【作者】 王琳；

【导师】 唐建生；

【作者基本信息】 天津大学 ， 工商管理硕士（专业学位）， 2020， 硕士

【摘要】 人们的消费需求随着经济社会的发展而逐渐增加,社会大众绿色消费理念也逐步形成,为有机食品营销提供了广阔的市场营销潜力;同时,我国政府也在不断加强对绿色农业的支持力度,而“互联网+农业”也创新了有机食品企业营销的渠道和方式。当前,有机食品机遇显著大于威胁,市场发展潜力巨大。本文选取M公司为研究案例。首先,探讨了研究的背景、目的和意义,对国内外有机食品营销的相关研究进行评述,并概述了企业营销战略理论和方法。其次,对公司有机食品营销的现状进行分析并找出问题所在,运用PEST和五力模型分析了公司有机食品营销的宏观和竞争环境,使用SWOT模型进行了战略分析与选择。接着,采用访谈和问卷调查法构建了包含产品价格、产品品质、购买渠道、购买环境、服务质量、促销吸引力、员工素养7大维度的M公司消费者满意度模型,并进行了满意度调查,发现产品、价格和服务三方面的因素作用最大。然后,运用STP理论对公司有机食品市场进行了细分,选择了目标市场,制定了战略目标,并基于此制定了差异化和高品质服务的7Ps营销战略。最后,从品牌规划、财务和组织三个方面制定了营销战略实施的保障措施,并对研究进行了总结与展望,以期为有机食品营销相关企业提供有益的参考。更多还原

【Abstract】 People’s consumption demand increases with the development of economy and society,and the public’s green consumption concept has gradually formed,providing broad marketing potential for organic food marketing.At the same time,our government is constantly strengthening its support for green agriculture,and "Internet+ agriculture" has also innovated the marketing channels and methods of organic food companies.At present,the opportunities for organic food are significantly greater than the threats,and the potential for market development is enormous.This dissertation selects M Company as a case study.Firstly,it discusses the background,purpose and significance of the research,reviews the related research of organic food marketing at home and abroad,and summarizes the theory and method of enterprise marketing strategy.Secondly,it analyzes the current situation of organic food marketing and finds out the problems.Pest and five forces model are used to analyze the macro and competitive environment of the company’s organic food marketing,and SWOT model is used for strategic analysis and selection.Then,by means of interview and questionnaire survey,it constructs a consumer satisfaction model of M Company,which includes seven dimensions: product price,product quality,purchase channel,purchase environment,service quality,promotion attraction and employee quality.It is found that the factors of product,price and service play the most important role.And then,it uses STP theory to subdivide the organic food market of the company,selects the target market,formulates the strategic target,and based on this,formulates the 7PS marketing strategy of differentiation and high quality service.Finally,from the three aspects of brand planning,finance and organization,it establishes the safeguard measures for the implementation of marketing strategy,and summarizes and prospects the research,in order to provide a useful reference for the related enterprises of organic food marketing.更多还原