黑龙江农垦查哈阳农场稻米营销模式研究

发布时间：2018-06-02 10:47

本文选题：稻米营销 + 营销模式　；参考：《东北农业大学》2017年硕士论文

【摘要】：随着“十三五”规划对农业标准化、信息化和建设农产品流通市场等建议的提出,以及近几年中央一号文件提出的要创新农产品流通方式,使农产品营销问题得到广泛关注。目前,我国的大豆主要靠进口,稻米和玉米的进口数量也呈上升趋势,而稻米是人们食用的主要粮食作物,三分之二左右的人都以稻米为主食,可以说稻米与人们的生活息息相关,因此,解决稻米营销问题迫在眉睫。黑龙江省是水稻的主产区,而查哈阳农场作为黑龙江农垦总局下的国营农场,其主要种植的粮食作物也是水稻,查哈阳农场良好的农业生态环境、健全的水利设施,使得查哈阳农场的水稻质量优良。近几年,查哈阳农场水稻的种植面积和产量整体呈现上升趋势,面对产量逐渐增多的稻米,不得不使查哈阳农场逐渐重视起稻米营销问题,肩负起稻米营销这项重大责任。查哈阳农场目前采取的是稻米加工企业主导的营销模式,虽然能减少农场的运营成本,但是稻米加工企业的营销渠道少,销售能力较弱,因此,本文试图通过对现有数据的分析,借助博弈分析,评价并选出适合查哈阳农场的稻米营销模式,以期实现查哈阳农场、农场职工、稻米加工企业的多主体共赢。本文以查哈阳农场为研究主体,以查哈阳农场稻米为研究核心,对查哈阳农场的稻米营销模式进行了研究。首先,本文对稻米营销和稻米营销模式的概念进行了界定,用分工与专业化理论、竞争优势理论、产业链理论和品牌价值理论作为研究的基础理论,对查哈阳农场稻米的生产经营、营销模式、品牌建设和经济效益现状进行了描述和分析,发现现有的稻米营销模式存在着产业链衔接不紧密、农场未能获得潜在的巨大利益、未能有效实现稻米品牌整合、未能实现以市场为导向的标准化、营销主体开拓市场的能力较弱等问题。其次,对农场职工与查哈阳农场,查哈阳农场与第三方销售企业,第三方销售企业与消费者之间的关系进行了博弈分析。再次,结合现状和博弈分析的结果,评价了可能适合查哈阳农场的不同营销模式,指出不同情况下应当选择的稻米营销模式,综合查哈阳农场的现实情况,建议查哈阳农场选择第三方销售企业主导的营销模式。最后,从全产业链标准化、品牌整合与管理、选择有营销能力的销售团队和利益分配四方面提出完善查哈阳农场稻米营销模式的对策建议。
[Abstract]:Along with the proposal of agricultural standardization, informatization and construction of circulation market of agricultural products put forward in the 13th Five-Year Plan, and the innovation of circulation mode of agricultural products put forward in document No. 1 of the Central Committee in recent years, the marketing of agricultural products has been paid more and more attention. At present, soybeans are mainly imported in China, and the import of rice and corn is also on the rise. Rice is the main food crop consumed by people, and about 2/3 people rely on rice as their staple food. It can be said that rice is closely related to people's life, therefore, it is urgent to solve the problem of rice marketing. Heilongjiang Province is the main rice producing area, and Chahayang Farm, as a state-run farm under the Heilongjiang General Administration of Agriculture and Reclamation, also mainly grows rice. Chahayang Farm has a good agricultural ecological environment and sound water conservancy facilities. So that Chahayang farm rice quality is good. In recent years, the planting area and yield of rice in Chahayang Farm have been on the rise. In the face of the increasing rice production, Chahayang Farm has to pay more attention to the issue of rice marketing and shoulder the great responsibility of rice marketing. Chahayang Farm currently adopts a marketing model dominated by rice processing enterprises. Although it can reduce the operating costs of the farm, the rice processing enterprises have fewer marketing channels and weaker sales capabilities, so, Through the analysis of the existing data and the game analysis, this paper tries to evaluate and select the suitable rice marketing model for Chahayang Farm, in order to realize the multi-agent win-win situation of Chahayang Farm, Farm staff and Rice processing Enterprise. In this paper, Chahayang farm as the main research body, Chahayang farm rice as the research core, Chahayang farm rice marketing model was studied. First of all, this paper defines the concept of rice marketing and rice marketing model, taking the theory of division of labor and specialization, the theory of competitive advantage, the theory of industry chain and the theory of brand value as the basic theory. This paper describes and analyzes the present situation of rice production and management, marketing model, brand construction and economic benefit in Chahayang Farm. It is found that the existing rice marketing model is not closely linked with the industrial chain, and the farm fails to obtain the potential huge benefits. It fails to effectively realize the integration of rice brands, fails to realize market-oriented standardization, and the ability of marketing agents to open up markets is weak. Secondly, the paper analyzes the relationship between farm workers and Chahayang farm, Chahayang farm and third party sales enterprises, third party sales enterprises and consumers. Thirdly, combined with the present situation and the result of game analysis, this paper evaluates the different marketing models that may be suitable for Chahayang Farm, and points out the rice marketing model that should be chosen under different circumstances, which synthesizes the actual situation of Chahayang Farm. It is suggested that Chahayang Farm choose the marketing mode led by third-party sales enterprises. Finally, from the aspects of standardization of the whole industry chain, brand integration and management, selection of sales team with marketing ability and benefit distribution, the countermeasures and suggestions to perfect Chahayang farm rice marketing model are put forward.
【学位授予单位】：东北农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7

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