xx超市有機(jī)大米的促銷策略研究

14600字

摘要
我國有機(jī)農(nóng)業(yè)雖然近些年發(fā)展迅速，但與發(fā)達(dá)國家相比，仍處于初級階段，面臨著更艱難的道路。同時(shí)，由于人民生活水平以及環(huán)境意識的逐步提高，消費(fèi)者越來越重視有機(jī)產(chǎn)品，包括本文所研究的有機(jī)大米，有機(jī)大米的銷售也受到各大零售商的關(guān)注。因此，如何做好有機(jī)大米的促銷策略將會(huì)影響到零售商的銷售效益。
本文首先介紹中國有機(jī)大米的銷售現(xiàn)狀及未來發(fā)展趨勢，然后對有機(jī)產(chǎn)品、超市營銷的概念等方面進(jìn)行了深入的分析。本人考察了新怡華超市有機(jī)大米銷售的現(xiàn)狀，設(shè)計(jì)了包含四個(gè)方面的消費(fèi)者問卷，并對一些消費(fèi)者進(jìn)行訪談活動(dòng)。通過分析問卷數(shù)據(jù)，得出影響有機(jī)大米銷售的原因，進(jìn)而提出促銷改進(jìn)策略。

關(guān)鍵詞：超市 有機(jī)大米 促銷策略 消費(fèi)者調(diào)查

The research of promotion strategy about organic rice of XinYihua supermarket

ABSTRACT China’s organic agriculture has developed rapidly in recent years. Compared with developed countries, it is still in its infancy, facing a more difficult road. Meanwhile, due to the gradual improvement of living standards and environmental awareness, more and more attention about organic products have been taken by consumers, including organic rice studied in this paper.So how to make a promotion strategy about organic rice will affect the effectiveness of retailers.
This paper describes the status of China’s organic rice and development trends in the future. And then it does depth analysis on the concepts of organic products and supermarkets marketing. I examined the status of XinYihua supermarket’s sales of organic rice. Then I designed the questionnaire including four parts and interviewed with five consumers.I drew the reasons influencing the sales of organic rice by analyzing the data of survey. Finally, I put forward to the promotion strategies.

Key words: supermarket organic rice promotion strategy consumer’s survey