泾惠渠管理局农业供水产品的营销策略研究

【作者】 杨红；

【导师】 傅裕嘉；

【作者基本信息】 西安理工大学 ， 管理工程， 2001， 硕士

【摘要】 泾惠渠灌区是国有大型灌区之一，是陕西省主要的粮棉、蔬菜生产的主要基地，由泾惠渠管理局实施管理。管理局负责整个灌区水资源的配置及水利工程设施的管理和维修。农业灌溉供水是管理局的最基本、最主要的业务，水费收入是管理局维持自身运转和灌区水利工程设施维护的主要来源。 随着社会主义市场经济的建立，灌区经营的环境发生了变化。泾惠渠管理局也将由以前的国家统收统管发展到自主经营、自负盈亏。外部环境的变化使得管理局必须首先关注供水市场，研究目标市场，增加水费收入，解决生存问题。但是灌区管理单位毕竟不同于一般企业，它具有公益性和非营利性的特点，并且供水产品的服务目的是确保农业丰收，追求社会效益。尤其是在水资源短缺及严重浪费并存、主态环境日趋恶化、水利基础设施簿弱成为制约西部地区经济发展的重要因素的今天，该课题的研究更具现实意义。 本文从泾惠渠管理局所面临的内外部环境分析出发，经过大量的实践调查与研究，以水资源可持续利用理论为基础，结合营销学、管理学、经济学、农田水利学等多种理论原理、思路，在大量实证分析的基础上，对供水产品进行营销战略定位，找出管理局的问题症结，并针对这些问题提出策略研究与构想。在市场方面根据市场营销环境分析理论、购买者行为理论分析了供水目标市场及作为消费者的农民的消费行为，据此采取市场发展营销策略，扩大目标市场，增加水费收入。在灌区管理方面，提出对灌区管理模式改革尝试和试点，比如进行斗渠拍卖等。通过建立科学管理体系来提高水资源配置效率，降低管理成本。最后对营销对策提出了具体的营销实施建议，希望对泾惠渠管理局有参考意 义。更多还原

【Abstract】 Jing-hui Dyke irrigation zone is one of the big state-ownedirrigation zones. It’s an important base of grain, cotton andvegetables in Shaanxi province. Administration bureau takes chargeof the water resources collocation and maintenance of irrigationworks establishment. Agricultural water supply is the main operationof the Administration bureau. So water rate earning is the main sourceto keep operation and maintain establishments.With the foundation of socialism marker economy, the situationof Jing-hui Dyke irrigation zone has taken a great change.Administration bureau have to concern about water supply market,investigate the target market to increase water rate income. After allit’s different from common enterprises for its conmmonweal andnon-benefit character.Furthermore, the aim of the water supply is to insure agriculturalharvest and to pursue society benefit. Especially at present, with theserious water shortage and waste, depraving entironment, the weakirrigation works establish has become an important factor to restrictthe western region to get further development. So it get more and moreimportant for Jing-hui Dyke administration bureau to operate theirrigation works establish smoothly and provide excellent water supplyservice for the farmer.My paper begins with the analysis of inside and outsideenvironment, which Jing-hui Dyke administration bureau confronts.After investigation, I have found out the problems that Jing-huiDyke administration bureau confront and orientated the marketingstratagem, and then I put forward some tactics and tentative planaccording to demonstration analysis and such theories as Marketing,Management, Economics and Irrigation works. According to Marketingenvironment theory, consumer behavior theory I analyzed water supplytarget market and consumer behavior of farmers so as to put forvardcorrect marketing strategy and to enlarge target market, increasewater rate income.On management aspect, I suggest to establish a standardmanagement system to improve the resource collocation efficiency andcut relevant cost. At the end of the paper, I put forward some concretemarketing proposal. I hope that it will be helpful for Jing-hui Dykeadministration bureau to make decision.更多还原