文档介绍：孟州花生的营销策划方案摘要上世纪 90 年代以来我国花生产业蓬勃发展,贸易的出口量也得到了长足增长,同时也推动了我国花生加工量的提升。相比较 1988 年同比增加了近 40% , 其中花生油是我国花生利用的主要用途。随着产业升级、技术进步,花生的品质和加工工艺也得到了不断改善,花生总利用量中用于榨油的比例逐年下降,目前国内市场上花生制成品除了花生油之外也出现了其他种类繁多的品种,如:酒鬼花生,花生酱,花生牛奶等,但是总量和品牌却很少。孟州是一个县级市,年花生加工量将近 10 万吨,多年来一直都停留在以半加工为主的阶段,没有出现一个有规模的花生加工企业。怎样塑造一个当地品牌?并且如何将产品推出去?本文将以此为主要内容进行研究。关键词: 成品花生;品牌形成;市场开拓 Mengzhou peanut marketing plan Abstract Since 90's of the last century the vigorous development of peanut industry in China, the export volume of trade has also been considerable growth, but also promote the upgrading of China's processing capacity of peanut. Compared to1988 an increase of nearly 40%, which is the main purpose of peanut oil and peanut utilization in china. With the industrial upgrading, technological progress, quality and processing technology of peanut has been continuously improving, declining proportion of peanut oil for general use, the current domestic market of peanut peanut oil manufactured goods in addition to outside also appeared in many other species, such as: Jiugui peanuts, peanut butter, peanut milk, but little volume and brand. Mengzhou isa county-level city, a year of peanut processing capacity of nearly 100000 tons of the same distribution, so many years has been stuck in the semi processing stage, not a scale of the finished product processing enterprises. How to form a brand in the local? And how to make the product to go? This paper main content will be conceived plan. Keywords: peanut products ; brand building ; Market development 目录引言………………………………………………………………一、国内花生产业发展现状…………………………………………(一)政策重视程度不够,投入水平偏低……………………………………………(二)缺乏政策扶持…………………………………………………………………(三)劳动成本的提高………………………………………………………………二、孟州花生加工业经营现状……………………………………(一)各自为政……………………………………………………………………(二)环境污染………………………………………………………………………(三)品牌营销不利…………………………………………………………………(四)缺乏政府引导…………………………………………………………………三、孟州花生加工业经营现状问题分析…………………………(一) 组织形态混乱分析…………………………………………………………(二) 环境影响分析………………………………………………………………(三) 品牌营销不利分析…………………………………………………………(四) 政府引导不力分析………………………………………