【作者】 俞新；

【导师】 汪波； 王希文；

【作者基本信息】 天津大学 ， 工业工程， 2007， 硕士

【摘要】 在竞争日益激烈的市场经济环境下,任何企业都无法回避差异化经营的课题。农产品批发市场作为我国农产品流通的关键环节在承担越来越多社会功能的同时经营上也正面临着前所未有的挑战。受到传统思维方式的影响,我国农产品批发市场企业在经营上存在着许多雷同的地方。而经营的雷同又导致了交易双方流动性的增加和市场收入的波动。面对生存的压力,为了留住交易双方,企业往往采取一些非理性的竞争手段来达到目的。这种状况对于企业自身的可持续经营和我国农产品批发市场体系的建设都是非常不利的。本论文利用现代市场营销理论,以SF农产品批发市场为例,提出了选择适合自身能力的销售渠道、以满足目标买方市场不断变化的需求为经营目标、建立企业核心竞争力的差异化经营策略。这种差异化经营策略不仅对于SF农产品批发市场的经营具有创新意义,而且对于我国农产品批发市场体系的建设也具有积极的现实意义。更多还原

【Abstract】 In a competitive market economy, the difference in management is an unavoidable question for all the enterprises.The wholesale market for agricultural products, which is a pivotal step in the circulation activities of agricultural products, now is shouldering more and more social responsibility and facing with unprecedented challenges.Under traditional way of thinking, Chinese wholesale market for agricultural products is greatly coincidentally in management, which made more liquidity between buyers and sellers and the fluctuation of the income of the market. Facing with the pressure, the wholesale market corporation have to use some illogical competition means to retain both sides of trade. But this will do great harm both to the continual operation of the wholesale market corporation and the construction of Chinese system of the wholesale produce market.Bases on modern marketing theory, the paper take the example of the SF wholesale market of agricultural products, put forward a different management tactics, that is, to choose suitable channel for individual investors in order to cater to the changing market needs and therefore establish the core competitive power of enterprises. It’s not only innovative for the operation of SF Wholesale market but also practical in constructing China’s systematic wholesale products market.更多还原