【作者】 孙源；

【导师】 董保宝；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2020， 硕士

【摘要】 自古以来,“民以食为天”一直是老百姓奉行的准则,大米更是我国主要的粮食作物。对我国民众的生活具有重要影响。企业在大米产品营销过程中需要体现多样化的产品特色,在明确目标定位的基础上,通过对该目标群体大米需求喜好的分析,提供更加具有针对性的竞争产品,并以此在市场中占据主动地位,扩大收益。在时下竞争市场愈发激烈的基础上,大米企业应该进行营销,通过产品推广提高企业和产品的知名度,通过品牌大米营销促进企业产品的竞争能力,打造属于企业的优势品牌,带动地方收益。吉林大米是以政府为主导打造,企业联合共用的大米品牌,加盟产品实现统一标识、统一定制、统一管理,实现中高端大米的经营路线,以质带量,达成规模化、品牌化的营销战略。本论文通过对吉林大米营销现状的分析,从市场、产品、价格、渠道、促销方面发现吉林大米的营销需求和存在的问题,为采用差异化营销方法和手段优化营销解决方案创造价值获得预期收益提供保障。通过营销环境分析方法,从企业优势、劣势、机会、威胁得出吉林大米营销的发展机会,大米企业充分挖掘自身的品牌优势和地域特色,使大米目标销量占领中高端市场的三分之一。分析主要竞争者和潜在进入者的竞争和威胁,寻找品牌联盟作用替代市场威胁因素。本论文基于市场营销的相关理论和分析方法,总结吉林大米营销现状及发展前景,并通过营销环境分析探究大米企业营销策略存在的问题并提出具体的解决措施,从统筹科学战略工程、组织保障措施、到人才队伍建设,实现吉林大米创收,促进三产融合发展;组织实施打好营销组合拳,为吉林大米开拓销售渠道和售后服务保障工作提供坚强作用;实施人才兴粮,构建现代化营销团队,为吉林大米营销发展探索出一条新的道路,在理论价值和实践中都具有一定的借鉴。更多还原

【Abstract】 Since ancient times,"food is the most important thing for the people" has always been a guideline for the people.Rice is the main food crop in China.It has an important impact on the lives of our people.Enterprises in the marketing process of rice products need to reflect diversified product characteristics,on the basis of clear target positioning,through the analysis of the target group’s rice needs and preferences,to provide more targeted competitive products,and thus occupy an active position in the market,to expand revenue.On the basis of increasingly fierce competition in the current market,rice enterprises should carry out marketing,improve the visibility of enterprises and products through product promotion,promote the competitiveness of enterprises’ products through brand rice marketing,create competitive brands of enterprises,and drive local profits.JiLin Rice is a brand of rice jointly Shared by enterprises with the government as the leading brand.The unified logo,unified customization and unified management can be realized by joining the products,and the operation route of middle and high-end rice can be realized.With quality and quantity,the large-scale and branding marketing strategy can be achieved.Through the analysis of the current situation of JiLin Rice marketing,this paper finds the marketing demand and existing problems of JiLin Rice from the aspects of market,product,price,channel and promotion,so as to provide guarantee for the use of differentiated marketing methods and means to optimize the marketing solution to create value and obtain expected benefits.Through the marketing environment analysis method,the development opportunities of JiLin Rice marketing were obtained from the advantages,disadvantages,opportunities and threats of the enterprises.The rice enterprises fully explored their own brand advantages and regional characteristics,so that the rice target sales volume occupied one third of the middle and high-end market.Analyze the competition and threat of main competitors and potential entrants,and find the brand alliance to replace the market threat factors.This paperbased on the relevant theories of marketing and analysis method,summarizes the JiLin Rice marketing present situation and development prospect,and through the marketing environment analysis to explore the problems existing in the enterprise marketing strategy for rice and puts forward specific solutions,from scientific strategic project as a whole,organization safeguard measures,to the talent team construction,and implementation of JiLin Rice revenue promotes the development of tertiary industry integration,organize the implementation of good marketing combination,open up sales channels and after-sales service for JiLin Rice security work provide strong role,implementing talent hing food,build a modern marketing team,marketing for JiLin Rice development to explore a new road,It can be used for reference in theory and practice.更多还原