本文選題：隆平高科 + 種業(yè)��； 參考：《南昌大學(xué)》2015年碩士論文

【摘要】：在當(dāng)代營銷活動(dòng)中,營銷管理和對(duì)營銷進(jìn)行管理對(duì)企業(yè)的生存和發(fā)展起著舉足重輕的作用,已成為不爭(zhēng)的事實(shí)。當(dāng)今中國種業(yè)市場(chǎng),產(chǎn)品同質(zhì)化嚴(yán)重,因而種業(yè)企業(yè)必須改進(jìn)原有營銷管理中與市場(chǎng)不相適應(yīng)的部分,制定科學(xué)有效的營銷管理策略,使其更有利于更好地優(yōu)化資源配置,滿足農(nóng)民對(duì)種子的需要,促進(jìn)企業(yè)的長遠(yuǎn)發(fā)展,增強(qiáng)企業(yè)的競(jìng)爭(zhēng)力,使企業(yè)在競(jìng)爭(zhēng)中立于不敗之地。袁隆平農(nóng)業(yè)高科技股份有限公司(以下簡(jiǎn)稱隆平高科)是我國首批擁有完整科研、生產(chǎn)、加工、銷售、服務(wù)體系的“育繁推一體化”的種業(yè)企業(yè)之一,公司以雜交水稻雜交玉米種業(yè)為核心,聚焦種業(yè),已初步建成以市場(chǎng)與產(chǎn)業(yè)為導(dǎo)向,覆蓋生物技術(shù)、傳統(tǒng)育種技術(shù)及測(cè)試平臺(tái)的較為完善的三級(jí)平臺(tái)研發(fā)體系。但隨著種業(yè)市場(chǎng)的進(jìn)一步發(fā)展,企業(yè)戰(zhàn)略的改變,原有的營銷管理已有部分成為了制約隆平高科發(fā)展的力量,亟待改進(jìn)。本文以隆平高科為例,為種子行業(yè)的營銷管理提供新的對(duì)策建議,增強(qiáng)企業(yè)競(jìng)爭(zhēng)力的同時(shí),還將給種子行業(yè)營銷管理的研究提供新的思路,豐富營銷管理領(lǐng)域的內(nèi)容。本文采取發(fā)現(xiàn)問題—分析問解—決問題的研宄思路,首先交代了論文的寫作背景和意義,并介紹了營銷相關(guān)理論,如營銷環(huán)境、4P、4R、4C理論等,為下文的深入研究提供理論支持。接著,本文對(duì)隆平高科的總體發(fā)展?fàn)顩r和營銷現(xiàn)狀進(jìn)行了闡述,并分析了隆平高科所處的宏觀環(huán)境、種子行業(yè)的“波特五力模型”分析以及SWOT分析,明確隆平高科當(dāng)前所處的內(nèi)外部環(huán)境與其自身的優(yōu)劣勢(shì)。然后,通過緊密結(jié)合分析隆平高科的相關(guān)資料,詳細(xì)闡述隆平高科營銷管理中有待提高的部分,指出其中的不足之處。最后,本文對(duì)隆平高科的營銷管理提出了可行性的對(duì)策和建議,并給出執(zhí)行營銷管理時(shí)的方法和具體事項(xiàng),為今后隆平高科營銷管理的優(yōu)化和我國種業(yè)的發(fā)展提供了一定的指導(dǎo)。
[Abstract]:In the contemporary marketing activities, marketing management and marketing management play an important role in the survival and development of enterprises, which has become an indisputable fact. In the present Chinese seed industry market, product homogeneity is serious, so seed industry enterprises must improve the part of original marketing management that is not suitable for the market, formulate scientific and effective marketing management strategy, and make it more favorable to better optimize the allocation of resources. To meet the needs of farmers for seeds, to promote the long-term development of enterprises, to enhance the competitiveness of enterprises, so that enterprises in the competition in an invincible position. Yuan Longping Agricultural High-Tech Co., Ltd. (hereinafter referred to as Longping Hi-tech) is one of the first batch of seed industry enterprises with complete scientific research, production, processing, sales and service system, the company to hybrid rice? Hybrid maize seed industry as the core, focusing on the seed industry, has initially established a market and industry oriented, covering biotechnology, traditional breeding technology and test platform, a relatively complete three-level platform research and development system. However, with the further development of seed industry market and the change of enterprise strategy, the original marketing management has become the force restricting the development of Longping high technology, which needs to be improved urgently. Taking Longping Hi-tech as an example, this paper provides new countermeasures and suggestions for the marketing management of seed industry, strengthens the competitiveness of enterprises, and at the same time, it will provide new ideas for the research of marketing management in seed industry and enrich the content of marketing management field. This paper adopts the idea of discovering problems, analyzing, asking and solving problems. Firstly, it explains the writing background and significance of the thesis, and introduces the marketing theories, such as the marketing environment, such as the 4PX 4R 4C theory, which provides theoretical support for the further research below. Then, this paper describes the overall development and marketing status of Longping Hi-tech, and analyzes the macro environment of Longping Hi-tech, the "Porter five Force Model" and SWOT analysis of the seed industry. Make clear the internal and external environment of Longping Hi-tech and its own advantages and disadvantages. Then, by analyzing the relevant data of Longping Hi-tech Section, the paper elaborates the parts that need to be improved in the marketing management of Longping Hi-tech Section, and points out the inadequacies among them. Finally, this paper puts forward feasible countermeasures and suggestions to the marketing management of Longping high technology, and gives the methods and specific items of carrying out the marketing management. It provides some guidance for the optimization of marketing management and the development of seed industry in Longping.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F324.6

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