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关键词:“公司+家庭农场”;运营模式;营销策略II
ABSTRACT
With the development of economy and increasingly high living standards,
consumers give more attention to the living quality and taste and then have higher
requirements to the quality of the pork, which is one of the main consumption goods.
However, economic development has some negative effects on our life causing
environment pollution and threatening food security. Thus more and more people begin
to care about the security of the whole process from breeding, sorting out to selling,
and show interest in the ecologic, green and organic pork with high quality. In order to
meet the different requirements, the business pattern of company-family farms is
gradually popular in pig-breeding enterprises, which combine perfectly the modern
administrative concepts with family farms on a large scale and breed pigs ecologically.
The pattern is accepted by the consumers due to its nutritious healthy and unpolluted
pork. The enterprises have more intensive competition between each other than ever
before because most of them would like to adopt the pattern to conquer the greater
market. How do the pig-breeding enterprises expand their market How do they
become better than others of the same type The key is to make a breakthrough in
marketing and to find out a distinctive and effective marketing pattern which is
consistent with the company’s operating goals so that the enterprises could be running
stably and coordinately. This paper takes Guiyang XZY company as an example and
put forward the new premium plan to market and give the direction to the company
which can finally make the best of their advantages by studying the marketing
strategies based on the this pattern and analyzing their typical problems found in
marketing. This paper also combines the marketing theories and new economic
situation to explore a new way to improve the enterprises’ fame, product effect and
final profits.
Key words:Company- family farms; Business pattern; Marketing strategyIII
目 录
摘要..... I
ABSTRACT ...... II
1 绪论 ......1
1.1 研究背景 1
1.2 研究目的和意义 1
1.3 国内外相关研究现状 ....2
1.3.1 农产品营销策略 ..2
1.3.2“公司+家庭农场”运营模式 .........4
1.4 研究思路及论文框架 ....6
2 研究的理论基础 .........8
2.1“4P 组合”理论 ....8
2.2 战略管理理论 ....9
3 养猪企业“公司+家庭农场”运营模式内涵及其对营销策略的影响 .........11
3.1“公司+家庭农场”模式介绍 .....11
3.2“公司+家庭农场”组织形式 .....11
3.2.1 契约模式 ...........11
3.2.2 合同制形式 .......12
3.2.3 股份制形式 .......12
3.3“公司+家庭农场”模式对养猪企业营销策略的影响 .12
3.3.1 对产品策略的影响 ........13
3.3.2 对价格策略的影响 ........13
3.3.3 对渠道策略的影响 ........13
3.3.4 对促销策略的影响 ........13
3.4“公司+家庭农场”模式下的营销组合重点 .....14
3.4.1 市场细分 14
3.4.2 市场定位 14
3.4.3 营销组合重点 ....15
4 “公司+家庭农场”运营模式下的营销策略现状分析(以贵阳 XZY 公司为例) 16
4.1 贵阳 XZY 公司简介 ....16
4.1.1 基本情况 16
4.1.2 贵阳 XZY“公司+家庭农场”运营模式介绍 .....16
4.2 贵阳 XZY 公司营销策略现状 17IV
4.2.1 贵阳 XZY 公司的目标市场策略 ..........17
4.2.2 贵阳 XZY 公司的营销组合 ......17
4.3 贵阳 XZY 公司营销策略问题梳理 ....18
4.3.1 营销影响范围有限 ........18
4.3.2 营销特色不突出 19
4.3.3 消费者认可度不高 ........19
5 “公司+家庭农场”运营模式下的营销环境分析(以贵阳 XZY 公司为例) ........20
5.1 外部环境分析 ..20
5.1.1 经济新常态下生猪养殖行业发展的特征 ........20
5.1.2 新形势下生猪产业呈现的新特点 ........2
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