摘 要
我国为芒果主产国之一，主要分布于台湾、广东、广西、海南以及云南、四川、福建等省区，其中四川的芒果主要产自攀枝花市，以晚熟芒果为当地特色。如何将这些农产品变成商品来销售，这需要建立完善的营销渠道系统来促进芒果的销售。
目前专业市场销售、销售公司销售、合作组织销售、销售大户销售和农户直接销售几种渠道形式各有利弊，影响芒果渠道选择的要素有政治、经济、文化、法律等宏观要素和生产者的条件、消费者的消费习惯、渠道成员的构成等微观因素，在以后的芒果渠道建设当中可以以“顾客让渡价值观念”为指导，通过连锁经营降低流通成本，使用邮政分销的销售方式，并将实体营销与电子商务有机结合。
关键词 芒果市场，攀枝花，销售渠道，研究方法
ABSTRACT
China one of the main mango producing country, mainly in Taiwan, Guangdong, Guangxi, Hainan and Yunnan, Sichuan, Fujian and other provinces, including Sichuan, mangoes are mainly produced in Panzhihua City, the local characteristics of late-maturing mango. How will these products into commodities to sell, which requires the establishment of marketing channels to promote the sales of the mango.
Advantages and disadvantages of professional marketing, sales company, sales, partner organizations, sales, marketing and large sales and farmers direct sales of several channels in the form factor affecting mango channel selection conditions of macro-elements of the political, economic, cultural, legal and producers the spending habits of consumers, channel members constitute the micro factors, which later mango channel construction “customer delivered values for guidance through the chain to reduce distribution costs, the use of the postal distribution of sales methods, and entity marketing and e-commerce integrated.
Key words Mango market, Panzhihua, sales channels, research methods
目 录
摘 要………………………………………………………………………………………Ⅰ
ABSTRACT…………………………………………………………………………………… Ⅱ
1 芒果市场营销及其营销渠道………………………………………………………………1
1.1 芒果市场营销的涵义……………………………………………………………………… 1
1.2 芒果市场营销渠道的涵义…………………………………………………………………3
2 攀枝花市芒果营销渠道存在的问题………………………………………………………3
2.1 芒果的包装单一、物流保鲜技术落后………………………………………………………3
2.2 芒果营销渠道不健全，运输“瓶颈”尚未彻底解决………………………………………3
3攀枝花市芒果营销策略探索…………………………………………………………………4
3.1网络营销策略…………………………………………………………………………………4
3.2品牌营销策略…………………………………………………………………………………4
3.3标准化营销策略………………………………………………………………………………5
3.4渠道营销策略…………………………………………………………………………………5
3.5理性营销策略…………………………………………………………………………………6
3.6创新营销策略…………………………………………………………………………………6
4攀枝花市芒果营销渠道的发展对策…………………………………………………………6
4.1采取“农户+销售商”的分销模式…………………………………………………………7
4.2采取“农户+龙头加工企业”的分销模式…………………………………………………7
4.3采取“绿色通道”的物流模式………………………………………………………………7
4.4采取博览会的分销策略 ……………………………………………………………………8
4.5采取独家分销或选择性分销策略…………………………………………………………8
4.6采取直接分销策略…………………………………………………………………………8
4.7采取特许加盟连锁经营的分销策略………………………………………………………9
4.8采取“电子商务”的网络分销策略………………………………………………………9
结论……………………………………………………………………………………………10
参考文献 …………………………………………………………………………………………11
附录…………………………………………………………………………………12
致 谢………………………………………………………………………………………………13
