本研究分析了蒙古国肉类产品和肉类出口量。蒙古国是世界上少数几个仍由游牧牧 民放牧牲畜，且牲畜仅以自然产品为食的地方之一。蒙古国的畜牧业占农业总产值的 80%以上，约占出口总收入的10%。该国约三分之一的人口只靠牲畜收入生活，间接向 全国人口提供粮食。另一方面，该国有6650万头牲畜，除去其国内肉类消费总量，该 国有潜力向国际市场出口大量肉类。除此之外，由于一些因素的限制和影响，肉类出口 量无法达到其潜在水平。如果蒙古国利用地理位置优势，肉类出口量可以增加。因此， 加大力度，采取适当措施，可以增加对外贸易收入，降低依赖矿业的经济脆弱性。因此， 本研究的目的是探讨提高蒙古国肉类产品出口量的营销策略。 在世界经济快速发展的大背景下，世界人民对于肉类产品的需求越来越大，肉类产 品的消费潜力巨大，这给蒙古国肉类产品的发展提供了良好的机会，但也带来了巨大的 市场竞争压。营销策略作为蒙古国肉类产品出口的核心竞争力，优化改进已迫在眉睫。 基于SWOT分析，剖析了蒙古国肉类产品的优势、劣势、机遇和威胁，在深入分析了 国际肉类产品的发展方向和消费者的消费心理、消费行为和消费习惯后，利用4Ps理论 来研究蒙古国肉类产品出口的营销策略。研究发现:(1)为提高出口量，蒙古国肉类产品 需要通过采用顾客差异化策略、开发新产品产品策略和升级包装策略来促进肉制品差异 化；（2）蒙古国肉类产品需要利用多元定价策略来提高市场竞争力，扩大消费群体；（3） 蒙古国肉类产品需要不断完善促销策略来吸引顾客，建立并宣传品牌；（4）蒙古国肉类 产品需要增加销售渠道来进一步打开国际市场，提高顾客满意度，实现利益最大化。 关键词：蒙古国，肉类产品，出口，营销策略 iii Abstract ThisstudyanalyzestheMongolianmeatindustryandmeatexportvolumes.Mongoliais oneofthefewplacesintheworldwherelivestockisstillherdedbynomadicherdersandfeed exclusivelyonnaturalproducts.ThelivestocksectorofMongoliaoccupiesmorethan80%of totalagriculturaloutputandconstitutesabout10%oftotalexportearnings.Aboutone-thirdof thecountry'spopulationlivesonlywithlivestockincomeandindirectlysuppliesfoodtothe wholepopulation.Ontheotherhand,Mongoliaprovidesitstotaldomesticmeatconsumption andthecountryhasthepotentialtoexportahugeamountofmeattotheinternationalmarket becausethecountryhas66.5millionheadsoflivestock.Besidesthat,meatexportvolumes arenotabletoreachthepotentiallevelduetosomefactors.IfMongoliatakesadvantageofits location,itsmeatexportscouldincrease.Therefore,increasingeffortsandtakingappropriate measurescanincreaseforeigntradeincomeandreducetheeconomicvulnerabilityofrelying onminingindustry.Therefore,thepurposeofthisstudyistoexploremarketingstrategiesfor increasingtheexportvolumeofMongolianmeatproducts. Inthecontextoftherapiddevelopmentoftheworldeconomy,theworldpeople's demandformeatproductsisincreasing,andtheconsumptionpotentialofmeatproductsis huge,whichprovidesagoodopportunityforthedevelopmentofMongolianmeatproducts, butalsobringshugemarketcompetitionpressure.AsthecorecompetitivenessofMongolia's meatexport,theoptimizationandimprovementofmarketingstrategyisimminent.Basedon SWOTanalysis,thispaperanalyzestheadvantages,disadvantages,opportunitiesandthreats ofMongolianmeatproducts.Afterin-depthanalysisofthedevelopmentdirectionof internationalmeatproductsandconsumers'consumptionpsychology,consumptionbehavior andconsumptionhabits,the4Ptheoryisusedtostudytheexportmarketingstrategyof Mongolianmeatproducts.Researchfindings:(1)Inordertoincreaseexportvolume, Mongolianmeatproductsneedtoadoptcustomerdifferentiationstrategy,developnew productstrategyandupgradepackagingstrategytopromotemeatproductdifferentiation;(2) Mongolianmeatproductsneedtousediversifiedpricingstrategiestoimprovemarket competitivenessandexpandconsumergroups;(3)Mongolianmeatproductsneedto constantlyimprovethepromotionstrategytoattractcustomers,establishandpromotethe brand;(4)Mongolianmeatproductsneedtoincreasesaleschannelstofurtheropenthe internationalmarket,improvecustomersatisfactionandmaximizeprofits. Keywords:Mongolia,meatproducts,export,marketingstrategy v 目录 第一章绪论...........................................................................................................................1 1.1研究背景及意义....................................................................................................1 1.1.1研究背景.....................................................................................................1 1.1.2理论意义.....................................................................................................2 1.1.3实践意义.....................................................................................................3 1.2国内外研究现状....................................................................................................3 1.2.1国外研究动态................................................................................................3 1.2.2国内研究动态................................................................................................4 1.3研究内容与方法....................................................................................................5 1.3.1研究内容.....................................................................................................5 1.3.2研究方法.....................................................................................................5 第二章相关理论方法..............................................................................................................7 2.1市场营销理论..........................................................................................................7 2.1.1现代市场营销理论的发展..............................................................................7 2.1.2市场营销观念的转变.....................................................................................7 2.2国际市场营销理论...................................................................................................8 2.2.1出口营销阶段理论.........................................................................................8 2.2.2多国营销阶段................................................................................................9 2.2.3全球营销阶段................................................................................................9 2.3国际营销4Ps理论..................................................................................................9 2.4SWOT工具概述....................................................................................................11 第三章蒙古国肉类产品加工与出口现状..............................................................................12 3.1蒙古国肉类加工业概况.......................................................................................12 3.1.2蒙古国经济概况........................................................................................12 3.1.3蒙古国畜牧业............................................................................................13 3.1.4蒙古国肉类供应与生产.............................................................................15 3.1.5蒙古国肉制品加工业.................................................................................16 3.2蒙古国肉类出口概况...........................................................................................18 3.2.1蒙古国肉类出口量.....................................................................................18 3.2.2蒙古国肉类生产和出口政策........................................................................21 3.2.3蒙古国肉类出口潜力.................................................................................21 vi 第四章蒙古国肉类产品SWOT分析....................................................................................23 4.1蒙古国肉类SWOT分析.......................................................................................23 4.1.1优势分析（S）............................................................................................23 4.1.2劣势分析(W).............................................................................................24 4.1.3机会分析(O)..............................................................................................25 4.1.4威胁分析(T)............................................................................