【摘要】：我國(guó)已經(jīng)邁入了各個(gè)行業(yè)全面發(fā)展進(jìn)步的新時(shí)期。在這樣的歷史背景下,我國(guó)的農(nóng)業(yè)發(fā)展也展現(xiàn)出新時(shí)代特征,逐漸從傳統(tǒng)農(nóng)業(yè)向現(xiàn)代農(nóng)業(yè)轉(zhuǎn)變,與之前的農(nóng)業(yè)發(fā)展形式相比有了顯著的革新。因此我國(guó)政府長(zhǎng)期以來制定了一系列的政策及制度,有傾向性地支持農(nóng)業(yè)的發(fā)展,特別是向農(nóng)業(yè)現(xiàn)代化的轉(zhuǎn)變。因此,在這樣的背景下,如何抓住機(jī)遇、發(fā)展以農(nóng)業(yè)產(chǎn)業(yè)鏈為主的產(chǎn)業(yè)園區(qū),是值得深思的問題。本文擬以四川省彭州市“中國(guó)西部(國(guó)際)農(nóng)副產(chǎn)品加工產(chǎn)業(yè)園”項(xiàng)目為例,研究農(nóng)副產(chǎn)品加工產(chǎn)業(yè)園的營(yíng)銷策略。本研究的意義主要有以下兩個(gè)方面：之一在于科學(xué)應(yīng)用項(xiàng)目發(fā)展、農(nóng)業(yè)發(fā)展及營(yíng)銷管理中的理念和方法,解決產(chǎn)業(yè)園當(dāng)前在營(yíng)銷策略實(shí)施中的問題,為其他地區(qū)的農(nóng)業(yè)產(chǎn)業(yè)園區(qū)發(fā)展提供參考依據(jù)：之二在于拓寬營(yíng)銷管理在實(shí)踐中的應(yīng)用,從企業(yè)管理的范疇延伸至農(nóng)業(yè)產(chǎn)業(yè)園區(qū)領(lǐng)域,進(jìn)一步彌補(bǔ)這一領(lǐng)域中理論指導(dǎo)實(shí)踐的研究空白。中國(guó)西部(國(guó)際)農(nóng)副產(chǎn)品加工產(chǎn)業(yè)園區(qū)在建設(shè)之初,就樹立了走農(nóng)產(chǎn)品加工產(chǎn)業(yè)化的工業(yè)園區(qū)方式,依靠相應(yīng)的服務(wù)以及設(shè)施建設(shè),根據(jù)“空間集合、用地集約、市政配套集中”的規(guī)劃思路和“產(chǎn)業(yè)集聚、資金匯攏、引進(jìn)人才”的理念以及思想,為了達(dá)到“效益與成績(jī)并存”這一基礎(chǔ)的目標(biāo),。試圖打造一個(gè)集聚產(chǎn)業(yè)開發(fā)、科技創(chuàng)新、加工轉(zhuǎn)化一體化的合理化的運(yùn)行平臺(tái)。本研究著重關(guān)注點(diǎn)在于中國(guó)西部(國(guó)際)農(nóng)副產(chǎn)品加工產(chǎn)業(yè)園營(yíng)銷策略研究,首先介紹了現(xiàn)農(nóng)業(yè)產(chǎn)業(yè)園、傳統(tǒng)農(nóng)業(yè)改造、項(xiàng)目發(fā)展以及市場(chǎng)營(yíng)銷相關(guān)的概念及理論。其次,對(duì)于現(xiàn)代農(nóng)業(yè)產(chǎn)業(yè)園的研究和發(fā)展現(xiàn)狀進(jìn)行了歸納總結(jié),并梳理出現(xiàn)代農(nóng)業(yè)產(chǎn)業(yè)園區(qū)的發(fā)展趨勢(shì)。隨后,介紹中國(guó)西部(國(guó)際)農(nóng)副產(chǎn)品加工產(chǎn)業(yè)園項(xiàng)目的背景、概況,并有針對(duì)性地對(duì)產(chǎn)業(yè)園進(jìn)行了SWOT分析,對(duì)當(dāng)前產(chǎn)業(yè)園現(xiàn)狀中的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇以及威脅進(jìn)行了具體地剖析分析,歸納營(yíng)銷策略的內(nèi)部影響因素。再次,在總結(jié)以上分析內(nèi)容的基礎(chǔ)上,提出中國(guó)西部(國(guó)際)農(nóng)副產(chǎn)品加工產(chǎn)業(yè)園的STP分析,并提出創(chuàng)新營(yíng)銷策略。最后,本研究為中國(guó)西部(國(guó)際)農(nóng)副產(chǎn)品加工產(chǎn)業(yè)園的營(yíng)銷策略實(shí)施提出了支持保障,同時(shí)提出相關(guān)建議。
[Abstract]:China has entered a new period of comprehensive development and progress in various industries. In this historical background, the agricultural development of our country also shows the new era characteristic, gradually changes from the traditional agriculture to the modern agriculture, has the remarkable innovation compared with the previous agricultural development form. Therefore, our government has formulated a series of policies and systems for a long time to support the development of agriculture, especially the transformation to agricultural modernization. Therefore, under such background, how to seize the opportunity and develop the industrial park based on the agricultural industrial chain is a problem worth pondering. Taking the project of "processing Industrial Park of Agriculture and sideline products in Western China (International)" in Pengzhou City, Sichuan Province as an example, this paper studies the marketing strategy of processing Industrial Park of Agricultural and sideline products. The significance of this study is as follows: one is the scientific application of project development, agricultural development and marketing management concepts and methods, to solve the current industrial park in the implementation of marketing strategies, To provide reference for the development of agricultural industrial parks in other regions: the second is to broaden the application of marketing management in practice, from the scope of enterprise management to the field of agricultural industrial parks, Further make up the research gap of theory guidance practice in this field. At the beginning of the construction of the western China (international) agricultural and sideline product processing industrial park, the industrial park mode of agricultural product processing industrialization was established, depending on the corresponding service and facilities construction, according to the "spatial assembly, land intensive," In order to achieve the goal of "co-existence of benefit and achievement", the planning thought of "municipal supporting centralization" and the idea of "industrial agglomeration, capital gathering, and the introduction of talents" are put forward. Try to create a cluster industry development, scientific and technological innovation, processing and transformation of the integration of the rationalization of the operation platform. This research focuses on the research of marketing strategy of agricultural and sideline product processing industry park in western China. Firstly, the concepts and theories of current agricultural industry park, traditional agricultural transformation, project development and marketing are introduced. Secondly, the research and development status of modern agricultural industrial park is summarized, and the development trend of modern agricultural industrial park is sorted out. Then, it introduces the background and general situation of western China's (international) agricultural and sideline product processing industry park project, and carries on the SWOT analysis to the industry park pertinently, to the current industrial park present situation superiority, the inferior position, Opportunity and threat are analyzed concretely, and the internal influencing factors of marketing strategy are summarized. Thirdly, on the basis of summing up the above analysis, this paper puts forward the STP analysis of western China (international) agricultural and sideline product processing industry park, and puts forward the innovative marketing strategy. Finally, the research provides support for the implementation of marketing strategy in western China (international) agricultural and sideline product processing industry park, and puts forward some relevant suggestions.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F326.5;F274

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本文編號(hào)：2261197