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Challenges and Global Marketing Strategy for Tanzanian Coffee

Abstract第3-4页
摘要第5-9页
1. Introduction第9-20页
    1.1 Research Background第9-14页
    1.2 Literature review of related research第14-18页
        1.2.1 Tanzania coffee industry in global perspective第14-16页
        1.2.2 Application of 4P and PEST model for Marketing Strategy of Tanzanian Coffee第16-18页
    1.3 Research content and Research methods第18-20页
2. Related Theory of Marketing Strategy with Reference to the features of Tanzanian Coffee第20-23页
    2.1 Theory of PEST第20-21页
    2.2 Theory of 4P第21-23页
3. The current status of coffee industry in Tanzania第23-33页
    3.1 The coffee industry is the economic pillar of Tanzania第23-24页
    3.2 The recent status of the labor force in the coffee industry in Tanzania第24-25页
    3.3 Cooperatives in Tanzanian coffee industry第25-30页
        3.3.1 The Advantages of the Cooperatives第27-28页
        3.3.2 The Disadvantages of the cooperatives第28-30页
    3.4 Smallholder farmers in Tanzania coffee industry第30-33页
4. Opportunities for survival of Tanzania Smallholder farmers第33-44页
    4.1 The international coffee market can provide marketing opportunities for small farmers第33-36页
    4.2 The challenges and strategies in marketing process of smallholder farmers in Tanzania第36-44页
        4.2.1 Analysis based on 4P theory第36-40页
            4.2.1.1 Product marketing strategy and challenges faced by smallholder farmer第36-37页
            4.2.1.2 Price marketing strategy and challenges faced by smallholder farmers第37-38页
            4.2.1.3 Place/ Channel marketing strategy and challenges faced by smallholderfarmers第38-40页
            4.2.1.4 Promotion strategy and challenges faced by smallholder farmers第40页
        4.2.2 Analysis based on PEST theory第40-43页
            4.2.2.1 Political factors and the challenges facing smallholder farmers第40-41页
            4.2.2.2 Economic factors and the challenges facing smallholder farmers第41-42页
            4.2.2.3 Social factors and the challenges facing smallholder farmers第42页
            4.2.2.4 Technical factors and the challenges facing smallholder farmers第42-43页
        4.2.3 Analysis based on the theory of value chain第43-44页
5. Global Marketing strategy for Smallholder farmers in Tanzania第44-46页
    5.1 Improving the product packaging第44-45页
    5.2 Make reasonable price in the international market第45页
    5.3 Widening marketing channels by using the network第45-46页
6. Recommendations for Tanzanian government to improve smallholder farmers第46-50页
    6.1 Provide sufficient government funds and assistance for smallholder farmers第46-47页
    6.2 Strengthen the policies and regulatory system in the Coffee industry第47-48页
    6.3 Make preferential export policies for smallholder farmers第48页
    6.4 Establish one price set up mechanism第48-49页
    6.5 Improvement of infrastructure system第49-50页
7. Conclusions第50-52页
REFERENCES第52-59页

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