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1、樊岙牌枇杷的营销策略研究毕业论文毕业论文(2010届)樊岙牌枇杷的营销策略研究摘要樊岙牌枇杷近年来得到很大的发展,已经成为政府极力支持的的一项产业。樊岙枇杷的发展有利于提高农民收入,维护农业安全、解决农村就业问题。樊岙枇杷作为宁波的“十大名果”之一,机遇与挑战并存在,需要设计有效的营销策略,来发挥它自身的优势。论文包括四部分。第一部分介绍樊岙枇杷产业的概况和营销的现状。第二部分对樊岙枇杷进行SWOT分析,并总结出它的内外部环境因素。第三部分是通过问卷数据分析得出其在营销方面存在的问题,主要是消费者品牌忠诚度不高,品牌附加值不高,品牌知名度不高,宣传方式不到位,销售渠道单一。第四
2、部分是根据樊岙牌枇杷现在的营销状况和SWOT分析,制定有利于樊岙枇杷进一步发展的营销策略,主要从品牌营销策略、网络营销策略、体验营销策略以及营销组合策略进行研究。希望本文对于樊岙牌枇杷的进一步发展有指导意义,并力求对其他地区的水果产业的发展战略的制定有一定的借鉴意义。关键词:樊岙牌;枇杷;营销策略AbstractTheloquatoffanaolibrandhasbeenarapiddevelopment,whichhasbeentheindustrythatthegovernmentistryingtosupport.Itsdevelopmentmakesbenefitsfo
3、rtheeconomicofthelocalvillageandsurroundingareas.Thedevelopmentofloquatoffanaoliishelpfultoimprovethefarmers'income,maintenanceagriculturalsecurity,resolvetheruralemployment.As"toptenshaddockare"ofningbo,whichexistofthechallengesandopportunities,Fanaoliloquatneedstodesigneffectivemarketingst
4、rategy,togiveplaytoitsowncomparativeadvantage.Paperincludesfourparts.Thefirstpartmainlyintroducedaolifanofthegeneralsituationandloquatindustryofthecurrentmarketing.ThesecondpartoffanaoliloquatSWOTanalysis,andsummarizeitsinternaladvantage,internalweaknesses,theopportunitiesandexternalthreats.
5、Thethirdpartanalyzedobtainedintheproblemsexistinginthemarketingthroughthequestionnairedata,includingthatconsumerbrandloyaltyisnothigh,thebrandvalueisnothigh,brandawarenessisnothigh,propagandawaydoesnotreachthedesignatedposition,saleschannelsaresingle.Thefourthpartisaccordingtofancardloquatno
6、waolimarketingsituationandtheSWOTanalysis,formulateconducivetothefurtherdevelopmentoferiobotryajaponicafanaolimarketingstrategy,suchasBrandmarketingstrategy,Netmarketingstrategy,Experiencemarketingstrategy,MarketingmixstrategyHopethispaperfanaolibrandloquatfurtherdevelopmentisofguidingsignif
7、icanceinotherareas,andtrytogivebenefittothefruitindustrydevelopmentstrategyformulationofcertainreference.Keywords:ThebrandoffanAoli;Loquat;Marketingstrategy目录1论文研究的背景和意义11.1论文的研究背景11.2论文的研究意义11.3论文的研究方法和思路22樊岙牌枇杷的产业概况和营销现状32.1宁波市象山县枇杷产业的概况32.2樊岙牌枇杷