有机农产品微信营销体系构建(任务书,开题报告,论文22000字)
摘要
中国自古以来就是一个农业大国,随着这几年我国国民的生活水平和消费质量意识普遍提高，人们的食品安全观念越来越强，对于农产品的需求也从原来的解决温饱问题转向更加健康、天然、绿色有机的需求。而有机农产品的出现和发展逐渐受到消费者市场的欢迎和青睐，但是国内的有机农产品发展现处于初级阶段，传统的有机农产品的销售模式不利于开拓市场，而互联网+有机农产品的销售模式弥补了原有销售模式的不足，为有机农产品销售提供了一个新的发展思路，本文选取具有中国特色的社会化媒体平台微信营销作为切入点，深入分析有机农产品微信营销的现状与不足，并针对不足提出解决方案，为今后的有机农产品企业的微信营销提供了指导性意见，具有一定的借鉴参考意义。
本文首先通过文献研究法对微信营销和有机农产品的定义和特点进行分析总结，结合目前微信营销和有机农产品营销的现状总结现存的问题。为了更好的构建有机农产品的微信营销体系，本文在第四章里面通过STP理论根据四种细分变量将市场细分并且主要考虑城市消费者、高收入消费者、孕妇儿童消费者和礼品市场四大目标市场，同时就企业市场定位展开讨论。最后，结合前面的研究结论，提出有机农产品的微信闭环营销体系（分为六个部分）并针对有机农产品企业给出了口碑营销策略、体验营销策略、品牌营销策略和精准营销策略的建议。
关键词：有机农产品；微信营销；营销策略
Abstract
China has always been a large agricultural country since ancient times. With the awareness of the national standard of living and the quality of consumption in recent years, people's concept of food safety is more and more strong. And the demand for agricultural products has also shifted from the original problem of food and clothing to a more healthy, natural, green and organic need. The appearance and development of organic agricultural products gradually welcomed and favored by the consumer market. However, the development of organic agricultural products in China is now in the primary stage, the traditional pattern of organic agricultural products sales is not conducive to expand the market, while the Internet + organic agricultural products sales model to make up for shortcomings of the original sales model for organic agricultural products sales to provide a new development ideas This paper selects with Chinese characteristics of social media platforms WeChat marketing as a breakthrough point, in-depth analysis of the present situation and the deficiency of the WeChat marketing of the organic agricultural products, and puts forward the solutions. It provides guidance advice for WeChat marketing of organic agricultural enterprises in the future, and has some reference.
First of all, through the literature research method, the research analyze and conclude the definition and characteristics of WeChat marketing and organic agricultural products, and summarizes the existing problems in the light of the present situation. In order to better build WeChat marketing system of organic agricultural products,this paper divides the market according to the four subdivision variables through the STP theory in the fourth chapter and mainly considers the urban consumers, high-income consumers, pregnant women and gift market. Meanwhile, we have a discussion on the market position of the enterprise.
Finally, according to the previous research conclusions, this paper proposes WeChat closed-loop marketing system of organic agricultural products (divided into six parts). What’s more, this paper gives advice on word of mouth marketing strategy, experience marketing strategy, brand marketing strategy and precision marketing strategy for organic agricultural products enterprises.
Key Words：organic agricultural products；WeChat marketing；the marketing strategy
目录
摘要 I
Abstract II
第1章绪论 1
1.1 研究背景及意义 1
1.1.1 研究背景 1
1.1.2 研究意义 2
1.2 国内外研究综述 2
1.3研究内容、方法及技术路线 3
1.3.1 研究内容 3
1.3.2 研究方法 4
1.3.3 技术路线 5
第2章相关理论基础 6
2.1有机农产品定义及特点 6
2.2微信营销定义及特点 8
2.3马斯洛需求层次理论 8
2.4 STP理论 8
第3章有机农产品微信营销现状及问题分析 10
3.1有机农产品营销现状分析 10
3.2有机农产品微信营销现状分析 11
3.3有机农产品微信营销存在的问题 15
第4章有机农产品微信营销市场目标定位 18
4.1市场细分 18
4.1.1 地理因素 18
4.1.2 人口因素 18
4.1.3 行为和心理因素 19
4.2目标市场 19
4.2.1 城市消费者市场 19
4.2.2 高收入消费者市场 20
4.2.3 孕妇儿童消费者市场 20
4.2.4 礼品市场 21
4.3市场定位 21
第5章有机农产品闭环微信营销体系构建 23
5.1闭环营销体系 23
5.2体系构建策略 25
5.2.1 口碑营销策略 25
5.2.2 体验营销策略 25
5.2.3 品牌营销策略 26
5.2.4 精准营销策略 26
第6章结论与展望 28
参考文献 29
致谢 30
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