实训论文范文汇.doc

哈尔滨理工大学远东学院市场营销实训论文 PAGE  PAGE 26 哈 尔 滨 理 工 大 学 远 东 学 院 市场营销实训 题 目：中国水果生产经营现状调查与营销计划 院、系： 工商管理系 姓 名： 冯吉庆 指导教师： 刘 岩 系主任： 高景海 2009年10月25日 中国水果生产经营现状与营销计划 摘 要 提高果品产业化水平是果品生产与经营发展的必然趋势。本报告概述了果品产业化的概念、特征与国内外果品生产营销现状。通过对国内外果品生产现状的分析与比较,指出了我国目前果品生产与经营的优势(资源优势、价格优势、市场优势)。果品产业化发展存在的问题(区域化布局不合理、专业化生产不够、商品化处理率低、果农质量意识不高、国家果品质量检测水平滞后和果业社会化服务程度不高等),以及我国果品产业化经营水平低的主要原因:小生产和大市场脱节,生产经营规模小而散,果品采摘商品化处理程度低,果品贮藏加工水平低等方面。 关键词：水果产业化；产业结构；经营水平 ??????? 目 录 摘要···························································1 1.0 经营综合报告··············································3 2.0 情况分析··················································4 2.1 市场总结··················································4 2.1.1 市场需求················································5 2.1.2 市场趋势················································6 2.1.3 市场增长················································7 2.2 SWOT分析················································8 2.2.1 优势····················································8 2.2.2 劣势····················································8 2.2.3 机会····················································8 2.2.4 威胁····················································9 2.4 提供的服务················································9 2.5 成功关键··················································9 2.6 关键事项·················································11 3.0 市场战略·················································12 3.1 任务·····················································12 3.2 营销目标·················································12 3.3 目标市场·················································13 3.4 定位·····················································14 3.5 战略金字塔···············································14 3.6 营销组合·················································14 3.7 营销调研·················································15 4.0 财务预算及预测········