【摘要】：隨著經(jīng)濟(jì)與社會(huì)的快速發(fā)展，水產(chǎn)品愈來(lái)愈受到社會(huì)公眾的青睞。崇明清水蟹作為水產(chǎn)品的重要的一種，其市場(chǎng)營(yíng)銷活動(dòng)應(yīng)該得到重視。通過(guò)制訂合理的市場(chǎng)營(yíng)銷策略，可以增強(qiáng)崇明清水蟹的銷量，為企業(yè)帶來(lái)更大的利潤(rùn)。 為此，本研究對(duì)崇明清水蟹的市場(chǎng)營(yíng)銷進(jìn)行探究。本研究利用SWOT理論與PEST理論，對(duì)崇明清水蟹的市場(chǎng)情況進(jìn)行了解。同時(shí)，本研究還利用問(wèn)卷調(diào)查法，對(duì)崇明清水蟹的市場(chǎng)情況進(jìn)行調(diào)查，并分析崇明清水蟹市場(chǎng)營(yíng)銷中存在的問(wèn)題。在此基礎(chǔ)上，本研究根據(jù)4C與4P理論相結(jié)合，提出崇明清水蟹市場(chǎng)營(yíng)銷的具體策略。 在產(chǎn)品方面，以滿足顧客需要為中心。第一，提升產(chǎn)品口味。第二，嚴(yán)控產(chǎn)品質(zhì)量。第三，促進(jìn)產(chǎn)品多元化發(fā)展。第四，提升品牌知名度。 在價(jià)格方面，以控制成本為原則。市場(chǎng)營(yíng)銷人員要善于控制養(yǎng)殖成本，提高產(chǎn)品的市場(chǎng)競(jìng)爭(zhēng)力。同時(shí)，人力成本與融資成本要得到合理控制。 在渠道方面，以顧客便利為橋梁。市場(chǎng)營(yíng)銷人員要依托網(wǎng)絡(luò)平臺(tái)開展?fàn)I銷活動(dòng)。同時(shí)，市場(chǎng)營(yíng)銷人員還需要加強(qiáng)與商場(chǎng)戰(zhàn)略合作，增加崇明清水蟹的銷售平臺(tái)。 在促銷方面，以顧客溝通為基礎(chǔ)。市場(chǎng)營(yíng)銷人員要多渠道開展廣告宣傳，提高社會(huì)公眾對(duì)產(chǎn)品的認(rèn)同感。同時(shí)，市場(chǎng)營(yíng)銷人員可以引入品牌專賣店概念以及依托崇明縣旅游平臺(tái)，為溝通與產(chǎn)品宣傳提供便利條件。
[Abstract]:With the rapid development of economy and society, aquatic products are more and more popular with the public. Chongming water crab as an important aquatic product, its marketing activities should be taken seriously. By making reasonable marketing strategy, the sales of Chongming Shimizu crab can be enhanced, which will bring more profit to the enterprise. Therefore, this study explored the marketing of Chongming clear water crab. In this study, SWOT theory and PEST theory were used to understand the market situation of Chongming clear water crab. At the same time, this study also investigated the market situation of Chongming clear water crab by questionnaire, and analyzed the problems existing in the marketing of Chongming clear water crab. On the basis of this, according to the combination of 4C and 4P theory, the marketing strategy of Chongming clear water crab is put forward. In terms of products, focus on meeting customer needs. First, enhance the taste of the product. Second, strictly control the quality of products. Third, promote product diversification. Fourth, enhance brand awareness. In terms of price, the principle of cost control. Marketers should be good at controlling breeding costs and improving the market competitiveness of products. At the same time, labor costs and financing costs should be reasonably controlled. In the channel, to customer convenience as a bridge. Marketing personnel should rely on the network platform to carry out marketing activities. At the same time, marketers also need to strengthen strategic cooperation with shopping malls to increase Chongming clear water crab sales platform. In sales promotion, based on customer communication. Marketers should carry out advertising through multiple channels to enhance the public's identity with the products. At the same time, marketers can introduce the concept of brand stores and rely on Chongming County tourism platform to provide convenient conditions for communication and product promotion.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F326.4;F274

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