陕南野山栗拓展西安市场策略分析毕业论文.docVIP

本科毕业设计(论文) 题目： 陕南野山栗拓展西安市场策略分析 教学单位： 管理工程系 专 业： 市场营销 学 号： 1109081081 姓 名： 庞赞石 指导教师： 王水娥 2015年 5 月 陕南野山栗拓展西安市场策略分析 摘要 随着经济的飞速发展，人们收入的提高，人们的生活水平也有了质的变化，人们不再是只追求吃饱更多的追求吃好。为追求更高的生活品质和健康人们对绿色产品的需求在不断增加。在山区，很多以前不出名难以走出大山的纯天然绿色特色农副产品迎来了春天。 本文根据自己所学市场营销知识对陕南野山栗拓展西安市场策略进行简单分析，对西安市场进行调查分析，运用“4p”理论，找到陕南野山栗在拓展西安市场时所遇到的难题和陕南野山栗目前销售状况中存在的问题并加以解决。同时在西安建立陕南野山栗的市场地位扩大竞争优势。为陕南野山栗在后期的品牌建立，营销渠道，产品策略等建立劳实基础。 陕南野山栗拓展西安市场不光对自身发展有着很大意义，对其他农副产品走出大山，走向大城市也有着重要意义。以此为鉴，对于促进全国各地拥有地方特色的产品走向大众有着积极意义。同时大量绿色产品走向大众对消费者来说，即是嘴的享受，同时又是拥有健康体魄的保证。 【关键词】：陕南野山栗 “4P”理论 营销渠道 市场拓展 SWOT分析 Abstract With the rapid development of economy,?peoples income?increase,?peoples living standard?has undergone a qualitative?change,?people?are no longer?pursue only?eat?morepursuit?to eat.?For the pursuit of?higher quality of life?and?health of people?demand for green products is?on the increase.?In the mountains,?many previously?not?known?to?out of the mountains of the?pure natural green?characteristics of agricultural and sideline products?ushered in the spring. According to?market their?marketing?knowledge?of Southern Shaanxi?wild?chestnut?expandXian?market strategy?analysis,?investigation and analysis of?Xian?market,?using the?4Ptheory,?find the?problem?existing?in southern Shaanxi?wild?chestnut?encountered?in expanding?market?and?southern Shaanxi?Xian?when?wild?chestnut?currently?selling?situationproblems and solve them.?At the same time?the establishment of?wild?chestnut?in?southern Shaanxi?Xian?market position?to expand?competitive advantage.?Southern Shaanxi Province?wild?chestnut?in the late stage of?brand building,?marketing channel,?such as the establishment of?labor?is the basis of?product strategy. Southern Shaanxi?Xian?wild?chestnut?expand?market?not only?for its own development?has great?significance,?for other?agricultural and sideline products?out of the mountains,?also has the important meaning?to?the big?