海南椰子产品营销之SWOT分析——以文昌市春光食品有限公司椰子产品为例  

A SWOT Analysis on Marketing of Hainan Coconut Products—— A Case Study of Chunguang Foodstuff Co. Ltd.

作　　者：符芳芬 陈贻设[2] 

机构地区：[1]海南广播电视大学经济管理教研室,海南海口570208 [2]海南大学经济与管理学院,海南海口570228

出　　处：《海南广播电视大学学报》2014年第4期80-84,88,共6页Journal of Hainan Radio & TV University

摘　　要：椰子是海南代名词之一,相关椰子产品对海南旅游经济有重大影响,在海南国际旅游岛建设大环境中,在机会与威胁并存情况下,椰子产品要在市场上占有一席之地,必须根据环境变化做出相应调整和改变。借用SWOT分析工具,结合文昌市春光食品有限公司实际情况对其椰子产品市场营销环境优势、劣势、机遇和挑战进行分析,提出春光公司应该保持其低成本优势、扩大品牌效应、创新产品等策略。Coconut is a symbol of Hainan, and the coconut products have a significant economic impact on Hainan tourism industry. During the Construction of Hainan Intemational Tourism Destination which means the opportunities and threats, the coconut products should adjust to and adapt to the new situation. Based on SWOT model and combined with the actual situation of Wenchang Chungnang Foodstuff Co. , Ltd. , the article analyzes its coconut products＇ marketing environment including the strengths, weakness, threats and opportunites ,furthermore, it summarizes the company＇s marketing strategy, such as maintaining its cost advantage, expanding the brandeffect and product innovation, etc.

关 键 词：椰子产品 SWOT 营销 

分 类 号：F713.3[经济管理—产业经济]