毕业论文--SWOT分析下的昭通苹果营销.docVIP

摘 要 昭通将紧紧依靠科技进步，昭通市政府于2011年底以技术改造为突破口，加快昭通苹果优势产业发展。通过实施低产果园的标准化技术改造，真正使果园大变样、质量大提高、效益大增长、果农大增收。按照适度规模、合理布局、集约经营、提高质量、综合开发的原则，突出抓好低产果园改造、品种结构调整，加强优质苹果基地、市场信息体系、采后贮藏加工等建设，实施品牌和龙头带动战略，推进昭通苹果产业化经营，使昭通苹果走向规模化、产业化、商品化的发展道路。 本文以昭通苹果在中国的市场营销活动为研宄对象,以营销理论为基础,客观分析,在此基础上,结合市场营销策略组合理论(4P)对昭通苹果营销策略进行分析并提出改进建议。为保证该营销策略的有效实施,本文提出了保障营销策略实施的措施。最后总结本文的研究结果,与研宄中存在的不足。本文的研究对昭通苹果在国内的市场营销具有直接的指导意义,对同类型企业市场营销策略制定也具有一定的参考价值。 关键词: 昭通苹果;SWOT分析;营销策略组合(4P) ABSTRACT Zhaotong will closely rely on scientific and technological progress to apple the standardization company reform in operation at the end of 2011 as the breakthrough point, to speed up the development of zhaotong apple advantage industry. Through the implementation of standardized technical transformation of low yield orchard, real real orchard , quality change, improve the benefit of, big, big fruit growers income growth. According to the moderate scale, reasonable layout, intensive management, improve the quality, the principle of comprehensive development, to concentrate on low yield orchard, variety structure adjustment, strengthen high-quality apple base, market information system, postharvest storage processing, such as construction, implement the strategy of brands and leading to drive, promote the zhaotong apple industrialization, make the zhaotong apple toward the road of development scale, industrialization and commercialization. As a backward area of yunnan market industry, how to gain a foothold in the environment full of fierce competition, expand the market, and seek development, is Worth the zhaotong apple industry in-depth thinking of problem. Taking zhaotong apple marketing activities in China as research Gui object, on the basis of marketing theory, based on the research of the domestic market environment, competition environment and analysis, and the zhaotong apple has strengths, weaknesses, in the face of opportunities and threats (SWOT) to make an objective evaluation, and then on the basi