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  本文關鍵詞： 立體營銷 立體營銷模式 技術服務營銷　出處：《福建農(nóng)林大學》2017年碩士論文　論文類型：學位論文

【摘要】：中國在農(nóng)業(yè)上優(yōu)勢明顯,對農(nóng)資的需求自然很大。不管國內(nèi)還是國外的農(nóng)資公司都把目光聚焦到了我國農(nóng)村市場。近年來,中國農(nóng)村農(nóng)用物資供銷的市場容量和農(nóng)用物資經(jīng)銷規(guī)模都在不斷擴大、發(fā)展,農(nóng)資產(chǎn)品已經(jīng)由原來的供求緊缺狀態(tài)轉變?yōu)椴糠稚唐饭┣笙鄬^剩的狀態(tài)。因此,在農(nóng)業(yè)物資供銷市場上,農(nóng)資經(jīng)營企業(yè)之間的競爭變得越來越激烈。在這樣新的競爭態(tài)勢下,福州A農(nóng)資公司作為一個農(nóng)用物資經(jīng)銷企業(yè),通過創(chuàng)新思路、借鑒經(jīng)驗,摸索方法,用立體營銷的思維來提升企業(yè)營銷能力,以此試圖在激烈的市場競爭中快速建立農(nóng)資銷售渠道、降低企業(yè)經(jīng)營成本、尋找到與現(xiàn)階段行業(yè)發(fā)展特點和發(fā)展階段相吻合的經(jīng)營模式。本文運用立體營銷的思維和方法全面分析福州A農(nóng)資公司的宏觀環(huán)境、主要競爭對手、市場增長潛力等外部環(huán)境和公司內(nèi)部的產(chǎn)品、渠道、人力資源等價值鏈上的各要素。圍繞價值鏈上的各個要素,福州A農(nóng)資公司制定了技術服務營銷理念、確定了產(chǎn)品、價格、渠道、促銷等營銷手段。通過系統(tǒng)分析,福州A農(nóng)資公司存在尚未突出技術服務核心地位、網(wǎng)絡營銷水平低下、復合型營銷人員培養(yǎng)青黃不接、開發(fā)新市場能力欠佳等問題。本論文基于理論與實踐的結合,借鑒國內(nèi)外成功企業(yè)的經(jīng)驗,提出了 A公司應走以技術服務為核心的立體營銷模式及可持續(xù)發(fā)展的保障措施。本文希望通過對單個農(nóng)資公司的剖析,對于其他同行業(yè)競爭公司具有參考和借鑒的意義。
[Abstract]:China has an obvious advantage in agriculture, and the demand for agricultural materials is naturally great. Both domestic and foreign agricultural companies have focused their attention on the rural market in China. In recent years, The market capacity and distribution scale of agricultural materials in China's rural areas are constantly expanding and developing, and agricultural materials products have changed from a state of shortage of supply and demand to a state of relative surplus of supply and demand of some commodities. In the market for the supply and marketing of agricultural materials, the competition among agricultural enterprises has become more and more intense. Under such a new competition situation, Fuzhou A Agricultural material Company, as a distribution enterprise of agricultural materials, through innovative ideas and experience, Explore the method, use the thinking of three-dimensional marketing to improve the marketing ability of enterprises, in order to try to quickly establish the marketing channels of agricultural materials in the fierce market competition, and reduce the operating costs of enterprises. In this paper, the author analyzes the macro environment and main competitors of Fuzhou A Agricultural material Company by using the thinking and method of stereoscopic marketing. Market growth potential and other external environment and factors in the company's internal value chain, such as products, channels, human resources, etc. Around the various elements in the value chain, Fuzhou A Agricultural Resources Company formulated the concept of technical service marketing and determined the products, prices, etc. Channels, sales promotion and other marketing methods. Through systematic analysis, Fuzhou A Agricultural material Company has not yet highlighted the core position of technical service, the level of network marketing is low, and the training of compound marketing personnel is difficult. Based on the combination of theory and practice, this paper draws on the experience of successful enterprises at home and abroad. This paper puts forward that A company should take the technology service as the core of the stereoscopic marketing mode and the guarantee measures of sustainable development. This paper hopes that through the analysis of the individual agricultural material company, it will have reference and reference significance for other competitive companies in the same industry.
【學位授予單位】：福建農(nóng)林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F324.6

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