本文關(guān)鍵詞： 吉林省 有機食品 營銷策略 4P組合策略　出處：《吉林大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來有機食品因為含有多種對人體有益的微量元素、較少含有化學(xué)物質(zhì)、不含基因改造成分、改善生態(tài)環(huán)境和保護土壤而成為讓人放心選擇的食品。全球有機食品市場的機遇巨大，正在以年均20％至30％的速度增長。有機食品在中國的發(fā)展環(huán)境越來越好，獲得了越來越多的政府政策支持。特定的地理位置使得吉林省具有良好的自然生態(tài)環(huán)境和生態(tài)資源，這為吉林省有機食品行業(yè)發(fā)展創(chuàng)造了先天便利條件。但目前總的看來吉林省有機食品企業(yè)規(guī)模小，營銷觀念落后，市場份額少，缺少知名品牌。研究吉林省有機食品營銷策略對提高吉林省有機食品競爭力及發(fā)展吉林省地方經(jīng)濟有著重要意義。 本文共包括六個部分，，第一部分介紹論文研究的背景與意義、研究方法和研究內(nèi)容；第二部分介紹有機食品營銷的相關(guān)理論。界定了“有機農(nóng)業(yè)”與“有機食品”的概念、闡述了市場營銷的基礎(chǔ)理論、介紹了STP與PEST分析法；第三部分分析了我國有機食品的市場前景與面臨的挑戰(zhàn)、從政治、經(jīng)濟、社會與技術(shù)等四個方面分析吉林省有機食品市場營銷的宏觀環(huán)境，在此基礎(chǔ)上分析了吉林省有機食品消費的現(xiàn)狀與市場前景以及吉林省有機食品市場營銷中存在的問題；第四部分是市場調(diào)研，目的是調(diào)查吉林省消費者有機食品購買行為的影響因素；第五部分根據(jù)消費者的特征進行市場細(xì)分、目標(biāo)市場選擇和市場定位，構(gòu)建基于態(tài)度ABC模型的吉林省有機食品市場營銷啟動策略，提出針對吉林省具體省情的有機食品4P營銷組合；最后，以在吉林省內(nèi)具有一定規(guī)模和影響力的JK公司為例，在分析其市場營銷優(yōu)勢與劣勢的基礎(chǔ)上，對其進行市場細(xì)分與定位，提出相應(yīng)的營銷組合策略以及實施保障措施。第六部分是本文的結(jié)論。
[Abstract]:In recent years, organic foods, because they contain many kinds of trace elements that are beneficial to the human body, contain less chemicals and no genetically modified ingredients. Improving the ecological environment and protecting the soil has become a reassuring choice of food. The global organic food market has a huge opportunity and is growing at an average annual rate of 20% to 30%. The development environment of organic food in China is getting better and better. With more and more government policy support, Jilin Province has a good natural ecological environment and ecological resources due to its specific geographical location. This has created a congenital and convenient condition for the development of the organic food industry in Jilin Province. But at present, the scale of organic food enterprises in Jilin Province is small, the marketing concept is backward, and the market share is small. The research on the marketing strategy of organic food in Jilin Province is of great significance to improve the competitiveness of organic food in Jilin Province and to develop the local economy of Jilin Province. This paper consists of six parts. The first part introduces the background and significance of the thesis, the research methods and contents, the second part introduces the related theories of organic food marketing, defines the concepts of "organic agriculture" and "organic food". This paper expounds the basic theory of marketing, introduces the analysis of STP and PEST. The third part analyzes the market prospect and challenges of organic food in China. On the basis of analyzing the macro environment of organic food marketing in Jilin Province from four aspects of society and technology, this paper analyzes the present situation and market prospect of organic food consumption in Jilin Province and the problems existing in the marketing of organic food in Jilin Province. Part 4th is market research, the purpose of which is to investigate the influencing factors of consumers' purchase behavior of organic food in Jilin Province; part 5th is to carry out market segmentation, target market selection and market positioning according to the characteristics of consumers. Based on attitude ABC model, Jilin organic food marketing start-up strategy is constructed, and the 4P marketing combination of organic food is put forward according to the specific situation of Jilin province. Finally, the JK company with certain scale and influence in Jilin province is taken as an example. On the basis of analyzing the advantages and disadvantages of its marketing, this paper classifies and orientates the market, puts forward the corresponding marketing combination strategy and implements the safeguard measures. 6th is the conclusion of this paper.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.82

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