I 摘要 近年来，国内松茸消费兴起，松茸产业整体快速发展，但小金县松茸经济的 发展远不及云南产区。在小金县的松茸生产经营企业之中，AS公司的情况极具代 表性。AS公司过去一直面向出口经销商供货，如今陷入增长迟缓、风险剧增的困 境。为了突破经营困局，AS公司决定进入国内小金松茸消费市场。面对一个诱人 的市场，过去的销售经验和营销资源完全无法复制，AS公司陷入了不知如何卖货 的境地。本文旨在从营销战略和策略上，探索一条适合小微松茸企业的营销路径， 帮助AS公司制定新市场的营销规划和方案。 论文的研究方法包括：文献调研、实地调查、理论联系实际法。以AS公司小 金松茸市场的营销策略为研究内容，全文由六个章节组成。第一章为绪论，介绍 研究背景和意义，对研究方法、思路进行说明。第二章介绍论文主体内容的理论 基础。第三至第五章是本文的核心内容，在分析宏观、微观环境基础上，明确产 品的战略路径和市场定位，并进一步提出营销组合策略。第六章是结论，对全文 的研究进行总结。 经过环境分析，AS公司小金松茸的战略是面向四姑娘山景区，走旅游商品路 线；利用电商渠道和网络营销扩张市场份额。经过市场调查分析，AS公司小金松 茸产品的市场定位是提供放心的产品和贴心的服务，创造难忘的松茸食用体验。 论文提出AS公司的4P营销策略是提供具备确定性、即时性、个性化的产品和服 务组合，走线上线下融合的渠道模式，保证产品价格的透明性和合理性，以及实 施多层次的推广策略。 关键词：市场定位，4P营销策略，小金松茸，旅游商品 ABSTRACT II ABSTRACT Inrecentyears,domesticmatsutakeconsumptionhasrisen,andtheoverall developmentofthematsutakeindustryisrapid,buttheeconomicdevelopmentof XiaojinMatsutakeisfarlessthanthatofothermatsutakeproducingareassuchas Yunnan.AmongmanyXiaojinMatsutakeenterprises,AScompanyisatypicalone.AS companyhavebeensupplyingtomiddlemeninthepast,butnowtheyarefacing difficultiesinoperatinggrowthandincreasingoperatingrisks.Inordertobreakthrough thedilemmaofoperation,ASdecidedtoentertheXiaojinconsumermarket,whichis developingrapidly.Facedwithanewmarket,pastexperiencecouldnotbeappliedto thenewmarketatall,andASCompanyfellintoasituationwhereitdidnotknowhow tosellgoods.Thepurposeofthisarticleistoanalyzetheinternalandexternal environmentoftheAScompany,fromthemarketingstrategyandtactics,toexplorea marketingpathsuitableforXiaojinMatsutakemarket,tohelptheAScompanyactually formulatemarketingplansandplansfornewmarkets. Theresearchmethodsofthethesisinclude:literaturesurvey,fieldsurvey,and theory-practicemethod.TakingAScompanyXiaojin'smarketingstrategyofMatsutake marketasresearchcontent,thefulltextconsistsofsixchapters.Thischapteristhe introduction,introducestheresearchbackgroundandsignificance,andexplainsthe researchmethodsandideas.Thesecondchapterintroducesthetheoreticalbasisofthe maincontentofthethesis.Thethirdtofifthchaptersarethecorecontentofthisarticle. BasedontheanalysisoftheexternalandinternalenvironmentoftheAScompany,the marketpositioningismade,andthemarketingmixstrategyisfurtherproposed.The sixthchapteristheconclusion,whichsummarizestheresearchofthefulltext. Byanalyzingthemacroenvironment,industrialenvironment,resourcecapabilities, andsurveysofpotentialbuyers,thepaperbelievesthatthepositioningofAScompany XiaojinMatsutakemarketistoprovidetrustyproductsandconsiderateservicesto createanunforgettablematsutakeeatingexperience.Afterclearmarketpositioning,the paperanalyzesproducts,channels,prices,andpromotionsonebyone,andproposesto improvethedeterministicexperienceofproductsandcreateinstantconsumerproducts. Channelsmustpromoteonlineandofflineintegration,andpricechangesmustbestable. ABSTRACT III thestructureofthepricesmustbereasonable,andthepromotionstrategymusttakeinto broadcastionandrelaytion. Keywords:MarketPositioning,4PMarketingStrategy,XiaojinMatsutake,Travel Good 目录 IV 目录 第一章绪论.....................................................................................................................1 1.1研究背景............................................................................................................1 1.1.1松茸简介.................................................................................................1 1.1.2小金松茸简介.........................................................................................1 1.1.3AS公司概况............................................................................................3 1.2研究目的............................................................................................................3 1.3研究方法............................................................................................................3 1.4研究意义............................................................................................................4 1.5研究思路............................................................................................................4 1.6本章小结............................................................................................................5 第二章理论基础.............................................................................................................6 2.1顾客价值理论....................................................................................................6 2.2定位理论............................................................................................................6 2.34PS营销理论.....................................................................................................7 2.4旅游商品营销研究............................................................................................8 2.5国内松茸研究现状............................................................................................9 2.6本章小结..........................................................................................................10 第三章AS公司小金松茸产品的营销环境.................................................................11 3.1宏观环境分析..................................................................................................11 3.1.1政治环境...............................................................................................11 3.1.2经济环境...............................................................................................12 3.1.3社会环境...............................................................................................13 3.1.4技术环境...............................................................................................14 3.2微观环境分析..................................................................................................15 3.2.1竞争环境分析.......................................................................................15 3.2.2内部环境分析.......................................................................................20 3.3SWOT分析......................................................................................................21 3.3.1机会和威胁...........................................................................................21 3.3.2外部因素评价.......................................................................................23 3.3.3优势和劣势...........................................................................................24 目录 V 3.3.4内部因素评价.......................................................................................25 3.3.5SWOT矩阵...........................................................................................26 3.4本章小结..........................................................................................................28 第四章AS公司小金松茸产品的市场定位.................................................................29 4.1四姑娘山旅游市场的潜在购买者研究..........................................................29 4.1.1潜在购买者的地域分布特征...............................................................29 4.1.2潜在购买者的人口分布特征...............................................................30 4.1.3潜在购买者的心理特征.......................................................................33 4.1.4潜在购买者的行为特征.......................................................................37 4.2AS公司小金松茸产品的市场定位策略...........................