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论文编号：	4325
作者编号：	2120102501
上传时间：	2012/6/7 9:10:51
中文题目：	蔬菜宅配公司营销组合策略研究
英文题目：	Research on marketing tactics of vegetable home delivery
指导老师：	韩德昌
中文关键字：	城市蔬菜宅配，蔬菜流通，市场细分，营销组合策略
英文关键字：	fresh vegetable home delivery, vegetable distribution, segmentation, vegetable marketing strategy
中文摘要：	随着城市生活水平提高，生活节奏的日益加快，人们对新鲜蔬菜的品质以及获得的便捷性的需求越来越高，这对于城市新鲜蔬菜的流通来说，既是考验，更是机会。城市蔬菜流通体系的发展已成为我国蔬菜物流现代化的必然趋势。本文主要研究了城市新鲜蔬菜商业营销定位及策略。通过分析我国蔬菜产业的发展状况以及蔬菜流通领域目前所面临的问题，提出城市蔬菜配送营销研究的动因。论文以天津地区MY新鲜蔬菜宅配公司为例，具体分析其营销定位以及营销组合策略。 城市蔬菜宅配作为连接农户与城市居民的桥梁，其发展将有利于农业增效、农民增收；有利于城市居民生活健康便利、提高生活品质；城市蔬菜宅配的精准管理，可以使产品定位、质量追溯成为可能，有效进行食品安全管理；大规模宅配通过统筹资源有利于降低物流成本，提高蔬菜流通的经济效益，避免价格剧烈波动，稳定供应水平。因此，以传统零售加电子商务模式连接农户与城市居民，这种新鲜蔬菜宅配模式的商业潜力将会十分巨大。 本文研究的城市新鲜蔬菜宅配营销定位及组合策略是基于PEST、五力模型、SWOT分析法、市场细分理论以及4Ps、4Cs营销组合策略理论等相关理论的回顾与应用。本文研究思路从理解蔬菜宅配概念、分析宅配特征开始，对比国内外新鲜蔬菜宅配的发展状况，分析我国蔬菜流通体系所面临的问题，进一步探讨城市蔬菜宅配公司的具体实施策略。 通过对天津地区MY新鲜蔬菜宅配公司所处市场环境进行分析，包括宏观环境分析、行业环境分析以及内外部结合的SWOT分析，对其目标市场进行细分与定位，然后提出基于顾客解决方案的产品组合策略、基于顾客成本的价格组合策略、基于便利的分销组合策略以及基于沟通的促销组合策略，并从理念、人员、组织、信息系统、财务等方面实施保障。
英文摘要：	With the improvement of urban living standards and the pace of life gradually accelerated, people’s demand for fresh vegetable’s quality and convenience is getting higher and higher. For vegetable circulation system, this is a test, but also an opportunity. The development has become to the inevitable trend of China modern vegetable logistic. This paper mainly studies marketing positioning and strategies of fresh vegetable home delivery, and analyses problems that vegetable circulation are facing with. Through the MY company’s case, the paper analyses its marketing positioning, marketing strategy and tactics. Fresh vegetable home delivery service connects famers and city people. It’s development will beneficial to the agriculture, farmers, and will improve city people’s life. The standard management will locate and track products precisely, and will guarantee vegetable’s quality. Large-scale resources management will reduce logistic costs, avoid the sharp fluctuation of vegetable’s price, make supply stable. This paper bases on theories of PEST, Five-Forces, SWOT analysis, Segmentation-Targeting-Positioning, 4Ps, 4Cs and service marketing strategy. This research introduces the concept and characteristics of fresh vegetable home delivery, and compares our country’s vegetable circulation system to other developed countries’, and further discusses on practical strategies of fresh vegetable home delivery. This paper analyses the MY company’s market environment, target market, positioning, and lists some tactics ---- Product, Price, Place and Promotion. Meanwhile, these tactics are interconnected with Customer solution, Cost to customer, Convenience and Communication. Then the paper points some supporting measures, such as concept, personnel, organization, information system and finance.
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