Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Marketing Strategy on Ecological Meat

Author LiYanRu
Tutor LiBenHui
School Central South University of Forestry Science and Technology
Course Rural and Regional Development
Keywords Ecological meat Product differentiation strategy Brand strategy Stopgap strategy
CLC F274
Type Master's thesis
Year 2011
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With the increase of residents' income and changes in consumer attitudes , people pay more attention to food safety and health . Meat and their products as a necessity of life , more and more attention of consumers . In recent years , with the people of the meat contained antibiotics, hormones and other harmful substances understanding deepening , consumers are increasingly inclined to the consumer with a healthy , non-polluting, non - pesticide residues and other characteristics of the ecological meat . This provides a broad market space for the development of ecological meat , its market potential is more and more the attention of the meat business . In the face of the huge market potential and the opening up of the market environment , ecological meat enterprises how to determine their status, and frankly to meet the challenges and seize the opportunity to become bigger and stronger companies are very concerned about the problem . This article discusses mainly from six levels : the first level : parsing the theoretical basis of the ecological meat marketing , to explore the practical value and theoretical significance of the research to accelerate the ecological meat marketing , introduced this thesis, the research , the present paper innovation place and inadequate . The second level : an overview of the theory associated with the paper . The third level: Overview of meat marketing status quo and development trends . Define the basic concepts of ecological meat . Fourth level : use of AHP ( Analytic Hierarchy Process) analysis of the elements of the process of the formation of the ecological meat . Fifth level : research eco- meat product differentiation strategy , brand strategy , market stopgap strategy , analysis of the perpetrators of the three strategic reasons as well as specific measures . Sixth level : empirical analysis of Changsha of Sharon Animal Husbandry Co., Ltd. as an example and argumentation theory put forward in this article .

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