慈溪杨梅的营销策略分析.doc

浙江工业大学国际学院毕业论文 慈溪杨梅的营销策略分析——以上林湖杨梅基地为例 学生姓名　 　　　　 　　指导教师 学 院　　　　　 　　专 业 班　　级　　　　　 　　　 学　　号 完成日期 年　 月　 日 摘 要 如果说“三农问题”是我国现阶段社会经济中的首要问题，那么农民收入问题就是“三农问题”中的首要问题。但是，最近几年全国性的农产品难卖问题一直困扰着我国广大农户，不但影响农民种地的积极性，还影响着我国的农业安全。 农产品难卖的主要原因之一是农产品的营销问题。以上林湖杨梅基地为例，作为一个地区性农产品，其在营销方面存在诸多问题，这些问题的存在不但直接影响当地农户的收入，而且影响当地经济的发展。鉴于此，本文把上林湖杨梅基地的营销问题作为研究对象，以便为解决慈溪杨梅的难卖问题提供参考。 首先介绍慈溪杨梅的种植现状和销售现状；其次对外地的杨梅进行分析及对上林湖杨梅进行分析；再者对慈溪本地杨梅特色发展道路进行分析；最后对慈溪杨梅的未来发展提出建议。 关键词：上林湖；杨梅；营销策略；品牌建设 Abstract If the three rural issues is priority of social economy at present stage in our country, the farmers income problem is the primary issue of three rural issues. Hard to sell agricultural products problem on a nationwide scale in recent years, however, has been plagued by the broad masses of farmers in our country, not only influence the enthusiasm of farmers farming, also affects the security of agriculture in China. Difficult to sell agricultural products is one of the main causes of agricultural products marketing problems. Above Lin Hu yangmei base as an example, as a regional agricultural products, the marketing has many problems, these problems not only directly affect the income of local farmers, but also influence the development of local economy. In view of this, this article put Lin Hu myrica rubra base on marketing problems as the research object, in order to provide reference to solve the problem of the difficult to sell the Lin Hu on waxberry. First introduced cixi Yang mei cultivation situation and marketing status quo; Secondly analyzes foreign to Yang mei, and analyze the Lin Hu on waxberry; Moreover analyzes cixi arbutus local characteristic development road; Finally make recommendations on the future development of cixi Yang mei. Key words: Lin Hu on; Yang mei; Marketing strategy; Brand construction 目 录 一、慈溪杨梅现状介绍 5 二、对外地杨梅分析 8 1.从供给方面分析 8 2.从需求来看 9 三、对上林湖杨梅分析 12 1.从供给方面分析 13 2.从价值分析 13 3.从消费者心理分析 13 4.从效用分析 13 四、慈溪本地杨梅特色发展道路的分析 13 1.两部制收费 14 2.采取价格歧视 14 3.搭售与捆绑销