汉中汉鑫源农家小榨菜籽油营销策略研究(附件)
本人签名： 日期： 摘 要我国是农业大国，国家对农业的支持力度在不断的加大，尤其2015年中央一号文件明确指出围绕建设现代农业，加快转变农业发展方式，坚持“三农”重中之重地位不动摇，让农业更强，农民更富，农村更美。伴随着我国经济的快速发展，消费者多样化及个性化消费需求使得农产品种类越来越丰富，需求量随之增加。2014年我国的农副产品在全国农产品商务信息公共服务平台中，累计销售2300多万吨，交易额达870多亿元。2013年我国精制食用植物油产量达到6218.61万吨，同比增长20.14%；食用植物油加工行业销售收入为1.02万亿元，同比增长14.34%。虽然，农副产品销量持续增加，但是市场中各种品牌农副产品竞争激烈，小包装食用油领域中，以“金龙鱼”为代表的益海嘉里系占据45%的全国市场份额，以“福临门”为代表的中粮系占据15%的全国市场份额，“鲁花”占据7%—8%的全国市场份额。刚进入市场中的新品牌汉鑫源农家小榨菜籽油2个季度的陕西省市场份额仅为6.8%，市场占有率小。本论文以汉中汉鑫源农家小榨菜籽油为研究对象，重点采用实地调研和比较分析等方法，分析汉鑫源农家小榨菜籽油的营销环境及发展现状；通过问卷调查和产品SWOT分析农家小榨菜籽油营销困境，提出扩大市场份额、提高市场占有率的对策和建议。目 录
1汉鑫源农家小榨菜籽油营销现状分析 1
1.1汉鑫源农家小榨菜籽油营销现状分析 1
1.1.1背景分析 1
1.1.2公司简介 1
1.1.3汉鑫源农家小榨菜籽油营销现状分析 1
1.2产品SWOT分析 2
1.2.1优势 2
1.2.2劣势 2
1.2.3机会 3
1.2.4威胁 4
2汉鑫源农家小榨菜籽油营销过程中存在问题分析 5
2.1 消费者方面 5
2.2产品方面 6
2.2.1出品率低，成本高，竞争力低 6
2.2.2产品品种和规格不具有多样化 6
2.3渠道方面 6
2.3.1零层渠道发开难度大 7
2.3.2一层渠道销售量一般，费用大 7
*好棒文|www.hbsrm.com +Q: ^3^5`1^9`1^6^0`7^2#
.4威胁 4
2汉鑫源农家小榨菜籽油营销过程中存在问题分析 5
2.1 消费者方面 5
2.2产品方面 6
2.2.1出品率低，成本高，竞争力低 6
2.2.2产品品种和规格不具有多样化 6
2.3渠道方面 6
2.3.1零层渠道发开难度大 7
2.3.2一层渠道销售量一般，费用大 7
2.3.3 部分地区市场进入门槛高 7
2.3.4团购引起价格战，易破坏市场 7
2.3.5缺乏电子商务渠道的开发，市场处于空白点 7
2.4促销方面 7
2.4.1人员流动大，造成顾客流失 8
2.4.2销售促进受节假日影响大 8
3针对汉鑫源农家小榨菜籽油存在问题的策略优化 9
3.1产品策略 9
3.1.1产品质量升级策略 9
3.1.2产品包装细分策略 9
3.2.3树立品牌形象策略 9
3.2价格策略 9
3.3渠道策略 10
3.3.1超市连锁和大卖场类的现代渠道 10
3.3.2批发商和经销商类的传统渠道 10
3.3.3职工福利的团购渠道 11
3.3.4学校、酒店类的特殊渠道 11
3.3.5官方网站的电子商务渠道 11
3.3.6企业直营店 11
3.4促销策略 11
3.4.1人员促销 12
3.4.2广告 12
3.4.3销售促进 12
3.4.4公共关系 12
结 论 13
参考文献 14
致 谢 15
附录 16
Abstract
China is a large agricultural country, state support for agriculture continue to increase in, especially 2015 central No. 1 document clearly pointed out around the construction of a modern agriculture, accelerate transformation of the mode of agricultural development, unswervingly adhere to the "three rural" important position, make agriculture more and farmers richer and more beautiful countryside. With the rapid development of our economy, consumer diversification and consumer demand makes the agricultural products more and more rich, the demand increases. 2014 Chinas agricultural and sideline products in the national agricultural commerce information public service platform, the cumulative sales of more than 23 million tons, the transaction amounted to more than 870 million yuan. 2013 Chinas refined edible vegetable oil production reached 62186100 tons, an increase of 20.14%; edible vegetable oil processing industry sales of 1.02 yuan, an increase of 14.34%. Although sales of agricultural and sideline products continued to increase, but the market in a variety of brand of agricultural and sideline products fierce competition, small package edible oil field in, to "dragon fish" is representative of the benefits of Kerry Department accounted for 45% of the market share, to "Fulin door" as the representative of COFCO Department occupy 15% of the national market share, "Luhua" occupy 7% 8% of the national market share. Just entering the market a new brand of Han Xinyuan small farm rapeseed oil two quarters of Shaanxi Province, the market share is only 6.8%, market share rate is small. This paper taking Hanzhong Han Xinyuan small farm mustard seed oil as the research object, focusing on the use of field research and comparative analysis, analysis of marketing environment and development status of Han Xinyuan small farm mustard seed oil; through the quest
1汉鑫源农家小榨菜籽油营销现状分析 1
1.1汉鑫源农家小榨菜籽油营销现状分析 1
1.1.1背景分析 1
1.1.2公司简介 1
1.1.3汉鑫源农家小榨菜籽油营销现状分析 1
1.2产品SWOT分析 2
1.2.1优势 2
1.2.2劣势 2
1.2.3机会 3
1.2.4威胁 4
2汉鑫源农家小榨菜籽油营销过程中存在问题分析 5
2.1 消费者方面 5
2.2产品方面 6
2.2.1出品率低，成本高，竞争力低 6
2.2.2产品品种和规格不具有多样化 6
2.3渠道方面 6
2.3.1零层渠道发开难度大 7
2.3.2一层渠道销售量一般，费用大 7
*好棒文|www.hbsrm.com +Q: ^3^5`1^9`1^6^0`7^2#
.4威胁 4
2汉鑫源农家小榨菜籽油营销过程中存在问题分析 5
2.1 消费者方面 5
2.2产品方面 6
2.2.1出品率低，成本高，竞争力低 6
2.2.2产品品种和规格不具有多样化 6
2.3渠道方面 6
2.3.1零层渠道发开难度大 7
2.3.2一层渠道销售量一般，费用大 7
2.3.3 部分地区市场进入门槛高 7
2.3.4团购引起价格战，易破坏市场 7
2.3.5缺乏电子商务渠道的开发，市场处于空白点 7
2.4促销方面 7
2.4.1人员流动大，造成顾客流失 8
2.4.2销售促进受节假日影响大 8
3针对汉鑫源农家小榨菜籽油存在问题的策略优化 9
3.1产品策略 9
3.1.1产品质量升级策略 9
3.1.2产品包装细分策略 9
3.2.3树立品牌形象策略 9
3.2价格策略 9
3.3渠道策略 10
3.3.1超市连锁和大卖场类的现代渠道 10
3.3.2批发商和经销商类的传统渠道 10
3.3.3职工福利的团购渠道 11
3.3.4学校、酒店类的特殊渠道 11
3.3.5官方网站的电子商务渠道 11
3.3.6企业直营店 11
3.4促销策略 11
3.4.1人员促销 12
3.4.2广告 12
3.4.3销售促进 12
3.4.4公共关系 12
结 论 13
参考文献 14
致 谢 15
附录 16
Abstract
China is a large agricultural country, state support for agriculture continue to increase in, especially 2015 central No. 1 document clearly pointed out around the construction of a modern agriculture, accelerate transformation of the mode of agricultural development, unswervingly adhere to the "three rural" important position, make agriculture more and farmers richer and more beautiful countryside. With the rapid development of our economy, consumer diversification and consumer demand makes the agricultural products more and more rich, the demand increases. 2014 Chinas agricultural and sideline products in the national agricultural commerce information public service platform, the cumulative sales of more than 23 million tons, the transaction amounted to more than 870 million yuan. 2013 Chinas refined edible vegetable oil production reached 62186100 tons, an increase of 20.14%; edible vegetable oil processing industry sales of 1.02 yuan, an increase of 14.34%. Although sales of agricultural and sideline products continued to increase, but the market in a variety of brand of agricultural and sideline products fierce competition, small package edible oil field in, to "dragon fish" is representative of the benefits of Kerry Department accounted for 45% of the market share, to "Fulin door" as the representative of COFCO Department occupy 15% of the national market share, "Luhua" occupy 7% 8% of the national market share. Just entering the market a new brand of Han Xinyuan small farm rapeseed oil two quarters of Shaanxi Province, the market share is only 6.8%, market share rate is small. This paper taking Hanzhong Han Xinyuan small farm mustard seed oil as the research object, focusing on the use of field research and comparative analysis, analysis of marketing environment and development status of Han Xinyuan small farm mustard seed oil; through the quest
版权保护: 本文由 hbsrm.com编辑，转载请保留链接: www.hbsrm.com/jmgl/scyx/1646.html
