本文選題：上陵牧業(yè)　切入點：營銷環(huán)境　出處：《寧夏大學(xué)》2016年碩士論文

【摘要】：近年來,寧夏奶業(yè)生產(chǎn)發(fā)展速度較快,奶牛存養(yǎng)量、奶類總產(chǎn)量保持了快速增長,基本上形成了以加工企業(yè)為龍頭、以奶牛主產(chǎn)區(qū)為生產(chǎn)基地、以奶業(yè)協(xié)會和鮮奶收購站點為中介的產(chǎn)業(yè)化生產(chǎn)格局,全區(qū)奶業(yè)的整體水平邁上了一個新臺階,已成為寧夏自治區(qū)農(nóng)業(yè)和農(nóng)村經(jīng)濟(jì)發(fā)展的新興優(yōu)勢產(chǎn)業(yè)和重要支柱產(chǎn)業(yè)。但2007年下半年以來飼料價格的大幅度上漲、生產(chǎn)成本的提高和進(jìn)口奶粉價格的成倍增長,國內(nèi)鮮奶市場的競爭日益激烈,給全區(qū)正常的奶業(yè)生產(chǎn)帶來了影響。競爭之下,寧夏奶業(yè)生產(chǎn)發(fā)展中存在的問題凸顯出來。因此本文在充分市場調(diào)研的基礎(chǔ)上,運用市場營銷理論以及相關(guān)的分析方法,對上陵牧業(yè)股份公司所處的內(nèi)外部營銷環(huán)境進(jìn)行剖析,認(rèn)清上陵牧業(yè)面臨的機(jī)會與威脅,優(yōu)勢與劣勢,對現(xiàn)行的營銷戰(zhàn)略和策略進(jìn)行深入分析,找出問題及問題產(chǎn)生的原因,最終確定上陵牧業(yè)股份有限公司的未來的營銷戰(zhàn)略,對完善產(chǎn)品策略、價格策略、渠道策略和促銷策略給出了相應(yīng)建議。
[Abstract]:In recent years, the dairy industry in Ningxia has been developing rapidly, with the dairy cattle kept in stock and the total milk output maintained a rapid growth, basically taking the processing enterprises as the lead and the main dairy production areas as the production base. With the dairy industry association and the fresh milk purchasing station as the intermediary of the industrial production pattern, the overall level of the whole region's dairy industry has reached a new level. It has become a new dominant industry and an important pillar industry in the development of agriculture and rural economy in Ningxia Autonomous region. However, since the second half of 2007, feed prices have risen by a large margin, production costs have increased, and the prices of imported milk powder have increased exponentially. The competition of domestic fresh milk market is becoming more and more fierce, which has brought influence to the normal dairy production in the whole region. Under the competition, the problems existing in the development of Ningxia dairy industry have been highlighted. Therefore, this paper is based on the full market research. Using the marketing theory and related analysis methods, this paper analyzes the internal and external marketing environment of Shangling Livestock Stock Company, and recognizes the opportunities and threats, advantages and disadvantages of Shangling Animal Husbandry. Deeply analyze the current marketing strategies and strategies, find out the problems and the causes of the problems, finally determine the future marketing strategy of Shangling Animal Husbandry Co., Ltd., to improve the product strategy, price strategy, The channel strategy and the promotion strategy give the corresponding suggestion.
【學(xué)位授予單位】：寧夏大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F274;F426.82

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