X公司营销策略优化研究
摘
要
农业是我国经济社会的战略物质基础，其发展至关重要。随着现代农业技术水平的
提升，我国农产品无论产量还是质量有着较大程度的提升，曾经的很多“贵族”农产品也
随着时代变迁而成为普通商品，不断丰富着老百姓的餐桌、满足大众的味蕾。伴随着电
商、直播、短视频等新网络销售和推广方式的发展，当代很多中小农产品企业也获得了
一些启发。不少农产品加工企业通过网络链接了消费者或新增了一个产品展示平台，也
从中获得了较多收益。但是，由于市场经营者变多及消费升级，市场竞争也大幅加剧。
目前，一些区域传统农产品加工企业在应对内外环境变化时，在市场选择、产品优化、
定价、促销等方面存在一系列具体问题，以低价方式竞争及单纯依靠批发销售的模式越
来越不可持续，传统农产品精深加工企业营销策略优化势在必行。
本论文关注的农产品是“广昌白莲”，它在当地约有 11万亩种植规模，已具有一定
品牌价值和规模效应，并在当地形成了集散市场，直接产值约 7亿元，总经济效益超 30
亿元，是当地的支柱产业之一。当前，广昌县有白莲产品相关精深加工企业约 20家。
本论文主要的研究对象，X公司就是其中一家典型省级龙头企业，其经营历史、规模、
产品类型、营销现状等都具有很强的代表性，同时企业主和笔者也有较好的私人关系，
所以选取了其作为研究对象。
论文研究思路为：描述企业的基本情况，总结该企业的具体问题，并剖析其在产销
过程中的一些具体营销策略问题，最后根据企业目前的内部具体情况以及该企业所面对
外部环境相关实际，提出了相应优化营销方案和保障措施。研究主要方法：文献综述法、
调研走访、访谈、问卷调查等。
研究过程用了行业分析法及 SWOT等经典分析工具，对 X公司的内外市场环境进
行了较为全面的分析，认为 X公司营销中各种特征显著。在现场走访、访谈过程中，
重点关注了企业的营销管理和市场定位情况；在问卷调查中，重点关注了企业的产品市
场销售、消费者评价等方面。在总结 X公司营销策略优化中，建议企业要先找准市场和
营销方向，同时实施市场定位策略和 4Ps营销策略——重新对企业做了市场定位，并给
出相应建议；客观解读了 X公司农产品营销的现状，并从产品、定价、销售、促销四个
方面对企业的营销策略进行评价分析和提出改良建议。最后，在保障营销策略实施时，
建议 X公司从思想、组织、制度、资源保障等方面进行开展，切实为营销策略的实施提
供坚强后盾。期望此论文能够对 X公司营销过程有积极的帮助。
关键词：农产品营销；营销策略优化；特色农产品
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Abstract
Abstract
Agriculture is the strategic materialfoundation of our economic society, and its
development is very important. With the improvement of the level of modern agricultural
technology, both the output and quality of farm products has been a large degree of
improvement, many "noble" agricultural products have also become common commodities
with the change of times, enriching the table of common people and satisfying the taste buds
of the masses. With the development of e-commerce, live streaming, short video and other
new online sales and promotion methods, many small and medium-sized agricultural products
enterprises have also obtained some inspiration. Many agricultural products processing
enterprises through the network to link consumers or a new product display platform, also
obtained more benefits. However, as the market operators become more and consumption
upgrade, the market competition is also greatly intensified. At present, some traditional
agricultural productsprocessing enterprises in dealingwith the internaland external
environment changes, the market selection, product optimization, promotion and a series of
specific problems, competition at low prices and rely on wholesale sales mode is more and
more unsustainable, traditional agricultural products deep processing enterprise marketing
strategy optimization is imperative.
The product concerned in this thesis is "Guangchang white lotus", which has a local
planting scale of about 110,000 mu, has a certain brand value and scale effect, and has formed
a distribution market in the local, direct output value of about 700 million yuan, the total
economic benefit of more than 3 billion yuan, is one of the pillar industries in the local. At
present, there are about 20 deep processing enterprises related to white lotus products in
Guangchang County. The main research object of this thesis, X Food Company is one of the
typical provincial leading enterprises, its business history, scale, product type, marketing
status and so on are very representative, at the same time, the owner and the author also have
a good personal relationship, so it is selected as the research object.
The research idea of the thesis is follows: first describes the basic situation of the
enterprise, and then summarizes the specific problems facing the enterprise, and analyze the
enterprise in the process of some specific marketing strategy problems, finally based on the
enterprise current internal specific situation and the enterprise facing the external environment
related reality, put forward the corresponding optimization marketing plan and safeguard
measures. Main research methods: literature review method, research and visit, interview,
questionnaire survey, etc.
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X公司营销策略优化研究
The research process used the industry analysis method and SWOT and other classic
analysis tools to make a more comprehensive analysis of the internal and external market
environment of X Company, and believed that various characteristics in the marketing of X
company are significant. In the field visit, interview process, focus on the enterprise's
marketing management and market positioning; In the questionnaire survey, focus on the
enterprise's product market sales, consumer evaluation and other aspects. In the summary of
X company's marketing strategy optimization, it is suggested that the enterprise should first
find out the market and marketing direction, and implement the market positioning strategy
and 4Ps marketing strategy at the same time—re-positioned the enterprise's market, and give
corresponding suggestions; This thesis objectively interprets the current situation of the
marketing of agricultural products of X Company, evaluates and analyzes the marketing
strategies of X company from the four aspects of product, pricing, sales and promotion, and
puts forward suggestions for improvement. Finally, when ensuring the implementation of
marketing strategy, it is suggested that Company X should carry out it from the aspects of
thought, organization, system and resource guarantee, so as to effectively provide a strong
backing for the implementation of marketing strategy. Hope this thesis can be actively helpful
to the marketing process of X Company.
Key Words: agricultural products marketing; marketing strategy optimization; featured
agricultural products
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