I 摘要 随着国家的富强，国民生活水平的不断提高，水果已经由人们生活中的非必 须品转化为必须品，其需求量逐渐增大，整个行业市场潜力巨大。德阳市罗江区 的金锣湾公司就是在这样的行业背景下，选择种植和销售有机水果，但由于农产 品的行业壁垒低竞争激烈，公司迟迟未能收回成本。金锣湾公司想要收回成本甚 至获利就需要摆脱传统营销思维的禁锢，优化营销模式。本文就是根据金锣湾公 司的实况，挖掘市场机会，推动企业持续发展；理清企业定位，稳步推进产品销 售，让公司获取利润。 本文结合市场营销学及统计学的相关理论,通过文献调查、实地调查、问卷 调查、回归分析。综合运用宏观分析金锣湾公司水果的销售前景。运用4P及4C 营销理论分析出金锣湾公司营销中存在的问题及原因，提出社群营销来解决当前 公司营销的问题。通过Logistic回归模型分析出影响消费者网络购买金锣湾公司 有机水果的因素，结合分析结论及存在的问题并科学的制定金锣湾公司社群营销 的策略。本文共有为五章。第一章为绪论。主要讲述论文的选题背景、选题意义、 国内外文献、研究的内容及方法。第二章为相关理论概述。主要对4P、4C、有 机农产品的特点、社群营销理论进行概述。第三章为金锣湾公司的营销现状。本 章主要对金锣湾公司的营销现状进行分析。首先，对金锣湾公司的概况及水果宏 观营销环境进行了分析;其次,对公司的销售现状及存在问题进行了分析；再次引 入社群营销理论解决当前存在的营销问题；最后对金锣湾公司运用社群营销进行 了必要性和可行性分析。第四章为金锣湾公司的社群营销策略设计，本章主要是 分析出消费者购买行为，再对金锣湾公司社群营销策略进行精准设计。首先制定 问卷调查表并发放调查问卷表；再次通过对问卷调查表的结论进行Logistic分析， 得出了解度、宣传度、促销、包装、口感、认证、营养、环保、安全、信任度、 婚姻、收入、性别、家庭人员14个因素对消费者网络购买金锣湾公司的有机水 果影响非常显著性；最后将影响因素及公司存在的问题结合成熟的社群营销实施 路径制定科学的社群营销策略。第五章为本文的结论，不足及展望。通过研究发 现，中国水果市场的潜力巨大，社群营销能够有效的满足消费者多层次，多样化 需求，适合像金锣湾公司这类初创并生产高端农产品的公司。社群营销能够在有 限的资金上精准的做好公司及产品的宣传，同时提高公司的销量。 关键词:有机水果；购买行为；社群营销 论文类型：专题研究 西南科技大学硕士学位论文 II ABSTRACT Asthecountry'srichandpowerful,thenationallifelevelunceasingenhancement,the fruithasbeentransferredfromthenecessitiesinpeople'slivesasthenecessities,its demandisgraduallyincreasing,theindustrymarketpotentialistremendousdeyang cityluojiangdistrictJinLuobaycompanyisundersuchbackground,chooseorganic fruitsgrowingandselling,butasaresultofagriculturalindustrylowbarriersto competitionisintense,thecompanyhasfailedtorecoverthecostofJinLuoWan companywanttorecoverthecostprofitevenneedtogetridofthetraditional marketingthinking,optimizethemarketingmodelofthispaperisbasedonJinLuo Wancompanylive,miningmarketopportunities,promoteenterprisesustainable development;Clarifyenterprisepositioning,steadilypromoteproductsales,sothat thecompanytoobtainprofits. Thispapercombinesmarketingandstatisticsrelatedtheories,throughliterature investigation,fieldinvestigation,questionnairesurveyandregressionanalysis.The salesprospectofJinLuoWanfruitwasanalyzedbymacroandmicroanalysis.Based onthe4P、4Cmarketingtheory,thispaperanalyzestheexistingproblemsandcauses inthemarketingofJinLuoWancompany,andproposescommunitymarketingtosolve thecurrentmarketingproblemsofthecompany.FactoranalysisandbinaryLogistic regressionmodelwereusedtoanalyzethefactorsthataffectconsumers'online purchaseoforganicfruitsofJinLuoWancompanybinedwiththeanalyzed factors,thecommunitymarketingstrategyofJinLuoWancompanywasformulated scientifically.Thispaperconsistsoffivechapters.Thefirstchapteristheintroduction. Thispapermainlydescribesthebackgroundofthetopic,thesignificanceofthetopic, domesticandforeignliterature,researchcontentandmethods.Thesecondchapteris anoverviewofrelevanttheories.Thispapermainlysummarizesthecharacteristicsof 4P、4C,organicagriculturalproductsandcommunitymarketingtheory.Thethird chapteristhemarketingstatusofJinLuoWancompany.Thischaptermainlyanalyzes themarketingstatusofJinLuoWancompany.Firstly,thegeneralsituationof JinLuoWancompanyandthemarketingenvironmentofChinesefruitsareanalyzed. Secondly,itanalyzesthesalesstatusandexistingproblemsofthecompany,andthen leadsoutthecommunitymarketingtheorytosolvetheexistingmarketingproblems. Finally,itanalyzesthenecessityandfeasibilityoftheuseofcommunitymarketingby JinLuoWancompany.Thefourthchapteristhedesignofcommunitymarketing ABSTRACT III strategyofJinLuoWancompany.Thischaptermainlyanalyzesthepurchasebehavior ofconsumers,andthencarriesoutaccuratedesignofcommunitymarketingstrategy ofgoldenbaycompany.Firstformulatedquestionnaireandquestionnaire,again throughtheconclusionofquestionnaire,factoranalysis,binarylogisticanalysis concludedthatunderstandingdegrees,publicity,salespromotion,packaging,taste, certification,nutrition,environmentalprotection,safety,credibility,marriage,income, gender,familypersonnel14factorsonconsumeronlinebuyingJinLuoWancompany organicfruits,averysignificanteffect,finallywillinfluencefactorswithmature communitymarketingimplementationpathcommunitymarketingstrategyplanning ofsubject.Thefifthchapteristheconclusion,deficiencyandprospectofthis paper.ThroughthestudyfoundthatChinesefruitmarketpotentialistremendous, communitymarketingcaneffectivelymeettheconsumermulti-level,diversified demand,suitableforsuchasJinLuoWancompanystart-upcommunitymarketing andproductionofhigh-endagriculturalproductscompanyisthelimitedfundson precisionimprovepropagandaonthecompanyandproducts,atthesametime improvethecompany'ssales. KEYWORDS:OrganicFruits;BuyingBehavior;CommunityMarketing TYPEOFTHESIS:MonographicStudy 西南科技大学硕士学位论文 IV 目录 1绪论....................................................................................................................1 1.1研究背景与意义....................................................................................1 1.1.1选题的背景................................................................................1 1.1.2选题的意义................................................................................2 1.2国内外研究现状....................................................................................2 1.2.1国外文献....................................................................................2 1.2.2国内文献....................................................................................3 1.3研究内容、方法及思路........................................................................5 1.3.1研究内容....................................................................................5 1.3.2研究方法....................................................................................6 1.3.3研究思路....................................................................................6 2相关理论概述....................................................................................................8 2.14P营销理论...........................................................................................8 2.24C营销理论...........................................................................................8 2.3有机农产品............................................................................................9 2.3.1有机农产品的含义....................................................................9 2.3.2有机农产品的特点....................................................................9 2.4社群营销................................................................................................9 2.4.1社群定义................................................................................9 2.4.2社群关系..................................................................................10 2.4.3社群价值..............................................................................10 2.4.4社群经济..............................................................................11 3金锣湾公司营销现状......................................................................................12 3.1金锣湾公司概况..................................................................................12 3.2水果市场宏观营销环境分析.................