【作者】 张竞；

【导师】 耿玉德；

【作者基本信息】 东北林业大学 ， 林业经济管理， 2011， 博士

【摘要】 林业产业发展不仅要依靠宏观的政策扶植和制度保障,更需要微观主体(林业企业)的活力推动产业转型和可持续发展。目前我国森林资源稀缺,相对而言,林业企业的资源利用效率低下,林产品市场营销手段落后,产品附加值低,产品结构不合理,社会供需矛盾大。提高林产品营销水平有利于发挥市场配置资源的作用,以市场需求为导向,提升林产品附加价值,完善产品供给,加速产品流转,提高企业盈利能力和林木资源的利用效率。本研究基于我国林产品市场营销的调查,构建了较为完整的林产品营销体系,指导林业企业系统地开展营销工作,以提升我国林产品的市场营销水平。本文首先分析我国林产品市场的特点,设计评价指标体系和调查问卷,对我国林产品生产企业的营销活动开展调查,评价企业市场营销能力,分析我国林产品市场营销现存的问题,指出转变营销观念和开展体系化营销是提高我国林产品营销水平的关键。其次,本文提出了营销价值链理论,构建了基于营销价值链的林产品营销体系。该体系包含由营销价值链耦合的五个子系统,价值路径是：价值发现、价值创造、价值传递、客户关系价值增值和价值沟通。本文详细地研究和论证了林产品营销体系五个子系统的运行机理。第一,林产品市场研究：通过市场调查与预测发现顾客价值,构建了林产品顾客价值分析模型,建立了林产品市场营销信息系统；第二,林产品价值创造：通过分析林产品的价值层次提出林产品价值创造的途径,以及通过品牌、创新和价格管理等方面实现林产品价值的增值；第三,林产品营销渠道体系：依托营销渠道进行林产品交易,实现林产品的价值传递,本文提出了林产品营销渠道体系的构建方法；第四,林产品客户关系价值管理：论证客户关系价值计量方法和驱动因素,提出林产品顾客关系价值增值途径和管理办法；第五,林产品整合营销传播：提出林产品价值沟通的战略,论证林产品整合营销传播的整合维度,构建了林产品整合营销传播模型。最后,从微观、中观和宏观三个层面构建了林产品市场营销的保障体系。企业微观层面提出：构建以营销为导向的组织机构,建设营销专业人才队伍,再造企业市场营销业务流程；行业中观层面提出：发挥行业协会的管理作用,规范市场行为,发挥信息平台的作用为企业提供行业信息咨询,为林产品营销提供传播平台,促进对外贸易；宏观层面提出：深化林业改革,构建林产品特色产业集群,加快建设我国林产品认证体系,优化我国林产品创新体系。本研究创新地提出营销价值链理论,构建了营销价值链耦合的林产品营销体系,是市场营销理论研究的新范式。将体系化营销的方法论应用于林产品加工企业的营销实践中,有助于提高林产品的营销效率,提高林业企业的盈利能力和林木资源的利用效率,激发林产品加工企业的巨大潜力,对促进林业产业的发展具有重要的意义。更多还原

【Abstract】 The development of forestry industry not only depends on the macro-policy support and institutional guarantee, but also needs micro-units’ (Forestry Enterprises) vitality to promote the industrial restructuring and sustainable development. Currently, China’s forest resources are scarce, relatively speaking, forestry enterprises utilize forest resources inefficiently, forest products marketing methods are backward, products’ value addition is low, the structure of products is irrational, and the contradiction between supply and demand is serious. Improving the forest products marketing skills will help to allocate the forest resources oriented by market demand, enhance the forest products value addition, improve the forest products supply, accelerate the forest products transaction, and increase forestry enterprises’profitability and efficiency of forest resources’utilization. This research was based on a survey of forest products marketing, built a forest products marketing system to guide forestry enterprise to carry out marketing efforts, and enhance the level of forest products marketing.First of all, this dissertation investigated and analyzed the characteristics of China’s forest products market. The author designed evaluation index system and questionnaire to investigate forest products manufacturing enterprises’marketing activities, appraised their marketing abilities, analyzed the existing problems of forest products marketing, and pointed out that changing the marketing concepts and carrying out the systematical marketing were the ways to increase forest products marketing level.Secondly, this dissertation proposed the Marketing Value Chain theory, designed the forest products marketing system based on the Marketing Value Chain. The marketing system consists of five sub-systems:the forest products market research, the forest products’value creation, the forest products marketing channel system, the forest products’customer relationship value management, and the forest products integrated marketing communication. The five sub-systems were coupled by the Marketing Value Chain, the routes of value are: value discovery, value creation, value delivery, customer value transform, and value communication. This dissertation studied and demonstrated the five sub-systems of the forest products marketing system. First, the forest products market researche:the purpose of market research is to find out the customer value based on customer demands. This dissertation constructed the analysis model of forest products customer value, and established the forest products marketing information system; second, the forest products value creation:pointed out the way of value creation based on the value hierarchy of forest products and added value by brand, innovation and pricing management; third, the forest products marketing channel system: the character of forest products transaction is to deliver value through the forest products marketing channel. The author designed the forest products marketing channel system; fourth, the forest products’customer relationship value management:the dissertation proposed measurement methods of forest products customer relationship value, analyzed the driving factors to increase the customer relationship value, and figured out the approaches to add customer relationship value and methods of customer relationship management; fifth, the forest products integrated marketing communication:the dissertation brought forward the integrated marketing communication strategies, demonstrated the integrated dimensions of IMC, and constructed the forest products integrated marketing communication model.Finally, the dissertation built the forest products marketing guarantee system from the micro, industrial and macro level. The Micro enterprises’level proposed:building the marketing-oriented organization, constructing the professional marketing team, and reengineering marketing business processes; the industrial level proposed:giving play the management role of industry associations in regulating the market behaviors, strengthening industry self-controlling, playing the role of information platform for enterprises to provide trade information consulting, providing forest products communication platform, and promoting foreign trade; the macro level proposed:deepening the forestry industry reform, building special forest industrial clusters, accelerating the construction of forest product certification system, and optimizing the forest products innovation system.The research presented marketing value chain theory, and established the forest products marketing system, which was a new paradigm of marketing research. Applying this forest products marketing system methodologies into enterprises’marketing practice, will help to improve the efficiency of forest products marketing, inspire the great potential of forest products manufacturing enterprises, and be of significance for promoting the forestry industry development.更多还原