农业产业化组织的营销策略分析外文翻译.docx

农业产业化组织的营销策略分析外文翻译.docx

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农业产业化组织的营销策略分析外文翻译

外文翻译

原文

Title:

AgriculturalIndustrializationOrganizationofMarketingStrategyAnalysis

Materialsource:

2010InternationalConferenceonIndustryEngineeringandManagementAuthor:

ZhaoYanhong,RenAihua

Abstraet:

Agriculturalindustrializationisthedevelopmentdirectionofworldagriculture,itisalsothemainformoftheagriculturaloperationindevelopedcountries.VigorouslydeveloptheindustrializationofagricultureistoenhancethecompetitivenessofChina’sagricultureisaneffectivemeansofmarketinginnovationinagriculture.Itisrelatedtotheindustrializationofagricultureanimportantfactorinbusinesssuccess.Inthispaper,product,place,promotion,threeorganizations,thefaceoftheindustrializationofagriculturemarketinginnovationofthecorrespondingdevelopmentproposals.

Keywords:

Product;ChannelInnovation;Promotion

1Introduction

AlthoughChinahasalreadyestablishedanumberofagriculturalindustrializationorganization,butveryfewsuccessfulcases,reason,theproductcannotsellthatinfluencetheirdevelopment,animportantfactor.Atpresenttheindustrializationofagricultureorganizationsinproductdevelopment,saleschannelsandmarketingmethods.Therearemanywaystosolveurgentproblems,wecansay,marketinghasbecomeabottleneckrestrictingdevelopmentoftheorganization.InthisPaper,thedevelopmentofmarketingconcept,mainlybasedonthecontentofthetheoryof4P,fromdevelopmenttomeetconsumerdemandforproducts.Innovationinthechannel,flexibleuseofmarketingmixandsotheorganizationseekingtopromotetheindustrializationofagriculturemarketingofinnovativemeasures.

2DevelopmentofProductstoMeetConsumerDemand

4Ctheoryholdsthatcompaniesshouldgivetopprioritytothepursuitofcustomersatisfaction,thentheagriculturalindustryoftheorganizationmustfirstdevelopacustomersatisfactionproducts.Marketingbelievesthatdemandfortheproductisamulti-level,productwholeconceptshouldincludethreeaspects,thecoreproduct,theformofproductsandadditionalproducts.

2.1Coreproducts-forleadingproduct

Theprovisionofbasicutilitytoconsumersandinterestsofansweringthequestion”whatthebuyerreallybuying?

”Fundamentallyspeaking,everyproductaremadetosolveaspecificproblemexists.Ifbuyingcosmeticsistobuyabeautiful,buyingdrugsinordertogethealthyandsoon;thentheconsumertopurchasefarmproductsforwhatisultimately,thisdependsonwhatkindofconsumerstoaspecificpurchaseofagriculturalproducts,suchasthepurchaseofrice,vegetables,fruit,andthatistoeat,buyflowersmaybeinordertowatchorcleantheair.Fromthisperspective,theindustrializationofagricultureproductstomeettheorganizationmustfirstexaminetowhatextentthefundamentalinterestsofconsumers.Anagricuituralindustrializationandotherorganizations.Astheremaybeproductportfolio,thenineachproductline,wemustfindtheirowncoreproductproject,whichistoprovideconsumerswiththebasiceffectivenessoftheproductthebestkindofproduct.

2.2Theformofproducts--theappropriatepresentationofthecoreof

Isthecoreintereststobereflectedthroughthenecessaryforms,suchasproductqualitylevel,features,style,brandnamesandpackaging,thereisnoappropriateform,theproduct’scoreinterestscannotbeperceivedbyconsumers,theformofenterprisestoenterthemarketwhentheproductisdemonstratedbytheappearance.reflectingthelevelofproductquality,attractivestrength.

Butnomatterwhat,orwhatadditionalmeansofmarketing,toproductmarketingtoachievevictoryinthefinalproductexcellentproductqualitycannotbeseparated.Specifictotheindustrializationofagricultureorganizationsmustestablishaqualityisthelifelineofthefirstconcept.bothtoletthefarmersincome,anotherlong-termsecurity,wemustestablishtheirownqualitysystem.Furthermore,itshouldgraduallydeveloptheirownbrands.payattentiontopackaging.Withtheimprovementoflivingstandards,agriculturalconsumptionhasgraduallytiltedtothequalityandbrandname.Brand-nameproductsforexpandingsales,improvevalue,addedproductshaveplayedallimportantrole.Therefore,theindustrializationofagricultureisnecessarytostrengthenguidanceandmanagementoftheorganizationtoenableenterprisestofuIlyunderstandthebrandistheurgentneedfordevelopmentofmarketeconomy,throughthedevelopmentofaseriesofpreferentialpoliciesandmeasuresforagriculturalproductsbrandtogiveactivesupporttoenableenterprisestotaketheinitiativeinagriculture,roadbrand.Withthebrand,wewillstillfocusonbrandprotection,topreventunauthorizeduseandcounterfeitingofthebrand.leadingtounevenqualityoftheproductsonthemarket,reducingproductreputationsituation.

Theproductpackagingcanalsoenhanceproductaddedvalue.Agriculturalproducts,likeotherproducts,theneedforbeRerpackagingtoreflecttheirownpersonalityanddifferencesinordertoattractbroadconsumergroups.Similardifferentiationofagriculturalproductsandotherconsumergoodsshouldnothavecomesointuitiveandstrong,soweshould,throughpackagingtohighlightitsowncharacteristics,sothatconsumerawarenessandrecognition,untiltheformationofloyalshoppers.1ndustrialmanagementofagriculturesolvesthisproblem,whichrequirestheleadbyleadingenterpriseswillbethebrandandproductpackaging.trademarks,labelsandleadingenterprisesofthevisualimageoftheorganiccombinationof.Toagriculturalproduction,processing,marketingintegration,theimplementationofindustrialoperations.

2.3Additionalproducts-tomeetthespecificneedsofconsumersin-depth

Customerstobuyatangibleproductisobtainedwhenalltheadditionalservicesandbenefits.Includingtheprovisionofcredit,fleedelivery,qualityassurance,installation,pre-sales,post-sales,services,advertisingandsoon.AmericanscholarTheodore,Levittpointedout:

Thenewcompetitionisnotoccurringatallwhatthecompany’sfactoryproducts.buttookplaceinwhattheirproductscanprovideadditionalbenefits（suchaspackaging,service,advertising,customeradvice,financing,delivery,warehousing,aswellaswiththeothervaluesoftheform）above.Theestablishmentofadditionalproductsbasedonthelevelofthefirsttwoproducts.istosay,onlytheproductsmeetthebasicneedsoftheconsumersonlyafterwetalkaboutadeeperleveltomeetconsumerneeds.

Improvetheaddedvalueofagriculturalproducts,thedevelopmentofcreativeagriculture.Greenagriculture,anumberofsuccessstoriesforourreference.Creativeproductionandmarketingofagriculturalproductssuchasreal-namesystem,thatis,distributionofschoolapproachtoindustrialproduction,inthecreativepackagingofagriculturalproductswithinandoutsidetheidentifythespecificplaceoforigin,producersandmarketersatalllevels,andmarkedthecorrespondingidentitycardnumber.Previously,consumersbuypoorqualityofagriculturalproducts.fearingbusinessmenadmititsfaultandoftensubmittohumiliation.Thingsweredifierentnow,basedontheabovenumbermarkingofagriculturalproducts,consumerscanbefoundonthepurchasedfarmproductsfromwhichplace.Whichbaseproduction,andevenknowthatpieceofproperty.Oncesuchaqualityproblem,therelevantdepartmentscanbequicklytracedandholdrelevantpersonnelaccountable.

Inaddition,thesearchfortheindustrializationofagriculturecultureoftheorganizationdemands.diggingproductfeatures,improvetheserviceconceptcanenhancethecompetitivenessofagriculturalproducts.

3InnovationintheChannel

BecauseChina'sruralspecializedcooperativeeconomicorganizationsisstillatanearlystageofdevelopment,showingalackofideologicalunderstanding,small-scale,economicstrengthisnotstrong,runningmechanismisnotperfect,lessinter-organizationalcooperation,theregionalcharacteristicsofsmallspan.Inthemarketingchannelsthatexistinthebuildingofthemainproblemsare"channelsfortoolong,toomanychannelsforparticipatingmembers,theorganizationofagriculturalindustrializationwithlowcoerciveforce.nobargainingpower,lackofcapacityandotherorganizationsaccesstoinformation,tosolvetheseproblems.wemustfollowthehigh.efficiency,flatterandtheprinciplesofprofessionalmarketingchannelinnovation.Channelselectioncanbedoneinthefollowhagwayssimultaneously.

3.1Toopenstoresinvariousplacestocarryoutchainmanagement

Alsoisthenameofcompaniessetupshopsinvariousplaces,toavarietyofpreferentialpoliciestoencouragedistributorsataillevelstoioin.Forexample,HenanHaoxiangNiJujubeindustryLimitedstartedin1999tobuilditsownsalesnetwork.firstsetupshopasthemaindirectionofputallthestoresfromstoretostoretheirgoodsbythecompanydecorationconsolidatedguidance.Sofar,”HaoxiangNi”storesacrossthecountryhasreachedl051,ofwhich90aredirectlyoperatedbythecompany,accountingfor40%oftotalsales.InadditiontoQinghai.Tibet.the”HaoxiangNi”hasinthedomesticcapitalcitiesandmajorprefecture.1evelcitieshaveestablisheddealers,aprefecture-1evelcitieshavejustoneagent,noprovincialagency.Dealersintheentireindustrychainprofitdistributionofthemostlucrativepartof.Jujubedeepprocessingproductionchainisonlyaboutl5%oftheprofits.Directlyoperatedstorestobe25%.whilethedealer'sprofitmarginwasbetween30%-60%.Obviously,“HaoxiangNi”wantstokeepthroughthehigh,profitdealers.

3.2Directlytosupermarkets,chainsupply

Thatis,theroadthroughtheindus