I 摘要 近年来，随着人们对食品安全和营养价值的重视程度越来越高，我国有机食品行 业快速发展。但目前我国有机食品行业仍处于起步阶段，相关法律制度和行业规范还 不完善，市场上的有机食品也复杂难辨。ZBYF 有机食品开发有限公司是淄博市有机 食品龙头企业，目前正处于稳步上升阶段，在日趋激烈的行业竞争中，ZBYF 如何独 树一帜，打造企业品牌，增强产品竞争力，抢占国内市场，是必须要面临的问题。 本文对 ZBYF 目前的营销策略进行了分析，发现存在产品包装与产品价值不匹 配、营销渠道效率低下、促销手段市场推广不足等问题。通过对 ZBYF 的宏观、微观 环境分析，利用 SWOT 分析法确定企业的优劣势、机遇和威胁。根据市场调研结果， 确定了 ZBYF 的主要目标市场为 30 至 50 岁本科以上学历中高收入女性群体，锁定淄 博地区和一线城市为主攻市场，并依据 4P 框架制定了营销策略，在产品方面提出开 发无盐香椿酱、产品营养组合、精致实用包装等策略；在定价方面制定普通定价、核 心产品定价、产品组合定价策略；在渠道方面制定设立销售专柜、网络渠道优化、大 客户营销等策略；在促销方面提出专柜推广、网络平台推广、电视台砍价、旅游促销 等策略。最后，通过制定加强生产条件建设、加大技术研发、融资募股提供资金保障 等保障措施，确保营销策略顺利实施。 关键词：有机食品；SWOT 分析；4P 营销策略山东理工大学硕士学位论文 ABSTRACT II ABSTRACT In recent years, as people pay more and more attention to food safety and nutritional value, China's organic food industry is developing rapidly. But at present, China's organic food industry is still in its infancy, relevant legal systems and industry norms are not perfect, and organic food on the market is also complex and difficult to distinguish. ZBYF organic food development co., ltd. is a leading organic food enterprise in Zibo, which is now in the stage of steady rise. In the increasingly fierce industry competition, how ZBYF develops its own style, builds enterprise brand, enhances product competitiveness and occupies the domestic market is a problem that must be faced. This paper analyzes the current marketing strategy of ZBYF, and finds that there are some problems, such as the mismatch between product packaging and product value, the low efficiency of marketing channels, and the insufficient market promotion by means of promotion. Through the macro and micro environment analysis of ZBYF, the advantages and disadvantages, opportunities and threats of enterprises are determined by SWOT analysis. According to market research results, the main target market determines the ZBYF for bachelor degree or above, 30 to 50 years old in middle and high income group of women, lock in Zibo area and first-tier cities as the main market, and the framework developed based on 4 p marketing strategy, in terms of product development without salt cedar sauce, nutrition combination products, exquisite and practical packaging strategy; In terms of pricing, the general pricing, core product pricing, product portfolio pricing strategy should be formulated. In terms of channels, formulate and set up sales counters, network channel optimization, key account marketing and other strategies; In terms of promotion, counter promotion, network platform promotion, TV bargaining, tourism promotion and other strategies are proposed.Finally, to ensure the smooth implementation of marketing strategies, safeguard measures such as strengthening the construction of production conditions, increasing technology research and development, loyalty promotion plan, financing and offering of shares are made. Key Words: Organic Food; SWOTAnalysis; 4P Marketing Strategy山东理工大学硕士学位论文 目录 III 目 录 摘要.....................................................................................................................................I ABSTRACT..............................................................................................................................................II 目 录.......................................................................................................................................................III 第一章 导 论...........................................................................................................................................1 1.1 选题背景及意义.......................................................................................................................1 1.1.1 选题背景......................................................................................................................... 1 1.1.2 研究意义........................................................................................................................2 1.2 国内外研究现状.......................................................................................................................2 1.2.1 国外学者对有机食品营销研究................................................................................2 1.2.2 国内学者对有机食品营销的研究...........................................................................4 1.3 研究内容、思路和方法.........................................................................................................5 1.3.1 研究内容......................................................................................................................... 5 1.3.2 研究思路......................................................................................................................... 6 1.3.3 研究方法........................................................................................................................7 1.3.4 论文创新和不足.......................................................................................................... 7 第二章 ZBYF 公司营销现状及问题分析.......................................................................................8 2.1 ZBYF 公司营销现状分析......................................................................................................8 2.1.1 产品策略分析................................................................................................................8 2.1.2 定价分析......................................................................................................................... 9 2.1.3 营销渠道分析..............................................................................................................10 2.1.4 促销分析...................................................................................................................... 11 2.2 ZBYF 有机食品营销中存在的问题.................................................................................12 2.2.1 产品方面.......................................................................................................................12 2.2.2 定价策略单一.............................................................................................................13 2.2.3 营销渠道效率低下....................................................................................................13 2.2.4 促销手段推广效果欠佳............................................................................................14 第三章 ZBYF 公司营销环境分析..................................................................................................15 3.1 微观环境分析..........................................................................................................................15 3.1.1 ZBYF 内部环境分析.................................................................................................15 3.1.2 ZBYF 竞争环境分析.................................................................................................18 3.2 公司宏观环境分析.................................................................................................................19 3.2.1 政法环境分析..............................................................................................................19 3.2.2 经济环境分析..............................................................................................................20 3.2.3 社会文化环境分析.....................................................................................................21 3.2.4 技术环境分析..............................................................................................................22 3.3SWOT 分析...............................................................................................................................22 3.3.1 优势.................................................................................................................................22 3.3.2 劣势.................................................................................................................................23 3.3.3 机会.................................................................................................................................23 3.3.4 威胁.................................................................................................................................24 3.3.5 结论分析......................................................................................................................25山东理工大学硕士学位论文 目录 IV 第四章 ZBYF 公司营销策略制定..................................................................................................26 4.1 STP 营销战略设计.................................................................................................................26 4.1.1 市场细分.......................................................................................................................26 4.1.2 目标市场选择..............................................................................................................27 4.1.3 市场定位.......................................................................................................................27 4.2 营销组合策略制定.................................................................................................................28 4.2.1 产品策略.......................................................................................................................28 4.2.2 定价策略.......................................................................................................................30 4.2.3 渠道策略.......................................................................................................................30 4.2.4 促销推广.......................................................................................................................32 第五章 ZBYF 营销策略的保障措施............................................................................................34 5.1 加强生产条件建设.................................................................................................................34 5.2 加大技术研发投入.................................................................................................................34 5.3 强化资金保障.........................................................................................................................35 结论与展望.............................................................................................................................................36