【作者】 王雷；

【导师】 郭德仁；

【作者基本信息】 东北大学 ， 工商管理（专业学位）， 2021， 硕士

【摘要】 在中国经济高速发展过程中,人们有更多时间和财力投入到休闲娱乐之中,对于休闲娱乐的需求也变得越来越多。从“十二五”规划中能够了解到,我国开始大力发展休闲农业,以便能够改变农业发展方式,增加农业经济效益,促进农村的发展与建设,对于满足广大农民休闲娱乐需求而言拥有非常重要的意义。然而,以生态园模式为代表的生态农业产业发展至今不过20余年,依然缺少成熟的、科学的、经过市场检验的营销模式。生态园企业在经营过程中,仍停留在采摘、观光等基本营销手段上,没有科学营销策略发展模式的企业是生态园产业中普遍存在的重要问题。在国家大力发展休闲农业的政策下,生态园产业仍然存在产品结构、产品类型、产品功能与特色等方面的问题,这势必会导致以生态园企业为代表的休闲农业产业的发展受到阻碍。作为东北地区最大的鸽子主题生态园,J市东鸽生态园始建于1997年,占地10万平方米,从单纯肉鸽养殖发展到目前集种鸽繁育、乳鸽销售、技术服务、生态旅游为一体的多元化企业,初步形成了纯生态、立体化发展的产业链,但是企业营销策略发展模式仍然在摸索中前进。因此,当面对变化莫测的市场环境时,J市东鸽生态园将采取什么样的营销策略才能够保持企业的持久发展?本文将以此作为重点进行研究分析。本课题在研究过程中充分利用所学习专业知识,基于市场营销学,在经济学等其他基础理论与现场实际调研的基础上,结合市场宏观环境及企业微观环境分析,结合企业实际,通过对J市东鸽生态园的营销管理过程的拆解,充分采取STEEP分析、波特五力模型、消费者行为分析、SWOT分析等内外部环境分析工具,根据企业自身的实际情况帮助企业找出运营过程中存在的优劣势,制定具体的STP战略和7Ps营销组合策略,帮助J市东鸽生态园确定符合企业自身发展的科学市场营销策略,从而提升企业的核心竞争力,实现企业的二次创业。明确J市东鸽生态园市场营销思路,制定其市场营销策略是本文的主要目的。同时,对于以生态园为代表的休闲农业企业的营销策略具有一定的指导与参考意义。因此,本文具有较强的研究意义与实际应用价值。更多还原

【Abstract】 With the rapid development of China’s economy,people’s demand for leisure and entertainment is increasing day by day.The 12th Five-Year Plan for the development of leisure agriculture clearly points out that the development of leisure agriculture is of great significance to the transformation of agricultural development mode,the promotion of farmers’ employment and income increase,the promotion of new rural construction,the overall planning of urban and rural development,and the satisfaction of urban and rural residents’ growing leisure consumption demand.However,the ecological agriculture industry represented by the ecological park model has only been developing for more than 20 years,but it still lacks a mature,scientific and market-tested marketing model.In the process of operation,ecological park enterprises still stay in the basic marketing means such as picking,sightseeing and so on.Enterprises without scientific marketing strategy development mode are an important problem in the ecological park industry.Under the national policy of vigorously developing leisure agriculture,ecological park industry still has problems in product structure,product types,product functions and characteristics,This will inevitably lead to the development of leisure agriculture industry represented by the ecological park enterprises hindered.As the northeast’s largest pigeons theme ecological garden,J city east pigeon ecology garden was founded in 1997,covers an area of 100000 square meters,from the simple pigeon whole aquaculture development up to now breeding breeding pigeons,pigeon,sales,technical services,ecological tourism as one of the diversified enterprise,initially formed pure ecological,three-dimensional development of the industry chain,but the enterprise marketing strategy development mode is still in groping forward.Therefore,in the face of the rapidly changing internal and external market environment and fierce market competition,what marketing strategy will J Dongge Ecological Park adopt to maintain the sustainable development of the enterprise?This article will take this as the focal point to carry on the research analysis.In this paper,by use the knowledge they learned MBA course,on the basis of relevant theories of marketing,economics,and other basic theory and based on the investigation of the actual,combined with the market macro environment and micro environment analysis,combining the reality of enterprises,through the marketing management process of J city east pigeons ecology garden of dismantling,fully take the STEEP analysis,porter five model,consumer behavior analysis,internal and external environmental analysis tools such as SWOT analysis,according to the actual situation of enterprise itself to help enterprise find out the advantages and disadvantages of existing in the operation process,formulate specific STP strategy and the 7ps marketing mix strategy,To help enterprises to determine the scientific marketing strategy in line with their own development,so as to enhance the core competitiveness of enterprises,enterprises to achieve the second entrepreneurship.The main purpose of this paper is to make clear the marketing idea of J City Dongge Ecological Park and formulate its marketing strategy.At the same time,it has certain guidance and reference significance for the marketing strategy of the leisure agricultural enterprises represented by the ecological park.Therefore,this paper has strong research significance and practical application value.更多还原