宁夏上陵牧业股份有限公司营销环境与营销策略研究

发布时间：2018-03-25 21:25

本文选题：上陵牧业　切入点：营销环境　出处：《宁夏大学》2016年硕士论文

【摘要】：近年来,宁夏奶业生产发展速度较快,奶牛存养量、奶类总产量保持了快速增长,基本上形成了以加工企业为龙头、以奶牛主产区为生产基地、以奶业协会和鲜奶收购站点为中介的产业化生产格局,全区奶业的整体水平迈上了一个新台阶,已成为宁夏自治区农业和农村经济发展的新兴优势产业和重要支柱产业。但2007年下半年以来饲料价格的大幅度上涨、生产成本的提高和进口奶粉价格的成倍增长,国内鲜奶市场的竞争日益激烈,给全区正常的奶业生产带来了影响。竞争之下,宁夏奶业生产发展中存在的问题凸显出来。因此本文在充分市场调研的基础上,运用市场营销理论以及相关的分析方法,对上陵牧业股份公司所处的内外部营销环境进行剖析,认清上陵牧业面临的机会与威胁,优势与劣势,对现行的营销战略和策略进行深入分析,找出问题及问题产生的原因,最终确定上陵牧业股份有限公司的未来的营销战略,对完善产品策略、价格策略、渠道策略和促销策略给出了相应建议。
[Abstract]:In recent years, the dairy industry in Ningxia has been developing rapidly, with the dairy cattle kept in stock and the total milk output maintained a rapid growth, basically taking the processing enterprises as the lead and the main dairy production areas as the production base. With the dairy industry association and the fresh milk purchasing station as the intermediary of the industrial production pattern, the overall level of the whole region's dairy industry has reached a new level. It has become a new dominant industry and an important pillar industry in the development of agriculture and rural economy in Ningxia Autonomous region. However, since the second half of 2007, feed prices have risen by a large margin, production costs have increased, and the prices of imported milk powder have increased exponentially. The competition of domestic fresh milk market is becoming more and more fierce, which has brought influence to the normal dairy production in the whole region. Under the competition, the problems existing in the development of Ningxia dairy industry have been highlighted. Therefore, this paper is based on the full market research. Using the marketing theory and related analysis methods, this paper analyzes the internal and external marketing environment of Shangling Livestock Stock Company, and recognizes the opportunities and threats, advantages and disadvantages of Shangling Animal Husbandry. Deeply analyze the current marketing strategies and strategies, find out the problems and the causes of the problems, finally determine the future marketing strategy of Shangling Animal Husbandry Co., Ltd., to improve the product strategy, price strategy, The channel strategy and the promotion strategy give the corresponding suggestion.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.82

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