天景公司农产品营销策略研究

发布时间：2018-04-12 18:34

本文选题：农产品 + 营销策略　；参考：《广西大学》2015年硕士论文

【摘要】：随着时代的发展和经济社会的进步,越来越多的人开始意识到保健的重要性,保健食品对人们生活的意义在逐步的提升。玉米因其特有的生物学特性,在预防癌症、心脏病等方面做出了巨大的贡献。天景食品有限公司是一家以玉米为原料,生产鲜食玉米、玉米速食食品、玉米饮料的农产品加工企业,在国内的营养鲜玉米的生产技术研发、转化和利用等领域,均处于领先地位。本研究以天景食品有限公司农产品营销策略为研究对象,运用SWOT分析方法,分析了天景公司农产品市场营销面临的优势、劣势、机会和威胁。进而在借鉴发达国家典型的三种农产品营销经验的基础上,从产品策略、价格策略、渠道策略和促销策略四个方面提出了天景食品有限公司农产品营销策略：充分发挥农民合作经济组织在产品生产和销售环节的作用、构建功能健全的农产品交易市场以及合理运用现代营销理念提高营销水平。
[Abstract]:With the development of the times and economic and social progress, more and more people begin to realize the importance of health care.Because of its unique biological characteristics, maize has made great contributions in preventing cancer and heart disease.Tianjing Foods Co., Ltd. is a corn as raw material, production of fresh corn, corn instant food, corn beverage processing enterprises, in the domestic production technology research and development, transformation and utilization of fresh corn, etc.Are in the leading position.This study takes the marketing strategy of agricultural products of Tianjing Food Co., Ltd. as the research object, and analyzes the advantages, disadvantages, opportunities and threats of the marketing of agricultural products of Tianjing Food Co., Ltd by using the SWOT analysis method.Then, on the basis of learning from the typical marketing experience of three kinds of agricultural products in developed countries, from the product strategy, the price strategy,The marketing strategy of agricultural products of Tianjing Food Co., Ltd. Is put forward in four aspects of channel strategy and promotion strategy: to give full play to the role of farmers' cooperative economic organizations in the production and sale of products,Build a sound-functioning agricultural products trading market and reasonable use of modern marketing ideas to improve the level of marketing.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F326.5

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