雏鹰农牧营销策略研究
发布时间：2019-03-20 08:41
【摘要】：中国有句古语：“民以食为天,猪粮安天下”,这充分说明了猪肉的重要性。2013年中国吃掉了全球一半的猪肉消费量,超过了5000万吨,国内的猪肉生产量也超过了5000万吨,并且猪肉的消费在国内占到肉类消费的60%。然而猪肉养殖行业的产业集中度不高,大多数是农户散养为主,这就造成猪肉价格经常追涨杀跌。由于商品猪的生长周期一般超过六个月,这样就经常出现“总体过剩和相对短缺”并存,使得猪肉价格频繁大幅度波动。价格的频繁波动,对养殖企业的正常经营和家庭农场式的养殖户造成了严重的影响。 本文以河南省本土企业中最有代表性的雏鹰农牧为研究对象,希望通过对雏鹰农牧的营销策略的研究,制定出更好的营销策略来帮助企业更好的运营。本文首先对雏鹰农牧的发展概况和产品做了一个基本介绍,从养殖行业的前景、政治、经济、社会文化、经济等五个方面对营销的宏观环境进行了分析,并且对雏鹰农牧的竞争对手和内部竞争实力进行了简要介绍；其次对雏鹰农牧的市场定位和营销策略做了客观的说明,主要从产品、价格、渠道、促销四个方面作简要介绍；再次通过对比分析总结出雏鹰农牧当前营销策略的成功经验和不足之处。最后依据以上分析的内容,结合雏鹰农牧的发展需求,从市场定位到产品策略、价格策略、渠道策略、促销策略等方面,制定了详尽的优化方案。
[Abstract]:There is an old Chinese saying: "people eat food, pig food is safe." this fully demonstrates the importance of pork. In 2013, China ate half of the world's pork consumption, more than 50 million tons, and domestic pork production also exceeded 50 million tons. And pork consumption accounts for 60% of domestic meat consumption. However, the industry concentration of pork farming industry is not high, most of them are mainly farmers, which results in pork prices often go up and down. Since the growth cycle of commercial pigs is usually more than six months, "overall surplus and relative shortage" often occur, which makes pork price fluctuate frequently and greatly. The frequent fluctuation of prices has a serious impact on the normal operation of aquaculture enterprises and family farm-type farmers. In this paper, the most representative young eagle farming and pastoral enterprises in Henan Province as the research object, hope to make a better marketing strategy to help enterprises better operation through the study of marketing strategy of young hawk farming and pasturage. First of all, this paper makes a basic introduction to the development and products of Eagle farming and pasturage, and analyzes the macro-environment of marketing from five aspects: prospects of breeding industry, politics, economy, social culture, economy, and so on. At the same time, the paper briefly introduces the competitors and internal competition strength of the young eagle farming and pastoral animal husbandry. Secondly, it makes an objective explanation on the market orientation and marketing strategy of Eagle farming and pastoral animal husbandry, mainly from four aspects: product, price, channel and promotion. Thirdly, the successful experience and shortcomings of the current marketing strategy of Eagle farming and pasturage are summarized through comparative analysis. Finally, according to the above analysis, combined with the development demand of Eagle farming and pastoral development, from the market positioning to product strategy, price strategy, channel strategy, promotion strategy and other aspects, a detailed optimization scheme is made.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F324
本文编号：2444043
[Abstract]:There is an old Chinese saying: "people eat food, pig food is safe." this fully demonstrates the importance of pork. In 2013, China ate half of the world's pork consumption, more than 50 million tons, and domestic pork production also exceeded 50 million tons. And pork consumption accounts for 60% of domestic meat consumption. However, the industry concentration of pork farming industry is not high, most of them are mainly farmers, which results in pork prices often go up and down. Since the growth cycle of commercial pigs is usually more than six months, "overall surplus and relative shortage" often occur, which makes pork price fluctuate frequently and greatly. The frequent fluctuation of prices has a serious impact on the normal operation of aquaculture enterprises and family farm-type farmers. In this paper, the most representative young eagle farming and pastoral enterprises in Henan Province as the research object, hope to make a better marketing strategy to help enterprises better operation through the study of marketing strategy of young hawk farming and pasturage. First of all, this paper makes a basic introduction to the development and products of Eagle farming and pasturage, and analyzes the macro-environment of marketing from five aspects: prospects of breeding industry, politics, economy, social culture, economy, and so on. At the same time, the paper briefly introduces the competitors and internal competition strength of the young eagle farming and pastoral animal husbandry. Secondly, it makes an objective explanation on the market orientation and marketing strategy of Eagle farming and pastoral animal husbandry, mainly from four aspects: product, price, channel and promotion. Thirdly, the successful experience and shortcomings of the current marketing strategy of Eagle farming and pasturage are summarized through comparative analysis. Finally, according to the above analysis, combined with the development demand of Eagle farming and pastoral development, from the market positioning to product strategy, price strategy, channel strategy, promotion strategy and other aspects, a detailed optimization scheme is made.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F324
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