化肥营销渠道整合平台创新研究

发布时间：2019-02-16 03:45

【摘要】：化肥产品流通从1998年由计划体制转变为市场体制以来,经过十几年的高速发展,已经形成了激烈的市场竞争局面。然而在化肥体制改革的急速转型过程中,由于化肥行业缺乏规范的管理制度,产权保护意识薄弱,市场监督力度低等因素使目前化肥市场普遍粗在“小、散、乱、假”的现象。同时由于官办意识仍然根深蒂固,化肥流通市场仍然滞留在过去的推销层面上,裹足不前。另一方面国家对农业发展的关注对化肥产业的带动,政府对化肥生产以及流通的政策支持,农业对化肥的大量需求,科技为化肥市场提供的支持保障等都预示着化肥行业发展的巨大机遇。如何在目前混乱的化肥市场中抓住机遇,解决市场存在的问题,利用市场中的优势,借助科技发展的东风,顺应行业改革的推进而创新出适合化肥市场的营销模式,正是本文的研究目的。本文对目前化肥市场渠道模式以及现存问题进行分析,从用户的购买行为和需求出发,通过整合化肥厂商的信息资源,产品资源,库存资源,资金资源,客户资源等,以连锁经营模式为基础,结合化肥产品的特殊性,对化肥市场末端用户开发利用,尝试建立一种新的化肥营销渠道创新体系。新体系是从国内市场新环境出发,以建立化肥流通的连锁模式品牌为目标,打造一个具有创新性的营销整合平台。
[Abstract]:Since the circulation of chemical fertilizer products changed from planning system to market system in 1998, after more than ten years of rapid development, the situation of fierce market competition has been formed. However, in the process of rapid transformation of chemical fertilizer system reform, due to the lack of standardized management system, weak consciousness of property right protection, low market supervision and other factors, the chemical fertilizer market is generally "small, scattered, chaotic, false" phenomenon. At the same time, because the official consciousness is still deeply rooted, the fertilizer circulation market is still stuck in the past marketing level. On the other hand, the government's policy support for the production and circulation of chemical fertilizers, and the large demand for fertilizers in agriculture, is driven by the state's concern for the development of agriculture. Science and technology for the fertilizer market to provide support security and so on all foreshadowed a huge opportunity for the development of the chemical fertilizer industry. How to seize the opportunity in the present chaotic chemical fertilizer market, solve the problems existing in the market, make use of the advantages of the market, make use of the development of science and technology, adapt to the advance of the industry reform and innovate the marketing mode suitable for the chemical fertilizer market. It is the purpose of this paper. This paper analyzes the current chemical fertilizer market channel model and existing problems, starting from the purchase behavior and demand of users, through integrating chemical fertilizer manufacturers' information resources, product resources, inventory resources, capital resources, customer resources, etc. Based on the chain management model and the particularity of chemical fertilizer products, this paper tries to establish a new innovation system of chemical fertilizer marketing channel by exploiting and utilizing the end users of chemical fertilizer market. Starting from the new environment of domestic market, the new system aims at establishing the chain brand of fertilizer circulation and creating an innovative marketing integration platform.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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