农产品企业之企业文化营销策略研究

发布时间：2018-03-03 20:07

本文选题：农产品　切入点：企业文化营销　出处：《烟台大学》2017年硕士论文　论文类型：学位论文

【摘要】：农产品企业之企业文化营销,指的是在农产品的营销中,以企业文化为根本,经过长时间的摸索、发掘、培育和沉淀出的一些企业经营的特色价值理念,建立了一个企业员工和目标市场购买者都认同的文化理念,以此建立良好的企业形象,基于此实现达到提高销售量的目的,通过企业文化来进行农产品销售,是一种营销方式大胆创新。企业文化销售指的是企业在其核心理念指导下,在整个企业范围内建立起以该理念为中心的文化价值链,即要求企业的各项营销活动必须是在该核心营销价值观的影响下进行,通过企业核心价值观念来吸引购买者的对文化的心里需求,提升其对产品的关注度,从而引导消费群体进行购买行为,以达到企业文化营销的推广。企业文化营销具有系统性、层次性、互动性和地域性四个特征。以产品文化营销为核心内容,以品牌营销为实际载体,通过企业核心管理观点为文化营销为基础,本质上是将企业文化传播与农产品营销实践相结合。企业通过对文化营销的实际应用,将会提升农产品企业整体发展优势,提高农产品企业国内和国际营销能力,增强农产品企业品牌文化的优势。企业文化营销是农产品企业营销的前进趋势。欧盟和日本的发展模式存在较多可取之处,我国可取其精华,为促进我国农产品在文化营销的发展提供了丰富的经验。我国农产品销售方式改革起步较晚,这就不可避免地导致我国农产品营销策略单一、品牌观念不强、营销活动有名无实以及将文化营销等同于广告营销等问题,此文根据以上这些不足,提出了一些应对的方案。这些方案包括:将农产品的企业文化营销做为长期政策,注重农产品品质保证及质量安全监督,建立品牌形象提高购买者对我国农产品的识别率,加强农产品品牌传播和保护,壮大农产品企业文化营销主体以及优化市场经营条件。
[Abstract]:The marketing of enterprise culture of agricultural products refers to the characteristic value concept of some enterprises' management that is based on the enterprise culture in the marketing of agricultural products and has been explored, cultivated and precipitated over a long period of time. This paper establishes a cultural concept that employees and buyers of target market agree with, so as to establish a good corporate image. Based on this, we can achieve the goal of increasing sales volume and sell agricultural products through corporate culture. Corporate culture sales refers to the establishment of a cultural value chain centered on this idea in the whole enterprise under the guidance of its core concept. That is to say, all marketing activities of enterprises must be carried out under the influence of the core marketing values, attract buyers' cultural needs through the core values of enterprises, and enhance their attention to products. In order to achieve the promotion of corporate culture marketing, corporate culture marketing has four characteristics: systematic, hierarchical, interactive and regional. The core content is product culture marketing. With brand marketing as the actual carrier and enterprise core management view as the foundation of cultural marketing, the essence of this paper is to combine corporate culture communication with agricultural products marketing practice. It will enhance the overall development advantage of agricultural products enterprises and enhance the domestic and international marketing capabilities of agricultural products enterprises. Strengthen the advantage of agricultural product enterprise brand culture. Enterprise culture marketing is the forward trend of agricultural product enterprise marketing. There are many advantages in the development model of EU and Japan, our country can choose its essence. In order to promote the development of our country's agricultural products in cultural marketing, it provides rich experience. The reform of agricultural products marketing mode in our country starts late, which inevitably leads to the single marketing strategy of agricultural products in our country and the weak brand concept. Marketing activities are nominal and cultural marketing is equated with advertising marketing. Based on these shortcomings, this paper puts forward some countermeasures. These solutions include: regarding the marketing of agricultural products as a long-term policy. We should pay attention to the quality assurance and quality safety supervision of agricultural products, establish brand image to improve the recognition rate of Chinese agricultural products, strengthen the spread and protection of agricultural products brand, strengthen the main body of cultural marketing of agricultural products and optimize the market operating conditions.
【学位授予单位】：烟台大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F324;F270

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