齐齐哈尔市宏河米业营销策略研究

发布时间：2018-04-19 03:07

本文选题：水稻营销 + 农产品营销　；参考：《吉林大学》2015年硕士论文

【摘要】：齐齐哈尔市宏河米业有限公司是黑龙江省齐齐哈尔地区的一家中型民营企业，，企业主营业务是生产和销售水稻深加工产品，主要经营区域为黑龙江省西部地区。在经历10余年发展后，企业已初具规模，但此时企业的发展进入了瓶颈期，其现有的营销策略已经不适合当前的大米市场。在10余年间，农产品市场出现了很大的消费观念的变革，人们已经从仅满足于数量需求转变为注重绿色和有机食品的品质需求。同时，庞大的市场消费能力吸引了国际大品牌粮食企业来到中国市场，导致大米市场的竞争更加激烈。因此，想要在激烈的行业竞争中突围，在前景广阔的大米市场进一步发展，全面提升企业竞争力，宏河米业就必须重新制定一套现实可行、与时俱进的营销组合策略。本文以齐齐哈尔市宏河米业的市场营销作为研究对象，首先分析了宏河米业的营销和营销团队现状，并提出了当前营销策略和营销团队存在的具体问题。然后，通过对宏观市场分析、大米行业市场特点分析、竞争对手分析和SWOT分析，详细分析了宏河米业所处的市场环境。在此基础上，根据4Ps营销理论，从产品、价格、渠道和促销四个方面分析，制定了营销组合策略。最后，为确保营销策略能够得到良好的执行，制定了一系列实施保障措施。本文结合企业实际，以齐齐哈尔市宏河米业为载体对水稻类农产品的营销策略进行了深入研究。一方面，本文可以丰富相关农产品生产加工企业的市场营销理论研究，完善关于水稻行业产品营销策略的具体研究。另一方面，本文对宏河米业现有的营销策略进行了深入分析，并重新制定了营销策略及实施保障措施，这对齐齐哈尔市宏河米业实际的市场营销和团队管理提供了现实可行的参考，对有效改善宏河米业的营销体系，提高企业核心竞争力，创造更多经济价值，具有重要的现实意义。
[Abstract]:Qiqihar Honghe Rice Industry Co., Ltd. is a medium-sized private enterprise in Qiqihar area of Heilongjiang Province. The main business of the enterprise is the production and sale of rice deep processing products, the main business area is the western region of Heilongjiang Province.After more than 10 years of development, the enterprise has begun to take shape, but at this time, the development of the enterprise has entered a bottleneck period, its existing marketing strategy is no longer suitable for the current rice market.In more than 10 years, there has been a great change in the concept of consumption in the agricultural product market. People have changed from only satisfying the quantity demand to paying attention to the quality demand of green and organic food.At the same time, the huge market consumption ability has attracted the international big brand grain enterprise to come to the Chinese market, resulting in the rice market competition more intense.Therefore, in order to break through in the fierce industry competition, further develop in the rice market with broad prospects, and improve the competitiveness of the enterprise, Honghe Rice Industry must reformulate a set of realistic and feasible marketing combination strategy that keeps pace with the times.This paper takes the marketing of Honghe rice industry in Qiqihar as the research object, analyzes the present situation of the marketing and marketing team of Honghe rice industry, and puts forward the current marketing strategy and the concrete problems of the marketing team.Then, the market environment of Honghe rice industry is analyzed in detail through the analysis of macro market, market characteristics of rice industry, competitor analysis and SWOT analysis.On this basis, according to the 4Ps marketing theory, from the product, the price, the channel and the promotion four aspects analysis, has established the marketing mix strategy.Finally, in order to ensure that the marketing strategy can be implemented well, a series of implementation protection measures have been formulated.In this paper, the marketing strategy of rice agricultural products was studied with Honghe rice industry in Qiqihar as the carrier.On the one hand, this paper can enrich the marketing theory research of the related agricultural products production and processing enterprises, and perfect the specific research on the rice industry product marketing strategy.On the other hand, this article has carried on the thorough analysis to the Honghe rice industry present marketing strategy, and has reformulated the marketing strategy and the implementation safeguard measure,This provides a practical and feasible reference for the actual marketing and team management of Honghe Rice Industry in Qiqihar City. It also provides a practical reference for effectively improving the marketing system of Honghe Rice Industry, enhancing the core competitiveness of enterprises, and creating more economic value.It has important practical significance.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F326.5;F274

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