蔬菜产业营销策略的分析——以兴县蔬.docVIP

PAGE 山西师范大学本科毕业论文（设计） 对县域蔬菜产业营销策略的分析 ——以兴县蔬菜产业发展为例 姓 名 张美林 院 系 生命科学学院 专 业 财务管理（双学位） 班 级学 号 0854050117 指导教师 刘宝玲 答辩日期 成 绩 对县域蔬菜产业营销策略的分析 ——以兴县蔬菜产业发展为例 内容摘要 近年来，随着兴县人民生活水平的不断提高，于是蔬菜的数量和质量已成为人们普遍关注的问题。正确分析蔬菜产业营销现状及存在的问题，并提出有效的营销策略，可对蔬菜产业的健康发展起到积极的作用。 本文借鉴该县已有的蔬菜营销策略，采用调查，分析等方法，并结合收集的相关资料、信息、分析兴县蔬菜产业营销的现状，并据此提出该县蔬菜产业营销中存在的问题。研究结果表明：兴县蔬菜产业存在着经营规模小，生产机械化水平低，重数量、轻质量，采后处理及深加工能力弱，营销渠道不完善等方面的不足。针对以上问题，本文提出了如下对策：推进蔬菜的规模化生产，产业化营销；实施品牌战略，优化产品组合，提高产品竞争力；加强加工转化营销策略；建立完备的营销渠道策略以及蔬菜差异化营销策略。 关键词：市场营销 蔬菜产业 营销策略 The County Vegetable Industry The Case Study of Vegetable Industry Xing Xian Abstract In recent years, with the Xing Xian the continuous improvement of living standards, so the quantity and quality of vegetables has become a common concern. Vegetable Industry Marketing correct analysis of current situation and existing problems and propose effective marketing strategy, can the healthy development of vegetable industry play a positive role. This county has been drawing the vegetable marketing strategy, the use of surveys, analysis and other methods, combined with information collected, information, analysis of the status of industry marketing Xing Xian vegetables, and made the countys vegetable industry marketing problems. The results show that: there Xing Xian vegetable industry for small-scale, low level of mechanization, heavy volume, light quality, post harvest handling and processing capacity is weak, inadequate marketing channels such deficiency. To solve the above problem, we proposed the following measures: to promote large-scale production of vegetables, industrial marketing; the implementation of brand strategy, product mix, improve product competitiveness; enhance processing and conversion marketing strategy; establishment of a comprehensive marketing differentiated channel strategy and vegetables