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1、毕业论文(2010届)樊呑牌枇杷的营销策略研究摘要樊呑牌枇杷近年来得到很大的发展,已经成为政府极力支持的的一项产业。樊呑枇杷的发展有利于提高农民收入,维护农业安全、解决农村就业问题。樊呑枇杷作为宁波的“十大名果”之一,机遇与挑战并存在,需要设计冇效的营销策略,来发挥它自身的优势。论文包括川部分。第一部分介绍樊呑枇杷产业的概况和营销的现状。第二部分对樊呑枇杷进行SWOT分析,并总结岀它的内外部环境因索。第三部分是通过问卷数据分析得出其在营销方面存在的问题,主要是消费者品牌忠诚度不高,品牌附加値不高,品牌知名度
2、不高,宣传方式不到位,销售渠道单一。第四部分是根据樊呑牌枇杷现在的营销状况和SWOT分析,制定冇利于樊忝枇杷进一步发展的营销策略,主要从品牌营销策略、网络营销策略、体验营销策略以及营销组合策略进行研究。希望本文对于樊呑牌枇杷的进一步发展有指导意义,并力求对其他地区的水果产业的发展战略的制定冇一定的借鉴意义。关键词:樊呑牌;枇杷;营销策略AbstractTheloquatoffanaolibrandhasbeenarapiddevelopment,whichhasbeentheindustrythattheg
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5、ThesecondpartoffanaoliloquatSWOTanalysis,andsummarizeitsinternaladvantage,internalweaknesses,theopportunitiesandexternalthreats.Thethirdpartanalyzedobtainedintheproblemsexistinginthemarketingthroughthequestionnairedata,includingthatconsumerbrandloyaltyisno
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7、ryajaponicafanaolimarketingstrategy,suchasBrandmarketingstrategy,Netmarketingstrategy,Experiencemarketingstrategy,Marketingmixstrategy.Hopethispaperfanaolibrandloquatfurtherdevelopmentisofguidingsignificanceinotherareas,andtrytogivebenefittothefruitindustr
8、ydevelopmentstrategyformulationofcertainreference.Keywords:ThebrandoffanAoli;Loquat;Marketingstrategy目录1论文研究的背景和意义11」论文的研究背景11.2论文的研究意义11.3论文的研究方法和思路22樊呑牌枇杷的产业概况和营销现状32.1宁波市象山县枇杷产业的概况32.1.1枇杷生产现状32.1.2樊呑枇杷的产销