市场营销本科毕业论文---农资产品低成本战略营销

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1、 1 农资产品低成本战略营销 摘要： 农业是国民经济的基础产业 ,在国际金融危机大背景下，人们的视线焦点由高利润、高回报的第三产业逐渐转移到农业这一传统的行业来，农业又一次成为人们追逐的热点行业。作为农业的辅助，农资行业一直以来备受国民关注，国家为了保持农业的稳定，长期以来对农业物资实行出厂现价，一方面是为了保护农民的利益，提高农民生产积极性，但是另一方面也制约了中国农资行业的发展，中国农资行业，尤其是化肥行业长期处于高能耗、高污染、低产能的落后状态。 选择农资行业作为研究对象，响应当前国家发展农业的要求，同时 在金融危机加剧的经济大背景下，大力发展国民经济的基础农业具有重大的战略意义，对于稳

2、定国家经济秩序有很大帮助，对农资行业现在的发展状况提出一些见解，对于改善行业发展态势具有很大的益处。 本文以中国农资行业为背景，参照中外相关研究文献资料，分析这一行业的现状，发展趋势，结合农资行业的行业特点，所面临的机遇和问题，并尝试以市场营销的角度提出解决这些问题的策略，希望 通过本文研究对中国农资行业各经营主体有一定的借鉴意义。 关键词：农资；低成本；战略 Abstract: Agriculture is the foundation of the national economy industries, and in the international financial crisis,

3、 background, the focus of peoples attention from high-margin, high return of the tertiary industry gradually shifted to the raditional industries of agriculture, the agriculture has once again become a hot industry chasing people . Support for agriculture, agricultural industry has been much nationa

4、l concern, the state of agriculture in order to maintain stability, the implementation of long-term ex-factory price of agricultural goods, on the one hand, in order to protect the interests of farmers and improving their production, but on the other hand, restricted the development of Chinas agricu

5、ltural industry, Chinas agricultural sector, especially in long-term fertilizer industry in the high energy consumption, high pollution, low energy state of backwardness. Agricultural industry as a choice of research subjects, in response to the current requirements of national development in agricu

6、lture, financial crisis 2 at the same time the economic background, to develop the national economy based on agriculture is of great strategic significance for the stability of the countrys economic order and are very helpful, on the agricultural development of the industry is put forward some ideas

7、 for improving the situation of the development of the industry has great benefits. In this paper, against the backdrop of Chinas agricultural industry, in the light of Chinese and foreign research literature, analysis of the industry status quo and development trend of the industry combined with th

8、e characteristics of agricultural industries, are facing the opportunities and problems and try to put forward the perspective of marketing solution strategy for these issues, I hope through this paper on Chinas agricultural industry operators from the main body have a certain significance. Key word

9、s: agricultural； low-cost； strategy 1、前言 中国的农资行业拥有庞大的市场 空间， 极宽的横向产业链和极深的纵向产业链 ，但是中国的农资行业发展却不尽如人意。现阶段的农资市场管理混乱，假冒伪劣横行，厂家众多，虽然产量巨大却难以遮挡效率低下的现实。在上个世纪九十年代放开生产许可后，我国农资生产企业大增，尤其是化肥生产企业，在全国有近千家之多，但是大多数的企业属于小作坊式的生产，在全国范围内尚未形成规模型的全国性企业，使得农资行业的规模化效益相无法体现。 面临全球金融危机的冲击、国内劳动力成本上身、市场饱和状态加深的一系列不利因素影响下，中国的农资企业将要 如何应对挑战呢？ 2、 行业现状分析 2.1 我国农资行业现状 2.1.1 农资行业的分类 农资行业是农业的辅助产业，其覆盖了为农业生产提供帮助的各类工具。主要包括化肥、农药、种子、农机具 。 2.2 流通渠道现状分析 2.2.1 农资行业流通渠道现状 及存在的问题 我国农业生产资料流通体制一直实行指令性计划管理，农业生产资料实行垄断经营，由省、地、县三级农资公司独家批发，由供销部门的乡镇