| 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 |
