首页>>学术检索

怀来县葡萄酒网络营销研究

标题: 怀来县葡萄酒网络营销研究
英文标题: Research on Wine Network Marketing in Huailai County
作者: 韩智超
出版时间: 2018-05-26
所在大学: 河北农业大学
关键词: 怀来县,网络营销,葡萄酒,SWOT分析
英文关键词: Huailai County,network marketing,wine,SWOT analysis
论文级别: 硕士
学位: 硕士
导师: 张晓忠
专业: 农业硕士(专业学位)
主题: 怀来县葡萄酒网络营销研究
页码: 55
摘要: 近年来,互联网技术发展迅速,中国农业步入了“农业3.0”时代,农产品网络营销逐渐成为推动农业产业经济快速发展的重要营销手段,很多农产品在营销上运用了网络营销手段,实现了跃迁式发展。2016年,我国农业部颁发了《“十三五”全国农业农村信息化发展规划》,大力支持农产品网络营销以及电子商务发展。葡萄酒作为人们日常生活中常见的农产品之一,进行网络营销是葡萄酒企业实现扩展营销渠道,增加盈利的重要手段。怀来县是中国历史悠久的葡萄产地之一,葡萄酒产业是怀来县县域经济支柱产业。尽管怀来县葡萄酒产业在改革开放以来有较快发展,但由于怀来县葡萄酒网络营销并不成熟,出现了滞销现象,因此研究其葡萄酒网络营销,对于提升怀来县葡萄酒销量,发展怀来县葡萄酒产业,实现产业复兴有着重要意义,对于其他农产品网络营销的发展有着重要的借鉴意义。本文以怀来县的葡萄酒网络营销为研究对象,以市场营销理论、网络营销理论为研究理论基础,采用文献研究法、理论与实践相结合的方法、比较研究法、SWOT分析法进行研究。在研究内容上,首先,本文对怀来县葡萄酒网络营销现状进行概括;其次,从怀来县葡萄酒网络营销采用的4P营销策略出发,对怀来县葡萄酒网络营销的渠道策略、产品策略、价格策略、促销策略进行剖析;再其次,基于对怀来县葡萄酒网络营销策略选择,通过分析其内部环境中的优势与劣势和外部环境中的机遇与挑战,结合SWOT矩阵、IFE矩阵、EFE矩阵的分析结果,选择WT策略做为怀来县葡萄酒网络营销发展策略;最后,针对目前怀来县葡萄酒网络营销发展策略提出以下建议:细分市场结构,选择产品定位;建设运营部门,招揽运营人才;基本渠道整合,促进渠道创新;促进品牌合作,强化形象打造。本论文得出以下结论:一是葡萄酒企业强化网络营销是当前的营销趋势。二是怀来县葡萄酒网络营销所采用的4P营销策略并不适应目前的市场需求,在策略实施上由于缺乏运营人才也存在多种问题。三是怀来县葡萄酒网络营销的内部劣势与外部挑战较大,在策略选择上需要规避外部挑战,改善营销劣势。四是长城葡萄酒的网络营销策略值得怀来县其他葡萄酒企业学习与借鉴。目前国内关于葡萄酒网络营销的研究较少,多以葡萄酒市场营销研究为主。本文以怀来县葡萄酒网络营销作为研究对象,为怀来县葡萄酒网络营销进一步发展提出策略建议,因此本文在研究视角方面具有一定的创新性。
英文摘要: In recent years,the rapid development of Internet technology,Chinese agriculture into the "agriculture 3" era,agricultural product network marketing has gradually become an important marketing means to promote the rapid economic development of agricultural industry,many agricultural products in the marketing use of network marketing means to achieve the development of the transition.In 2016,the Ministry of agriculture of China issued the "13th Five-Year" national agricultural and rural informatization development plan,which strongly supports the network marketing of agricultural products and the development of electronic commerce.As one of the common agricultural products in people's daily life,the network marketing is an important means for the wine enterprises to realize the expansion of marketing channels and increase the profit.Huailai county is one of the grape producing areas with long history in China.The wine industry is a pillar industry of Huailai county economy.Although the wine industry in Huailai county has developed rapidly since the reform and opening up,the wine network marketing in Huailai county is not mature,so it is of great significance to study its wine network marketing for the promotion of the wine sales in Huailai County,the development of the wine industry in Huailai county and the revival of the industry.It has important reference significance for the development of other agricultural products network marketing.This article takes Huailai County wine network marketing as the research object,taking the marketing theory and the network marketing theory as the theoretical basis,using the method of literature research,theory and practice,comparative research and SWOT analysis.In the research content,first of all,this article generalizes the current situation of Huailai wine network marketing.Secondly,from the 4P marketing strategy adopted in Huailai wine network marketing,the channel strategy,product strategy,price strategy and promotion strategy of Huailai wine network marketing are analyzed.Secondly,based on Huailai,the wine network marketing strategy is analyzed.County wine network marketing strategy selection,through the analysis of the advantages and disadvantages in the internal environment and the opportunities and threats in the external environment,combined with the analysis results of SWOT matrix,IFE matrix,EFE matrix,choose WT strategy as Huailai wine network marketing development strategy;finally,for the current wine network camp in Huailai County The marketing strategy puts forward the following suggestions: subdividing the market structure,selecting product positioning,building operation departments,recruiting operational personnel,integrating basic channels,promoting channel innovation,promoting brand cooperation and strengthening image building.This paper draws the following conclusions: first,strengthening the network marketing of wine enterprises is the current marketing trend.Two is the 4P marketing strategy used in Huailai wine network marketing strategy does not adapt to the current market demand,in the implementation of the strategy,there are also a variety of problems due to the lack of operational personnel.Three,the internal and external threats of Huailai county's grape wine network marketing are bigger.In the strategy choice,we need to avoid external threats and improve marketing inferiority.Four,the network marketing strategy of the Great Wall wine is worth learning from other wine enterprises in Huailai.At present,there are few researches on wine network marketing in China,mostly based on wine marketing research.In this paper,Huailai County wine network marketing as the research object,for the further development of Huailai wine network marketing strategy suggestions,so this article in the perspective of research has a certain innovation.