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学位论文作者签名 :
2022 年 05 月 23 日
中原工学院
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2022 年 05 月 23 日 2022 年 05 月 23 日

中原工学院硕士学位论文
摘要
伴随着国内各行各业改革进程的不断深入，农业领域也在积极借助于互联网技术
实现跨界融合，各种新型的营销为消费者提供了丰富的信息获取途径和购物体验，拓
展农产品营销推广方式已经成为行业发展的重要趋势。与此同时，农产品市场竞争日
益激烈，中小型农产品企业生存压力巨大，且暴露出在营销管理方面的巨大问题，严
重影响了农产品的销售和获利，也在积极寻找科学的方式来摆脱营销管理的困境。本
文以 M企业为案例，通过对 M公司的营销策略情况分析进一步探究农产品营销存在的
核心问题，根据农产品营销中存在的问题为 M公司制定针对性的措施，以期解决农产
品营销问题。
本文首先通过对农产品市场的发展现状进行分析，结合国内外学者对于农产品营
销的研究成果，阐述研究问题的重要性和紧迫性；然后，重点对农产品营销、整合营
销理论和营销管理工具进行描述，旨在为后续营销策略的制定奠定基础；其次，结合
典型营销环境分析框架和工具，基于消费者调查数据，明确 M公司在农产品营销环节
出现的重点问题；同时，基于 SWOT分析对 M公司的优势、劣势、机会和威胁进行论
述，制定 M公司的 SWOT分析矩阵，通过 STP理论制定出 M公司的目标群体、细分
市场和市场定位；此外，针对 M公司农产品营销管理中存在的问题，以 4P理论为基本
框架制定 M公司农产品营销策略，解决 M公司的营销难题；最后，从企业文化、组织
制度、资金支持和技术保障四个层面出发，提出保障性措施以推动 M公司营销策略的
开展。
以中小型农产品企业营销困境入手，聚焦 M公司内外部环境现状，以营销组合理
论和营销环境分析工具，明确 M公司营销管理中的核心问题，提出科学的解决方案，
旨在协助 M公司解决存在的营销管理问题。一方面通过本文的研究为案例企业提供了
解决问题的思路，另外一方面为中小型农产品企业在面临营销管理难题时提供借鉴。
关键词：农产品；营销管理；4P
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中原工学院硕士学位论文
ABSTRACT
With the continuous deepening of the reform process of various industries in China, the
agricultural field is also actively using Internet technology to achieve cross-border integration.
Various new types of marketing provide consumers with rich information acquisition channels
and shopping experience and expand the marketing and promotion methods of agricultural
products. It has become an important trend in the development of the industry. At the same time,
the competition in the agricultural product market is becoming increasingly fierce, and the
survival pressure of small and medium-sized agricultural products enterprises is huge, and huge
problems in marketing management have been exposed, which has seriously affected the sales
and profits of agricultural products. They are also actively looking for scientific ways to get rid
of marketing management the predicament. Taking M company as an example, this paper
further explores the core problems of agricultural product marketing through the analysis of M
company's marketing strategy and formulates targeted measures for M company according to
the problems existing in agricultural product marketing, to solve the agricultural product
marketing problem.
This paper firstly analyzes the development status of the agricultural product market,
combined with the research results of domestic and foreign scholars on agricultural product
marketing, and expounds the importance and urgency of the research problem; The purpose is
to lay the foundation for the formulation of subsequent marketing strategies; secondly,
combined with the analysis framework and tools of typical marketing environment, based on
consumer survey data, to clarify the key problems of M company in agricultural product
marketing; at the same time, based on SWOT analysis, the advantages of M company ,
Weaknesses, Opportunities and Threats are discussed, the SWOT analysis matrix of M
Company is formulated, and the target group, market segment and market positioning of M
Company are formulated through STP theory; The theory is the basic framework to formulate
the marketing strategy of M company's agricultural products to solve the marketing problems
of M company.
Starting with the marketing dilemma of small and medium-sized agricultural product
enterprises, focusing on the current situation of the internal and external environment of M
company, using the marketing mix theory and marketing environment analysis tools, to clarify
the core problems in the marketing management of M company, and propose scientific solutions,
aiming to help M company solve the existing problems. marketing management issues. On the
one hand, the research in this paper provides a solution to the problem for the case enterprises,
and on the other hand, it provides a reference for the small and medium-sized agricultural
product enterprises when they face the difficult problems of marketing management.
Key Words：Agricultural products; Marketing management; 4P
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