随着我国经济的迅速发展，全国粮食消费尤其是大米食用消费连年增长。 人们对大米的消费从“吃的饱”变成“吃的好”，大米行业也发生了巨大的 变化。相比于过去，现如今大米行业发展纵深化，大米的宣传点也从温饱转 向了绿色、有机、健康、口感等方面，但大米行业的同行之间的竞争依旧比 较激烈，大型国有企业占据着绝大部分的市场份额。作为企业发展的关键环 节，有效的营销策略成为企业生存的重要手段之一，建设和打造大米品牌也 是提升大米加工产业核心竞争力的根本途径。因此，在网络时代下，如何结 合自身优势，积极应对营销过程中出现的问题，与知名企业正面竞争，从而 在市场上立足，值得我们深入研究。 和粮农业是黑龙江省农业民营企业中比较典型的粮食企业，在竞争同质 化的粮食市场中如何通过采取适当的营销策略，开辟新路，来形成自己的品 牌竞争优势，是本文关注的焦点。因此本文以和粮农业品牌大米为研究对象， 首先运用文献分析法阐述了国内外关于大米营销的研究现状，为研究奠定了 理论基础；其次，以和粮农业为例，在了解其公司基本情况的基础上，阐述 了和粮农业的大米营销现状，分析了其面临的宏观营销环境、行业竞争环境 和营销竞争环境。再次，在 PEST 和 SWOT 分析模型的基础上，对和粮农业 品牌大米的营销策略进行分析，总结了其存在的成功和失败之处。笔者将市 场划分为中低端、中高端、髙端三个档次，结合和粮农业品牌大米的目标市 场，提出了相应的发展战略，依托自身在低端市场的基础，实现中低端、中 髙端、髙端共同发展。在营销策略的选择上，不但要采取适应低端市场的价 格策略、促销策略，还需要采取中高端市场所必需的渠道策略、产品策略， 如此，才能打开局面，提升市场竞争力。通过对和粮农业的案例分析，本文 的研究对提升和粮农业品牌大米营销效果有着重要的现实意义，同时为国内 其他品牌大米的营销发展提供借鉴与参考。 关键词：和粮农业；品牌大米；SWOT 分析模型；营销策略哈尔滨工业大学高级管理人员工商管理硕士学位论文 - II - Abstract With the rapid development of economy, the consumption of grain, especially rice, has been increasing year after year. The consumption of rice has changed from satiety to good food, and the rice industry has changed from a single function of food and clothing to a multi-functional development, such as taste, nutrition, health, refinement and so on. Although there are a large number of national and regional rice brands, the rice industry that can drive Chinese rice to the world really has not appeared in the real sense. As the key link of enterprise brand development, effective brand marketing has become one of the important means for enterprises survival. Building rice brand is also the fundamental way to enhance the core competitiveness of rice processing industry. Therefore, in the new development environment, we need to pay more attention to the cultivation of brand rice, and fully tap the role of the Internet in in-depth understanding of consumers’ personalized needs, so as to achieve the online and offline rice processing industry coordinated development. Under the development of the internet e-commerce, food and agriculture will upgrade their businesses with the help of network platforms and unique geographical advantages, opening a new chapter of E-commerce O2O mode network. However, in the key period of growing up, enterprises not only face the rising competitors, their own e-commerce marketing has also appeared problems. Therefore, for the enterprise, how to combine their own advantages, actively respond to the problems in the marketing process, so as to establish a foothold in the market is a key problem worthy of further study. In this paper, we take He-Liang agricultural company as the research object, first of all, we use the method of literature analysis to explain the domestic and foreign research on rice marketing strategy, laying a theoretical foundation for the study; Secondly, taking the representative of the new retail of rice e-commerce- He-liang agricultural company as an example, on the basis of understanding the basic situation of this company, we analyzed. the current marketing situation of He-Liang agricultural company, and then explored the macro marketing environment, industry competition environment and brand哈尔滨工业大学高级管理人员工商管理硕士学位论文 - III - marketing competition environment it faces. Thirdly, on the basis of PEST and SWOT analysis model, this paper analyzes the marketing strategy of rice and summarizes its successes and failures. Finally, according to its shortcomings, put forward the corresponding optimization strategy. Through the case analysis of He-Liang agricultural company, the paper improves the effect of rice marketing of He-Liang agricultural company and other rice companies, and provides references for the marketing development of other brands of rice in China. Key words: He-liang agricultural company, brand rice, The SWOT analysis model, marketing strategy哈尔滨工业大学高级管理人员工商管理硕士学位论文 - IV - 目 录 摘要...............................................................................................................................I Abstract..........................................................................................................................II 第 1 章 绪论................................................................................................................... 1 1.1 研究背景与问题提出.........................................................................................1 1.1.1 研究背景.......................................................................................................1 1.1.2 问题提出.......................................................................................................2 1.2 研究意义..............................................................................................................3 1.2.1 理论意义.......................................................................................................3 1.2.2 现实意义.......................................................................................................3 1.3 研究目的和创新之处.........................................................................................3 1.3.1 研究目的.......................................................................................................3 1.3.2 创新之处.......................................................................................................4 1.4 国内外相关研究综述.........................................................................................5 1.4.1 营销理论相关综述......................................................................................5 1.4.2 品牌大米营销相关研究综述.....................................................................6 1.5 研究思路、研究方法及技术路线...................................................................7 1.5.1 研究思路.......................................................................................................7 1.5.2 研究方法.......................................................................................................8 1.5.3 技术路线.......................................................................................................9 第 2 章 和粮农业公司现状及营销环境分析......................................................... 10 2.1 和粮农业公司简介...........................................................................................10 2.1.1 发展及规模................................................................................................ 10 2.1.2 组织架构及人员构成...............................................................................10 2.2 和粮农业品牌大米营销现状..........................................................................11 2.2.1 品牌及认证.................................................................................................11 2.2.2 公司品牌大米产品系列...........................................................................11 2.2.3 营销网络.....................................................................................................12 2.3 宏观营销环境分析...........................................................................................12 2.3.1 政治环境.....................................................................................................12 2.3.2 经济环境.....................................................................................................13哈尔滨工业大学高级管理人员工商管理硕士学位论文 - V - 2.3.3 文化环境.....................................................................................................15 2.3.4 科技环境.....................................................................................................15 2.4 行业竞争环境分析...........................................................................................16 2.4.1 行业现状与发展趋势...............................................................................16 2.4.2 主要竞争对手分析....................................................................................20 2.4.3 替代品的分析............................................................................................21 2.4.4 新进入者的分析........................................................................................21 2.4.5 购买者议价能力分析...............................................................................22 2.4.6 供应商议价能力分析...............................................................................22 2.5 营销竞争环境 SWOT 分析.............................................................................23 2.5.1 品牌大米营销优势....................................................................................23 2.5.2 品牌大米营销劣势....................................................................................24 2.5.3 品牌大米营销的机遇...............................................................................25 2.5.4 品牌大米营销的威胁...............................................................................26 2.6 本章小结............................................................................................................27 第 3 章 和粮农业公司品牌大米营销策略分析.....................................................28 3.1 目标市场营销战略...........................................................................................28 3.1.1 市场细分.....................................................................................................28 3.1.2 目标市场选择............................................................................................30 3.1.3 市场定位.....................................................................................................30 3.2 营销组合策略................................................................................................... 31 3.2.1 产品策略.....................................................................................................31 3.2.2 分销策略.....................................................................................................32 3.2.3 价格策略.....................................................................................................34 3.2.4 促销策略.....................................................................................................36 3.3 成功及不足之处...............................................................................................37 3.3.1 成功之处.....................................................................................................37 3.3.2 存在问题与不足之处...............................................................................38 3.4 本章小结............................................................................................................39 第 4 章 和粮农业大米营销的优化策略和保障措施............................................ 40 4.1 和粮农业品牌大米营销的优化策略.............................................................40 4.1.1 组织优化.....................................................................................................40 4.1.2 渠道优化.....................................................................................................41哈尔滨工业大学高级管理人员工商管理硕士学位论文 - VI - 4.1.3 产品优化.....................................................................................................42 4.1.4 促销优化.....................................................................................................44 4.2 保障措施............................................................................................................46 4.2.1 制度保障.....................................................................................................46 4.2.2 技术保障.....................................................................................................47 4.2.3 人力保障.....................................................................................................47 4.3 本章小结............................................................................................................47 结 论............................................................................................................................48