【摘要】：中國有句古語：“民以食為天,豬糧安天下”,這充分說明了豬肉的重要性。2013年中國吃掉了全球一半的豬肉消費(fèi)量,超過了5000萬噸,國內(nèi)的豬肉生產(chǎn)量也超過了5000萬噸,并且豬肉的消費(fèi)在國內(nèi)占到肉類消費(fèi)的60%。然而豬肉養(yǎng)殖行業(yè)的產(chǎn)業(yè)集中度不高,大多數(shù)是農(nóng)戶散養(yǎng)為主,這就造成豬肉價(jià)格經(jīng)常追漲殺跌。由于商品豬的生長周期一般超過六個(gè)月,這樣就經(jīng)常出現(xiàn)“總體過剩和相對短缺”并存,使得豬肉價(jià)格頻繁大幅度波動(dòng)。價(jià)格的頻繁波動(dòng),對養(yǎng)殖企業(yè)的正常經(jīng)營和家庭農(nóng)場式的養(yǎng)殖戶造成了嚴(yán)重的影響。 本文以河南省本土企業(yè)中最有代表性的雛鷹農(nóng)牧為研究對象,希望通過對雛鷹農(nóng)牧的營銷策略的研究,制定出更好的營銷策略來幫助企業(yè)更好的運(yùn)營。本文首先對雛鷹農(nóng)牧的發(fā)展概況和產(chǎn)品做了一個(gè)基本介紹,從養(yǎng)殖行業(yè)的前景、政治、經(jīng)濟(jì)、社會文化、經(jīng)濟(jì)等五個(gè)方面對營銷的宏觀環(huán)境進(jìn)行了分析,并且對雛鷹農(nóng)牧的競爭對手和內(nèi)部競爭實(shí)力進(jìn)行了簡要介紹；其次對雛鷹農(nóng)牧的市場定位和營銷策略做了客觀的說明,主要從產(chǎn)品、價(jià)格、渠道、促銷四個(gè)方面作簡要介紹；再次通過對比分析總結(jié)出雛鷹農(nóng)牧當(dāng)前營銷策略的成功經(jīng)驗(yàn)和不足之處。最后依據(jù)以上分析的內(nèi)容,結(jié)合雛鷹農(nóng)牧的發(fā)展需求,從市場定位到產(chǎn)品策略、價(jià)格策略、渠道策略、促銷策略等方面,制定了詳盡的優(yōu)化方案。
[Abstract]:There is an old Chinese saying: "people eat food, pig food is safe." this fully demonstrates the importance of pork. In 2013, China ate half of the world's pork consumption, more than 50 million tons, and domestic pork production also exceeded 50 million tons. And pork consumption accounts for 60% of domestic meat consumption. However, the industry concentration of pork farming industry is not high, most of them are mainly farmers, which results in pork prices often go up and down. Since the growth cycle of commercial pigs is usually more than six months, "overall surplus and relative shortage" often occur, which makes pork price fluctuate frequently and greatly. The frequent fluctuation of prices has a serious impact on the normal operation of aquaculture enterprises and family farm-type farmers. In this paper, the most representative young eagle farming and pastoral enterprises in Henan Province as the research object, hope to make a better marketing strategy to help enterprises better operation through the study of marketing strategy of young hawk farming and pasturage. First of all, this paper makes a basic introduction to the development and products of Eagle farming and pasturage, and analyzes the macro-environment of marketing from five aspects: prospects of breeding industry, politics, economy, social culture, economy, and so on. At the same time, the paper briefly introduces the competitors and internal competition strength of the young eagle farming and pastoral animal husbandry. Secondly, it makes an objective explanation on the market orientation and marketing strategy of Eagle farming and pastoral animal husbandry, mainly from four aspects: product, price, channel and promotion. Thirdly, the successful experience and shortcomings of the current marketing strategy of Eagle farming and pasturage are summarized through comparative analysis. Finally, according to the above analysis, combined with the development demand of Eagle farming and pastoral development, from the market positioning to product strategy, price strategy, channel strategy, promotion strategy and other aspects, a detailed optimization scheme is made.
【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】：F274;F324

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