文档介绍：古田发展茶树菇种植的营销对策分析
摘要
随着科技的发展和生活水平的不断提高，人们的生活理念和健康意识也在不断 的转变，他们摒弃了外观好看，体内充满色素、激素的不健康食品，边向绿色、健康、 原生态食品。茶树菇作为-•种高蛋白，低脂肪，无污染，无药害，集营养、保健、理疗 于一身的纯天然原生态食品，再加上其价格不太高而且美味、营养丰富，很符合现代人 的消费理念和饮食标准。
本文以福建省古田县的茶树菇种植与销售为研究对象，分析该产甜的市场价值和H 前的需求情况，并综合应运SWTO分析方法和市场营销等理论，对茶树菇内外部环境以 及相对于竞争对手的优势、劣势进行分析，并提出相应的营销策略方案，以拓宽茶树菇 产品的国内外市场。
本论文主要包括•六个部分。其屮，第一部分主要是选题背景及研究的意义、和关学 者的研究进行简要的说明；第二部分是对茶树菇的介绍，包括它的培植技术和医用价值、 营养价值及环保价值；第三部分是对茶树菇现状的剖析，研究其国内外市场的需求状况; 第四部分主要阐述的是茶树菇国内外的微观环境和宏观环境以及SWOT结构分析；第 五部分是对茶树菇走向国外市场提岀建议性的营销策略；第六部分为论文的总结部分， 总结了将所学的理论知识和实际应用和结合的问题。
关键词：茶树菇；市场价值；市场需求；营销策略
Abstract
With technological development and continuous i mprovement of living standards, the concept of people's 1ives and hea1th awareness are constsntly changing, They abandoned looks good, the body is ful 1 of colors, hormones unheal thy food, into the green, heaIthy, original food. Agrocybe as a high protein, low fat, no pol lutioii, no i n jury, set nutrition, heal th care, physical therapy in a pure natural original ecology of food, Plus the price is not too high and the del icious, nutritious, it is in 1 ine with modern concepts of consumption and dietary standardse
In this paper, Agrocybe Gutian County, planting and sales for the study, analysis of the product's market value and the current demand, and should be shipped SWTO comprehensive analysis and marketing theory, Internal and external environment through the Agrocybe and relative to competitors strengths, weaknesses were analyzed, and the corresponding marketing strategy program to expand domestic and foreign markets Agrocybe products.
This thesis consists of six parts. Among them, the first part of the main to pics of the b ackground and significance of the st udy, related scholars a brief description; The second part of the introduction of Agrocybe, including its cultivation technology and medical value, nutritional value and environmental value; The third part is the analysis of the status Agrocybe study the needs of domestic and international m