目 录
1. 绪论 ..... 1
1.1 研究背景 ... 1
1.2 研究目的和意义 ... 2
1.3 研究内容 ... 2
2. 相关概念和理论 ......... 3
2.1 相关概念 ... 3
2.1.1 种子 ......... 3
2.1.2 品种 ......... 3
2.1.3 杂交水稻 . 3
2.2 相关理论 ... 4
2.2.1 4P 理论..... 4
2.2.2 PEST 分析 4
2.2.3 波特五力模型 ..... 4
3. 江西 JS 种业公司外部环境分析 ....... 5
3.1 宏观环境分析 ....... 5
3.1.1 政治法律环境 ..... 5
3.1.2 经济环境 . 6
3.1.3 社会文化环境 ..... 7
3.1.4 科技环境 . 7
3.1.5 自然环境 . 8
3.2 产业与竞争环境分析 ....... 8
3.2.1 产业主要经济特征分析 . 8
3.2.2 产业竞争结构分析 ......... 9
3.2.3 主要竞争对手分析 ....... 10
3.3 市场环境分析 ..... 13
3.3.1 市场结构分析 ... 13
3.3.2 市场需求分析 ... 13
3.3.3 经销商行为分析 ........... 14
3.3.4 农户购种行为分析 ....... 15
4. 江西 JS 种业公司内部环境分析 ..... 16
4.1 公司营销资源与能力 ..... 16
4.1.1 公司营销资源 ... 16II
4.1.2 公司营销能力 .......... 16
4.2 公司营销策略现状分析 . 17
4.2.1 产品现状 ....... 17
4.2.2 价格现状 ....... 17
4.2.3 渠道现状 ....... 17
4.2.4 促销现状 ....... 18
4.3 江西 JS 种业公司营销策略存在的问题 ........... 18
4.3.1 新品种开发前期准备不充分 ........... 18
4.3.2 品种推广没有重点 ... 19
4.3.3 促销手段相对简单，缺乏创新 ....... 19
5. 江西 JS 种业公司杂交水稻种子营销策略的建议 . 20
5.1 产品策略 . 20
5.1.1 产品定位和开发 ....... 20
5.1.2 质量策略 ....... 21
5.1.3 包装策略 ....... 21
5.2 价格策略 . 22
5.2.1 高价高返利策略 ....... 22
5.2.2 高价低返利策略 ....... 22
5.2.3 随行就市定价策略 ... 22
5.2.4 低价策略 ....... 23
5.3 渠道策略 . 23
5.3.1 渠道选择原则 ........... 23
5.3.2 渠道管理重点 ........... 23
5.3.3 外省及国际市场布局 ........... 24
5.3.4 电商渠道布局 ........... 24
5.4 促销策略 . 25
5.4.1 销售促进 ....... 25
5.4.2 人员销售 ....... 25
5.4.3 广告 ... 25
5.4.4 众筹 ... 26
参考文献 27
致 谢.... 29III
Catalog
1. Introduction1
1.1 research background 1
1.2 research purpose and significance 2
1.3 research content2
2. related concepts and theories 3
2.1 related concepts 3
2.1.1 seed3
2.1.2 variety3
2.1.3 Hybrid Rice 3
2.2 related theory4
2.2.1 4P theory4
2.2.2 PEST analysis4
2.2.3 Potter's five forces model 4
3. Analysis of Jiangxi JS seed company external environment 5
3.1 analysis of the macro environment5
3.1.1 political and legal environment 5
3.1.2 economic environment 6
3.1.3 social and cultural environment 7
3.1.4 environmental science and technology7
3.1.5 natural environment8
3.2 industry and competitive environment analysis8
3.2.1 Analysis of the main economic characteristics of industry8
3.2.2 Analysis on the competition structure of industry 9
3.2.3 key competitors analysis 10
3.3 analysis of market environment 13
3.3.1 Analysis of market structure 13
3.3.2 analysis of the market demand 13
3.3.3 analysis of dealer behavior14
3.3.4 The analysis of farmers' purchase behavior 15
4. Analysis of Jiangxi JS seed company internal environment16
4.1 company marketing resources and capabilities 16
4.1.1 company marketing resources 16IV
4.1.2 company marketing ability 16
4.2 company marketing strategy analysis 17
4.2.1 product status 17
4.2.2 price status 17
4.2.3 channel current situation 17
4.2.4 promotion status 18
4.3 problems in the company's marketing strategy18
4.3.1 new varieties developed early preparation is not sufficient 18
4.3.2 There is no focus on the promotion of varieties 19
4.3.3 promotion means relatively simple, lack of innovation 19
5. Jiangxi JS seed company hybrid rice seed marketing strategy recommendations5.1 product strategy 20
5.1.1 product positioning and development 20
5.1.2 quality strategy 21
5.1.3 packaging strategy 21
5.2 price strategy 22
5.2.1 high rebate strategy 22
5.2.2 low price rebate strategy 22
5.2.3 stationary pricing strategy22
5.2.4 low price strategy 23
5.3 channel strategy23
5.3.1 the principle of selection of channels 23
5.3.2 the emphases of channel management 23
5.3.3 provincial and international market layout 24
5.3.4 electricity suppliers channel layout 24
5.4 promotion strategy 25
5.4.1 sales promotion 25
5.4.2 sales staff 25
5.4.3 advertising25
5.4.4 crowd-funding 26
References 27
Acknowledgments 291
摘要
我国是全球第二大种子需求大国，农作物种业是国家战略性、基础性核心产
业，是保障国家粮食安全的根本。水稻是世界三大主要粮食作物之一，种植面积
的 90%在亚洲，我国约 60%的人口以水稻为主食。杂交水稻是我国首创并普及推
广的，我国杂交水稻育种技术和制种技术也处于国际领先水平，由于国家一直限
制外资进入杂交水稻种子行业，目前我国在杂交水稻种子领域保持优势

杂交水稻种子行业属于高科技高风险行业，行业对资本需求量大、研发周期
长、投资回报率低，需要政府大力扶持。 年，新修订的《中华人民共和国种
子法》出台，种业公司品种获取渠道大大拓宽，以往以品种竞争为主的市场局面
将被打破，种业竞争将会是全方位的竞争，而营销策略的重要性将会显现

本文以江西 JS 种业公司为研究对象，详细分析了江西 JS 种业公司所处的内外
部环境、我国杂交水稻种业的特点和江西省杂交水稻市场情况等，对江西 JS 种业
公司杂交水稻种子营销策略现状及存在的问题做出了分析，并据此提出一些针对
性的建议，以期为江西 JS 种业公司和其他杂交水稻种子企业提供参考

全文共分为五个章节，第一章为绪论，介绍本文的研究背景、研究目的和意
义以及研究内容

第二章为相关概念和相关理论。相关概念主要介绍种子、品种和杂交水稻，
相关理论主要介绍 4P 分析、PEST 分析和波特五力模型

第三章为江西 JS 种业公司外部环境分析，包括宏观环境分析、产业与竞争环
境分析和市场环境分析，其中对宏观环境分析做了 PEST 分析，对产业与竞争环境
分析做了波特五力模型分析，以全面认清公司所处的外部环境

第四章为江西 JS 种业公司内部环境分析，包括公司营销资源与营销能力分析，
公司营销策略现状分析和公司营销策略存在的问题三个方面

第五章为江西 JS 种业公司营销策略的建议。就产品策略、价格策略、渠道策
略和促销策略提出了自己的建议

关键词：种业；杂交水稻；营销策略2
Abstract
China is the world's second largest seed needs of the country, the crop seed
industry is national strategic, fundamental core industries, is essential to the security of
national food security. Rice is one of the three major food crops in the world, 90% in
Asia, and about 60% of the population in China. Hybrid rice is our country first and
popularization, the hybrid rice breeding and seed production techniques is also in the
international leading level, as the nation has restrictions on foreign investment in hybrid
rice seed industry, at present our country in the field of hybrid rice seed holds a
dominant position.
Hybrid rice seed industry is a high-tech, high-risk industries, the industry's demand
for capital, long R&D cycle, low rate of return on investment, the government needs to
support. , promulgated the newly revised the people's Republic of China Law of
seed, seed company varieties access is greatly expanded, the previous market dominated
by a variety of competition situation will be broken, the competition in the seed industry
will be is a full range of competition, and the importance of marketing strategy will
appear.
Based on Jiangxi JS seed company as the research object, a detailed analysis of the
characteristics of Jiangxi JS seed company's internal and external environment, China's
hybrid rice seed industry and Jiangxi Province hybrid rice market, make a analysis to
Jiangxi JS seed company hybrid rice seeds marketing strategy present situation and the
existing problems, and accordingly put forward some targeted suggestions, in order to
provide reference for Jiangxi JS seed companies and other hybrid rice seed companies.
The full text is divided into five chapters. The first chapter is the introduction,
which introduces the research background, purpose, significance and