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论文编号：	10294
作者编号：	2220160742
上传时间：	2018/12/5 18:36:23
中文题目：	北京青山禾田公司有机农产品营销战略与策略研究
英文题目：	Marketing strategy and strategy of organic agricultural products in Qingshan Beijing Hetiancompany
指导老师：	吴晓云
中文关键字：	青山禾田；定位分析；营销战略；细分市场；有机农产品
英文关键字：	Aoyama Heda；positioning analysis；marketing strategy；market segmentation；organic agricultural products.
中文摘要：	当全球经济一体化进程不断加快，越来越多的企业管理者意识到营销战略的重要性，并将其与企业管理融为一体，以期使企业能更好地适应经济新常态下发展环境的变化。因此，企业管理者们将研究的目光投向经营环境，结合有限的内部条件，为企业发展制定出科学合理的发展目标，使公司的经营领域变得更加明晰，能更好地把握住每一个发展机会，增强企业在整个竞争大环境中的适应性。所以，营销战略不能只是局限于制定战略目标、进行战略分析等方面，而要将战略实施作为最关键的内容，在日常运营过程中逐步落实营销战略，积极应对各种问题，找准症结所在，及时对营销战略进行调整，使之趋于完善。 从概念层面来看，营销策略就是企业为实现营销战略目标，立足于实际发展情况制定出的具体方案与方法，涉及面广、内涵丰富：要为客户提供优质产品；结合市场需求、同类产品情况合理定价；准确把握客户的体验需求，制定出合理的销售方案；优化产品场景结构等。完善、合理的营销策略是企业顺利达成营销战略目标的必由之路，这需要企业从各个角度入手进行分析、规划。 在本课题研究中，笔者选择了北京青山禾田公司作为研究对象，这是一家有机杂粮农产品销售公司，在日益激烈的市场竞争环境下，既要实事求是地反映产品的实际情况，又要依据相关理论，制定出科学化、全面化的营销战略，对营销工作起到指导作用，促使各项营销指标的完成。笔者先是从整体上介绍有机农产品市场的发展形势，对企业所处的竞争环境进行分析，对企业当前发展过程中存在的问题进行剖析，在现有的外部营销环境中进行市场细分，又对企业的科技水平、研发能力、运营管理、营销能力等进行测评，客观公正地把握住优势与劣势，对机会与挑战进行分析，为进行市场定位、制定营销战略提供依据。在此基础上，笔者对公司总体发展目标进行分析，依据市场定位与营销战略，制定出合理的营销策略，并通过各种配套制度使之得到贯彻落实。同时，笔者结合多年以来的工作实践，对各个实施环节进行了分析，以期为同类企业的发展提供借鉴。
英文摘要：	As the process of global economic integration continues to accelerate, more and more business managers are aware of the importance of marketing strategies and integrate them into business management in order to enable enterprises to better adapt to the changes in the development environment under the new normal of the economy. Therefore, the managers of enterprises set their sights on the business environment, combined with limited internal conditions, and set scientific and reasonable development goals for the development of enterprises, so that the company's business area can become clearer and better grasp every development opportunity. Enhance the adaptability of enterprises in the overall competitive environment. Therefore, the marketing strategy can not be limited to formulating strategic goals and carrying out strategic analysis, but should take the implementation of the strategy as the most crucial content, gradually implement the marketing strategy in the daily operation process, actively respond to various problems, and find out the crux. Timely adjustment of marketing strategy, so that it tends to improve. From the conceptual point of view, the marketing strategy is a specific plan and method formulated by the company to achieve the marketing strategy goal and based on the actual development situation. It involves a wide range of contents and rich connotations: it is necessary to provide customers with high-quality products; Reasonable pricing according to market demand and similar product conditions; Accurately grasp the customer's experience needs and formulate a reasonable sales plan; Optimize product scene structure and so on. Perfect and reasonable marketing strategy is the only way for the enterprise to successfully achieve the marketing strategy goal. This requires the enterprise to analyze and plan from all angles. In the study of this topic, the author chose the Beijing QingshanPutian Electronic Commerce Company as the research object. This is an organic miscellaneous grain agricultural product sales company. Under the increasingly fierce market competition environment, it is necessary to reflect the actual situation of the product. According to the relevant theories, we must formulate a scientific and comprehensive marketing strategy to guide the marketing work and promote the completion of various marketing indicators. First, the author introduces the development situation of organic agricultural product market, analyzes the competitive environment of the enterprise, analyzes the problems existing in the current development process of the enterprise, and divides the market in the existing external marketing environment. It also evaluates the company's scientific and technological level, R&D capabilities, operation management, and marketing capabilities, objectively and impartially grasps advantages and disadvantages, analyzes opportunities and challenges, and provides basis for market positioning and marketing strategies. On this basis, the author analyzes the overall development goals of the company, according to the market positioning and marketing strategy, formulate a reasonable marketing strategy, and through various supporting systems to implement it. At the same time, the author combined with many years of work practice, the implementation of each link to analyze, in order to provide reference for the development of similar enterprises.
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