千百年来,中国的农耕生产影响着中国的历史进程,甚至影响着世界文明的发展。 中华民族养育着地球上最多的人口，将众多人口的吃饭问题落实好，是一个民族繁荣 稳定的前提。党和国家多次会议中强调，把中国人的饭碗牢牢端在自己手中。这体现 国家层面对于农业生产和粮食的高度关注，同时也强调了中国农产品对于国计民生的 重要地位。目前，就产自东北的五常大米国内经营情况而言，除中粮和金龙鱼等老牌 传统企业凭借良好营销基础及品牌号召力，在品牌大米的经营市场占据一席之地之 外，更多民营企业的大米经营状况依然处在价格竞争的局面当中。单是北京地区的超 市货架上，不同粮食企业供应的五常大米就有几十种，每斤价格也从几元到几十元不 等，可谓是鱼龙混杂，良莠不齐。这种真假难辨，价格差距显著的尴尬市场状况，一 方面导致了劣币驱逐良币情形的出现；另一方面，也影响了消费者对五常大米的销售 信任，对其保持观望态度。 M公司是一家北京市的五常大米民营经营企业，在经营过程中同样面临着大米产 地真假难辨的市场反馈，而且企业市场营销策略也较为传统单一，企业的产品价格、 销售渠道、销售激励等迫切需要更加合理的设计，以应对消费者的不同产品需求及业 内其它商家的竞争。本论文以M公司在北京地区的市场营销策略为主要研究方向。首 先结合市场调查，分析了M公司在北京市场营销存在的产品、价格、渠道策略方面的 具体问题。其次采用文献研究法、调查研究法进行研究，对M公司所在的北京市五常 大米经营进行宏观环境分析，同时进一步分析了北京市大米的行业竞争及购买者，结 合运用SWOT分析法将M公司的优势和劣势，面对的机遇和威胁进行了较为具体的分 析阐述。最后集合上述各种分析以4P营销组合理论作为理论基础，确定了M公司面 向大众市场的核心产品为稻花香及长粒香大米普通装，进行了差别化的市场定位并针 对目标市场针对性的提出了产品、价格、渠道、促销四个方面的营销策略建议。本文 研究将为M公司更加科学合理的开拓北京市场提出参考性意见，并对即将进入中高端 大米营销行业的团体或个人提供参考价值。 关键词：五常大米4P营销策略大米细分市场 Abstract II Abstract Forthousandsofyears,China'sagriculturalproductionhasinfluencedChina'shistorical process,andeventhedevelopmentofworldcivilization.TheChinesenationnurturesthelargest numberofpeopleontheplanet.Itisaprerequisitefortheprosperityandstabilityofanationto properlyimplementtheproblemoffoodforalargenumberofpeople.Inmanymeetingsofthe Partyandthestate,itwasemphasizedthattheChinesepeople'sjobsshouldbefirmlyheldintheir ownhands.Thisreflectsthenationallevelofhighconcernforagriculturalproductionandfood, butalsostressedtheimportanceofChina'sagriculturalproductsforthenationaleconomyand people'slivelihood.Atpresent,asfarasthedomesticoperationofWuchangricefromNortheast Chinaisconcerned,inadditiontothegoodmarketingfoundationandbrandappealoftheold traditionalenterprisessuchasCOFCOandJinlongyu,whichoccupyaplaceintheoperation marketofbrandrice,moreprivateenterprisesarestillinthesituationofpricecompetition.On supermarketshelvesinBeijingalone,therearedozensofkindsofWuchangricesuppliedby differentgrainenterprises,andthepriceperkilogramvariesfromseveralyuantotensofyuan.It canbesaidthattherearemixedfishesanddragonsandgoodandbad.Thiskindofawkward marketsituation,whichishardtodistinguishbetweentrueandfalseandhasasignificantprice gap,ontheonehandleadstotheemergenceofbadcurrencydrivingoutgoodcurrency;onthe otherhand,italsoaffectsconsumers'trustinWuchangricesalesandmaintainsawait-and-see attitudetowardsit. McompanyisaBeijingWuchangRicePrivateEnterprise.Intheprocessofoperation,itis alsofacedwiththemarketfeedbackthattheoriginofriceishardtodistinguishbetweentrueand false.Moreover,themarketingstrategyoftheenterpriseismoretraditionalandsingle.Thereisan urgentneedforamorerationaldesignoftheproductprice,marketingchannelsandsales incentivesoftheenterpriseinordertodealwithconsumers.Differentproductrequirementsand competitionfromotherbusinessesintheindustry.ThispapertakesMcompany'smarketing strategyinBeijingasthemainresearchdirection.Firstofall,combinedwiththemarketsurvey, thispaperanalyzesthespecificproblemsoftheproducts,pricesandchannelstrategiesofM companyinBeijingmarketing.Secondly,byusingthemethodsofliteratureresearchand investigationresearch,thispaperanalyzesthemacroenvironmentofWuchangricebusinessin BeijingwhereMcompanyislocated,andfurtheranalyzestheindustrycompetitionandbuyersof riceinBeijingbinedwiththeSWOTanalysismethod,theadvantagesanddisadvantagesof Mcompany,theopportunitiesandthreatsfacedbyMcompanyareanalyzedindetail.Finally, Abstract III basedontheaboveanalysisand4Pmarketingmixtheory,thecoreproductsofMcompanyforthe massmarketaredeterminedtobericeflowerfragranceandlonggrainfragrancericeordinary packaging,andthedifferentiatedmarketpositioningiscarriedout,andthemarketingstrategy suggestionsofproduct,price,channelandpromotionareputforwardforthetargetedmarket.This studywillprovidereferenceforMcompanytoexploreBeijingmarketmorescientificallyand reasonably,andprovidereferencevalueforgroupsorindividualswhoareabouttoenterthe middleandhigh-endricemarketingindustry. Keywords:Wuchangrice，4Pmarketingstrategy，Ricemarketsegment 目录 IV 目录 摘要..................................................................................................................................................I Abstract.............................................................................................................................................II 目录.............................................................................................................................................IV 第一章绪论.....................................................................................................................................1 1.1背景及意义.................................................................................................................................1 1.1.1研究的背景.......................................................................................................................1 1.1.2研究的意义.......................................................................................................................2 1.2研究的内容及方法.....................................................................................................................2 1.2.1研究的内容.......................................................................................................................2 1.2.2研究的方法.......................................................................................................................2 1.3研究的创新点.............................................................................................................................3 1.4文献综述.....................................................................................................................................3 1.5研究的技术路线.........................................................................................................................5 第二章相关理论基础.....................................................................................................................6 2.1STP理论.....................................................................................................................................6 2.24P理论........................................................................................................................................7 第三章M公司北京市营销现状分析.............................................................................................9 3.1M公司简介.................................................................................................................................9 3.2M公司北京市营销现状分析....................................................................................................9 3.3M公司北京市营销问题分析..................................................................................................10 第四章M公司北京市场营销环境分析......................................................................................14 4.1环境分析...................................................................................................................................14 4.1.1宏观环境分析...........................................................................