关于千岛湖有机鱼的营销策略研究毕业论文.doc

毕业论文 （2010届） 关于千岛湖有机鱼的营销策略研究 摘　　要 千岛湖是全国第一个有机鱼养殖基地，其特产千岛湖有机鱼是全国首家通过国家环保总局有机食品发展中心认证的绿色食品。它是当地的主要农产品，对拉动地方经济发展有积极的意义。但是，随着各地农产品竞争的加剧，千岛湖有机鱼在营销方面也暴露出了许多问题，如销售渠道单一、营销人员匮乏、利润低等。为了实现千岛湖有机渔业的可持续发展，必须采取有效的措施解决现有的营销问题，切实地解决当地部分农民的就业问题。 鉴于此，本文选择千岛湖有机鱼的营销作为研究对象，以期本文的研究能促进企业以及当地经济的发展。 论文包括四部分的内容。第一部分重点介绍千岛湖有机鱼的营销现状、存在问题和原因分析。第二部分为市场机会分析与竞争分析，得出消费者支付的意愿以及市场竞争的优劣势。第三部分是对千岛湖有机鱼进行营销策略设计，制定有利于它进一步发展的营销策略。第四部分是总结。 希望本文的研究对千岛湖有机鱼的发展有指导意义，并且力图对其它地区水产业发展战略的制定有一定的借鉴意义。 关键词：千岛湖有机鱼；营销现状；营销策略 Abstract Qian Dao Lake is the first organic fish farming base. Its specialty Qian Dao Lake organic fish is first certified as the green food by the State Environmental Protection Administration of Organic Food Development Center. It is the main agricultural products in local, pulling local economic development have a positive meaning. However, with the development of competition around the Agricultural products, the marketing of the Qian Dao Lake organic fish also revealed a number of issues, such as less sales channels, the lack of the salesmen, low profits. In order to achieve Organic fisheries sustainable development of Qian Dao Lake must be taken effective measures to solve the existing problems of marketing, practically to solve the local farmers’ employment problem. In view of this, the paper selected Qian Dao Lake organic fish as marketing study, for this research can promote enterprise and local economic development. This paper includes four parts of the content. The first part focuses on the marketing status of Qian Dao Lake organic fish and problems, and drawn from the analysis of their problems in marketing. The second part is the market opportunity analysis and competitive analysis, the willingness to pay of consumers and market competition, the advantages and disadvantages. The third part is the Qian Dao Lake organic fish of marketing strategy design, development conducive to the further development of its marketing strategy. The fourth part is summary of the whole article. I hope this