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论文编号：	8061
作者编号：	2120132708
上传时间：	2015/12/11 10:31:00
中文题目：	JD公司营销战略研究
英文题目：	JD Company Marketing strategy research
指导老师：	韩德昌
中文关键字：	JD公司；农业机械；营销战略
英文关键字：	JD company；Agricultural machinery；Marketing strategy
中文摘要：	中国人口众多，粮食的生产一直我国重点关注领域，国家一号文件连续多年关注“三农”问题。中国的农村正面临劳动力缺乏，生产组织方式落后的问题，而解决这一问题的根本在于机械化，我们正处于一个深刻变革阶段。近些年来，国家正加大对农业的投入，以工业反哺农业，国家加大了对农资、农业机械的补贴力度。特别是农业机械，从2004年开始的农机补贴，加快了我国农业机械化由量变向质变的转变，越来越多高精尖的农业机械被广泛使用，未来十年是我国农业机械发展的关键时期。 随着农艺的发展，我国农作物种植集中度逐年提高，主要农作物种植集中度已经高达70%，较高的集中度为大规模机械化生产提供可能。水稻、小麦、玉米、大豆、棉花等主要农作物被划分为不同的种植区域，不同地区发展不同的农业机械，通过政府的引导将我国区域农机化的发展进行规划。政府对农业的重视带来了农作物综合机械化水平的持续增长，2006-2010连续5年同比上年提高5个百分点，中国的农业正由人员密集型向技术密集型转变。 JD公司是著名的农业机械制造商之一，已扎根中国30余年，为中国的农机化进程贡献了自己的力量。但随着国家对农业机械化的投入加强，市场竞争越来越激励，JD公司也面临了前所未有的挑战。本文将通过对公司自身情况、客户及竞争者的分析，全面地剖析JD公司产品战略的优势及不足。以期通过本文的阐述强化公司的差异化意识，增强顾客的品牌忠诚度，促进公司的可持续发展。 作者阅读了大量的国内外研究资料和文献，对JD公司的营销战略进行了研究。希望能够在为JD公司制定出一套符合其发展的营销战略的同时也能对中国农业机械行业的发展提出一些见解。
英文摘要：	China has a large population, the production of food has been the focus of our country, the first national document focused on the problem “the Agriculture the rural and the farmers” for many years. Chinese countryside is facing a labor shortage, backward production organization mode, and mechanization will solve the problem. In recent years, China increased the investment in agriculture, it increased subsidies for agricultural supplies、agricultural machinery. The farm machinery subsidy speeds up the agricultural mechanization in our country by quantitative change to qualitative change since 2004，, more and more advanced agricultural machinery is widely used, the next ten years is a key period of development of agricultural machinery in China. With the development of agriculture, crop planting concentration increase year by year in our country, the main crops concentration is as high as 70%. Large-scale mechanization production is possible since high concentration. Rice, wheat, corn, soybean, cotton and other major crops have been divided into different planting area. Different regional need different agricultural machinery, it will be planning the development of regional agricultural mechanization in China. The government brought to the attention of the agricultural crops sustained growth in the comprehensive level of mechanization, 2006-2010 compared with the previous year increased by 5% for five consecutive years, China's agriculture changed from the personnel intensive to technology intensive. JD is one of the famous agricultural machinery manufacturers, has been rooted in China for more than 30 years, the process of Chinese agricultural mechanization has contributed to its strength. However, with the increasing investment in agricultural mechanization, the market competition is becoming more and more incentive, JD company is facing unprecedented challenges. This article will analyze the advantages and disadvantages of JD company's product strategy through the analysis of the company's situation, customers and competitors. In order to enhance the awareness of the company's differentiation, enhance customer's brand loyalty, and promote the sustainable development of the company. The author read a lot of domestic and foreign research data and literature, in order to make the JD Company’s marketing strategy. Not only to develop a set of marketing strategy for JD company, but also to put forward some ideas for the development of China's agricultural machinery industry.
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