枇杷营销策略的研究，提出完善的攀

2、枝花早春枇杷营销模式，达到为解决早春枇杷品牌知名度低、价格上不去、销售面窄、农户收益少等实际问题提供参考价值，为全面推进攀枝花早春枇杷的协调发展提供有益借鉴的目的。本文先从攀枝花早春枇杷产业的发展现状及存在的问题分析入手，然后从内部优势分析、内部劣势分析、外部机会分析、外部威胁分析四方面分析攀枝花早春枇杷的战略环境，再使用STP理论制定攀枝花早春枇杷营销战略，最后部分为攀枝花早春枇杷营销组合策略研究及策略的实施。关键词错季上市，绿色有机，国家农产品地理保护标志，营养实用-I-攀枝花学院本科毕业论文目录-IV-攀枝花学院本科毕业论文目录AB

3、STRACTWithaseriesofuniqueclimateconditionssuchasthestrongsunshine,thehightemperature，thelargegapoftemperaturebetweendayandnight,butthesmallthatofannualtemperature,andthecentralizedrainfall,Panzhihuahasbeenwealthyinmanylocalfruits,forexample,theearlyspringloquat,maturemang

4、o,softseedpomegranateandnaveloranges.Especially,theearlyspringloquatandmaturemangohavebeenthekeyagriculturalprojectsofPanzhihua.Accordingtothestudyofmarketingstrategyoftheearlyspringloquatinpanzhihua,Iputforwardtheperfectmarketingmodeloftheearlyspringloquat,inordertoprovi

5、desomereferencevalueforsolvingthepracticalproblemsexistinginearlyspringloquatmarketing,includingthelowbrandawareness,thelowprice,thenarrowmarketsandthefarmers'lowprofits,andinordertoprovidesomebeneficialsuggestionsforpromotingthecoordinateddevelopmentoftheearlyspringloqua

6、tinPanzhihua.Therefore,thispaperconsistsoffourpartsaboutthisstudy.Itstartswiththepresentdevelopingsituationandtheanalysisofthepracticalproblemsabouttheearlyspringloquatindustry.BeforeusingtheSTPtheorytoformulatedmarketingstrategiesfortheearlyspringloquat,thesecondstepisto

7、analyzeitsstrategicenvironmentfromfouraspects----theinternaladvantageanalysis,theinternaldisadvantageanalysis,theexternalopportunityanalysis,andtheexternalthreatanalysis.Finally,itrepresentsthestudyofmarketingmixandstrategiesofearlyspringloquatandtheimplementationofthoses

8、trategiesinPanzhihua.KeywordsThewrongseasonlisted,greenorganic,nationalgeographicprotectionsymbo