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山东沾化冬枣的市场营销战略研究


类型:案例|11000字, 类别:原创|系数:3.68, 附件:开题报告|文献综述

【摘要】

山东沾化冬枣的市场营销战略研究


沾化冬枣作为一种稀有的新鲜果品,历史悠久,口味独特。在经济社会的今天沾化冬枣产业迅猛发展,成功地打出自己的品牌并成为沾化县人民的主要经济来源之一。通过采用文献资料法、访问调查法、逻辑分析法、经验总结法对山东省沾化冬枣产业市场营销的现状进行调查和分析。结果不容乐观:近几年来沾化冬枣自身质量下降,伪冒产品增多,销售渠道不足,宣传力度不够等因素致使沾化冬枣价格下降,市场份额降低,知名度下降,这些已经为沾化县人民敲起了警钟。为此本文中通过借鉴其他产业的营销思路,根据目前的经济形势,大胆地提出沾化冬枣产业独有的营销战略构想,为沾化冬枣企业提供参考意见,希望沾化冬枣能更好地带动沾化县的经济发展。

关键词:沾化冬枣;市场营销;战略构想
ABSTRACT
    Zhanhua dongzao as a rare fresh fruit, with a long history, the taste is unique. In today's economic and social development, the industry has dongzao zhanhua successfully hits his brand and become the main economic source zhanhua one of the people. Through the literature data method, interview and investigation method, logic analysis, method of experience summary of shandong province industrial marketing caprock dongzao investigation and analysis. Results not optimistic: in recent years zhanhua dongzao own quality drop, WeiMao product increase, sales channels, such as insufficient publicity factors have led zhanhua dongzao falling prices, market share, popularity declined, these lower for zhanhua people started knocking on has taken a toll. So in this paper through using other industry marketing mentality, according to the present economic situation, bravely introduced zhanhua dongzao industry the unique marketing strategy vision, offer reference for zhanhua dongzao enterprise comments zhanhua dongzao can better drive zhanhua economic development.

Key words:Zhanhua dongzao;marketing;Strategic vision

 

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