四川荣县新星源食品有限公司农产品现代营销策略研究

发布时间：2018-07-18 16:58

【摘要】：生猪饲养—加工—销售是一个完整的产业链，生猪生产又具有一定的周期性，生猪价格波动既影响养猪户的收入，又影响企业的经济效益，还影响消费者对猪肉的消费。同时生猪的饲养、贩运、屠宰、加工环节，又直接关系着猪肉产品的安全供给。所以无论是从产业链的角度还是从食品安全的角度来研究像荣县新星源食品有限公司这样一家集农、工、贸为一体，主营肉类加工、生猪屠宰、贩运和产业化发展与经营的新型食品企业有必要也有意义。本文通过运用现代营销理论等管理工具，结合实际，对荣县新星源食品有限公司农产品现代营销模式进行了研究，，找出其营销模式成功的因素，规避其营销模式可能存在的风险，并结合新星源食品有限公司的自身特点，制定了相应的营销策略。论文研究的主要内容及结论有： 1、分析我国农产品营销市场特点，总结归纳农产品消费的消费趋势，发现随着人们对健康的关注和收入的增加，绿色食品、无公害食品的市场空间巨大。 2、分析了我国农产品营销模式的发展历程、现代农产品营销模式、荣县新星源食品有限公司农产品现代营销模式现状，发现荣县新星源食品有限公司的产品质量与国际标准还存在一定差距、分级包装程序缺乏、高层管理者忽视营销、公司的内部激励机制不完善、营销管理未制度化等营销问题。 3、从宏观环境、消费群体、原料采购分析、市场竞争等方面对荣县新星源食品有限公司的市场消费需求细分、地理区域细分、市场消费水平细分、目标市场选择进行了分析。 4、以4P理论为基础综合运用4P理论对荣县新星源食品有限公司的产品策略、价格策略、渠道策略、促销策略进行了分析，以期待能较好的指导其进行市场营销活动。
[Abstract]:Raising, processing and selling live pigs is a complete industrial chain, and pig production has a certain periodicity. The fluctuation of pig price not only affects the income of pig farmers, but also affects the economic benefits of enterprises, and also affects the consumption of pork by consumers. At the same time, pig breeding, trafficking, slaughtering, processing links, but also directly related to the safe supply of pork products. So whether from the perspective of the industrial chain or from the perspective of food safety, a company such as Rongxian Xinxingyuan Food Co., Ltd., which integrates agriculture, industry and trade, specializes in meat processing and slaughtering live pigs. Trafficking and industrialization development and management of new food enterprises are necessary and meaningful. By using modern marketing theory and other management tools, this paper studies the modern marketing model of agricultural products of Rongxian Xinxing Food Co., Ltd., and finds out the factors of its success. To avoid the possible risk of its marketing mode, and combined with the characteristics of Xinxing Food Co., Ltd, the corresponding marketing strategy is formulated. The main contents and conclusions of this paper are as follows: 1. Analyze the characteristics of agricultural products marketing in China, sum up the consumption trend of agricultural products, and find that with the increase of people's health and income, green food, The market space of pollution-free food is huge. 2. This paper analyzes the development course of agricultural product marketing mode in China, the modern agricultural product marketing model and the present situation of agricultural product marketing mode of Rongxian Xinxing Food Co., Ltd. It is found that there is still a certain gap between the product quality of Rongxian Xinxing Food Co., Ltd and international standards, the lack of grading packaging procedures, the neglect of marketing by senior managers, and the imperfect internal incentive mechanism of the company. Marketing management is not institutionalized and other marketing issues. 3, from the macro environment, consumer groups, raw materials procurement analysis, market competition and other aspects of Rongxian Xinxingyuan Food Co., Ltd market demand subdivision, geographical subdivision, The market consumption level is subdivided and the target market selection is analyzed. 4. Based on 4p theory, the product strategy, price strategy, channel strategy of Rongxian Xinxing Food Co., Ltd are synthetically applied to Rongxian Xinxing Food Co., Ltd. The promotion strategy is analyzed in order to guide its marketing activities.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F323.7;F326.3

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