文档介绍：毕业论文
题目: 地理标志性产品营销研究
—以冬虫夏草为例
学生姓名: 拉毛卓玛
学号: 0734105125
指导教师: 张永琴
专业年级: 2007级市场营销
所在学院和系: 财经学院工商管理系
完成日期: 2011年6月10日
答辩日期: 2011年6月13日
地理标志性产品营销研究—以冬虫夏草为例
摘要
地理标志性产品可以为地方经济的发展注入强劲的活力,可以形成优势效应,提升产业发展。文章通过文献搜集法,对国内外地理标志产品的相关理论进行梳理,为青海冬虫夏草营销提供理论依据。运用市场调查法和SWOT矩阵分析方法,对青海冬虫夏草进行描述性分析,针对青海冬虫夏草营销中存在的产量不供应求、品牌意识淡薄、采集管理混乱、争夺冬虫夏草资源明显、资源萎缩和冬虫夏草的可持续利用等问题,将青海冬虫夏草资源现状与相关理论结合,提出相应的营销对策。作为冬虫夏草主要产地的青海,冬虫夏草不仅产量较高,而且品质优良。因此开发地理标志性产品,加强冬虫夏草营销研究已经成为青海发展的大趋势。
关键词:地理标志性产品,青海冬虫夏草,营销研究
GEOGRAPHICAL INDICATION OF PRODUCT MARKETING RESEARCH—FOR EXAMPLE CORDYCEPS SINENSIS
ABSTRACT
Geographical indication of products for local economic development into a strong vitality, edge effects can be formed to enhance industrial development. Collection of articles by the literature method, the product of domestic and foreign geographical indications to sort out the relevant theory for the Qinghai Cordyceps marketing provide a theoretical basis. The use of market research and SWOT matrix analysis method, the Qinghai Cordyceps descriptive analysis, for marketing Qinghai Cordyceps does not exist in the supply of production requirements, brand consciousness, collection and management confusion, competition for resources, Cordyceps significantly, shrinking resources and the sustainable Cordyceps use and other issues, the status of Qinghai Cordyceps bined with the theory put forward appropriate marketing strategies. As the main origin of the Qinghai Cordyceps sinensis, Cordyceps sinensis is not only higher yield and quality. Therefore, development of geographical indications of products to enhance the Qinghai Cordyceps marketing research has e a major trend of development.
Keywords: Geographical Indication Of Products, Qinghai Cordyceps Sinensis, Marketing Research
目录
1绪论 1
1
1
2 地理标志性产品相关理论 3
3
3
4
4
4
3 青海冬虫夏草发展概况 7
7
7
8
4 对地理标志性产品SWOT分析 11