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论文编号：	10262
作者编号：	2220160730
上传时间：	2018/12/5 11:02:23
中文题目：	传承米业公司营销策略及其实施研究
英文题目：	Research on the Marketing Strategy and Implementation of Inheriting Rice Industry Company
指导老师：	韩德昌
中文关键字：	传承米业；营销战略；营销组合策略
英文关键字：	Inheriting Rice；Marketing strategy；Marketing Mix Strategy
中文摘要：	粮食在国民经济发展中的重要性不言而喻，影响到整个社会的稳定和安全，对此国家一直重视粮食安全。当前，由于资源分配不均匀，淡水和耕地资源极其紧张，但是国家人口基数的不断增长，对粮食的需求也越来越高，因此，如何平衡两者之间的关系是国家需要关注的重点。党和国家领导人根据我国国情和粮情，确立了“以我为主、立足国内、确保产能、适度进口、科技支撑”的国家粮食安全战略，在未来的一段时间里，粮食进口将成为我国粮食发展的新形态，但这也会对我国造成经济和政治风险，同时也将影响我国粮食安全。具体表现为：国内农产品市场与国外农产品市场接轨，国外农产品价格将影响国内农产业价格，这将造成我国农产品市场价格出现大幅度变动，对我国农产品生产也会产生负面作用；同时，国外农产品市场将会出口物美价廉的品种进入我国，这对我国国内农产品生产的发展将产生不利影响，农民收入也会产生变动；国家为保护我国国内农产品市场的正常发展，会制定相应政策，作出政策补贴，这也会增加国家的经济负担。在这种情况下，国内粮食企业发展机遇与危机并存。 本文围绕其市场营销策略做了深入地剖析和探讨，首先阐述了对粮食行业整体背景、传承米业公司概况，然后分析了传承米业的宏观环境、内部环境、所面临的主要竞争对手，在此基础上探讨了其消费者特征，并对其行为做了深入研究。笔者将市场划分为中低端、中高端、髙端三个档次，结合传承米业的目标市场，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。 传承米业是五常市民营企业中比较典型的粮食企业，发展时间并不是很长，但代表的是新兴民营加工企业的中坚力量，可以看作是民营粮食企业的代表。在激烈的市场竞争中，其如何开辟新路，采取适当的营销策略，谋求战略新布局，是本文关注的焦点。而本文的研究不但对民营粮食企业营销战略发展有现实意义，对于类似的行业企业也有很强的指导价值。
英文摘要：	The importance of grain in national economic development is self-evident, affecting the stability and security of the whole society, for which the country has always attached importance to food security. At present, because of the uneven distribution of resources, freshwater and arable land resources are extremely tense, but the growing population base of the country, the demand for food is also increasing. Therefore, how to balance the relationship between the two should be the focus of national attention. According to China's national conditions and grain conditions, the Party and state leaders have established the national food security strategy of "taking ourselves as the main task, basing ourselves on the domestic situation, ensuring production capacity, moderate import and scientific and technological support". In the future, grain import will become a new form of grain development in China, but it will also create economic and political atmosphere in China. At the same time, it will also affect China's food security. The concrete manifestation is: the domestic agricultural product market is in line with the foreign agricultural product market, the foreign agricultural product price will affect the domestic agricultural industry price, this will cause our country agricultural product market price to appear the substantial change, will also have the negative effect to our country agricultural product production; at the same time, the foreign agricultural product market will export the good price inexpensively Varieties into China, which will have a negative impact on the development of domestic agricultural production, farmers'income will also change; in order to protect the normal development of China's domestic agricultural product market, the state will formulate corresponding policies and make policy subsidies, which will also increase the country's economic burden. Under such circumstances, the development opportunities and crises of domestic grain enterprises coexist. This paper makes an in-depth analysis and discussion around its marketing strategy. First, it expounds the overall background of the grain industry and the general situation of the inheritance rice industry companies. Then it analyzes the macro-environment, internal environment and the main competitors faced by the rice industry. On this basis, it discusses the characteristics of its consumers and makes a study of its behavior. In-depth study. The author divides the market into three grades: middle and low end, middle and high end, and end. Combining with the target market of inheriting rice, the author puts forward the corresponding development strategy and realizes the common development of middle and low end, middle and high end, and end relying on the basis of low-end market. In the choice of marketing strategy, we should not only adopt the price strategy and promotion strategy to adapt to the low-end market, but also adopt the channel strategy and product strategy necessary for the middle and high-end market, so as to open up the situation and enhance the market competitiveness. The inheritance rice industry is a typical grain enterprise in the private enterprises of the WuChang and the development time is not very long, but it represents the backbone of the emerging private processing enterprises and can be regarded as the representative of the private grain enterprises. In the fierce market competition, how to open up new roads, adopt appropriate marketing strategies, and seek a new strategic layout is the focus of this paper. The study of this paper is not only of practical significance to the marketing and strategic development of private grain enterprises, but also has a strong guiding value for similar industry enterprises.ent of private grain enterprises, but also has a strong guiding value for similar industry enterprises.
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