电子商务环境下青海特色产品营销策略研究-以冬虫夏草为例毕业设计.docVIP

电子商务环境下青海特色产品营销策略研究-以冬虫夏草为例 摘 要 随着改革开放的深入，我国的市场经济不断发展，而我国青海特色产品营销策略研究却显缺乏力度，目前国内学者提出了电子商务环境下区域品牌的概念，在此视角下研究特色产品营销就具有很重要的创新意义。 本文从目前国内的研究现状出发，对文中涉及到的特色产品的基本概念做了界定，进而指出了特色产品的特征，接着介绍了建设特色产品的基本思路，为随后的研究奠定了基础。然后通过对青海特色产品的特点进行分析，引出了运用电子商务环境下的特色农产品营销的策略选择，重点从产品策略和营销渠道策略两个方面入手，探讨青海特色农产品营销中存在的问题，并提出了相应的对策。本文最后以青海特色产品-冬虫夏草为例，运用市场调查法和SWOT矩阵分析方法，对青海冬虫夏草进行描述性分析。 通过本文的研究，得到以下主要结论：电子商务环境下特色产品营销对青海创新发展有重要意义，地方政府和企业都应努力塑造良好的特色产品的形象，同时要创新营销渠道的建设，开发满足市场需求的“新”、“特”、“优”产品，以促进青海特色产品营销的发展。 关键词：电子商务;特色产品;营销策略;地理标志 Abstract With the deepening of reform and opening up, Chinas market economy continues to grow, but the marketing of agricultural products in particular characteristics of the agricultural marketing strategy study is significant lack of intensity, the current domestic scholars have put forth the concept of a regional brand, in this perspective the study on the marketing of agricultural products with characteristics has very important innovative. From the current status of the domestic research, this article Involved in the text of the regional brands of defines the basic concepts, further pointed out that the characteristics of the regional brand, then on building the basic idea of regional brands, for subsequent research laid the foundation for. And the characteristics of agricultural products through an analysis of the characteristics of, leads to the characteristics of the agricultural marketing strategy choice, focus from product strategy and marketing channels for the two-pronged strategy, Chinas agricultural characteristics of the problems that exist in marketing, and the corresponding countermeasures. Finally, Xinzheng date with the development of Xinzheng discussed at the regional brand development achievements, and on this basis for the development proposed Jujube Xinzheng recommendations. Through this research, gives the following main conclusions: Regional characteristics of the brand marketing of agricultural products is important, local governments and enterprises sho