苏利农药产品服务化模式研究

发布时间：2018-05-26 14:01

本文选题：苏利 + 农药产品　；参考：《复旦大学》2013年硕士论文

【摘要】：在当今全球经济都不景气的形势下,各行各业都面临着激烈的竞争和危机。过去单纯性依靠劳动力密集型、低成本、高污染、高耗能的生产模式逐步遇到的了瓶颈,甚至成为企业进一步发展的障碍。作为2000多家农药企业之一的苏利公司也正在经历着与其他众多企业一样糟糕境遇,如何在激烈的竞争环境中获得生存空间和未来的发展机遇,传统的技术创新和产品升级模式很容易被竞争者模仿、抄袭和超越,因此基于价值链的产品营销模式创新对苏利公司的生存和未来发展意义重大。本文通过对国内外众多学者对制造业企业产品营销服务化的理论研究概述,以及对当前国内外农药市场的现状进行总结和分析,结合苏利公司现有的状况、竞争环境和面临的新的挑战,以价值链延伸和微笑曲线为理论基础,对苏利农药产品服务化营销模式的构建进行了探索并提出了具体实施思路,对该思路未来的进一步发展提出了讨论的方向,为广大农药市场经营模式理论研究创新提供参考。本文共分为五个部分,第一部分提出了研究的背景、目的、任务以及研究的思路和方法；第二部分对国内外农药现状进行了分析,指出了国内农药经常存在的问题；第三部分通过对国内农药经营模式的演变,对苏利传统的农药经营模式进行了分析并指出了缺陷；第四部分对国内农药经营面临的新的挑战进行了总结和阐述,在此基础上提出了苏利农药产品营销服务化模式的创新思路,并对盈利模式进行了系统的分析和大胆的假设；第五部分是对此研究的总结和对苏利农药产品营销服务化模式未来的进一步发展进行了展望,为此项研究提出了今后可能的研究方向。
[Abstract]:In today's global economic downturn, all industries are facing fierce competition and crisis. In the past, the simple production mode which relied on labor intensive, low cost, high pollution and high energy consumption gradually met the bottleneck, and even became a barrier to the further development of enterprises. As one of the more than 2000 pesticide enterprises, Su Li is also experiencing the same bad situation as many other enterprises, how to obtain the living space and the future development opportunity in the fierce competition environment. The traditional technology innovation and product upgrade model are easily imitated, copied and surpassed by competitors. Therefore, the innovation of product marketing model based on value chain is of great significance to the survival and future development of Su Li Company. This paper summarizes and analyzes the current situation of pesticide market at home and abroad by summarizing and analyzing the theoretical research of many domestic and foreign scholars on the service-oriented product marketing of manufacturing enterprises, combined with the existing situation of Su Li Company. Based on the theory of value chain extension and smile curve, this paper explores the construction of service marketing model of Su Li pesticide products and puts forward concrete implementation ideas. The future development of this idea is discussed, which provides a reference for the theoretical research and innovation of pesticide market management model. This paper is divided into five parts: the first part puts forward the background, purpose, task and research ideas and methods of the research; the second part analyzes the current situation of pesticides at home and abroad, and points out the common problems of domestic pesticides. In the third part, through the evolution of domestic pesticide management mode, the traditional pesticide management mode of Su Li is analyzed and the defects are pointed out, the fourth part summarizes and expounds the new challenges faced by domestic pesticide management. On this basis, the innovative thinking of Su Li pesticide product marketing service model is put forward, and the profit model is systematically analyzed and boldly hypothesized. The fifth part is the summary of this research and the prospect of the future development of Su Li pesticide product marketing service model, and the possible research direction for this research is put forward.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.72;F274

【参考文献】