本文選題：博瑞集團(tuán)　切入點(diǎn)：福達(dá)姆　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：民族奶業(yè)的興衰關(guān)乎一個(gè)國(guó)家的農(nóng)林經(jīng)濟(jì)發(fā)展和食品安全,對(duì)于改善居民膳食結(jié)構(gòu)、增強(qiáng)國(guó)民體質(zhì)、增加農(nóng)牧民收入具有重要意義。目前我國(guó)人均牛奶消費(fèi)剛突破30 kg,只有世界平均水平的一半,與世界奶業(yè)發(fā)達(dá)國(guó)家仍有較大差距。奶業(yè)興衰在很大程度取決于奶牛養(yǎng)殖環(huán)節(jié),圍產(chǎn)期奶牛飼養(yǎng)管理是生產(chǎn)中最為重要的階段之一。圍產(chǎn)階段奶牛由于分娩應(yīng)激和泌乳等因素,導(dǎo)致產(chǎn)后癱瘓、酮病、真胃變位等一系列健康風(fēng)險(xiǎn),對(duì)奶牛生產(chǎn)性能以及乳業(yè)健康發(fā)展產(chǎn)生較大影響。為降低圍產(chǎn)期新產(chǎn)牛的疾病發(fā)生率,提高奶牛飼養(yǎng)的經(jīng)濟(jì)效益,長(zhǎng)春博瑞飼料集團(tuán)有限公司(簡(jiǎn)稱“博瑞集團(tuán)”)針對(duì)圍產(chǎn)期奶牛的發(fā)病原因,自主研發(fā)用于新產(chǎn)牛產(chǎn)后灌服的福達(dá)姆產(chǎn)品。同時(shí)結(jié)合博瑞集團(tuán)自身的技術(shù)服務(wù)團(tuán)隊(duì)為牧場(chǎng)提供綜合的奶牛圍產(chǎn)期保健方案。本文充分利用市場(chǎng)營(yíng)銷相關(guān)理論,對(duì)博瑞集團(tuán)福達(dá)姆產(chǎn)品的營(yíng)銷策略進(jìn)行深入研究,結(jié)合福達(dá)姆產(chǎn)品的STP戰(zhàn)略分析,合理設(shè)計(jì)福達(dá)姆產(chǎn)品的營(yíng)銷策略,來(lái)提升博瑞集團(tuán)在行業(yè)中的領(lǐng)先地位以及在奶牛飼養(yǎng)行業(yè)的影響力,同時(shí)提升福達(dá)姆產(chǎn)品的整體銷量和市場(chǎng)份額,運(yùn)用市場(chǎng)營(yíng)銷的4P策略對(duì)福達(dá)姆產(chǎn)品進(jìn)行了系統(tǒng)研究。綜合得出以下結(jié)論:(1)通過(guò)分析福達(dá)姆產(chǎn)品的產(chǎn)品特點(diǎn)、技術(shù)服務(wù)、市場(chǎng)營(yíng)銷及相關(guān)方面,為福達(dá)姆的相關(guān)策略營(yíng)銷提供有益幫助。通過(guò)圍產(chǎn)奶牛易發(fā)病原因,針對(duì)性的使用福達(dá)姆產(chǎn)品,并配套綜合的圍產(chǎn)期保健流程,降低圍產(chǎn)期奶牛的健康隱患。(2)通過(guò)剖析目標(biāo)客戶群體,結(jié)合福達(dá)姆對(duì)標(biāo)產(chǎn)品的成本因素、競(jìng)爭(zhēng)因素、使用效果及營(yíng)銷策略,福達(dá)姆產(chǎn)品在細(xì)分市場(chǎng)選擇和定位。(3)福達(dá)姆產(chǎn)品的促銷策略主要圍繞產(chǎn)品理念、使用效果、售后服務(wù)等主線進(jìn)行解讀。(4)福達(dá)姆產(chǎn)品的渠道會(huì)借用博瑞集團(tuán)現(xiàn)有渠道“捆綁”銷售,此外,通過(guò)在全國(guó)尋求地區(qū)代理商、大客戶直銷布局奶牛主要養(yǎng)殖區(qū)域,搭建產(chǎn)品市場(chǎng)的服務(wù)平臺(tái)。由此得出的研究成果為長(zhǎng)春博瑞飼料集團(tuán)有限公司福達(dá)姆產(chǎn)品的營(yíng)銷實(shí)踐提供參考,在幫助奶牛養(yǎng)殖業(yè)者解決問(wèn)題的的同時(shí)進(jìn)一步拓展博瑞集團(tuán)在我國(guó)奶牛行業(yè)的市場(chǎng)占有率。
[Abstract]:The rise and fall of the national dairy industry is related to a country's agricultural and forestry economic development and food safety. It is of great significance to increase the income of farmers and herdsmen. At present, the per capita milk consumption in China has just exceeded 30 kg, which is only half of the world average level, and still has a big gap with the developed countries in the world dairy industry. The feeding and management of perinatal cows is one of the most important stages in production. Due to the factors of labor stress and lactation, the cows have a series of health risks, such as postpartum paralysis, ketosis, abomasum transposition and so on. In order to reduce the incidence of disease in the new born cattle during perinatal period and to improve the economic benefit of dairy cattle raising, it has great influence on the production performance and the healthy development of dairy industry. Changchun Borui Feed Group Co., Ltd (referred to as "Borui Group") aims at the causes of perinatal dairy cows. We have developed independently the Fordam products for the newly produced cattle postpartum administration. At the same time, combined with the technical service team of the Bor Rui Group to provide the comprehensive perinatal health care scheme for the pastures. This paper makes full use of the relevant theories of marketing. The marketing strategy of Fordam products of Bor Rui Group is deeply studied, and the STP strategy of Fordham products is analyzed, and the marketing strategy of Fordham products is designed reasonably. To enhance the group's leading position in the industry and its influence in the dairy cattle industry, as well as to boost the overall sales and market share of Fordham's products, This paper makes a systematic study on Fordam's products by using the 4P strategy of marketing. The following conclusions are drawn: 1) by analyzing the product characteristics, technical services, marketing and related aspects of Fordham's products, Through the perinatal cow prone to morbidity, targeted use of Fordam products, and complete with a comprehensive perinatal health care process, To reduce the perinatal dairy cow's health risk.) by analyzing the target customer group, combining the cost factor, competition factor, use effect and marketing strategy of Fordam standard product, Fordham products in the subdivision market selection and positioning. 3) Fordham product promotion strategy around the product concept, use effect, The channels of Fordham products will be "bundled" by the existing channels of the Bor Rui Group. In addition, by seeking regional agents throughout the country, major customers will direct sale of dairy cattle in the main breeding areas. Set up the service platform of the product market. The research results obtained from this study provide a reference for the marketing practice of Fordam products of Changchun Borui Feed Group Co., Ltd. While helping dairy farmers to solve problems, we can further expand the market share of Borui Group in the dairy industry in China.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F324.6;F274

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