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MBA毕业论文_微企业农产品电商品牌化营销策略研究-以YN公司为例PDF

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随着我国进入新时代,居民消费水平日益增长,人民对于食品安全和饮食健康的重 视程度逐渐增强,食品行业乃至整个农业产业都面临着重大变革。另一方面,国家和地 方政府一直在积极推进“农产品上行”,希望借此来实现农民增收,最终实现党和国家 全部脱贫、全面小康的庄重承诺。通过近几年的广泛实践和观察研究,行业内普遍认为: 农产品电商要摆脱过去的那种粗放式经营方法,提升产品价值,及时顺应市场里消费升 级的趋势,所以对于从事农产品电商的企业来说品牌化是必经之路,从具体实施路径上 来讲,就是要实行农产品电商的品牌化营销。 小微企业是国家市场经济的重要和最活跃的组成部分,如何更好地发挥小微企业在 农产品电子商务品牌化中的作用,实现更好的品牌化营销便成为了本文的研究目标。本 文对小微企业YN公司农产品电商进行了“解剖麻雀”式的研究,通过对YN公司农产 品电商品牌化营销现状的说明,并对现状进行了SWOT分析。对于以YN公司为例的小 微企业品牌化营销问题,在论文中从4PS的视角予以深入研究探讨分析,并结合当下政 府部门的农业特产发展政策,针对性的提出了树立品牌意识、强化品牌管理、丰富品牌 内涵、讲好品牌故事、具化品牌形象、拓展品牌营销渠道等在内的全方位全链条的品牌 化营销策略组合,提升香菇产品电商品牌化营销综合能力,帮助YN公司在下一步的电 商品牌化营销中取得更好的成果,并以期获得更为深入的研究成果,提出品牌化营销困 难解决方案及建议,帮助更多的小微企业农产品电商在品牌化营销道路上少走弯路,多 得成效。 关键词:农产品电商,品牌化,营销策略,4Ps,新媒体营销 III ABSTRACT As China enters a new era, the consumption level of residents is increasing day by day, people pay more and more attention to food safety and dietary health, and the food industry and the entire agricultural industry are facing major changes. On the other hand, the national and local governments have been actively promoting the "upward movement of agricultural products," hoping to use this to increase farmers' income, and ultimately realize the solemn commitment of the party and the country to alleviate poverty and achieve a comprehensive well-off. Through extensive practice and observation research in recent years, the industry generally believes that agricultural product e-commerce should get rid of the extensive management methods of the past, enhance product value, and promptly follow the trend of consumption upgrading in the market. For enterprises, branding is the only way. From the specific implementation path, it is to implement brand marketing of agricultural products e-commerce. Small and micro enterprises are an important and most active component of the national market economy. How to better play the role of small and micro enterprises in the branding of agricultural products e-commerce and achieve better brand marketing has become the research goal of this article. This article has conducted a "anatomical sparrow" study on the small and micro enterprise YN company's agricultural product e-commerce, through the description of YN company's agricultural product e-commerce brand marketing status, and swot analysis of the status quo. For the marketing problem of small and micro enterprises taking Xixia YN Company as an example, in-depth research, discussion and analysis from the perspective of 4PS in the paper, combined with the current government department's agricultural specialty development policies, targeted brand awareness and strengthening Brand management, enriching brand connotation, telling good brand stories, embodying a brand image, expanding brand marketing channels, IV etc., a comprehensive and full-chain branded marketing strategy combination to enhance the comprehensive marketing capabilities of mushroom mushroom e-commerce branding and help YN Company In the next step of e-commerce brand marketing, we will achieve better results, and in order to obtain more in-depth research results, put forward solutions and suggestions for brand marketing difficulties, and help more small and micro enterprises agricultural e-commerce in the brand marketing road Take less detours and get more results. KEY WORDS: Agricultural E-commerce, Branding, Marketing Strategy, 4Ps,New Media Marketing V 目 录 摘要.......I ABSTRACT........................III 1 引 言1 1.1 研究背景及意义....1 1.1.1 研究背景.....1 1.1.2 研究意义.....2 1.2 研究目标及研究内容...........................4 1.2.1 研究目标.....4 1.2.2 研究内容和技术路线................4 1.3 本文的创新之处....6 2 理论与文献综述...............7 2.1 相关概念................7 2.1.1 农产品电商.7 2.1.2 小微企业.....7 2.1.3 农产品品牌化............................8 2.1.4 营销策略.....8 2.2 理论基础................9 2.2.1 4Ps营销理论..............................9 2.2.2 SWOT分析理论.........................9 2.3 文献综述..............11 2.3.1 国外研究现状..........................11 2.3.2 国内研究现状..........................11 2.4 本章小结..............15 3 YN公司农产品电商品牌化营销现状..........17 3.1 小微企业YN公司简介.....................17 3.2 产品现状..............17 3.3 价格现状..............17 3.4 渠道现状..............18 VI 3.4.1 与本行业及餐饮协会合作......18 3.4.2 积极实施跨境电子商务..........19 3.5 促销现状..............20 3.5.1 传统的SEO、SEM营销方面20 3.5.2 依托小程序进行的SoLoMo模式营销.................21 3.5.3 新媒体应用..............................22 3.6 竞争对手现状......25 3.6.1 主要竞争对手现状..................25 3.6.2 次要竞争对手现状..................26 4 YN公司农产品电商品牌化营销SWOT分析............................27 4.1 优势......................27 4.1.1 营销品类调整迅速..................27 4.1.2 营销方式灵活..........................27 4.1.3 人力资源优势降低管理成本..27 4.1.4 地区优势...28 4.2 劣势......................30 4.2.1 员工流失率高..........................30 4.2.2 企业电商运营和网络技术能力较弱.....................30 4.2.3 议价能力弱及供应链安全问题.............................31 4.2.4 政策红利获得能力和融资能力较弱.....................32 4.3 机会......................33 4.3.1 市场空间巨大..........................33 4.3.2 政策支持...34 4.3.3 相关产业的完善与发展..........34 4.3.4 行业尚未完全垄断..................36 4.4 威胁......................37 4.4.1 农产品电商行业整体难题尚存待解.....................37 4.4.2 地域公共品牌管理滞后且品牌资源集中.............38 5 YN公司农产品电商品牌化营销中存在的问题.........................39 VII 5.1 产品同质化严重..39 5.1.1 产品定位不明确......................39 5.1.2 产品包装尚待优化..................39 5.1.3 产品供产链风险较大..............39 5.1.4 品牌影响力弱..........................40 5.2 产品价格竞争力弱.............................40 5.2.1 产品成本控制能力弱..............40 5.2.2 议价能力弱..............................40 5.3 渠道单一竞争力弱.............................41 5.3.1 亟待开拓国际市场..................41 5.3.2 销售主要集中在线上..............41 5.4 网络营销效果不佳.............................41 6 YN公司农产品电商品牌化营销4PS策略..43 6.1 产品策略..............43 6.1.1 把好质量关保障“品牌塑造”.............................43 6.1.2 实施产品细分及包装个性化提升产品形象.........45 6.1.3 顾客满意提升公司品牌的信任和依赖.................45 6.1.4 提升公司品牌的“社会形象”.............................46 6.2 价格策略..............48 6.2.1 丰富产品价格组合及产品层次.............................48 6.2.2 提升价格竞争力......................50 6.2.3 提高产品性价比......................50 6.3 分销策略..............51 6.3.1 加强渠道拓展..........................51 6.3.2 进驻电商产业园及培养品牌代理.........................52 6.3.3 建设粉丝福利群并实施会员制营销.....................53 6.3.4 寻求与当地旅游业协同发展..54 6.3.5 积极探索CSA社区支持农业54 6.4 促销策略..............55 VIII 6.4.1 积极实施促销折扣政策..........55 6.4.2 积极参与各类展会..................56 6.4.3 提升网络营销能力..................56 6.4.4 开展网络直播及视频营销......61 7 结论..65