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论文编号：	4643
作者编号：	2220100982
上传时间：	2012/9/20 14:28:08
中文题目：	农资连锁经营的总部企业营销管理研究一以中冠农资公司为例
英文题目：	Study on Headquarters Enterprise Marketing Management for Agricultural Material Chain Operation-Take Zhongguan Agricultural Co., Ltd as an Example
指导老师：	韩德昌
中文关键字：	关键词：农资连锁 总部企业 连锁经营 营销管理
英文关键字：	Key words: Agricultural material chain Headquarters enterprise Chain operation Marketing management
中文摘要：	近几年来，农资连锁经营愈来愈成为农业企业关注的焦点，自国家对农资经营政策放开以后，中小农资企业这个群体就日渐壮大。随着现代商业化的竞争加剧，农资连锁经营将面临更加严峻的机遇和挑战。如何在日益激烈、多变的市场竞争中生存与发展是摆在我国中小农资企业面前的一个重要课题。对于国有大型农资连锁经营的总部企业在资本市场日趋活跃，农资连锁总部企业的竞争已经上升到了资本层面的竞争。企业成功与资本对接，其核心在于自身的赢利能力或潜在的赢利能力。赢利能力常常取决于两个方面：一是核心团队，二是赢利的标准化模式，即具备成功复制的标准化模式。三流企业卖产品，二流企业卖服务，一流企业卖标准！中冠农资公司作为中小农资连锁经营的总部企业的代表之一要在激烈的竞争环境中生存与发展，必须重视连锁经营战略的选择。本文采用理论和实践相结合的方法，对我国中小农资企业的营销管理模式进行研究。提出了树立农资连锁经营的总部企业营销管理战略，“克隆标准、复制连锁”，注重品牌标准化、服务标准化、质量标准化、管理标准化、人才培训标准化、特许经营标准化、以及异常状况标准化等整个标准化体系。本论文以中冠农资公司为例，从营销管理、人力资源管理、企业文化管理三个方面构建了中冠农资公司连锁经营的总部企业营销管理系统，提出了具体的方案，并进行了实施，试图为我国中小农资企业实施连锁经营管理提供建议和参考，帮助我国中小农资企业寻找新的发展优势，以促进企业在日益激烈的市场竞争中健康发展。针对农资企业连锁经营的现状，对农资连锁经营方向发展的前景和措施提出了一些自己的研究见解。
英文摘要：	In recent years, agricultural material chain operation has gradually been the focus concerned by agricultural enterprises. Since introduction of more flexible agricultural material operation policies by the country, the groups of medium-sized and small agricultural material enterprises has been growing up and expanding. With the intensifying of modern commercial competition, the agricultural material chain operation will encounter more severe opportunities and challenges. How to survive and develop in the increasingly fierce and changeable market competition is an important task facing medium-sized and small agricultural material enterprises of our country. As the headquarters enterprises of state-owned large agricultural material chain operation are becoming more and more active in the capital market, the competition of agricultural material chain headquarters enterprises actually has been the competition in term of capital. The enterprise’s success and capital connection lies in its own profit gaining capability or potential profit gaining capability. Profit gaining capability normally depends on two aspects: one is core team, another is profit gaining standardized model, i.e. the one with successful duplication. The third-class enterprises sell products, the second-class enterprises sell services but the top-class enterprises provide standards! As one of the representatives of medium-sized and small agricultural material chain operation headquarters enterprises, Zhongguan Agricultural Material Co., Ltd has to focus on the selection of chain operation strategies if it wants to survive and develop in the fierce competition market. The thesis studies on the marketing management model by combining theories and practices and puts forward marketing management strategies for headquarters enterprises to carry out agricultural material chain operation with “standards cloning and chain duplicating” and paying attention to standardization of the whole systems including brand, service, management, talent training, franchised operation and abnormal conditions. The thesis takes Zhongguan Agricultural Material Co., Ltd as an example and builds up the headquarters enterprise marketing management system for its chain operation from three aspects of marketing management, human resources management and enterprise cultural management. The thesis puts forward the specific plans and carries out implementation, trying to offer suggestions and references for implementation of chain operation management of our medium-sized and small agricultural material enterprises and helping them to find the new development trends so as to promote healthy development of enterprises in the increasingly fierce market. For the current status of agricultural material enterprise chain operation, the writer of the thesis also puts forward some of his own study perspectives on development prospects and measures for agricultural material chain operation.
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