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论文编号：	9475
作者编号：	2120152890
上传时间：	2017/12/6 13:24:22
中文题目：	天津农科院有机蔬菜产品营销策略研究
英文题目：	The Study on Marketing Strategy of Organic Vegetable Products in Tianjin Academy of Agricultural Sciences
指导老师：	张永强
中文关键字：	有机蔬菜，冷链物流，营销策略，智慧工厂，标准化
英文关键字：	organic vegetables, cold-chain logistics, Information asymmetry, Marketing strategy, wisdom factory, Standardization
中文摘要：	目前我国有机蔬菜产品已进入快速发展期。很多互联网公司及集团企业已经开始向该产品布局，如：我买网、本来生活、阿里天猫、京东、1号生鲜、顺丰优选、美味七七等。这些公司，存在的共同基因优势是资源的整合能力和市场推广能力，但由于农产品具有明显的分散性、非标性、难辩性等，使其失去了资源的整合的对象，于是有些企业开始自己生产销售绿色产品或有机产品，此时他们认为“冷链物流”成为本行业发展的瓶颈。其实“冷链物流”的问题可以通过“区块化”供应来很好的解决，生鲜发展的真正瓶颈是生鲜食品等农产品属于非标产品，由于没有标准，难以识别，如何得到消费者的信任才是该行业发展的瓶颈。本文从天津农科院的角度进行了全面的SWOT分析，并且运用波特的五力模型进行了分析并制定出了天津农科院执行集中战略和差异化战略这一目前战略方向，以天津市区中高端客户为客户目标开发推广有机蔬菜产品。而后分析了目标客户目前面临的现实问题，主要对天津农科院未来在有机蔬菜市场上的营销策略提出了较为具体的实施方案，以致力于为目标客户提供满意的解决方案，本文对天津农科院未来的营销4P+4C策略进行分析，我们的目的是为客户提供解决方案而不是销售产品；运用标准化的管理与智慧工厂的结合来实现非标农产品的标准化。从而有效地解决了由于信息不对称的原因而导致的信任危机，建立“诚信平台”，引领中国有机蔬菜的发展方向。希望通过本文的研究能够为我国有机蔬菜产品的发展提供新的营销思路。
英文摘要：	At present, China's organic vegetable industry has entered a period of rapid development. Many Internet companies and group enterprises have started to the layout of the industry, such as: womai, benlai, alibaba Tmall, JD,YHD, sfbest, yummy77, etc. These companies, the existence of common genetic advantage is the integration of resources and marketing ability, but because of the obvious dispersion of agricultural products, non-standard, difficult to distinguish, so that it lost the integration of resources object, So some companies began to produce their own sales of green products or organic products, at this point they think "cold-chain logistics" has become the bottleneck of the industry development. In fact,the "cold-chain logistics" problem "blocks" supply to very good solution, The real bottleneck of the development of fresh products is fresh agricultural products are non-standard products, since there is no standard, it is difficult to identify, how to get the trust of the consumer is the bottleneck of the development of the industry. This paper has carried on the comprehensive SWOT analysis to the Tianjin Academy of Agricultural Sciences, and using Potter's five-force model was analyzed and developed by the Tianjin Academy of Agricultural Sciences to focus on the implementation of strategy and differentiation strategy of the current strategic direction, High-income groups as the target customers of Tianjin sale the organic vegetable products. Then analyzed the current problems facing the target customers, The future of the Academy of Agricultural Sciences in the organic vegetable market marketing strategy put forward a more specific implementation plan, dedicated to provide satisfactory solutions for the target customer. This paper analyzes the future marketing strategy of Tianjin Academy of Agricultural Sciences 4P + 4C, Our goal is to provide customers with solutions rather than selling products；The standardization of non-standard agricultural products is realized by the combination of standardized management and smart factory. Thus, it effectively solves the crisis of trust caused by information asymmetry, and establishes "credit platform" to guide the development direction of organic vegetables in China. It is hoped that the research of this paper can provide new marketing ideas for the development of organic vegetable industry in China.
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