蔬菜经营企业的营销策略研究

【作者】 黄静；

【导师】 章迪诚；

【作者基本信息】 贵州大学 ， 工商管理， 2008， 硕士

【摘要】 随着农业从传统的自给自足或者半自给自足状态向高度的商品化、面向市场的农业企业经营方式转变,农业生产正在改变其过度分散化和非组织化的这一当前我国农业问题的主要症结。而蔬菜经营企业就在这样一个背景下应运而生,承担起在这个市场环境下的历史使命,现代的蔬菜经营企业与传统的蔬菜销售企业不同,其改变了以往蔬菜销售企业通过向分散的农户和基地及批发市场收购蔬菜单纯销售的经营模式,而向集蔬菜的产供销一体的经营模式转变。蔬菜经营企业由于其经营产品的特殊性、季节性、供给的集中性和生产的周期较长,其供需有自己的特殊规律。蔬菜作为生活的必需品,一般供给弹性较大,而需求缺乏弹性,即某种蔬菜价格越高,农民生产的积极性就越高,产品的供给量就越大,但需求却是相对稳定的,不会随价格的波动而发生巨大的变化。不同产品之间的替代性又强于其它工业商品,同时蔬菜本期的产量取决于上一期的价格,而本期的价格决定下期的产量。蔬菜从生产到上市都需要较长的生产周期,而且生产规模一旦确定,在生产过程未完成前,不能中途改变,因此市场价格的变动只能影响下一周期的产量。这就是目前表现出来的当一种蔬菜价格上升,农民马上一哄而上的局面,导致价格下跌蔬菜销售困难。蔬菜的这些特殊性让所有学者在研究其经营策略时更具挑战性,而解决这一事涉各方的问题,仅仅运用管理学和经济学,再用上农学也都还是不够的,管理学大师德鲁克曾对未来的组织和营销有一准确的预测:“未来的营销问题将不再是企业的问题而是社会问题。”这个社会问题它不单纯的是指其问题的本身,而是指要解决这一问题需要动用的资源和方式,蔬菜经营企业从产品的生产来说其来源有分散的农户、农户的经合组织、相对集中的生产基地、批发市场等;而销售流通环节又面向各个层次的消费群体和不同的渠道:产地市场、销地市场、批发市场、连锁经营、超市等。而其产品的生产经营和销售在市场上的流量和价格又不完全由市场调节,政府的干预力度又让蔬菜经营企业的市场化进程受到约束,而与政府的合作程度在现阶段的蔬菜经营企业来说又决定其发展程度甚至是生与死。面对这样的市场环境蔬菜经营企业如何走过这种初级市场,通过运用有效的营销策略让其健康成长,让自然资源在生态循环和经济循环中得到可持续发展和高效利用,让蔬菜这种农产品的经济效益、环境效益和社会效益得到充分的体现。本文将在后面的分析和讨论中从去总结怎样解决这个现实的营销问题真正的社会问题。更多还原

【Abstract】 As agriculture from the traditional self-sufficiency or semi-self-sufficient state to a high degree of commercialization and market-oriented transformation of the mode of agricultural business, agricultural production has changed over its decentralized and non-organizations of the China’s major agricultural issues Crux of the matter. The vegetable business enterprises in such a context came into being, to assume in this market environment of the historical mission, vegetables enterprises and enterprises of different vegetables for sale, the change in the past vegetable sales enterprises and farmers to spread the base and wholesale markets Buy vegetables for sale simple mode of operation, and set one vegetable production, supply and marketing.Vegetables because of their business enterprises products are unique, seasonal, the concentration of supply and production cycle is longer, its supply and demand have their own special laws. Vegetables as a necessity of life, greater flexibility in the general supply and demand for a lack of flexibility, that is, the higher the prices of some vegetables, the enthusiasm of farmers produce higher product of the greater supply, but demand is relatively stable, With the price fluctuations will occur and tremendous changes. Alternative between the different products and stronger than other industrial goods, while the output of vegetables depends on the current period of price, the price under the current production.Vegetables from production to market will require a longer production cycle, but once the scale of production, in the production process is completed before the change can not be half-way, the market price changes can only affect the next cycle of production. This is when the current performance to a rise in prices of vegetables, farmers immediately altogether the same situation, resulting in prices of vegetables for sale difficult.The special nature of these vegetables to all scholars in the study of its business strategy more challenging, and resolve this matter for the parties to the problem, only the use of management and economics, and then on agriculture also is not enough, management Masters Drucker had the future of the organization and marketing of a precise prediction: "The future of marketing problems will no longer be business issues but social issues."This social problem is not simply refer to their problems themselves, but mean to solve this problem need to use the resources and means, vegetable products from enterprises for the production of its sources of scattered farmers, farmers of the OECD, The relative concentration of production bases, wholesale markets, and so on, and sales and circulation areas for various levels of consumer groups and different channels: origin market, sell and market, wholesale markets, chain operations, such as supermarkets. And the production and operation of its products sold in the market and the volume and price does not fully by the market regulation, government intervention makes the intensity of the vegetable market-oriented enterprises are bound process, and the level of cooperation with the Government at this stage of the vegetable business Enterprises, and to determine their level of development or even life and death.Faced with such a market environment vegetable business enterprises through such primary market, through the use of effective marketing strategies allow healthy growth, natural resources in the economic cycle and the ecological cycle of sustainable development and efficient use, so that such vegetables The economic benefits of agricultural, environmental and social benefits are fully reflected. This paper will be behind the analysis and discussion from the summing up to the reality of how to solve the problem of marketing the real social problems.更多还原