本文選題：蘇利 + 農(nóng)藥產(chǎn)品��； 參考：《復(fù)旦大學(xué)》2013年碩士論文

【摘要】：在當(dāng)今全球經(jīng)濟(jì)都不景氣的形勢(shì)下,各行各業(yè)都面臨著激烈的競(jìng)爭和危機(jī)。過去單純性依靠勞動(dòng)力密集型、低成本、高污染、高耗能的生產(chǎn)模式逐步遇到的了瓶頸,甚至成為企業(yè)進(jìn)一步發(fā)展的障礙。作為2000多家農(nóng)藥企業(yè)之一的蘇利公司也正在經(jīng)歷著與其他眾多企業(yè)一樣糟糕境遇,如何在激烈的競(jìng)爭環(huán)境中獲得生存空間和未來的發(fā)展機(jī)遇,傳統(tǒng)的技術(shù)創(chuàng)新和產(chǎn)品升級(jí)模式很容易被競(jìng)爭者模仿、抄襲和超越,因此基于價(jià)值鏈的產(chǎn)品營銷模式創(chuàng)新對(duì)蘇利公司的生存和未來發(fā)展意義重大。 本文通過對(duì)國內(nèi)外眾多學(xué)者對(duì)制造業(yè)企業(yè)產(chǎn)品營銷服務(wù)化的理論研究概述,以及對(duì)當(dāng)前國內(nèi)外農(nóng)藥市場(chǎng)的現(xiàn)狀進(jìn)行總結(jié)和分析,結(jié)合蘇利公司現(xiàn)有的狀況、競(jìng)爭環(huán)境和面臨的新的挑戰(zhàn),以價(jià)值鏈延伸和微笑曲線為理論基礎(chǔ),對(duì)蘇利農(nóng)藥產(chǎn)品服務(wù)化營銷模式的構(gòu)建進(jìn)行了探索并提出了具體實(shí)施思路,對(duì)該思路未來的進(jìn)一步發(fā)展提出了討論的方向,為廣大農(nóng)藥市場(chǎng)經(jīng)營模式理論研究創(chuàng)新提供參考。 本文共分為五個(gè)部分,第一部分提出了研究的背景、目的、任務(wù)以及研究的思路和方法；第二部分對(duì)國內(nèi)外農(nóng)藥現(xiàn)狀進(jìn)行了分析,指出了國內(nèi)農(nóng)藥經(jīng)常存在的問題；第三部分通過對(duì)國內(nèi)農(nóng)藥經(jīng)營模式的演變,對(duì)蘇利傳統(tǒng)的農(nóng)藥經(jīng)營模式進(jìn)行了分析并指出了缺陷；第四部分對(duì)國內(nèi)農(nóng)藥經(jīng)營面臨的新的挑戰(zhàn)進(jìn)行了總結(jié)和闡述,在此基礎(chǔ)上提出了蘇利農(nóng)藥產(chǎn)品營銷服務(wù)化模式的創(chuàng)新思路,并對(duì)盈利模式進(jìn)行了系統(tǒng)的分析和大膽的假設(shè)；第五部分是對(duì)此研究的總結(jié)和對(duì)蘇利農(nóng)藥產(chǎn)品營銷服務(wù)化模式未來的進(jìn)一步發(fā)展進(jìn)行了展望,為此項(xiàng)研究提出了今后可能的研究方向。
[Abstract]:In today's global economic downturn, all industries are facing fierce competition and crisis. In the past, the simple production mode which relied on labor intensive, low cost, high pollution and high energy consumption gradually met the bottleneck, and even became a barrier to the further development of enterprises. As one of the more than 2000 pesticide enterprises, Su Li is also experiencing the same bad situation as many other enterprises, how to obtain the living space and the future development opportunity in the fierce competition environment. The traditional technology innovation and product upgrade model are easily imitated, copied and surpassed by competitors. Therefore, the innovation of product marketing model based on value chain is of great significance to the survival and future development of Su Li Company. This paper summarizes and analyzes the current situation of pesticide market at home and abroad by summarizing and analyzing the theoretical research of many domestic and foreign scholars on the service-oriented product marketing of manufacturing enterprises, combined with the existing situation of Su Li Company. Based on the theory of value chain extension and smile curve, this paper explores the construction of service marketing model of Su Li pesticide products and puts forward concrete implementation ideas. The future development of this idea is discussed, which provides a reference for the theoretical research and innovation of pesticide market management model. This paper is divided into five parts: the first part puts forward the background, purpose, task and research ideas and methods of the research; the second part analyzes the current situation of pesticides at home and abroad, and points out the common problems of domestic pesticides. In the third part, through the evolution of domestic pesticide management mode, the traditional pesticide management mode of Su Li is analyzed and the defects are pointed out, the fourth part summarizes and expounds the new challenges faced by domestic pesticide management. On this basis, the innovative thinking of Su Li pesticide product marketing service model is put forward, and the profit model is systematically analyzed and boldly hypothesized. The fifth part is the summary of this research and the prospect of the future development of Su Li pesticide product marketing service model, and the possible research direction for this research is put forward.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.72;F274

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