隆平高科种业市场营销管理优化研究

发布时间：2018-06-25 05:26

本文选题：隆平高科 + 种业　；参考：《南昌大学》2015年硕士论文

【摘要】：在当代营销活动中,营销管理和对营销进行管理对企业的生存和发展起着举足重轻的作用,已成为不争的事实。当今中国种业市场,产品同质化严重,因而种业企业必须改进原有营销管理中与市场不相适应的部分,制定科学有效的营销管理策略,使其更有利于更好地优化资源配置,满足农民对种子的需要,促进企业的长远发展,增强企业的竞争力,使企业在竞争中立于不败之地。袁隆平农业高科技股份有限公司(以下简称隆平高科)是我国首批拥有完整科研、生产、加工、销售、服务体系的“育繁推一体化”的种业企业之一,公司以杂交水稻杂交玉米种业为核心,聚焦种业,已初步建成以市场与产业为导向,覆盖生物技术、传统育种技术及测试平台的较为完善的三级平台研发体系。但随着种业市场的进一步发展,企业战略的改变,原有的营销管理已有部分成为了制约隆平高科发展的力量,亟待改进。本文以隆平高科为例,为种子行业的营销管理提供新的对策建议,增强企业竞争力的同时,还将给种子行业营销管理的研究提供新的思路,丰富营销管理领域的内容。本文采取发现问题—分析问解—决问题的研宄思路,首先交代了论文的写作背景和意义,并介绍了营销相关理论,如营销环境、4P、4R、4C理论等,为下文的深入研究提供理论支持。接着,本文对隆平高科的总体发展状况和营销现状进行了阐述,并分析了隆平高科所处的宏观环境、种子行业的“波特五力模型”分析以及SWOT分析,明确隆平高科当前所处的内外部环境与其自身的优劣势。然后,通过紧密结合分析隆平高科的相关资料,详细阐述隆平高科营销管理中有待提高的部分,指出其中的不足之处。最后,本文对隆平高科的营销管理提出了可行性的对策和建议,并给出执行营销管理时的方法和具体事项,为今后隆平高科营销管理的优化和我国种业的发展提供了一定的指导。
[Abstract]:In the contemporary marketing activities, marketing management and marketing management play an important role in the survival and development of enterprises, which has become an indisputable fact. In the present Chinese seed industry market, product homogeneity is serious, so seed industry enterprises must improve the part of original marketing management that is not suitable for the market, formulate scientific and effective marketing management strategy, and make it more favorable to better optimize the allocation of resources. To meet the needs of farmers for seeds, to promote the long-term development of enterprises, to enhance the competitiveness of enterprises, so that enterprises in the competition in an invincible position. Yuan Longping Agricultural High-Tech Co., Ltd. (hereinafter referred to as Longping Hi-tech) is one of the first batch of seed industry enterprises with complete scientific research, production, processing, sales and service system, the company to hybrid rice? Hybrid maize seed industry as the core, focusing on the seed industry, has initially established a market and industry oriented, covering biotechnology, traditional breeding technology and test platform, a relatively complete three-level platform research and development system. However, with the further development of seed industry market and the change of enterprise strategy, the original marketing management has become the force restricting the development of Longping high technology, which needs to be improved urgently. Taking Longping Hi-tech as an example, this paper provides new countermeasures and suggestions for the marketing management of seed industry, strengthens the competitiveness of enterprises, and at the same time, it will provide new ideas for the research of marketing management in seed industry and enrich the content of marketing management field. This paper adopts the idea of discovering problems, analyzing, asking and solving problems. Firstly, it explains the writing background and significance of the thesis, and introduces the marketing theories, such as the marketing environment, such as the 4PX 4R 4C theory, which provides theoretical support for the further research below. Then, this paper describes the overall development and marketing status of Longping Hi-tech, and analyzes the macro environment of Longping Hi-tech, the "Porter five Force Model" and SWOT analysis of the seed industry. Make clear the internal and external environment of Longping Hi-tech and its own advantages and disadvantages. Then, by analyzing the relevant data of Longping Hi-tech Section, the paper elaborates the parts that need to be improved in the marketing management of Longping Hi-tech Section, and points out the inadequacies among them. Finally, this paper puts forward feasible countermeasures and suggestions to the marketing management of Longping high technology, and gives the methods and specific items of carrying out the marketing management. It provides some guidance for the optimization of marketing management and the development of seed industry in Longping.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F324.6

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