...........................................................................................................................................1 Abstract.....................................................................................................................................2 第 1 章 绪论...............................................................................................................................1 1.1 研究背景与意义.................................................................................................................1 1.1.1 研究背景.................................................................................................................1 1.1.2 研究意义.................................................................................................................1 1.2 国内外研究现状.................................................................................................................2 1.2.1 国外营销策略研究现状.........................................................................................2 1.2.2 国内营销策略研究现状.........................................................................................4 1.2.3 研究述评.................................................................................................................6 1.3 研究方法与思路.................................................................................................................6 1.3.1 研究方法.................................................................................................................6 1.3.2 研究思路.................................................................................................................7 第 2 章 理论基础.......................................................................................................................8 2.1 特色农产品及橡子加工产品.............................................................................................8 2.1.1 特色农产品.............................................................................................................8 2.1.2 橡子加工产品.........................................................................................................8 2.2 理论基础.............................................................................................................................9 2.2.1 绿色营销理论.........................................................................................................9 2.2.2 网络营销理论.........................................................................................................9 2.2.3 STP 理论..................................................................................................................9 2.2.4 4P 营销理论..........................................................................................................10 2.2.5 7P 营销理论..........................................................................................................10 第 3 章 三友公司农产品营销环境分析.................................................................................11 3.1 三友公司基本概况...........................................................................................................11 3.2 宏观环境分析...................................................................................................................11 3.2.1 政治环境分析.......................................................................................................11 3.2.2 经济环境分析.......................................................................................................12 3.2.3 社会环境分析.......................................................................................................12 3.2.4 技术环境分析.......................................................................................................12 3.3 行业环境分析...................................................................................................................133.3.1 供应商议价能力分析...........................................................................................13 3.3.2 购买方议价能力分析...........................................................................................13 3.3.3 潜在竞争者进入分析...........................................................................................13 3.3.4 替代品的替代分析...............................................................................................14 3.3.5 行业内现有竞争者分析.......................................................................................14 3.4 三友公司内部环境...........................................................................................................15 3.4.1 资源分析...............................................................................................................15 3.4.2 能力分析...............................................................................................................17 3.5 三友公司 SWOT 分析.........................................................................................................18 3.5.1 优势.......................................................................................................................18 3.5.2 劣势.......................................................................................................................19 3.5.3 机会.......................................................................................................................21 3.5.4 威胁.......................................................................................................................22 3.6 内外部因素评价矩阵分析...............................................................................................22 3.6.1 EFE 矩阵分析........................................................................................................23 3.6.2 IFE 矩阵分析........................................................................................................23 第 4 章 三友公司农产品营销策略改进.................................................................................25 4.1 消费者分析.......................................................................................................................25 4.1.1 问卷设计与发放...................................................................................................25 4.1.2 调研统计与结果分析...........................................................................................25 4.2 确定目标市场...................................................................................................................28 4.2.1 市场细分...............................................................................................................28 4.2.2 目标市场选择.......................................................................................................31 4.2.3 目标市场定位.......................................................................................................31 4.3 三友公司营销组合策略改进...........................................................................................32 4.3.1 产品策略...............................................................................................................32 4.3.2 定价策略...............................................................................................................33 4.3.3 渠道策略...............................................................................................................34 4.3.4 促销策略...............................................................................................................35 4.3.5 人员提升策略.......................................................................................................35 4.3.6 过程策略...............................................................................................................36 4.3.7 有形展示策略...................................................................................