2008地理区域品牌视角下特色农产品营销策略研究.doc

2008届毕业生
毕业论文
题目:地理区域品牌视角下特色农产品营销策略研究
——以新郑枣业为例
院系名称: 管理学院专业班级: 市场营销0401班
学生姓名: 白振江学号: 20044901404
指导教师: 聂淼教师职称: 讲师
2008年6月8日
摘要
随着改革开放的深入,我国的市场经济不断发展,而农产品营销尤其是特色农产品的营销策略研究却显缺乏力度,目前国内学者提出了区域品牌的概念,在此视角下研究特色农产品营销就具有很重要的创新意义。
本文从目前国内的研究现状出发,对文中涉及到的区域品牌的基本概念做了界定,进而指出了区域品牌的特征,接着介绍了建设区域品牌的基本思路,为随后的研究奠定了基础。然后通过对特色农产品的特点进行分析,引出了特色农产品营销的策略选择,重点从产品策略和营销渠道策略两个方面入手,探讨我国特色农产品营销中存在的问题,并提出了相应的对策。本文最后结合新郑枣业的实例,论述了新郑在区域品牌的发展上取得的成绩,并在此基础上对新郑红枣的发展提出了建议。
通过本文的研究,得到以下主要结论:区域品牌对特色农产品的营销有重要意义,地方政府和企业都应努力塑造良好的区域品牌形象,同时要创新营销渠道的建设,开发满足市场需求的“新”、“特”、“优”产品,以促进区域内特色农产品的发展。
关键词:区域品牌特色农产品营销策略
Title Geographic Perspective features brand marketing strategy on agricultural products --Xinzheng date industry as an example
Abstract
With the deepening of reform and opening up, China's market economy continues to grow, but the marketing of agricultural products in particular characteristics of the agricultural marketing strategy study is significant lack of intensity, the current domestic scholars have put forth the concept of a regional brand, in this perspective the study on the marketing of agricultural products with characteristics has very important innovative.
From the current status of the domestic research, this article Involved in the text of the regional brands of defines the basic concepts, further pointed out that the characteristics of the regional brand, then on building the basic idea of regional brands, for subsequent research laid the foundation for. And the characteristics of agricultural products through an analysis of the characteristics of, leads to the characteristics of the agricultural marketing strategy choice, focus from product strategy and marketing channels for the two-pronged strategy, China's agricultural characteristics of the problems that exist in marketing, and the corresponding countermeasures. Finally, Xinzheng date with the development of Xinzheng discussed at the regional brand development achievements, and on this basis for the development propose