毕业论文昭通苹果营销策略组合

红河学院本科毕业论文（设计）摘要昭通将紧紧依靠科技进步，昭通市政府于2011年底以技术改造为突破口，加快昭通苹果优势产业发展。通过实施低产果园的标准化技术改造，真正使果园大变样、质量大提高、效益大增长、果农大增收。按照适度规模、合理布局、集约经营、提高质量、综合开发的原则，突出抓好低产果园改造、品种结构调整，加强优质苹果基地、市场信息体系、采后贮藏加工等建设，实施品牌和龙头带动战略，推进昭通苹果产业化经营，使昭通苹果走向规模化、产业化、商品化的发展道路。本文以昭通苹果在中国的市场营销活动为研宄对象,以营销理论为基础,客观分析,在此基础上,结合市场营销策略组合理论(4P)对昭通苹果营销策略进行分析并提出改进建议。为保证该营销策略的有效实施,本文提出了保障营销策略实施的措施。最后总结本文的研究结果,与研宄中存在的不足。本文的研究对昭通苹果在国内的市场营销具有直接的指导意义,对同类型企业市场营销策略制定也具有一定的参考价值。关键词:昭通苹果;SWOT分析;营销策略组合(4P)红河学院本科毕业论文（设计）ABSTRACTZhaotongwillcloselyrelyonscientificandtechnologicalprogresstoapplethestandardizationcompanyreforminoperationattheendof2011asthebreakthroughpoint,tospeedupthedevelopmentofzhaotongappleadvantageindustry.Throughtheimplementationofstandardizedtechnicaltransformationoflowyieldorchard,realrealorchard,qualitychange,improvethebenefitof,big,bigfruitgrowers'incomegrowth.Accordingtothemoderatescale,reasonablelayout,intensivemanagement,improvethequality,theprincipleofcomprehensivedevelopment,toconcentrateonlowyieldorchard,varietystructureadjustment,strengthenhigh-qualityapplebase,marketinformationsystem,postharveststorageprocessing,suchasconstruction,implementthestrategyofbrandsandleadingtodrive,promotethezhaotongappleindustrialization,makethezhaotongappletowardtheroadofdevelopmentscale,industrializationandcommercialization.Asabackwardareaofyunnanmarketindustry,howtogainafootholdintheenvironmentfulloffiercecompetition,expandthemarket,andseekdevelopment,isWorththezhaotongappleindustryin-depththinkingofproblem.TakingzhaotongapplemarketingactivitiesinChinaasresearchGuiobject,onthebasisofmarketingtheory,basedontheresearchofthedomesticmarketenvironment,competitionenvironmentandanalysis,andthezhaotongapplehasstrengths,weaknesses,inthefaceofopportunitiesandthreats(SWOT)tomakeanobjectiveevaluation,andthenonthebasisofthetheoryofmarketingstrategy(STPstrategy)determinethezhaotongapple'stargetmarket.Onthisbasis,combiningwiththetheoryofmarketingstrategycombinationofzhaotongapplemarketingstrategy(4p)areanalyzedandSuggestionsforimprovementareputforward.Inordertoguaranteetheeffectiveimplementationofthemarketingstrategy,thisarticlealsofromthemarketingteambuilding,performancetestNuclearandestablishlong-termeffectivemechanismofmarketinginnovation,putsforwardthesafeguardmeasuresontheimplementationofmarketingstrategy.ThefinaltotalKnotinthispaper,theresearchresults,andtheproblemsexistinginresearchGui.Thispaperstudiesthezhaotongappleinthedomesticmarketmarketinghasdirectguidingsignificance,forthesametypeenterprisemarketofthecampMarketingstrategyalsohasacertainreferencevalue.Keywords:Zhaotongapple;SWOTanalysis;TheSTPstrategy;Themarketingstrategycombination(4p)红河学院本科毕业论文（设计）目录第一章前言......................................................................11.1选题目的.................................................................11.2选题意义................................................................11.2.1理论意义...........................................................11.2.2现实意义...........................................................2第二章昭通苹果营销概况.........................................................32.1昭通苹果产业发展现状.....................................................32.1.1昭通苹果初具种植规模...............................................32.1.2标准化、产业化水平不断提高.........................................42.2昭通苹果营销模式.........................................................42.2.1果农直接销售.......................................................42.2.2网络销售...........................................................52.2.3招商代理...........................................................5第三章SWOT分析下的昭通苹果营销.................................................63.1优势分析.................................................................63.1.1区位优势...........................................................63.1.2品质优势...........................................................63.1.3价格成本优势.......................................................63.2昭通苹果营销劣势分析.....................................................73.2.1品牌知名度低.......................................................73.2.2销售渠道狭窄.......................................................73.2.3营销人员知识不足...................................................83.2.4物流业落...........................................................93.2.5营销策略不合理....................................................103.3机遇分析................................................................103.3.1省政府的大力支持..................................................103.3.2西部大开发带来的机遇..............................................10红河学院本科毕业论文（设计）3.4威胁分析................................................................113.4.1同行业的威胁......................................................113.4.2替代品带来的威胁..................................................113.4.3自然灾害带来的威胁................................................11第四章昭通苹果营销建议.......................................................12（1)利用价格成本吸引企业大亨投资...............................................12（2)加强品牌宣传策略...........................................................12（4)合理选择目标市场，建立全面产品分销渠道..........