农副产品加工园营销策略研究
发布时间：2018-10-10 07:40
【摘要】：我国已经迈入了各个行业全面发展进步的新时期。在这样的历史背景下,我国的农业发展也展现出新时代特征,逐渐从传统农业向现代农业转变,与之前的农业发展形式相比有了显著的革新。因此我国政府长期以来制定了一系列的政策及制度,有倾向性地支持农业的发展,特别是向农业现代化的转变。因此,在这样的背景下,如何抓住机遇、发展以农业产业链为主的产业园区,是值得深思的问题。本文拟以四川省彭州市“中国西部(国际)农副产品加工产业园”项目为例,研究农副产品加工产业园的营销策略。本研究的意义主要有以下两个方面：之一在于科学应用项目发展、农业发展及营销管理中的理念和方法,解决产业园当前在营销策略实施中的问题,为其他地区的农业产业园区发展提供参考依据：之二在于拓宽营销管理在实践中的应用,从企业管理的范畴延伸至农业产业园区领域,进一步弥补这一领域中理论指导实践的研究空白。中国西部(国际)农副产品加工产业园区在建设之初,就树立了走农产品加工产业化的工业园区方式,依靠相应的服务以及设施建设,根据“空间集合、用地集约、市政配套集中”的规划思路和“产业集聚、资金汇拢、引进人才”的理念以及思想,为了达到“效益与成绩并存”这一基础的目标,。试图打造一个集聚产业开发、科技创新、加工转化一体化的合理化的运行平台。本研究着重关注点在于中国西部(国际)农副产品加工产业园营销策略研究,首先介绍了现农业产业园、传统农业改造、项目发展以及市场营销相关的概念及理论。其次,对于现代农业产业园的研究和发展现状进行了归纳总结,并梳理出现代农业产业园区的发展趋势。随后,介绍中国西部(国际)农副产品加工产业园项目的背景、概况,并有针对性地对产业园进行了SWOT分析,对当前产业园现状中的优势、劣势、机遇以及威胁进行了具体地剖析分析,归纳营销策略的内部影响因素。再次,在总结以上分析内容的基础上,提出中国西部(国际)农副产品加工产业园的STP分析,并提出创新营销策略。最后,本研究为中国西部(国际)农副产品加工产业园的营销策略实施提出了支持保障,同时提出相关建议。
[Abstract]:China has entered a new period of comprehensive development and progress in various industries. In this historical background, the agricultural development of our country also shows the new era characteristic, gradually changes from the traditional agriculture to the modern agriculture, has the remarkable innovation compared with the previous agricultural development form. Therefore, our government has formulated a series of policies and systems for a long time to support the development of agriculture, especially the transformation to agricultural modernization. Therefore, under such background, how to seize the opportunity and develop the industrial park based on the agricultural industrial chain is a problem worth pondering. Taking the project of "processing Industrial Park of Agriculture and sideline products in Western China (International)" in Pengzhou City, Sichuan Province as an example, this paper studies the marketing strategy of processing Industrial Park of Agricultural and sideline products. The significance of this study is as follows: one is the scientific application of project development, agricultural development and marketing management concepts and methods, to solve the current industrial park in the implementation of marketing strategies, To provide reference for the development of agricultural industrial parks in other regions: the second is to broaden the application of marketing management in practice, from the scope of enterprise management to the field of agricultural industrial parks, Further make up the research gap of theory guidance practice in this field. At the beginning of the construction of the western China (international) agricultural and sideline product processing industrial park, the industrial park mode of agricultural product processing industrialization was established, depending on the corresponding service and facilities construction, according to the "spatial assembly, land intensive," In order to achieve the goal of "co-existence of benefit and achievement", the planning thought of "municipal supporting centralization" and the idea of "industrial agglomeration, capital gathering, and the introduction of talents" are put forward. Try to create a cluster industry development, scientific and technological innovation, processing and transformation of the integration of the rationalization of the operation platform. This research focuses on the research of marketing strategy of agricultural and sideline product processing industry park in western China. Firstly, the concepts and theories of current agricultural industry park, traditional agricultural transformation, project development and marketing are introduced. Secondly, the research and development status of modern agricultural industrial park is summarized, and the development trend of modern agricultural industrial park is sorted out. Then, it introduces the background and general situation of western China's (international) agricultural and sideline product processing industry park project, and carries on the SWOT analysis to the industry park pertinently, to the current industrial park present situation superiority, the inferior position, Opportunity and threat are analyzed concretely, and the internal influencing factors of marketing strategy are summarized. Thirdly, on the basis of summing up the above analysis, this paper puts forward the STP analysis of western China (international) agricultural and sideline product processing industry park, and puts forward the innovative marketing strategy. Finally, the research provides support for the implementation of marketing strategy in western China (international) agricultural and sideline product processing industry park, and puts forward some relevant suggestions.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F326.5;F274
[Abstract]:China has entered a new period of comprehensive development and progress in various industries. In this historical background, the agricultural development of our country also shows the new era characteristic, gradually changes from the traditional agriculture to the modern agriculture, has the remarkable innovation compared with the previous agricultural development form. Therefore, our government has formulated a series of policies and systems for a long time to support the development of agriculture, especially the transformation to agricultural modernization. Therefore, under such background, how to seize the opportunity and develop the industrial park based on the agricultural industrial chain is a problem worth pondering. Taking the project of "processing Industrial Park of Agriculture and sideline products in Western China (International)" in Pengzhou City, Sichuan Province as an example, this paper studies the marketing strategy of processing Industrial Park of Agricultural and sideline products. The significance of this study is as follows: one is the scientific application of project development, agricultural development and marketing management concepts and methods, to solve the current industrial park in the implementation of marketing strategies, To provide reference for the development of agricultural industrial parks in other regions: the second is to broaden the application of marketing management in practice, from the scope of enterprise management to the field of agricultural industrial parks, Further make up the research gap of theory guidance practice in this field. At the beginning of the construction of the western China (international) agricultural and sideline product processing industrial park, the industrial park mode of agricultural product processing industrialization was established, depending on the corresponding service and facilities construction, according to the "spatial assembly, land intensive," In order to achieve the goal of "co-existence of benefit and achievement", the planning thought of "municipal supporting centralization" and the idea of "industrial agglomeration, capital gathering, and the introduction of talents" are put forward. Try to create a cluster industry development, scientific and technological innovation, processing and transformation of the integration of the rationalization of the operation platform. This research focuses on the research of marketing strategy of agricultural and sideline product processing industry park in western China. Firstly, the concepts and theories of current agricultural industry park, traditional agricultural transformation, project development and marketing are introduced. Secondly, the research and development status of modern agricultural industrial park is summarized, and the development trend of modern agricultural industrial park is sorted out. Then, it introduces the background and general situation of western China's (international) agricultural and sideline product processing industry park project, and carries on the SWOT analysis to the industry park pertinently, to the current industrial park present situation superiority, the inferior position, Opportunity and threat are analyzed concretely, and the internal influencing factors of marketing strategy are summarized. Thirdly, on the basis of summing up the above analysis, this paper puts forward the STP analysis of western China (international) agricultural and sideline product processing industry park, and puts forward the innovative marketing strategy. Finally, the research provides support for the implementation of marketing strategy in western China (international) agricultural and sideline product processing industry park, and puts forward some relevant suggestions.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F326.5;F274
【参考文献】
相关期刊论文 前1条
1 宋茂华;;传统农业的特征及其现代化改造——读舒尔茨《改造传统农业》的思考[J];襄樊学院学报;2009年03期
相关博士学位论文 前1条
1 刘喜波;区域现代农业发展规划研究[D];沈阳农业大学;2011年
相关硕士学位论文 前3条
1 姚辰;现代农业示范区规划理论与实践研究[D];安徽农业大学;2013年
2 张s，
本文编号：2261197
本文链接：https://www.wllwen.com/guanlilunwen/yingxiaoguanlilunwen/2261197.html
