长春博瑞饲料集团有限公司福达姆产品营销策略研究

发布时间：2018-03-04 20:26

本文选题：博瑞集团　切入点：福达姆　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：民族奶业的兴衰关乎一个国家的农林经济发展和食品安全,对于改善居民膳食结构、增强国民体质、增加农牧民收入具有重要意义。目前我国人均牛奶消费刚突破30 kg,只有世界平均水平的一半,与世界奶业发达国家仍有较大差距。奶业兴衰在很大程度取决于奶牛养殖环节,围产期奶牛饲养管理是生产中最为重要的阶段之一。围产阶段奶牛由于分娩应激和泌乳等因素,导致产后瘫痪、酮病、真胃变位等一系列健康风险,对奶牛生产性能以及乳业健康发展产生较大影响。为降低围产期新产牛的疾病发生率,提高奶牛饲养的经济效益,长春博瑞饲料集团有限公司(简称“博瑞集团”)针对围产期奶牛的发病原因,自主研发用于新产牛产后灌服的福达姆产品。同时结合博瑞集团自身的技术服务团队为牧场提供综合的奶牛围产期保健方案。本文充分利用市场营销相关理论,对博瑞集团福达姆产品的营销策略进行深入研究,结合福达姆产品的STP战略分析,合理设计福达姆产品的营销策略,来提升博瑞集团在行业中的领先地位以及在奶牛饲养行业的影响力,同时提升福达姆产品的整体销量和市场份额,运用市场营销的4P策略对福达姆产品进行了系统研究。综合得出以下结论:(1)通过分析福达姆产品的产品特点、技术服务、市场营销及相关方面,为福达姆的相关策略营销提供有益帮助。通过围产奶牛易发病原因,针对性的使用福达姆产品,并配套综合的围产期保健流程,降低围产期奶牛的健康隐患。(2)通过剖析目标客户群体,结合福达姆对标产品的成本因素、竞争因素、使用效果及营销策略,福达姆产品在细分市场选择和定位。(3)福达姆产品的促销策略主要围绕产品理念、使用效果、售后服务等主线进行解读。(4)福达姆产品的渠道会借用博瑞集团现有渠道“捆绑”销售,此外,通过在全国寻求地区代理商、大客户直销布局奶牛主要养殖区域,搭建产品市场的服务平台。由此得出的研究成果为长春博瑞饲料集团有限公司福达姆产品的营销实践提供参考,在帮助奶牛养殖业者解决问题的的同时进一步拓展博瑞集团在我国奶牛行业的市场占有率。
[Abstract]:The rise and fall of the national dairy industry is related to a country's agricultural and forestry economic development and food safety. It is of great significance to increase the income of farmers and herdsmen. At present, the per capita milk consumption in China has just exceeded 30 kg, which is only half of the world average level, and still has a big gap with the developed countries in the world dairy industry. The feeding and management of perinatal cows is one of the most important stages in production. Due to the factors of labor stress and lactation, the cows have a series of health risks, such as postpartum paralysis, ketosis, abomasum transposition and so on. In order to reduce the incidence of disease in the new born cattle during perinatal period and to improve the economic benefit of dairy cattle raising, it has great influence on the production performance and the healthy development of dairy industry. Changchun Borui Feed Group Co., Ltd (referred to as "Borui Group") aims at the causes of perinatal dairy cows. We have developed independently the Fordam products for the newly produced cattle postpartum administration. At the same time, combined with the technical service team of the Bor Rui Group to provide the comprehensive perinatal health care scheme for the pastures. This paper makes full use of the relevant theories of marketing. The marketing strategy of Fordam products of Bor Rui Group is deeply studied, and the STP strategy of Fordham products is analyzed, and the marketing strategy of Fordham products is designed reasonably. To enhance the group's leading position in the industry and its influence in the dairy cattle industry, as well as to boost the overall sales and market share of Fordham's products, This paper makes a systematic study on Fordam's products by using the 4P strategy of marketing. The following conclusions are drawn: 1) by analyzing the product characteristics, technical services, marketing and related aspects of Fordham's products, Through the perinatal cow prone to morbidity, targeted use of Fordam products, and complete with a comprehensive perinatal health care process, To reduce the perinatal dairy cow's health risk.) by analyzing the target customer group, combining the cost factor, competition factor, use effect and marketing strategy of Fordam standard product, Fordham products in the subdivision market selection and positioning. 3) Fordham product promotion strategy around the product concept, use effect, The channels of Fordham products will be "bundled" by the existing channels of the Bor Rui Group. In addition, by seeking regional agents throughout the country, major customers will direct sale of dairy cattle in the main breeding areas. Set up the service platform of the product market. The research results obtained from this study provide a reference for the marketing practice of Fordam products of Changchun Borui Feed Group Co., Ltd. While helping dairy farmers to solve problems, we can further expand the market share of Borui Group in the dairy industry in China.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F324.6;F274

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