福州A农资销售公司立体营销模式研究

发布时间：2018-03-01 14:11

本文关键词： 立体营销立体营销模式技术服务营销　出处：《福建农林大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国在农业上优势明显,对农资的需求自然很大。不管国内还是国外的农资公司都把目光聚焦到了我国农村市场。近年来,中国农村农用物资供销的市场容量和农用物资经销规模都在不断扩大、发展,农资产品已经由原来的供求紧缺状态转变为部分商品供求相对过剩的状态。因此,在农业物资供销市场上,农资经营企业之间的竞争变得越来越激烈。在这样新的竞争态势下,福州A农资公司作为一个农用物资经销企业,通过创新思路、借鉴经验,摸索方法,用立体营销的思维来提升企业营销能力,以此试图在激烈的市场竞争中快速建立农资销售渠道、降低企业经营成本、寻找到与现阶段行业发展特点和发展阶段相吻合的经营模式。本文运用立体营销的思维和方法全面分析福州A农资公司的宏观环境、主要竞争对手、市场增长潜力等外部环境和公司内部的产品、渠道、人力资源等价值链上的各要素。围绕价值链上的各个要素,福州A农资公司制定了技术服务营销理念、确定了产品、价格、渠道、促销等营销手段。通过系统分析,福州A农资公司存在尚未突出技术服务核心地位、网络营销水平低下、复合型营销人员培养青黄不接、开发新市场能力欠佳等问题。本论文基于理论与实践的结合,借鉴国内外成功企业的经验,提出了 A公司应走以技术服务为核心的立体营销模式及可持续发展的保障措施。本文希望通过对单个农资公司的剖析,对于其他同行业竞争公司具有参考和借鉴的意义。
[Abstract]:China has an obvious advantage in agriculture, and the demand for agricultural materials is naturally great. Both domestic and foreign agricultural companies have focused their attention on the rural market in China. In recent years, The market capacity and distribution scale of agricultural materials in China's rural areas are constantly expanding and developing, and agricultural materials products have changed from a state of shortage of supply and demand to a state of relative surplus of supply and demand of some commodities. In the market for the supply and marketing of agricultural materials, the competition among agricultural enterprises has become more and more intense. Under such a new competition situation, Fuzhou A Agricultural material Company, as a distribution enterprise of agricultural materials, through innovative ideas and experience, Explore the method, use the thinking of three-dimensional marketing to improve the marketing ability of enterprises, in order to try to quickly establish the marketing channels of agricultural materials in the fierce market competition, and reduce the operating costs of enterprises. In this paper, the author analyzes the macro environment and main competitors of Fuzhou A Agricultural material Company by using the thinking and method of stereoscopic marketing. Market growth potential and other external environment and factors in the company's internal value chain, such as products, channels, human resources, etc. Around the various elements in the value chain, Fuzhou A Agricultural Resources Company formulated the concept of technical service marketing and determined the products, prices, etc. Channels, sales promotion and other marketing methods. Through systematic analysis, Fuzhou A Agricultural material Company has not yet highlighted the core position of technical service, the level of network marketing is low, and the training of compound marketing personnel is difficult. Based on the combination of theory and practice, this paper draws on the experience of successful enterprises at home and abroad. This paper puts forward that A company should take the technology service as the core of the stereoscopic marketing mode and the guarantee measures of sustainable development. This paper hopes that through the analysis of the individual agricultural material company, it will have reference and reference significance for other competitive companies in the same industry.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F324.6

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