进口食品线上线下营销模式调研分析(含调查问卷)(任务书,开题报告,论文18000字)
摘 要
随着国民经济的快速发展，人们的生活水平得到大幅度的提高，对食品需求的档次也越来越高。进口食品逐渐融入人们的生活中，从事进口食品行业的企业在中国如雨后春笋般迅速发展起来，成为中国行业中的一个重要分支。随着我国进口食品的市场需求不断增长，进口食品的品种也越来越多，尽管进口食品具有高价位的短板，但凭借着精美包装、新奇口味、品质上乘的优势，获得消费者的认可。随着消费进口食品的人群不断增加，吃进口食品早已不仅仅是年轻消费者的一种时尚。
“进口食品”这几个字近几年来开始受到国人的热捧，伴随着市场规模的高速增长，进口食品的需求市场越来越大，进口食品线上与线下的经营状况与营销模式也越来越引起人们的关注。因此，对进口食品线上与线下营销模式和未来发展策略的研究具有重要意义，从而使此课题的研究和探讨具有非常的必要性。
本文将通过市场调研，对进口食品线上线下营销模式进行研究，从政治、经济、社会等宏观环境下剖析进口食品线上线下营销模式现状，分析其优势劣势，进行整合，最终结合实际情况分析得出相应的对策及建议。
关键词：进口食品 O2O 线上线下营销模式
Research and Analysis on the Marketing Mode of Imported Food Online and Offline -- A Case Study of Nanjing
ABSTRACT
With the rapid development of national economy, people's living standards have been greatly improved, the quality of the food demand is increasing. Imported food gradually integrated into people's lives, engaged in the import food industry companies mushroomed developed rapidly in China, China has become an important branch of industry. As the market demand of imported food growing varieties imported food more and more, despite the high price of imported food has a short board, but with a beautifully packaged, new taste, high quality advantage, recognized by consumers . With the consumption of imported food is increasing crowd, eating imported food has long been more than just a fashion of young consumers.
"Imported food" in recent years, people began to be favorable, with the rapid growth of market size, demand for imported food market is growing, Management and marketing model imported food are also online and offline increasing cause for concern. Therefore, the importance of imported food online and offline marketing research models and future development strategy, so that the subject of research and discussion in this very necessity of having.
In this paper, under imported food online and offline marketing model carried out by market research studies, analysis under the imported food online and offline marketing model status quo from the macro environment, politics, economy, society, analyze its advantages and disadvantages, integration, and ultimately with the actual situation analysis draw the corresponding countermeasures and suggestions.
Keywords: imported food; O2O; online and offline marketing model
目 录
摘 要 I
ABSTRACT II
第一章 引 言 1
1.1研究背景 1
1.2研究意义 1
1.3研究内容 2
1.4研究方法 3
1.5技术路线图 3
第二章 文献综述 4
2.1进口食品O2O发展现状 4
2.2研究现状评述 5
第三章 进口食品的营销环境分析 6
3.1政治环境 6
3.1.1功能政策优势 6
3.1.2区域交通优势 6
3.1.3配套环境优势 7
3.2社会文化环境 7
3.2.1互联网的不断发展 7
3.2.2生活方式的转变 7
3.2.3食品安全问题凸显 7
3.3经济环境 8
3.3.1收入增加 8
3.4技术环境 8
3.4.1物流业的高速发展 8
第四章 线上线下营销模式分析 9
4.1线下营销模式 9
4.1.1 “店铺连锁”营销模式 9
4.1.2 “供应链企业”营销模式 9
4.2线上营销模式 9
4.2.1“电子商务”营销模式 9
4.2.2“国外代购”营销模式 10
第五章 调查与分析 11
5.1进口食品消费者调研分析 11
5.1.1调查目的 11
5.1.2调查设计 11
5.1.3可行性研究 12
5.1.4问卷分析 12
5.2进口食品市场分析 21
5.2.1分析环境因素 21
5.2.2构造SWOT矩阵 22
第六章 进一步的进口食品营销改善方案 23
6.1进口食品品牌适应中国市场的本土化发展 23
6.2制定明确的实体店定位，整合线上线下资源 24
6.3打造线上线下生态圈 24
6.4进口食品实体店功能、布局转型 25
6.5营销产品创新 25
6.6明确进口食品的三种定位 25
6.6.1猎奇-保证经常有新品种的推出 26
6.6.2最适宜的口味-打造招牌式的明星商品 26
6.6.3健康饮食—注重产品的安全、营养和多样性 26
第七章 发展与展望 27
参考文献 29
附录 31
致 谢 34 |
