本文選題：稻米營銷 + 營銷模式　； 參考：《東北農(nóng)業(yè)大學》2017年碩士論文

【摘要】：隨著“十三五”規(guī)劃對農(nóng)業(yè)標準化、信息化和建設農(nóng)產(chǎn)品流通市場等建議的提出,以及近幾年中央一號文件提出的要創(chuàng)新農(nóng)產(chǎn)品流通方式,使農(nóng)產(chǎn)品營銷問題得到廣泛關(guān)注。目前,我國的大豆主要靠進口,稻米和玉米的進口數(shù)量也呈上升趨勢,而稻米是人們食用的主要糧食作物,三分之二左右的人都以稻米為主食,可以說稻米與人們的生活息息相關(guān),因此,解決稻米營銷問題迫在眉睫。黑龍江省是水稻的主產(chǎn)區(qū),而查哈陽農(nóng)場作為黑龍江農(nóng)墾總局下的國營農(nóng)場,其主要種植的糧食作物也是水稻,查哈陽農(nóng)場良好的農(nóng)業(yè)生態(tài)環(huán)境、健全的水利設施,使得查哈陽農(nóng)場的水稻質(zhì)量優(yōu)良。近幾年,查哈陽農(nóng)場水稻的種植面積和產(chǎn)量整體呈現(xiàn)上升趨勢,面對產(chǎn)量逐漸增多的稻米,不得不使查哈陽農(nóng)場逐漸重視起稻米營銷問題,肩負起稻米營銷這項重大責任。查哈陽農(nóng)場目前采取的是稻米加工企業(yè)主導的營銷模式,雖然能減少農(nóng)場的運營成本,但是稻米加工企業(yè)的營銷渠道少,銷售能力較弱,因此,本文試圖通過對現(xiàn)有數(shù)據(jù)的分析,借助博弈分析,評價并選出適合查哈陽農(nóng)場的稻米營銷模式,以期實現(xiàn)查哈陽農(nóng)場、農(nóng)場職工、稻米加工企業(yè)的多主體共贏。本文以查哈陽農(nóng)場為研究主體,以查哈陽農(nóng)場稻米為研究核心,對查哈陽農(nóng)場的稻米營銷模式進行了研究。首先,本文對稻米營銷和稻米營銷模式的概念進行了界定,用分工與專業(yè)化理論、競爭優(yōu)勢理論、產(chǎn)業(yè)鏈理論和品牌價值理論作為研究的基礎理論,對查哈陽農(nóng)場稻米的生產(chǎn)經(jīng)營、營銷模式、品牌建設和經(jīng)濟效益現(xiàn)狀進行了描述和分析,發(fā)現(xiàn)現(xiàn)有的稻米營銷模式存在著產(chǎn)業(yè)鏈銜接不緊密、農(nóng)場未能獲得潛在的巨大利益、未能有效實現(xiàn)稻米品牌整合、未能實現(xiàn)以市場為導向的標準化、營銷主體開拓市場的能力較弱等問題。其次,對農(nóng)場職工與查哈陽農(nóng)場,查哈陽農(nóng)場與第三方銷售企業(yè),第三方銷售企業(yè)與消費者之間的關(guān)系進行了博弈分析。再次,結(jié)合現(xiàn)狀和博弈分析的結(jié)果,評價了可能適合查哈陽農(nóng)場的不同營銷模式,指出不同情況下應當選擇的稻米營銷模式,綜合查哈陽農(nóng)場的現(xiàn)實情況,建議查哈陽農(nóng)場選擇第三方銷售企業(yè)主導的營銷模式。最后,從全產(chǎn)業(yè)鏈標準化、品牌整合與管理、選擇有營銷能力的銷售團隊和利益分配四方面提出完善查哈陽農(nóng)場稻米營銷模式的對策建議。
[Abstract]:Along with the proposal of agricultural standardization, informatization and construction of circulation market of agricultural products put forward in the 13th Five-Year Plan, and the innovation of circulation mode of agricultural products put forward in document No. 1 of the Central Committee in recent years, the marketing of agricultural products has been paid more and more attention. At present, soybeans are mainly imported in China, and the import of rice and corn is also on the rise. Rice is the main food crop consumed by people, and about 2/3 people rely on rice as their staple food. It can be said that rice is closely related to people's life, therefore, it is urgent to solve the problem of rice marketing. Heilongjiang Province is the main rice producing area, and Chahayang Farm, as a state-run farm under the Heilongjiang General Administration of Agriculture and Reclamation, also mainly grows rice. Chahayang Farm has a good agricultural ecological environment and sound water conservancy facilities. So that Chahayang farm rice quality is good. In recent years, the planting area and yield of rice in Chahayang Farm have been on the rise. In the face of the increasing rice production, Chahayang Farm has to pay more attention to the issue of rice marketing and shoulder the great responsibility of rice marketing. Chahayang Farm currently adopts a marketing model dominated by rice processing enterprises. Although it can reduce the operating costs of the farm, the rice processing enterprises have fewer marketing channels and weaker sales capabilities, so, Through the analysis of the existing data and the game analysis, this paper tries to evaluate and select the suitable rice marketing model for Chahayang Farm, in order to realize the multi-agent win-win situation of Chahayang Farm, Farm staff and Rice processing Enterprise. In this paper, Chahayang farm as the main research body, Chahayang farm rice as the research core, Chahayang farm rice marketing model was studied. First of all, this paper defines the concept of rice marketing and rice marketing model, taking the theory of division of labor and specialization, the theory of competitive advantage, the theory of industry chain and the theory of brand value as the basic theory. This paper describes and analyzes the present situation of rice production and management, marketing model, brand construction and economic benefit in Chahayang Farm. It is found that the existing rice marketing model is not closely linked with the industrial chain, and the farm fails to obtain the potential huge benefits. It fails to effectively realize the integration of rice brands, fails to realize market-oriented standardization, and the ability of marketing agents to open up markets is weak. Secondly, the paper analyzes the relationship between farm workers and Chahayang farm, Chahayang farm and third party sales enterprises, third party sales enterprises and consumers. Thirdly, combined with the present situation and the result of game analysis, this paper evaluates the different marketing models that may be suitable for Chahayang Farm, and points out the rice marketing model that should be chosen under different circumstances, which synthesizes the actual situation of Chahayang Farm. It is suggested that Chahayang Farm choose the marketing mode led by third-party sales enterprises. Finally, from the aspects of standardization of the whole industry chain, brand integration and management, selection of sales team with marketing ability and benefit distribution, the countermeasures and suggestions to perfect Chahayang farm rice marketing model are put forward.
【學位授予單位】：東北農(nóng)業(yè)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F323.7

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