【作者】 刘勇；

【导师】 王健；

【作者基本信息】 河北农业大学 ， 农业经济管理， 2008， 硕士

【摘要】 2001年中国禽肉产品得以重新出口欧盟市场,但是中国禽肉制品的对外贸易形势依然严峻,禽肉制品出口仍旧屡屡遭遇壁垒。面对国内外竞争对手咄咄逼人的竞争势头,河北肉禽业在国际市场上更是步履艰难。机会总是与威胁同在的,市场无限大,但无限大的市场却不是天然的,这需要河北省禽肉加工企业在竞争激烈的市场中寻找可以发挥自身比较优势的市场空间,在市场中调整优化生产结构,培育和积蓄竞争实力。所以,河北省的禽肉加工企业应该另辟蹊径,将战略目标转向国内市场,寻找机会。确定以市场为中心的现代市场营销理念,以营销辟市场,以营销创利润,以营销促进禽肉产业化的发展显得尤为迫切。本论文以河北省禽肉产品为研究对象,综合运用规范、实证、建立模型等分析方法对河北省的禽肉产业进行了深入研究,通过探讨禽肉产业发达国家和地区的生产管理经验,得出结论,并通过横向和纵向比较,分析了河北省禽肉产业的优势、劣势、机会和威胁,同时,运用数学推导方法对河北省禽肉产品综合竞争力进行测算,并得出理论依据,通过实际调研数据对理论依据加以检验,得出了分析结果。文章针对河北省禽肉生产、加工、贸易的具体情况,制定了市场营销战略,并利用产品、价格、渠道、产品促销等市场营销组合策略对营销战略加以辅助实施。本文的创新之处是,在总结前人研究成果的基础上,针对近年来出现的禽肉产品需求低迷的现状,提出禽肉产品市场营销战略,并且通过在禽肉产业的销售环节以市场营销策略促进产业链条增值,促进肉禽养殖户增收,以加快产业发展。因此,分析河北省禽肉产品的生产加工、贸易发展、市场状况、市场营销机制,并制定竞争策略和市场发展战略,对于充分发掘我省禽肉产业的竞争优势,预测河北省禽肉生产及贸易的未来发展趋势,以及为河北省禽肉产业良性发展、实现产业增值提出对策建议有着重要的意义。更多还原

【Abstract】 In 2001 the Chinese poultry products inter the European market, but the situation on broad trade of Chinese poultry products also austere, because of the barriers in the aim market. Considering competitors from native and abroad, the poultry industry of Hebei province developing hardly. The opportunity always go with the threaten, there are many chances in the market, but the chances market is not given,Hebei province need to show the relative advantage in the intense market, and moderate the struggle of the poultry industry, in order to prove the power of the industry ,so it’s necessary for it find the chance in the market.With the appearance of too much product in the market, it is very important that consider the market to be the center of modern market notion, enlarge the market, gain profit, and use the marketing to approach the goal of industry developing. This article setting the poultry product of Hebei province to be the object, use the method of criterion, demonstration and setting model with which the author analyzed the poultry industry, and gave the conclusion. With the conclusion, I have found the Strength, Weakness, Opportunity, Threat, and use the tool of mathematic, which give a evidence that showed the power of competition of Hebei province’s poultry industry, after that I gave the market strategy and price tactic, promotion tactic, place tactic, product tactic, which can help the strategy. The innovation of this work is that based on the research of other exports, the author gave the conclusion that use marketing to improve the poultry industry of Hebei province.Based on the analysts above, I think that research the current state of product, trade, market, marketing of Hebei province’s poultry industry, and make a marketing strategy, is very important for the industry’s developing and to prospect the tend, we can also say it is significant to Hebei province’s poultry industry.更多还原