本文選題：水稻營銷 + 農(nóng)產(chǎn)品營銷��； 參考：《吉林大學》2015年碩士論文

【摘要】：齊齊哈爾市宏河米業(yè)有限公司是黑龍江省齊齊哈爾地區(qū)的一家中型民營企業(yè)，，企業(yè)主營業(yè)務是生產(chǎn)和銷售水稻深加工產(chǎn)品，主要經(jīng)營區(qū)域為黑龍江省西部地區(qū)。在經(jīng)歷10余年發(fā)展后，企業(yè)已初具規(guī)模，但此時企業(yè)的發(fā)展進入了瓶頸期，其現(xiàn)有的營銷策略已經(jīng)不適合當前的大米市場。在10余年間，農(nóng)產(chǎn)品市場出現(xiàn)了很大的消費觀念的變革，人們已經(jīng)從僅滿足于數(shù)量需求轉(zhuǎn)變?yōu)樽⒅鼐G色和有機食品的品質(zhì)需求。同時，龐大的市場消費能力吸引了國際大品牌糧食企業(yè)來到中國市場，導致大米市場的競爭更加激烈。因此，想要在激烈的行業(yè)競爭中突圍，在前景廣闊的大米市場進一步發(fā)展，全面提升企業(yè)競爭力，宏河米業(yè)就必須重新制定一套現(xiàn)實可行、與時俱進的營銷組合策略。 本文以齊齊哈爾市宏河米業(yè)的市場營銷作為研究對象，首先分析了宏河米業(yè)的營銷和營銷團隊現(xiàn)狀，并提出了當前營銷策略和營銷團隊存在的具體問題。然后，通過對宏觀市場分析、大米行業(yè)市場特點分析、競爭對手分析和SWOT分析，詳細分析了宏河米業(yè)所處的市場環(huán)境。在此基礎上，根據(jù)4Ps營銷理論，從產(chǎn)品、價格、渠道和促銷四個方面分析，制定了營銷組合策略。最后，為確保營銷策略能夠得到良好的執(zhí)行，制定了一系列實施保障措施。 本文結(jié)合企業(yè)實際，以齊齊哈爾市宏河米業(yè)為載體對水稻類農(nóng)產(chǎn)品的營銷策略進行了深入研究。一方面，本文可以豐富相關農(nóng)產(chǎn)品生產(chǎn)加工企業(yè)的市場營銷理論研究，完善關于水稻行業(yè)產(chǎn)品營銷策略的具體研究。另一方面，本文對宏河米業(yè)現(xiàn)有的營銷策略進行了深入分析，并重新制定了營銷策略及實施保障措施，這對齊齊哈爾市宏河米業(yè)實際的市場營銷和團隊管理提供了現(xiàn)實可行的參考，對有效改善宏河米業(yè)的營銷體系，提高企業(yè)核心競爭力，創(chuàng)造更多經(jīng)濟價值，具有重要的現(xiàn)實意義。
[Abstract]:Qiqihar Honghe Rice Industry Co., Ltd. is a medium-sized private enterprise in Qiqihar area of Heilongjiang Province. The main business of the enterprise is the production and sale of rice deep processing products, the main business area is the western region of Heilongjiang Province.After more than 10 years of development, the enterprise has begun to take shape, but at this time, the development of the enterprise has entered a bottleneck period, its existing marketing strategy is no longer suitable for the current rice market.In more than 10 years, there has been a great change in the concept of consumption in the agricultural product market. People have changed from only satisfying the quantity demand to paying attention to the quality demand of green and organic food.At the same time, the huge market consumption ability has attracted the international big brand grain enterprise to come to the Chinese market, resulting in the rice market competition more intense.Therefore, in order to break through in the fierce industry competition, further develop in the rice market with broad prospects, and improve the competitiveness of the enterprise, Honghe Rice Industry must reformulate a set of realistic and feasible marketing combination strategy that keeps pace with the times.This paper takes the marketing of Honghe rice industry in Qiqihar as the research object, analyzes the present situation of the marketing and marketing team of Honghe rice industry, and puts forward the current marketing strategy and the concrete problems of the marketing team.Then, the market environment of Honghe rice industry is analyzed in detail through the analysis of macro market, market characteristics of rice industry, competitor analysis and SWOT analysis.On this basis, according to the 4Ps marketing theory, from the product, the price, the channel and the promotion four aspects analysis, has established the marketing mix strategy.Finally, in order to ensure that the marketing strategy can be implemented well, a series of implementation protection measures have been formulated.In this paper, the marketing strategy of rice agricultural products was studied with Honghe rice industry in Qiqihar as the carrier.On the one hand, this paper can enrich the marketing theory research of the related agricultural products production and processing enterprises, and perfect the specific research on the rice industry product marketing strategy.On the other hand, this article has carried on the thorough analysis to the Honghe rice industry present marketing strategy, and has reformulated the marketing strategy and the implementation safeguard measure,This provides a practical and feasible reference for the actual marketing and team management of Honghe Rice Industry in Qiqihar City. It also provides a practical reference for effectively improving the marketing system of Honghe Rice Industry, enhancing the core competitiveness of enterprises, and creating more economic value.It has important practical significance.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F326.5;F274

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