农业产业化组织的营销策略分析-外文翻译

外文翻译

原文

Title:Agricultural Industrialization Organization of Marketing Strategy Analysis

Material source:2010 International Conference on Industry Engineering and Management Author:Zhao Yanhong, Ren Aihua

Abstraet:Agricultural industrialization is the development direction of world agriculture, it is also the main form of the agricultural operation in developed countries. Vigorously develop the industrialization of agriculture is to enhance the competitiveness of China’s agriculture is an effective means of marketing innovation in agriculture. It is related to the industrialization of agriculture an important factor in business success. In this paper, product, place, promotion, three organizations, the face of the industrialization of agriculture marketing innovation of the corresponding development proposals.

Keywords:Product;Channel Innovation;Promotion

1 Introduction

Although China has already established a number of agricultural industrialization organization, but very few successful cases, reason, the product can not sell that influence their development, an important factor. At present the industrialization of agriculture organizations in product development, sales channels and marketing methods. There are many ways to solve urgent problems, we can say, marketing has become a bottleneck restricting development of the organization. In this Paper, the development of marketing concept, mainly based on the content of the theory of 4P, from development to meet consumer demand for products. Innovation in the channel, flexible use of marketing mix and so the organization seeking to promote the industrialization of agriculture marketing of innovative measures.

2 Development of Products to Meet Consumer Demand

4C theory holds that companies should give top priority to the pursuit of customer satisfaction, then theagricultural industry of the organization must first develop a customer satisfaction products. Marketing believes that demand for the

product is a multi-level, product whole concept should include three aspects, the core product, the form of products and additional products.

2.1 Core products-for leading product

The provision of basic utility to consumers and interests of answering the question”what the buyer really buying?” Fundamentally speaking, every product are made to solve a specific problem exists. If buying cosmetics is to buy a beautiful, buying drugs in order to get healthy and so on; then the consumer to purchase farm products for what is ultimately, this depends on what kind of consumers to a specific purchase of agricultural products, such as the purchase of rice, vegetables, fruit, and that is to eat, buy flowers may be in order to watch or clean the air. From this perspective, the industrialization of agriculture products to meet the organization must first examine to what extent the fundamental interests of consumers. An agricuitural industrialization and other organizations. As there may be product portfolio, then in each product line, we must find their own core product project, which is to provide consumers with the basic effectiveness of the productthe best kind of product.

2.2 The form of products--the appropriate presentation of the core of

Is the core interests to be reflected through the necessary forms, such as product quality level, features, style, brand names and packaging, there is no appropriate form, the product’s core interests can not be perceived by consumers, the form of enterprises to enter the market when the product is demonstrated by the appearance. reflecting the level of product quality, attractive strength.

But no matter what, or what additional means of marketing, to product marketing to achieve victory in the final product excellent product quality can not be separated. Specific to the industrialization of agriculture organizations must establish a quality is the lifeline of the first concept. both to let the farmers income, another long-term security, we must establish their own quality system. Furthermore, it should gradually develop their own brands. pay attention to packaging. With the improvement of living standards, agricultural consumption has gradually tilted to the quality and brand name. Brand-name products for expanding sales, improve value, added products have played all important role. Therefore, the industrialization of agriculture is necessary to strengthen guidance and management of the organization to enable enterprises to fuIly understand the brand is the urgent need for development of market economy, through the development of a series of preferential policies and measures for agricultural products brand to give active support to

enable enterprises to take the initiative in agriculture,road brand. With the brand, we will still focus on brand protection, to prevent unauthorized use and counterfeiting of the brand. leading to uneven quality of the products on the market, reducing product reputation situation.

The product packaging can also enhance product added value.Agricultural products, like other products,the need for beRer packaging to reflect their own personality and differences in order to attract broad consumer groups. Similar differentiation of agricultural products and other consumer goods should not have come so intuitive and strong, so we should, through packaging to highlight its own characteristics, so that consumer awareness and recognition, until the formation of loyal shoppers. 1ndustrial management of agriculture solves this problem, which requires the lead by leading enterprises will be the brand and product packaging. trademarks, labels and leading enterprises of the visual image of the organic combination of. To agricultural production, processing, marketing integration, the implementation of industrial operations.

2.3 Additional products-to meet the specific needs of consumers in-depth

Customers to buy a tangible product is obtained when all the additional services and benefits. Including the provision of credit, flee delivery, quality assurance, installation, pre-sales, post-sales, services, advertising and so on. American scholar Theodore, Levitt pointed out: The new competition is not occurring at all what the company’s factory products. but took place in what their products can provide additional benefits(such as packaging, service, advertising, customer advice, financing, delivery, warehousing, as well as with the other values of the form) above. The establishment of additional products basedon the level of the first two products. is to say, only the products meet the basic needs of the consumers only after we talk about a deeper level to meet consumer needs.

Improve the added value of agricultural products,the development of creative agriculture. Green agriculture, a number of success stories for our reference. Creative production and marketing of agricultural products such as real-name system, that is, distribution of school approach to industrial production, in the creative packaging of agricultural products within and outside the identify the specific place of origin, producers and marketers at all levels, and marked the corresponding identity card number. Previously,consumers buy poor quality of agricultural products. fearing businessmen admit its fault and often submit to humiliation. Things were difierentnow, based on the above number marking of

agricultural products, consumers can be found on the purchased farm products from which place. Which base production, and even know that piece of property. Once such a quality problem, the relevant departments can be quickly traced and hold relevant personnel accountable.

In addition, the search for the industrialization of agriculture culture of the organization demands.digging product features, improve the service concept can enhance the competitiveness of agricultural products.

3 Innovation in the Channel

Because China's rural specialized cooperative economic organizations is still at an early stage of development, showing a lack of ideological understanding, small-scale, economic strength is not strong, running mechanism is not perfect, less inter-organizational cooperation, the regional characteristics of small span. In the marketing channels that exist in the building of the main problems are

3.1 To open stores in various places to carry out chain management

Also is the name of companies set up shops in various places, to a variety of preferential policies to encourage distributors at aillevels to ioin. For example, Henan Haoxiang Ni Jujube industry Limited started in 1999 to build its own sales network. first set up shop as the main direction of put all the stores from store to store their goods by the company decoration consolidated guidance. So far, ”Haoxiang Ni”stores across the country has reached l051, of which 90 are directly operated by the company, accounting for 40% of total sales. In addition to Qinghai. Tibet. the”Haoxiang Ni” has in the domestic capital cities and major prefecture. 1evel cities have established dealers, a prefecture-1evel cities have just one agent, no provincial agency. Dealers in the entire industry chain profit distribution of the most lucrative part of. Jujube deep processing production chain is only about l5% of the profits. Directly operated stores to be 25%.while the dealer's profit margin was between 30%-60%.Obviously, “Haoxiang Ni”wants to keep through the high, profit dealers.

3.2 Directly to supermarkets, chain supply

That is, the road through the industrl’alization of agriculture to coordinate the community market.supermarket, so that the local characteristics of agricultural products, organic agricultural products into the supermarkets,the govemment putting up the stage for enterprises, farmers and members of the public may benefit both.Supermarkets and chain stores compared to traditional farmers market purchases a large amount of direct contact with consumers, improve the quality control system, as well as the advantages of comfortable shopping environment.

In December 2008, the Ministry of Agriculture, the Ministry of Commerce iointly issued a”Aboutcarrying out of agricultural ultra-docking pilot notice”. In this respect. Jinan Municipal Govemment’s practice of great reference value. As early as May 2008, Jinan city government has begun to promote the agricultural super- -docking activities have been conducted, in accordance with”government guidance, enterprise main body,market operation. cooperation and mutual benefit” principle. the municipal bureau of agriculture,trade and services iointly organized, Jinan City, bases and some of the characteristics of the brand focus on the industrialization of agriculture leading enterprises, farmers cooperatives, and agricultural djstribufion centers and large supermarkets to participate．

3.3 To encourage farmers to carry out direct marketing

That is to say, the farmers through their own direct marketing of human and material resources to agriculturel products sold in the surrounding area. This approach has sold to benefit the farmers more flexibilitY, as welI as advantages. Because farmers can sell in this region and surrounding area market conditions. sales of self-organizing. This helps in time of agricultural products sold in this region. and it helps people in surrounding areas to meet the needs of life. Furthermore, certain of its selling price is greater than the company’s purchase price, farmers receive higher benefits. However, sales in this way, small and unstable, so farmers need to learn some marketing skills, increase market awareness.

In addition to these approaches, network marketing is also the current and future organization of agricultural industrialization can not be ignored as a sales channel.

4 Flexible Use of Marketing Mix

Promotional tool is divided into four kinds, namely, personal selling, advert- -ising, sales promotion and public relations. These types of promotional tools for the consumer goods in descending order of relative importance of advertising, sales promotion, personal selling, public relations, the majority of agricultural products

are consumer goods. So the use of the most important advertising strategy.

In the use of advertising strategy, the focus should pay attention to the choice of advertising media. You can run through the production of advertising films, etc., give full play to television, newspapers and other traditional media, visual, image and so on. so that agricultural products can expand brand awareness and enhance market competitiveness. In addition, through the integration of agriculture and site, related resources. higllligllt the supply and demand information dissemination, extensive holding an online business matching, and strengthen trade matching feature point to actively promote the realization of networks and exchange of information between mobile phone users,greatly to play online media and low cost, wide audience, without time constraints and other characteristics, making the dissemination of agricultural production and marketing of information even more quickly.

Sales promotion of short, term effcct of more obvious, in the use of middlemen can be complemented by a number of significant holiday promotions to carry out, then it call expand the sales volume, but also the feelings of the promotion and intermediaries.

When an enterprise of capital accumulation to a certain extent.the use of public relations is also critical. Such as discussed above, Henarl Haoxiang Ni Jujube Industry Co., Ltd., held every year, ”Jujube Cultural Festival” and organized an essay competition and photographic competitions, which greatly increased the reputation and visibility.

5 Conelusion

To achieve the industrialization of agriculture organizations. marketing innova- -tion. First of all need to start from product selection, development of customer satisfaction with the products, but also pay attention to the entire coneept of agricultural products; second choice in the channel, according to the size of the organization as well as product characteristics. development of multi, kinds of sales channels; again to make flexible use of four kinds of promotional tools; Finally, the pricing strategy of agricultural products. you can choose the strategy scored high because of demand for agricultural products is inelastic commodity, the price is not high impact on their sales would be too significant.

译文

标题：农业产业化组织的营销策略分析

资料来源：2010产业工程与管理国际研讨会 作者：赵艳红、任艾华 摘要：农业产业化是世界农业的发展方向，也是发达国家经营农业的主要方式。大力发展农业产业化是提高我国农业的竞争力在其生产上营销创新的有效途径。它涉及到农业产业化商业成功的一个重要因素。在本文中，从产品、渠道、促销三方面，面对农业产业化的营销创新提出相应的发展建议。

关键词：产品；渠道；促销

1 引言

虽然中国已经建立了许多农业产业化，但是很少有成功的案例，原因是产品卖出与否并不影响他们的发展。现在建立在现实的同时，农业产业化经营组织在产品开发、销售渠道和市场开拓用许多办法来解决迫在眉睫的问题。我们可以说，销售已成为制约发展的瓶颈。本文中，营销理念的发展，主要根据4P理论的核心内容，由发展到满足消费者需求。创新渠道，灵活地运用创新的营销组合，因而企业组织寻求促进农业产业化经营销售创新的措施。

2开发的产品，以满足消费者的需求

4C理论认为，公司应该优先追求顾客满意，那么，农业产业的企业必须首先形成了顾客满意度。市场营销认为产品需求是多层次的，产品的整体概念应该包括三个方面：核心产品、形式产品和额外产品。

2.1 核心主导产品

提供基本效用给消费者和有兴趣的回答这个问题“消费者真正要买的是什么？”从根本上说，每一件产品都解决一个明确存在的问题。买化妆品是买一个美丽，购买补品为了得到健康等；然而消费者对于最后购买什么农产品，这取决于哪种特定消费者参与购买农产品，就像购买大米、蔬菜、水果，那就是吃，购买花可能是为了看或者送人，从这个角度看，农业产业化的产品，必须满足企业先前在什么程度上审视消费者的根本利益。一个农业工业化和其他组织可能有产品的投资组合，然而在各个产品系列，我们必须找到自己的核心产品项目，那是提供给消费者最好的产品种类的产品的基本功效。

2.2 产品的形式——适当演示的核心

核心利益是通过必要的形式反映出来吗，如产品质量水平、特点、风格、品牌名称和包装，没有适当的形式，产品的核心利益不能被体现，观察到企业进入市场的产品进行了论证。由产品质量水平，有吸引力的力量。

但不管什么其他行销的手段，产品行销必须去争取胜利，最终的产品，优良的产品质量不能完全工业化的。农业团体必须建立在质量是生命线上的，第

一个让农民收入增长，另一个长期安全，我们必须建立自己的质量保证体系。应该逐渐发展自己，注意改善生活，消费已逐渐倾斜的质量和品牌。为扩大产品销量，重要的农业产业化经营是加强引导和必要的管理的组织，以使得企业理解品牌的迫切需要，市场经济的发展，通过发展的一系列的优惠政策农业措施品牌给积极支持使企业主动。在品牌中，我们仍将致力于品牌质量上，采取相应的预防措施，防止出现未经授权使用和伪造不均匀的产品影响市场、降低制品的声誉的情。

产品包装的需求也能增强产品的销量等，需要包装，以反映其自己的个性和差异，为了吸引宽广的市场。消费者分化农产品和其它消费品的公司应该不会如此直观和比较的，所以我们要通过包装，以突出自己的特点，使消费者的意识形成忠诚。管理需要体现这个农业龙头企业的领先优势的品牌和产品、标签和龙头企业的视觉形象的。还是有机结合的农业生产、加工、销售一体化，实施产业化运作。

2.3 额外的满足消费者的具体需求

顾客买了有形的产品的所有附加的服务，提供信用、逃避交货、质量保证、安装、售前、售后服务等服务。做广告学者指出：新的竞争不是发生公司的工厂，而是发生在说他们的产品所能提供的容量，额外的利益（如包装、服务、广告、客户咨询、融资、交货的价值形态中）额外的建立基于层次产品在说，只有产品满足了消费者的基本需要，只有在我们谈论更深层次地满足用户的需求。

提高附加值农产品、发展创意农业，许多成功的故事为我们的生产和销售带来启示。农产品系统，用学校的方法来产业生产，在有创造性的包装之内和之外，农产品鉴别出特定的和市场商人的地方标志着在相应的身份证，消费者买劣质的农业产品，商人认为它除了故障，经常向东西上弄不同现在基于以上号码标记的农产品，消费者就可以发现购买农产品的生产基地，甚至还不知道这是质量问题，有关部门能够快速追踪，持证人员负责。

此外，寻找农业产业化组织文化的要求。挖掘产品特点、完善的服务理念，能够提高农业产品的国际竞争力。

3 创新渠道

由于中国农村专业合作经济组织仍处于发展初期阶段，显示出缺乏思想认识、小规模、经济运行机制不完善，更少的企业间合作，地域性小，销售渠道的太多，建设中存在的主要问题是渠道太久，太多的渠道，为参与会员、组织产业化与低强制的议价能力，缺乏能力和其他组织的存取信息，要解决这些问题，必须遵守高要求的原则，专业的销售渠道的选择也可以在各种各样的营业网点同时进行。

3.1 选择适当地方来进行链管理

也是成立公司的名字在不同的商店多种鼓励直销商优惠的政策好像在镍红枣业有限建立自己的销售开店的主要方向，把所有的商店从商店地将他们的货物的公司合并很远。全国商店已经达到我，直接由公司，占总好像除了在国内省会城市和主要城市都设有经销商城市一个省级在整个产业链的最利润分配有利可图的部分深加工产业链的5％大约只有我国操作商25％经销商的利润在30％－60％。“好像镍”要保持通过高利润经销商。

3.2 直接供应

渠道通过农业协调社区市场、超市，具有地方特色的农业农产品超市，有机农产品进入市场，政府为企业、农民和成员提供平台，公众可能会因此受益，和连锁店相比，传统的农民市场具有可以与消费者直接接触，购买大量的质量舒适的购物环境的优点。

在2008年12月，农业部、商务部发布了《关于执行通知书》农业飞行员。城市政府的实践借鉴早在2008年5月，济南市促进政府已经开始农业活动已经展开，按照“政府指导企业主体、市场互利”市卫生局原理农业、贸易与服务组织、济南市基地和的某些特征品牌集中在农业产业化龙头企业，农民合作组织，农业中心和大型超市参与。

3.3 鼓励农民进行直销

也就是说，农民通过自己的直销人力和物力资源，产品远销周围的领域的方法卖给农民更多的效益灵活性，为能卖在这一地区的农民和周边地区市场及时的帮助农业产品远销这并帮助那些有周边地区的需要，它的售价比公司的采购接受高价格、销售这样，农民需要学习一些营销技巧，提高市场意识。

此外，这样的做法，网络营销也是当前和未来的组织农业产业化是不能忽略的销售渠道。

4 灵活运用营销组合

宣传工具分为4种，即个人、销售、广告、促销。公共类型的宣传工具降序排列的消费品相对重要性，广告、促销、个人、销售、公共关系，大部分农产品消费者使用最重要的广告策略。

在使用广告策略，重点分析了应注意的选择广告可以跑得通过制作电影广告等，充分发挥电视、报纸和其他传统媒体、视觉、肖像，因此农业产品可以扩大品牌意识，增强市场的要求。此外，通过整合农业的供求信息传播、广泛的举行在线商务配对，加强商贸配对特征积极推动，实现网络和之间进行信息交换移动电话用户，极大地玩线上媒体和低成本、众多的观众，没有时间限制等特点，使传播农业生产和销售信息得更快。

短期促销，项目的效果是很明显的，经销商可以通过一些主要的假日的促

销活动来实施，那么它叫拓展销售量，同时也是感情的推广和中介。

当一个企业资本积累到一定程度，使用公共关系也是至关重要的。如以上讨论，好像镍红枣实业有限公司，“蜜枣”每年举办文化节和组织一些散文竞争和摄影比赛，这很大程度上增加声誉和知名度。

5 结论

实现农业产业化，首先需要从产品选择、发展客户满意的产品开始，关注整个农产品；第二，选择渠道，根据组织的规模和产品的特点、多元化发展以及各种销售渠道，使灵活运用四种促销工具；最后，你可以选择战略中获得很高农产品的定价策略。因为农产品是需求弹性的商品，价格不高会严重影响他们的销售。