本文關(guān)鍵詞： 山東省A公司 農(nóng)產(chǎn)品綠色營銷 營銷策略 SWOT分析　出處：《陜西師范大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：綠色發(fā)展是“十三五”國家提出的重要發(fā)展理念,應(yīng)嚴(yán)格灌輸于經(jīng)濟(jì)運(yùn)行的各個(gè)環(huán)節(jié)。對(duì)于營銷來說,亦不例外。綠色營銷作為21世紀(jì)推崇的一種高效、全新的營銷模式,對(duì)于企業(yè)的可持續(xù)發(fā)展至關(guān)重要,意義重大。對(duì)此,本研究以農(nóng)產(chǎn)品為研究對(duì)象,以山東省A公司為個(gè)案,對(duì)農(nóng)產(chǎn)品的綠色營銷模式、戰(zhàn)略、創(chuàng)新體系進(jìn)行了系統(tǒng)分析,以期為企業(yè)的可持續(xù)發(fā)展提供理論依據(jù)和決策參考。縱觀全文,主要研究內(nèi)容有五：一是對(duì)農(nóng)產(chǎn)品企業(yè)綠色營銷的理論基礎(chǔ)進(jìn)行了深入剖析;二是對(duì)山東省A公司的綠色營銷環(huán)境進(jìn)行了細(xì)致分析；三是構(gòu)建了山東省A公司的綠色營銷策略體系；四是設(shè)計(jì)了山東省A公司綠色營銷策略實(shí)施方案及評(píng)價(jià)體系；五是對(duì)綠色營銷在農(nóng)產(chǎn)品加工企業(yè)中的保障措施進(jìn)行了思考。研究結(jié)論主要有：一是研究發(fā)現(xiàn)問題的成因,山東省A公司內(nèi)部員工對(duì)綠色農(nóng)產(chǎn)品的認(rèn)識(shí)相對(duì)比較準(zhǔn)確,具有較強(qiáng)的綠色營銷意識(shí),但是山東省A公司還未真正開展綠色營銷；大部分被調(diào)查消費(fèi)者具有一定的綠色消費(fèi)意識(shí),但可能是受到價(jià)格或者其他因素的影響,導(dǎo)致他們目前購買綠色農(nóng)產(chǎn)品的意愿不太強(qiáng)烈。二是研究提出了綠色營銷創(chuàng)新體系,山東省A公司農(nóng)產(chǎn)品的綠色營銷策略,應(yīng)當(dāng)從產(chǎn)品、價(jià)格、分銷渠道、促銷等方面突出“綠色”特性,構(gòu)建綠色生產(chǎn)體系、綠色管理體系、綠色品牌建設(shè)體系等方面構(gòu)建綠色營銷策略實(shí)施方案。三是研究提出了山東省A公司農(nóng)產(chǎn)品綠色營銷實(shí)施方案和保障措施,并提供人才、制度、技術(shù)、文化等方面的保障�？傊�,本研究遵循“理論分析——個(gè)案研究——體系創(chuàng)新——對(duì)策保障”的研究思路,利用問卷調(diào)查、SWOT等分析方法對(duì)企業(yè)農(nóng)產(chǎn)品的綠色營銷模式、體系、實(shí)施方案、保障措施進(jìn)行了系統(tǒng)分析,以期完善和豐富營銷學(xué)理論,為相關(guān)企業(yè)的綠色營銷提供參考和借鑒。
[Abstract]:Green development is an important development concept put forward by the 13th Five-Year Plan country. It should be strictly inculcated in all aspects of economic operation. As for marketing, it is no exception. Green marketing is a highly efficient and brand-new marketing model, which was respected in 21th century. It is very important and significant for the sustainable development of enterprises. In this paper, the green marketing model, strategy and innovation system of agricultural products are systematically analyzed, taking agricultural products as the research object and Shandong company A as a case study. In order to provide a theoretical basis and decision-making reference for the sustainable development of enterprises. Throughout the full text, the main research contents are as follows: first, the theoretical basis of green marketing of agricultural products enterprises has been deeply analyzed; The second is the detailed analysis of the green marketing environment of Shandong A Company, the third is the construction of the green marketing strategy system of Shandong A Company, the fourth is the design of the green marketing strategy implementation scheme and evaluation system of Shandong A Company. The fifth is to think about the safeguard measures of green marketing in agricultural products processing enterprises. The main conclusions of the study are as follows: first, the causes of the problems are found, and the employees of Shandong A Company have relatively accurate understanding of green agricultural products. Having a strong sense of green marketing, but Shandong A Company has not really carried out green marketing; most of the consumers surveyed have a certain sense of green consumption, but it may be affected by price or other factors. As a result, their willingness to buy green agricultural products at present is not very strong. Second, the research has put forward a green marketing innovation system. The green marketing strategy of Shandong company A should be based on products, prices, and distribution channels. Promotion and other aspects highlight the "green" characteristics, build a green production system, green management system, Green brand construction system and other aspects to build green marketing strategy implementation scheme. Third, the study proposed the implementation plan and safeguard measures of green marketing of agricultural products of Shandong A Company, and provided talent, system, technology, In a word, this study follows the research idea of "theoretical analysis-case study-system innovation-countermeasure guarantee", and applies the SWOT questionnaire to the green marketing model and system of enterprise agricultural products. In order to perfect and enrich the marketing theory and provide reference for the green marketing of the related enterprises, the implementation of the scheme and the safeguard measures are analyzed systematically in order to improve and enrich the marketing theory.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F274;F324

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