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论文编号：	3987
作者编号：	2220091795
上传时间：	2012/3/9 15:10:25
中文题目：	海南荔枝营销策略研究——以DL农场为例
英文题目：	Research on Hainan Litchi Marketing Tactics——Taking DL Farm as an Example
指导老师：	韩德昌
中文关键字：	海南荔枝 营销定位 营销组合策略
英文关键字：	Hainan Litchi, Marketing positioning, Marketing Mix Tactics
中文摘要：	荔枝作为一种深受广大消费者喜爱的热带水果，其生产已实现规模化。目前我国的荔枝生产基地主要分布于我国的南方的广东、福建、海南、广西等省份。海南省的东部至北部一线为省内规模化荔枝生产基地所在。荔枝的种植和销售季节性强，每年的收获季节的荔枝销售情况都是对荔枝种植基地的营销能力和营销效果的一种考验。目前，海南的荔枝种植面积已超过六十万亩，但荔枝营销还没有突破传统的管理机制，亟需找到一条特色的营销之路。如何让荔枝的营销符合荔枝生产的规律，满足消费者需求是荔枝生产者目前摆在生产者面前的一道难题。本文以现代市场营销理论为指导，以海南农垦DL农场为研究案例，从营销的视角和战略的层面解读海南荔枝的优势和劣势，并为其营销战略提供依据，目的在于在激烈的市场竞争环境下，通过有效的环境分析和目标市场定位方法为海南荔枝找到一条可持续的发展之路。本论文共分六章。第一章绪论，主要阐述了论文的研究背景和研究意义、研究思路和研究方法以及研究框架。第二章回顾了整合营销、渠道营销以及市场细分理论，为本文研究提供理论支撑。第三章从宏观与微观相结合的角度，对海南荔枝的市场营销环境进行分析。第四章基于市场细分理论给出DL农场整合营销的战略选择。第五章从4P营销策略、体验式营销、关系营销、内部营销等多方面论述DL农场的整合营销战略的实施。第六章为结论，对本文的研究进行归纳和总结。本文的创新点在于，从理论与实际相结合的角度，分析了海南荔枝营销的先天优势，海南荔枝生产与流通的发展现状及其存在的问题，从战略层面论述了海南农垦DL农场的整合营销战略，并从可操作的层面，阐述了相关的营销策略。希望本研究成果能对海南荔枝的健康营销和可持续发展有所裨益。
英文摘要：	Litchi, as a kind of fruit, is loved by the consumers and whose production has reached a certain scale. At present our country has realized the litchi production base in China mainly distributed in the southern Guangdong, Fujian and Hainan, Guangxi provinces. Large scale bases for litchi production are located in the east to the north of Hainan province. The cultivation and sales of litchi is affected by the seasonal weather. It is a sever test to the marketing ability and the marketing effect of litchi production in the annual harvest season. How to let the litchi marketing comply with the law of litchi planting, and meet the consumer demand is of a difficult problem in front of the litchi planters. Based on modern marketing theory as the guide to Hainan land reclamation farm for case study, from the perspective of marketing and strategic level reading Hainan litchi, advantage and disadvantage, and provide the basis for its marketing strategy, the aim is that the fierce market competition environment, through the effective environmental analysis and target market positioning method for Hainan litchi find a sustainable development way. This paper is divided into six chapters. The first chapter is the introduction to the mainly background and the thesis research significance, as well as the research idea and research methods and research framework. The second chapter reviews of integrated marketing, channel marketing and market segmentation theory, providing the theory support for the further analysis. The third chapter is of Hainan litchi marketing environment analysis which is discussed from the macro and micro combination of Angle. The fourth chapter, based on market segmentation, the farm is given with the theory of integrated marketing strategic choice. The chapter 5 discusses the integrated marketing strategy of DL farm in aspect of 4P marketing tactics, experiential marketing and relationship marketing, internal marketing and so on. In chapter 6 of this research the conclusion for the paper were summarized. This paper, from the point of innovation in theory and practice, analyses the Hainan litchi marketing congenital superiority, Hainan litchi production and circulation development present situation and the existing problems, from the strategic point discusses the Hainan land reclamation farm integration, the marketing strategy, and from operational level, this paper expounds the related marketing strategy. Hope this research result of Hainan litchi health to marketing and sustainable development at present.
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