本文選題：獸藥 + 集團客戶開發(fā)�。� 參考：《鄭州大學(xué)》2014年碩士論文

【摘要】：近年來,隨著我國社會經(jīng)濟的大力發(fā)展和人民生活水平的不斷提高,肉蛋奶的消費與日俱增,逐漸由“副食”轉(zhuǎn)變?yōu)閷嶋H的“主食”地位。但是長期以來中國養(yǎng)殖業(yè)一直是散養(yǎng)為主,規(guī)�；潭炔桓�,小戶散養(yǎng)方式所固有的生產(chǎn)粗放、信息不靈、防疫條件差、標(biāo)準(zhǔn)化程度低、良種化程度不高等問題,嚴(yán)重制約了產(chǎn)業(yè)的持續(xù)健康發(fā)展。在政府的有效引導(dǎo)和行業(yè)自身的調(diào)整過程中,標(biāo)準(zhǔn)化規(guī)�；s化養(yǎng)殖得到了明顯的提升。尤其是近幾年來,規(guī)�；l(fā)展迅速,截止2013年,畜牧業(yè)整體規(guī)�；潭纫堰_50%以上,并且成長起一大批如雛鷹農(nóng)牧、中糧養(yǎng)殖、溫氏集團等優(yōu)秀的專業(yè)化養(yǎng)殖集團,家庭散養(yǎng)形式將逐步退出歷史舞臺,被規(guī)模化養(yǎng)殖所取代。獸藥行業(yè)作為養(yǎng)殖業(yè)的支撐產(chǎn)業(yè),近十年來得到了長足的發(fā)展,2012年全國獸藥總產(chǎn)值達到730億元人民幣,成為繼美國之后的第二獸藥消費大國。但是長期以來中國獸藥生產(chǎn)企業(yè)的特點是規(guī)模小、數(shù)量多,全國目前在冊的獸藥生產(chǎn)企業(yè)近1800家,規(guī)模以上企業(yè)(年產(chǎn)值千萬以上)僅600余家,年產(chǎn)值億元以上企業(yè)不足80家,而且多為生物制品企業(yè)�？梢�,長期以來,獸藥行業(yè)都處于小散亂的產(chǎn)業(yè)格局,一大批小散亂的獸藥生產(chǎn)企業(yè)服務(wù)于一大批散養(yǎng)的養(yǎng)殖戶,極不利于行業(yè)的持續(xù)健康發(fā)展。目前,隨著畜牧業(yè)集團化、集約化、規(guī)模化、標(biāo)準(zhǔn)化的發(fā)展,獸藥企業(yè)要想異軍突起、脫穎而出,就必須順應(yīng)畜牧業(yè)規(guī)模化發(fā)展之大勢,密切關(guān)注和服務(wù)于集團化客戶,并與之形成緊密的戰(zhàn)略合作關(guān)系,方能順勢而上,得到突破性的發(fā)展。本文在戰(zhàn)略管理、市場營銷等學(xué)科理論基礎(chǔ)上,結(jié)合企業(yè)實際狀況,通過大量的市場調(diào)研和內(nèi)部論證,著重分析了企業(yè)內(nèi)外部環(huán)境和自身優(yōu)劣勢,重構(gòu)企業(yè)價值鏈,分析當(dāng)前形勢下企業(yè)成功的關(guān)鍵因素,重新進行市場細分,確立以集團客戶為重心的目標(biāo)客戶群定位,認(rèn)真分析集團客戶的價值需求,傾力實現(xiàn)集團客戶價值,在研發(fā)上側(cè)重集團客戶產(chǎn)品需求,嚴(yán)格規(guī)范組織生產(chǎn)管理,構(gòu)建了客戶管理體系,探索適合集團客戶開發(fā)的市場營銷及客戶服務(wù)措施,形成了一系列關(guān)鍵操作流程和戰(zhàn)略實施的保障體系。文中論述了集團客戶開發(fā)的必要性及可行性,并梳理出系統(tǒng)化運作方案,旨在引導(dǎo)企業(yè)有序高效地實施集團客戶開發(fā)戰(zhàn)略,從而推動企業(yè)穩(wěn)健發(fā)展,適應(yīng)行業(yè)變化,以期更好地服務(wù)于畜牧業(yè)健康發(fā)展,邁上一個新的臺階。
[Abstract]:In recent years, with the development of social economy and the improvement of people's living standard, the consumption of meat, eggs and milk is increasing day by day, and the status of "staple food" is gradually changed from "non-staple food" to "staple food". However, for a long time, the Chinese aquaculture industry has been dominated by bulk farming, with low scale, extensive production, poor information, poor epidemic prevention conditions, low standardization, and low degree of seed improvement, etc. Seriously restricted the sustainable and healthy development of the industry. In the process of the government's effective guidance and the adjustment of the industry itself, standardized intensive aquaculture has been promoted obviously. In particular, in recent years, scale has developed rapidly. By 2013, the overall scale of animal husbandry had reached more than 50%, and a large number of outstanding specialized breeding groups such as Eagle farming, Cofco farming, Wynes Group and so on have grown up. The form of family recreation will gradually withdraw from the historical stage and be replaced by large-scale aquaculture. Veterinary medicine industry as the support industry of aquaculture industry, in the past decade has been a considerable development, the national total output value of veterinary drugs reached 73 billion yuan in 2012, after the United States became the second largest veterinary drug consumption. However, over a long period of time, China's veterinary drug manufacturing enterprises have been characterized by small scale and large quantities. At present, there are nearly 1800 registered veterinary drug manufacturing enterprises in the country, and only more than 600 enterprises with an annual output value of more than 10 million yuan, with an annual output value of more than 100 million yuan or less than 80 enterprises. And most of the biological products enterprises. It can be seen that for a long time, veterinary medicine industry has been in a small scattered industrial pattern, a large number of small scattered veterinary drug production enterprises to serve a large number of free-range breeders, is not conducive to the sustainable and healthy development of the industry. At present, with the development of animal husbandry collectivization, intensification, scale and standardization, veterinary drug enterprises must pay close attention to and serve the group customers if they want to emerge from the world and stand out from the rest of the world, in line with the general trend of the development of animal husbandry on a large scale. And form close strategic cooperation with it, can homeopathy and get breakthrough development. Based on the theory of strategic management and marketing, combined with the actual situation of enterprises, through a large number of market research and internal demonstration, this paper analyzes the internal and external environment of enterprises and their own advantages and disadvantages, and reconstructs the enterprise value chain. This paper analyzes the key factors of enterprise success under the current situation, reclassifies the market, establishes the target customer group positioning with the group customer as the center of gravity, analyzes the value demand of the group customer seriously, and makes great efforts to realize the group customer value. In research and development, we focus on the demand of group customers' products, strictly regulate the organization of production management, construct a customer management system, and explore the marketing and customer service measures suitable for group customers' development. Has formed a series of key operation flow and the strategy implementation safeguard system. This paper discusses the necessity and feasibility of group customer development, and combs out the systematic operation scheme to guide the enterprise to implement the group customer development strategy in an orderly and efficient manner, so as to promote the steady development of the enterprise and adapt to the changes of the industry. In order to better serve the healthy development of animal husbandry, to a new level.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.72;F274

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