基于SWOT的西峽县香菇产业营销策略分析毕业专业论文68044294.docVIP

本科毕业论文 基于SWOT的西峡县香菇产业 的营销策略分析  郑 重 声 明 本人呈交的学位论文，是在导师的指导下，独立进行研究工作所取得的成果，所有数据、图片资料真实可靠。尽我所知，除文中已经注明引用的内容外，本学位论文的研究成果不包含他人享有著作权的内容。对本论文所涉及的研究工作做出贡献的其他个人和集体，均已在文中以明确的方式标明。本学位论文的知识产权归属于培养单位。 本人签名： 日期： 摘 要 近几年来，随着社会经济的发展和人民生活水平的提高，居民的消费结构发生了很大的变化尤其是对各种菌类的需求越来越大，香菇以其高蛋白、低脂肪、营养高等特点开始得到人们的认可和青睐。香菇是世界上第二大类的食用菌，其发展影响到全国食用菌产业的发展。河南西峡是我国著名的香菇生产基地, 号称“ 中国香菇之乡”。经过几十年的发展, 香菇产业已经形成一定的规模，市场需求不断增加，已经成为西峡强县富民的特色支柱产业之一。 与此同时，香菇产业的发展也面临着一些突出问题，制约了其发展速度。为此，本文介绍了河南西峡香菇产业的发展, 分析了西峡香菇产业营销现状, 再通过SWOT分析法综合分析西峡香菇营销的优势与劣势，面临的机会和威胁，在此基础上，结合营销4P理论，构建有益于西峡县香菇产业发展的营销策略，旨在促进西峡县香菇产业的发展。 关键词：香菇产业；西峡 ；SWOT分析 ；营销策略 Abstract In recent years, with the development of social economy and the improvement of peoples living standard, great changes have taken place in residents consumption structure, especially the increasing demand for a variety of fungi, xianggu mushroom, with its high protein, low fat, high nutrition, etc to get peoples recognition and favor. Xianggu mushroom is the second kinds of edible fungi in the world, and its development affect the development of the national edible fungus industry. Henan XiXia is famous mushroom production base in China, the so-called the hometown of mushroom in China. After decades of development, xianggu mushroom industry has formed a certain scale, the increasing market demand, has become a strong county of XiXia rich features one of the pillar industries. At the same time, the development of mushroom industry is faced with some problems, restricting its development speed. This paper introduces the development of henan XiXia mushroom industry, u XiXia mushroom industry analysis, marketing situation, again through the comprehensive analysis of SWOT XiXia mushroom and marketing advantages and disadvantages, opportunities and threats of, on this basis, combining with marketing 4 p theory, build good for XiXiaXian mushroom industr