沾化冬枣营销策略研究.docx

II目录摘要................................................................IAbstract...........................................................II第一章绪论.........................................................11.1研究的背景及意义............................................11.1.1选题背景..............................................11.1.2研究的意义............................................21.2研究的内容、思路与方法......................................31.2.1研究的内容............................................31.2.2研究的思路............................................41.2.3研究的方法............................................4第二章理论与文献综述...............................................52.1市场营销概念................................................52.2农产品市场营销含义和特点....................................62.3市场营销策略................................................72.4国外相关研究综述............................................82.5国内相关研究综述............................................9第三章沾化冬枣营销现状及问题......................................103.1沾化冬枣营销的宏观环境分析.................................103.1.1政治地理环境.........................................103.1.2经济环境.............................................123.1.3社会文化环境.........................................133.1.4技术环境.............................................163.2沾化冬枣营销策略及问题剖析.................................173.2.1沾化冬枣现有营销策略.................................173.2.2沾化冬枣营销问题剖析.................................183.3沾化冬枣营销的微观环境研究.................................193.3.1沾化冬枣营销的优势...................................193.3.2沾化冬枣营销的劣势...................................213.3.3沾化冬枣营销面临的机遇...............................223.3.4沾化冬枣营销面临的挑战...............................233.4小结..................................................24第四章沾化冬枣营销策略的调整与完善................................254.1完善市场机制打造冬枣名优品牌.............................254.1.1创新产品的生产和包装.................................254.1.2建