分类号：C93 密级：公开
学校代码：11065 学号：2018026083
硕士专业学位论文
青岛 K 公司蓝莓产品营销策略研究
作者姓名 陈言智
指导教师 郑丽
专业领域工商管理
培养单位 商学院
答辩日 期 2022 年 7 月青岛 K 公司蓝莓产品营销策略研究
摘要
青岛K 公司是国内食品行业唯一双上市企业，专注农业生产20 余年，致力于
推动现代化农业转型升级。蓝莓业务是青岛 K 公司的重要业务板块，仍处于初级发
展阶段，市场需求尚未细分，市场定位不准确，目前在行业中缺乏竞争力。这同青
岛 K 公司缺乏明晰的、适用于企业自身发展的总体战略，职能层战略以业务战略息
息相关。着眼于农产品生产加工行业，青岛 K 公司面临的蓝莓业务发展瓶颈是行业
内同类问题的缩影，同 K 公司处于相似窘境的企业比比皆是。因此，透视青岛K 公
司蓝莓业务发展情况，识别出制约其业务发展的原因，并基于此提出支持其蓝莓业
务发展的营销策略势在必行。
利用宏观 PEST 分析、波特五力模型，对青岛 K 公司的宏观环境，行业竞争环
境以及内部资源条件进行了系统分析。根据 7Ps 营销理论以及蓝莓产品市场调研结
果，本文发现阻碍青岛 K 公司发展的种种问题。结合经典的SWOT 企业战略分析工
具，以及对青岛 K 公司实地调研，并利用市场营销学的 7Ps 营销理论提出符合青岛
K 公司内外部因素的市场营销策略，给出市场营销策略实施和控制的解决方案。具
体而言，通过对 K 公司外部宏观环境与行业环境的分析，发现目前蓝莓制品行业未
来市场机遇大于挑战，市场的扩张给公司提供了大量机会。同时，通过实地走访调
查发现企业内部的优势大于威胁。分析结果指出，青岛 K 公司应抓住市场机会，选
择增长型战略，并基于此，细化提出公司各个职能部门的实施措施。
论文将市场营销学理论、现代市场营销管理策略分析工具与青岛 K 公司的实际
情况相结合，为青岛 K 公司的发展提供指导和建议，同时也为其他有类似境遇的中
小农产品加工企业提供参考。论文明确了青岛K 公司未来发展的市场营销策略，以
及各职能层面的战略，对青岛 K 公司的进一步发展形成支撑，助力其在绿色农产品
加工行业中打造竞争优势。
关键词∶青岛 K 公司；蓝莓产品营销；PEST 分析；波特五力模型；SWOT 分析
I Research on the Marketing Strategy of Blueberry Products of Qingdao
K Company
Qingdao K company is the only dual-listed enterprise in domestic food industry,
focusing on agricultural production for more than 20 years and dedicated to promoting the
transformation and upgrading of modern agriculture. Blueberry business is an important
business segment of Qingdao K company. It is still in the primary development stage, the
market demand has not yet been subdivided, the market positioning is not accurate, and
currently lacks competitiveness in the industry. This is closely related to the lack of a
clear overall strategy applicable to the development of Qingdao K company. Focusing on
the agricultural production and processing industry, the bottleneck of blueberry business
development faced by Qingdao K company is a microcosm of similar problems in the
industry, and there are many enterprises in a similar dilemma as Qingdao K company.
Therefore, it is imperative to look into the development of Qingdao K company’s
blueberry business, identify the reasons that restrict its business development, and
propose marketing strategies to support its blueberry business development based on this.
Using macro PEST analysis and Porter’s five forces model, the macro environment,
industry competitive environment and internal resource conditions of Qingdao K
company were systematically analyzed. According to the 7Ps marketing theory and the
research results of blueberry product market, this paper finds various problems that hinder
the development of Qingdao K Company. Combining the classical SWOT corporate
strategy analysis tool and the field research of Qingdao K company, the 7Ps marketing
theory are used to propose a marketing strategy that is in line with the internal and
external factors of Qingdao K company. The solution for the implementation and control
of the marketing strategy is given. Specifically, through the analysis of Qingdao K
company’s external macro environment and industry environment, it was found that the
current future market opportunities in the blueberry products industry outweigh the
challenges and the market expansion provides a lot of opportunities for the company. At
the same time, the investigation and visit found that there are problems in the internal
operation and management of the company, but the company has certain internal resource
advantages compared with its competitors in the industry. The results point out that
Qingdao K company should seize the market opportunity and choose a growth-oriented
strategy, and based on this, the implementation measures for each functional department
IIof the company are proposed in detail.
The thesis combines marketing theory, modern marketing management strategy
analysis tools and the actual situation of Qingdao K company. It provides guidance and
suggestions for the development of Qingdao K company, and also provides reference for
other small and medium-sized agricultural processing enterprises in similar situations.
The thesis clarifies the marketing strategies for the future development of Qingdao K
company, as well as the strategies at each functional level, which will support the further
development of Qingdao K company and help it create a competitive advantage in the
green agricultural products industry.
Keywords: Qingdao K company; blueberry product marketing; PEST analysis;
Porter’s Five Forces Model; SWOT analysis
III目录
第 1 章 绪论...............1
1.1 研究的背景和意义.............1
1.1.1 研究背景...................1
1.1.2 研究意义...................1
1.2 国内外文献综述.................2
1.2.1 国外文献综述..................2
1.2.2 国内文献综述..................3
1.2.3 文献评述...................4
1.3 主要内容和研究方法................5
1.3.1 主要内容...................5
1.3.2 研究方法...................5
1.3.3 技术路线...................5
1.4 论文创新点..................6
第 2 章 相关概念与理论基础...............7
2.1 相关概念...............7
2.1.1 市场营销...................7
2.1.2 市场营销过程..................7
2.2 分析工具...............8
2.2.1 SWOT 分析...............8
2.2.2 波特五力分析模型.................8
2.3 7Ps 营销理论............... 8
2.3.1 产品策略...................9
2.3.2 价格策略...................9
2.3.3 渠道策略...................9
2.3.4 促销策略...................9
2.3.5 人员....................9
2.3.6 过程....................9
2.3.7 有形展示...................9
第 3 章 青岛K 公司蓝莓产品营销环境分析.........10
3.1 青岛 K 公司宏观环境分析............10
3.1.1 政治法律环境分析...............10
3.1.2 经济环境分析................ 11
IV