【摘要】：生豬飼養(yǎng)—加工—銷售是一個完整的產(chǎn)業(yè)鏈，生豬生產(chǎn)又具有一定的周期性，生豬價格波動既影響?zhàn)B豬戶的收入，又影響企業(yè)的經(jīng)濟(jì)效益，還影響消費(fèi)者對豬肉的消費(fèi)。同時生豬的飼養(yǎng)、販運(yùn)、屠宰、加工環(huán)節(jié)，又直接關(guān)系著豬肉產(chǎn)品的安全供給。所以無論是從產(chǎn)業(yè)鏈的角度還是從食品安全的角度來研究像榮縣新星源食品有限公司這樣一家集農(nóng)、工、貿(mào)為一體，主營肉類加工、生豬屠宰、販運(yùn)和產(chǎn)業(yè)化發(fā)展與經(jīng)營的新型食品企業(yè)有必要也有意義。本文通過運(yùn)用現(xiàn)代營銷理論等管理工具，結(jié)合實際，對榮縣新星源食品有限公司農(nóng)產(chǎn)品現(xiàn)代營銷模式進(jìn)行了研究，，找出其營銷模式成功的因素，規(guī)避其營銷模式可能存在的風(fēng)險，并結(jié)合新星源食品有限公司的自身特點(diǎn)，制定了相應(yīng)的營銷策略。 論文研究的主要內(nèi)容及結(jié)論有： 1、分析我國農(nóng)產(chǎn)品營銷市場特點(diǎn)，總結(jié)歸納農(nóng)產(chǎn)品消費(fèi)的消費(fèi)趨勢，發(fā)現(xiàn)隨著人們對健康的關(guān)注和收入的增加，綠色食品、無公害食品的市場空間巨大。 2、分析了我國農(nóng)產(chǎn)品營銷模式的發(fā)展歷程、現(xiàn)代農(nóng)產(chǎn)品營銷模式、榮縣新星源食品有限公司農(nóng)產(chǎn)品現(xiàn)代營銷模式現(xiàn)狀，發(fā)現(xiàn)榮縣新星源食品有限公司的產(chǎn)品質(zhì)量與國際標(biāo)準(zhǔn)還存在一定差距、分級包裝程序缺乏、高層管理者忽視營銷、公司的內(nèi)部激勵機(jī)制不完善、營銷管理未制度化等營銷問題。 3、從宏觀環(huán)境、消費(fèi)群體、原料采購分析、市場競爭等方面對榮縣新星源食品有限公司的市場消費(fèi)需求細(xì)分、地理區(qū)域細(xì)分、市場消費(fèi)水平細(xì)分、目標(biāo)市場選擇進(jìn)行了分析。 4、以4P理論為基礎(chǔ)綜合運(yùn)用4P理論對榮縣新星源食品有限公司的產(chǎn)品策略、價格策略、渠道策略、促銷策略進(jìn)行了分析，以期待能較好的指導(dǎo)其進(jìn)行市場營銷活動。
[Abstract]:Raising, processing and selling live pigs is a complete industrial chain, and pig production has a certain periodicity. The fluctuation of pig price not only affects the income of pig farmers, but also affects the economic benefits of enterprises, and also affects the consumption of pork by consumers. At the same time, pig breeding, trafficking, slaughtering, processing links, but also directly related to the safe supply of pork products. So whether from the perspective of the industrial chain or from the perspective of food safety, a company such as Rongxian Xinxingyuan Food Co., Ltd., which integrates agriculture, industry and trade, specializes in meat processing and slaughtering live pigs. Trafficking and industrialization development and management of new food enterprises are necessary and meaningful. By using modern marketing theory and other management tools, this paper studies the modern marketing model of agricultural products of Rongxian Xinxing Food Co., Ltd., and finds out the factors of its success. To avoid the possible risk of its marketing mode, and combined with the characteristics of Xinxing Food Co., Ltd, the corresponding marketing strategy is formulated. The main contents and conclusions of this paper are as follows: 1. Analyze the characteristics of agricultural products marketing in China, sum up the consumption trend of agricultural products, and find that with the increase of people's health and income, green food, The market space of pollution-free food is huge. 2. This paper analyzes the development course of agricultural product marketing mode in China, the modern agricultural product marketing model and the present situation of agricultural product marketing mode of Rongxian Xinxing Food Co., Ltd. It is found that there is still a certain gap between the product quality of Rongxian Xinxing Food Co., Ltd and international standards, the lack of grading packaging procedures, the neglect of marketing by senior managers, and the imperfect internal incentive mechanism of the company. Marketing management is not institutionalized and other marketing issues. 3, from the macro environment, consumer groups, raw materials procurement analysis, market competition and other aspects of Rongxian Xinxingyuan Food Co., Ltd market demand subdivision, geographical subdivision, The market consumption level is subdivided and the target market selection is analyzed. 4. Based on 4p theory, the product strategy, price strategy, channel strategy of Rongxian Xinxing Food Co., Ltd are synthetically applied to Rongxian Xinxing Food Co., Ltd. The promotion strategy is analyzed in order to guide its marketing activities.
【學(xué)位授予單位】：四川師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F323.7;F326.3

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