肇源农场稻米线上线下营销渠道整合研究

发布时间：2018-02-13 09:06

本文关键词： 肇源农场稻米市场营销渠道整合　出处：《黑龙江八一农垦大学》2017年硕士论文　论文类型：学位论文

【摘要】：当前肇源农场稻米的主要生产商和销售商是嫩源米业公司,嫩源米业公司近年来也尝试了电子商务市场营销渠道体系的构建,但是从当前的实际情况来看,其电子商务市场营销渠道体系还没有得到较好的完善,也并没有为推动肇源农场稻米销售起到较好的作用。之所以存在这一问题,其因素也是多方面的。本文对肇源农场稻米市场营销渠道现状情况进行了分析,包括线上渠道情况和线下渠道情况。运用问卷调查的方法了解当前消费者在购买肇源农场稻米方面的一些情况,然后通过建立二元回归模型,评估消费者购买肇源农场稻米行为因素的影响情况。通过研究发现,在当前肇源农场稻米市场营销渠道体系中,还存在着一些较为突出的问题,如肇源农场稻米线上渠道与线下渠道冲突、渠道效率降低、渠道协调配合不畅、线上渠道发展缓慢、线上线下营销渠道严重剥离、缺乏系统性的渠道管理体系等等。针对这些问题,结合问卷调查结果以及模型分析结果,提出肇源农场稻米市场营销渠道整合优化策略。如市场定位策略、供应链管理策略、市场营销方法选择等等,并且采取相应的保障措施,如组织机构设置优化,加强相关人才的引进与培养等等。
[Abstract]:At present, the main producer and seller of rice on Zhaoyuan Farm is Nanyuan Rice Company. Nanyuan Rice Company has also tried to construct an e-commerce marketing channel system in recent years, but from the current actual situation, Its e-commerce marketing channel system has not been improved, nor has it played a better role in promoting rice sales on Zhaoyuan Farm. This paper analyzes the current situation of rice marketing channel in Zhaoyuan Farm. Including the situation of online and offline channels. Using the method of questionnaire to find out the current situation of consumers in purchasing rice from Zhaoyuan farm, and then establishing a binary regression model. To evaluate the influence of consumer purchasing behavior factors on Zhaoyuan farm rice. Through the research, it is found that there are still some outstanding problems in the current Zhaoyuan farm rice marketing channel system. For example, in Zhaoyuan Farm, the conflict between the line and off line channels of rice, the decrease of channel efficiency, the lack of coordination and coordination of the channels, the slow development of the online channels, and the serious peel off of the online and offline marketing channels, Aiming at these problems, combining the results of questionnaire survey and model analysis, this paper puts forward the optimization strategy of rice marketing channel integration in Zhaoyuan farm, such as market positioning strategy, supply chain management strategy, and so on. The selection of marketing methods and so on, and take the corresponding safeguard measures, such as organizational optimization, strengthen the introduction and training of relevant talents, and so on.
【学位授予单位】：黑龙江八一农垦大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F724.6

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