P公司马家柚营销策略优化研究
摘
要
马家柚是江西省上饶市内非常著名的一种特色水果，它既有味道好、营养价值高等
优点，同时又有着一定的保健作用和药用价值，因此规模化种植马家柚是江西省在脱贫
攻坚和乡村振兴发展产业的过程中一个非常好的选择，能有效地增加农民收入。虽然近
年来马家柚整体产业和 P公司的马家柚销售情况都得到了长足的发展，但是相较其他地
区的特色水果仍有一定的差距，差距目前主要是存在于市场营销方面，特别是电子商务
营销方面差距较大。
基于上述情况，本文特以 P公司马家柚产品的市场营销策略进行分析，通过理论分
析结合 P公司的实际情况，提出针对性的意见，帮助 P公司制定更符合市场和公司发展
的营销策略，带动 P公司和整个马家柚产业取得长远发展。首先，通过对 P公司马家柚
产品的宏观环境和微观环境以及优势劣势进行分析，从政策法律环境、经济环境、社会
环境、技术环境、消费者、营销中介、社会公众等多个方面以及 SWOT分析深入了解 P
公司马家柚产品的各方面情况。其次，从 4P的角度对 P公司的马家柚市场营销状况加
以分析，找出 P公司在 4P方面存在的问题。然后，运用 STP理论找到马家柚的市场定
位，并就产品、价格、渠道、推广等四个方面提出优化 P公司市场营销策略的建议。最
后，从企业和政府方面提出一定的保障措施，保障 P公司马家柚市场营销策略的顺利实
施。
关键词：马家柚；营销环境；4P；STP
I
Abstract
Abstract
Majia pomelo is a very famous special fruit in Shangrao City, Jiangxi Province. It has the
advantages of good taste and high nutritional value, and at the same time, it has a certain
health care function and medicinal value. It is a very good choice in the process of poverty
alleviation and rural revitalization and development of industries, which can effectively
increase farmers' income. Although the overall industry of Majia pomelo and the sales of
Majia pomelo of P Company have made great progress in recent years, there is still a certain
gap compared with the special fruits in other regions, which is mainly reflected in the gap in
marketing. Especially in e-commerce marketing, there is a big gap.
Based on the above situation, this thesis analyzes the marketing strategy of P company
Majia pomelo products, and puts forward targeted opinions through theoretical analysis
combined with the actual situation of P company to help P company formulate a marketing
strategy that is more in line with the market and company development. Drive P Company
and the entire Majia pomelo industry to achieve long-term development. First of all, through
the analysis of the macro environment, industry environment, advantages and disadvantages
of P Company Majia pomelo products, from the policy and legal situation, macroeconomic
environment,
social
environment,
technical
environment,
consumers,
marketing
intermediaries, the public, the marketing theory ofSWOT and other aspects in-depth Learn
about all aspects of P Company's Majia pomelo products. Secondly, from the angle of 4P,
analyze the marketing situation of P Company's Majia pomelo, and find out the problems
existing in P Company in 4P. Then, use the STP theory to find the product positioning, and put
forward suggestions on optimizing the marketing strategy of P company in four aspects:
product strategy, price strategy, channel strategy, promotion strategy, and the direction of
expanding e-commerce channels. Finally, some safeguard measures are put forward from the
aspects of the enterprise and the government to ensure the implementation of the marketing
strategy of P Company Majia pomelo.
Key Words: Majia pomelo; Marketing Environment; 4P; STP
II
P公司马家柚营销策略优化研究
目
录
1导论.....................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............2
1.2国内外研究现状..................3
1.2.1农产品营销现状及对策的研究...........3
1.2.2基于电子商务营销角度的研究...........4
1.3研究内容................5
1.4研究方法................6
2相关理论基础...................8
2.1相关概念界定...............8
2.1.1营销策略组合...........8
2.1.2新零售................8
2.2相关营销理论...............9
2.2.1市场营销环境...........9
2.2.2SWOT分析法...........9
2.2.3STP理论................. 10
2.2.44P分析理论............11
3P公司马家柚产品营销环境的分析..........13
3.1P公司马家柚产品的宏观环境分析.............13
3.1.1人口环境分析................13
3.1.2经济环境分析................14
3.1.3政策法律分析................15
3.1.4技术环境分析................16
3.1.5文化环境分析................16
3.2P公司马家柚产品的微观环境分析.............17
3.2.1企业自身.................17
3.2.2供应商分析.............18
3.2.3营销中介分析................19
3.2.4竞争者分析.............19
3.2.5消费者分析.............22
III