農(nóng)業(yè)產(chǎn)業(yè)化組織的營(yíng)銷策略分析-外文翻譯

1、<p><b>　　外文翻譯</b></p><p><b>　　原文</b></p><p>　　Title:Agricultural Industrialization Organization of Marketing Strategy Analysis</p><p>　　Material source:

2、2010 International Conference on Industry Engineering and Management Author:Zhao Yanhong, Ren Aihua</p><p>　　Abstraet:Agricultural industrialization is the development direction of

3、 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 ef

4、fective 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 organization</p>

5、<p>　　Keywords:Product;Channel Innovation;Promotion</p><p>　　1 Introduction</p><p>　　Although China has already established a number of agricultural industrialization organization, but ver

6、y 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 mar

7、keting 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 deve</p><p>　　2 Development of Pro

8、ducts to Meet Consumer Demand</p><p>　　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

9、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.</p&

10、gt;<p>　　2.1 Core products-for leading product</p><p>　　The provision of basic utility to consumers and interests of answering the question”what the buyer really buying?” Fundamentally speaking, ever

11、y 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 d

12、epends on what kind of consumers to a specific purchase of agricultural products, such as the purchase of rice, vegetables, fruit, and th</p><p>　　2.2 The form of products--the appropriate presentation of th

13、e core of</p><p>　　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 co

14、re 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.</p><

15、;p>　　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 agricul

16、ture 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 d

17、evelop their own brands. pay attention to packaging. With the improv</p><p>　　The product packaging can also enhance product added value.Agricultural products, like other products,the need for beRer packagin

18、g 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

19、should, through packaging to highlight its own characteristics, so that consumer awareness and recognition, until the formation of loyal shoppers. 1ndu</p><p>　　2.3 Additional products-to meet the specific n

20、eeds of consumers in-depth</p><p>　　Customers to buy a tangible product is obtained when all the additional services and benefits. Including the provision of credit, flee delivery, quality assurance, install

21、ation, 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

22、products can provide additional benefits(such as packaging, service, advertising, customer advice, financing,</p><p>　　Improve the added value of agricultural products,the development of creative agriculture

23、. 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,

24、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 c</p><p>　　In ad

25、dition, 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.</p>&

26、lt;p>　　3 Innovation in the Channel</p><p>　　Because China's rural specialized cooperative economic organizations is still at an early stage of development, showing a lack of ideological understanding,

27、 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

28、the main problems are"channels for too long, too many channels for participating members, the organization ofagricultural in</p><p>　　3.1 To open stores in various places to carry out chain management&l

29、t;/p><p>　　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 Limi

30、ted 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”stor

31、es across the country has reached l051, of which 90 are directly operated by the </p><p>　　3.2 Directly to supermarkets, chain supply</p><p>　　That is, the road through the industrl’alization of

32、 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 enterpri

33、ses, 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,

34、as well a</p><p>　　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 Gov

35、emment’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, enterp

36、rise main body,market operation. cooperation and mutual benefit” principle. the municipal bu</p><p>　　3.3 To encourage farmers to carry out direct marketing</p><p>　　That is to say, the farmers

37、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 far

38、mers 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 o

39、f life. Furthermore, certain of </p><p>　　In addition to these approaches, network marketing is also the current and future organization of agricultural industrialization can not be ignored as a sales channe

40、l.</p><p>　　4 Flexible Use of Marketing Mix</p><p>　　Promotional tool is divided into four kinds, namely, personal selling, advert- -ising, sales promotion and public relations. These types of p

41、romotional 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

42、 of the most important advertising strategy.</p><p>　　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

43、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, throug

44、h the integration of agriculture and site, related resources. higllligllt the supply and demand information dissemination, exte</p><p>　　Sales promotion of short, term effcct of more obvious, in the use of m

45、iddlemen 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. </p><p>　　When an ent

46、erprise 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 org

47、anized an essay competition and photographic competitions, which greatly increased the reputation and visibility.</p><p>　　5 Conelusion</p><p>　　To achieve the industrialization of agriculture o

48、rganizations. 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; sec

49、ond 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; Final

50、ly, the pri</p><p><b>　　譯文</b></p><p>　　標(biāo)題：農(nóng)業(yè)產(chǎn)業(yè)化組織的營(yíng)銷策略分析</p><p>　　資料來源：2010產(chǎn)業(yè)工程與管理國(guó)際研討會(huì) 作者：趙艷紅、任艾華</p><p>　　摘要：農(nóng)業(yè)產(chǎn)業(yè)化是世界農(nóng)業(yè)的發(fā)展方向，也是發(fā)達(dá)國(guó)家經(jīng)營(yíng)農(nóng)業(yè)的主要方式。大力發(fā)展農(nóng)業(yè)產(chǎn)

51、業(yè)化是提高我國(guó)農(nóng)業(yè)的競(jìng)爭(zhēng)力在其生產(chǎn)上營(yíng)銷創(chuàng)新的有效途徑。它涉及到農(nóng)業(yè)產(chǎn)業(yè)化商業(yè)成功的一個(gè)重要因素。在本文中，從產(chǎn)品、渠道、促銷三方面，面對(duì)農(nóng)業(yè)產(chǎn)業(yè)化的營(yíng)銷創(chuàng)新提出相應(yīng)的發(fā)展建議。</p><p>　　關(guān)鍵詞：產(chǎn)品；渠道；促銷</p><p><b>　　1 引言</b></p><p>　　雖然中國(guó)已經(jīng)建立了許多農(nóng)業(yè)產(chǎn)業(yè)化，但是很少有成功的案例

52、，原因是產(chǎn)品賣出與否并不影響他們的發(fā)展?，F(xiàn)在建立在現(xiàn)實(shí)的同時(shí)，農(nóng)業(yè)產(chǎn)業(yè)化經(jīng)營(yíng)組織在產(chǎn)品開發(fā)、銷售渠道和市場(chǎng)開拓用許多辦法來解決迫在眉睫的問題。我們可以說，銷售已成為制約發(fā)展的瓶頸。本文中，營(yíng)銷理念的發(fā)展，主要根據(jù)4P理論的核心內(nèi)容，由發(fā)展到滿足消費(fèi)者需求。創(chuàng)新渠道，靈活地運(yùn)用創(chuàng)新的營(yíng)銷組合，因而企業(yè)組織尋求促進(jìn)農(nóng)業(yè)產(chǎn)業(yè)化經(jīng)營(yíng)銷售創(chuàng)新的措施。</p><p>　　2開發(fā)的產(chǎn)品，以滿足消費(fèi)者的需求</p>

53、<p>　　4C理論認(rèn)為，公司應(yīng)該優(yōu)先追求顧客滿意，那么，農(nóng)業(yè)產(chǎn)業(yè)的企業(yè)必須首先形成了顧客滿意度。市場(chǎng)營(yíng)銷認(rèn)為產(chǎn)品需求是多層次的，產(chǎn)品的整體概念應(yīng)該包括三個(gè)方面：核心產(chǎn)品、形式產(chǎn)品和額外產(chǎn)品。</p><p>　　2.1 核心主導(dǎo)產(chǎn)品</p><p>　　提供基本效用給消費(fèi)者和有興趣的回答這個(gè)問題“消費(fèi)者真正要買的是什么？”從根本上說，每一件產(chǎn)品都解決一個(gè)明確存在的問題。買化

54、妝品是買一個(gè)美麗，購買補(bǔ)品為了得到健康等；然而消費(fèi)者對(duì)于最后購買什么農(nóng)產(chǎn)品，這取決于哪種特定消費(fèi)者參與購買農(nóng)產(chǎn)品，就像購買大米、蔬菜、水果，那就是吃，購買花可能是為了看或者送人，從這個(gè)角度看，農(nóng)業(yè)產(chǎn)業(yè)化的產(chǎn)品，必須滿足企業(yè)先前在什么程度上審視消費(fèi)者的根本利益。一個(gè)農(nóng)業(yè)工業(yè)化和其他組織可能有產(chǎn)品的投資組合，然而在各個(gè)產(chǎn)品系列，我們必須找到自己的核心產(chǎn)品項(xiàng)目，那是提供給消費(fèi)者最好的產(chǎn)品種類的產(chǎn)品的基本功效。</p><p

55、>　　2.2 產(chǎn)品的形式——適當(dāng)演示的核心</p><p>　　核心利益是通過必要的形式反映出來嗎，如產(chǎn)品質(zhì)量水平、特點(diǎn)、風(fēng)格、品牌名稱和包裝，沒有適當(dāng)?shù)男问?，產(chǎn)品的核心利益不能被體現(xiàn)，觀察到企業(yè)進(jìn)入市場(chǎng)的產(chǎn)品進(jìn)行了論證。由產(chǎn)品質(zhì)量水平，有吸引力的力量。</p><p>　　但不管什么其他行銷的手段，產(chǎn)品行銷必須去爭(zhēng)取勝利，最終的產(chǎn)品，優(yōu)良的產(chǎn)品質(zhì)量不能完全工業(yè)化的。農(nóng)業(yè)團(tuán)體必須建立

56、在質(zhì)量是生命線上的，第一個(gè)讓農(nóng)民收入增長(zhǎng)，另一個(gè)長(zhǎng)期安全，我們必須建立自己的質(zhì)量保證體系。應(yīng)該逐漸發(fā)展自己，注意改善生活，消費(fèi)已逐漸傾斜的質(zhì)量和品牌。為擴(kuò)大產(chǎn)品銷量，重要的農(nóng)業(yè)產(chǎn)業(yè)化經(jīng)營(yíng)是加強(qiáng)引導(dǎo)和必要的管理的組織，以使得企業(yè)理解品牌的迫切需要，市場(chǎng)經(jīng)濟(jì)的發(fā)展，通過發(fā)展的一系列的優(yōu)惠政策農(nóng)業(yè)措施品牌給積極支持使企業(yè)主動(dòng)。在品牌中，我們?nèi)詫⒅铝τ谄放瀑|(zhì)量上，采取相應(yīng)的預(yù)防措施，防止出現(xiàn)未經(jīng)授權(quán)使用和偽造不均勻的產(chǎn)品影響市場(chǎng)、降低制品的聲譽(yù)

57、的情。</p><p>　　產(chǎn)品包裝的需求也能增強(qiáng)產(chǎn)品的銷量等，需要包裝，以反映其自己的個(gè)性和差異，為了吸引寬廣的市場(chǎng)。消費(fèi)者分化農(nóng)產(chǎn)品和其它消費(fèi)品的公司應(yīng)該不會(huì)如此直觀和比較的，所以我們要通過包裝，以突出自己的特點(diǎn)，使消費(fèi)者的意識(shí)形成忠誠。管理需要體現(xiàn)這個(gè)農(nóng)業(yè)龍頭企業(yè)的領(lǐng)先優(yōu)勢(shì)的品牌和產(chǎn)品、標(biāo)簽和龍頭企業(yè)的視覺形象的。還是有機(jī)結(jié)合的農(nóng)業(yè)生產(chǎn)、加工、銷售一體化，實(shí)施產(chǎn)業(yè)化運(yùn)作。</p><p&

58、gt;　　2.3 額外的滿足消費(fèi)者的具體需求</p><p>　　顧客買了有形的產(chǎn)品的所有附加的服務(wù)，提供信用、逃避交貨、質(zhì)量保證、安裝、售前、售后服務(wù)等服務(wù)。做廣告學(xué)者指出：新的競(jìng)爭(zhēng)不是發(fā)生公司的工廠，而是發(fā)生在說他們的產(chǎn)品所能提供的容量，額外的利益（如包裝、服務(wù)、廣告、客戶咨詢、融資、交貨的價(jià)值形態(tài)中）額外的建立基于層次產(chǎn)品在說，只有產(chǎn)品滿足了消費(fèi)者的基本需要，只有在我們談?wù)摳顚哟蔚貪M足用戶的需求。<

59、/p><p>　　提高附加值農(nóng)產(chǎn)品、發(fā)展創(chuàng)意農(nóng)業(yè)，許多成功的故事為我們的生產(chǎn)和銷售帶來啟示。農(nóng)產(chǎn)品系統(tǒng)，用學(xué)校的方法來產(chǎn)業(yè)生產(chǎn)，在有創(chuàng)造性的包裝之內(nèi)和之外，農(nóng)產(chǎn)品鑒別出特定的和市場(chǎng)商人的地方標(biāo)志著在相應(yīng)的身份證，消費(fèi)者買劣質(zhì)的農(nóng)業(yè)產(chǎn)品，商人認(rèn)為它除了故障，經(jīng)常向東西上弄不同現(xiàn)在基于以上號(hào)碼標(biāo)記的農(nóng)產(chǎn)品，消費(fèi)者就可以發(fā)現(xiàn)購買農(nóng)產(chǎn)品的生產(chǎn)基地，甚至還不知道這是質(zhì)量問題，有關(guān)部門能夠快速追蹤，持證人員負(fù)責(zé)。</p&g

60、t;<p>　　此外，尋找農(nóng)業(yè)產(chǎn)業(yè)化組織文化的要求。挖掘產(chǎn)品特點(diǎn)、完善的服務(wù)理念，能夠提高農(nóng)業(yè)產(chǎn)品的國(guó)際競(jìng)爭(zhēng)力。</p><p><b>　　3 創(chuàng)新渠道</b></p><p>　　由于中國(guó)農(nóng)村專業(yè)合作經(jīng)濟(jì)組織仍處于發(fā)展初期階段，顯示出缺乏思想認(rèn)識(shí)、小規(guī)模、經(jīng)濟(jì)運(yùn)行機(jī)制不完善，更少的企業(yè)間合作，地域性小，銷售渠道的太多，建設(shè)中存在的主要問題是渠道太久，

61、太多的渠道，為參與會(huì)員、組織產(chǎn)業(yè)化與低強(qiáng)制的議價(jià)能力，缺乏能力和其他組織的存取信息，要解決這些問題，必須遵守高要求的原則，專業(yè)的銷售渠道的選擇也可以在各種各樣的營(yíng)業(yè)網(wǎng)點(diǎn)同時(shí)進(jìn)行。</p><p>　　3.1 選擇適當(dāng)?shù)胤絹磉M(jìn)行鏈管理</p><p>　　也是成立公司的名字在不同的商店多種鼓勵(lì)直銷商優(yōu)惠的政策好像在鎳紅棗業(yè)有限建立自己的銷售開店的主要方向，把所有的商店從商店地將他們的貨物的公

62、司合并很遠(yuǎn)。全國(guó)商店已經(jīng)達(dá)到我，直接由公司，占總好像除了在國(guó)內(nèi)省會(huì)城市和主要城市都設(shè)有經(jīng)銷商城市一個(gè)省級(jí)在整個(gè)產(chǎn)業(yè)鏈的最利潤(rùn)分配有利可圖的部分深加工產(chǎn)業(yè)鏈的5％大約只有我國(guó)操作商25％經(jīng)銷商的利潤(rùn)在30％－60％?！昂孟矜嚒币３滞ㄟ^高利潤(rùn)經(jīng)銷商。</p><p><b>　　3.2 直接供應(yīng)</b></p><p>　　渠道通過農(nóng)業(yè)協(xié)調(diào)社區(qū)市場(chǎng)、超市，具有地方特色的

63、農(nóng)業(yè)農(nóng)產(chǎn)品超市，有機(jī)農(nóng)產(chǎn)品進(jìn)入市場(chǎng)，政府為企業(yè)、農(nóng)民和成員提供平臺(tái)，公眾可能會(huì)因此受益，和連鎖店相比，傳統(tǒng)的農(nóng)民市場(chǎng)具有可以與消費(fèi)者直接接觸，購買大量的質(zhì)量舒適的購物環(huán)境的優(yōu)點(diǎn)。</p><p>　　在2008年12月，農(nóng)業(yè)部、商務(wù)部發(fā)布了《關(guān)于執(zhí)行通知書》農(nóng)業(yè)飛行員。城市政府的實(shí)踐借鑒早在2008年5月，濟(jì)南市促進(jìn)政府已經(jīng)開始農(nóng)業(yè)活動(dòng)已經(jīng)展開，按照“政府指導(dǎo)企業(yè)主體、市場(chǎng)互利”市衛(wèi)生局原理農(nóng)業(yè)、貿(mào)易與服務(wù)組織、

64、濟(jì)南市基地和的某些特征品牌集中在農(nóng)業(yè)產(chǎn)業(yè)化龍頭企業(yè)，農(nóng)民合作組織，農(nóng)業(yè)中心和大型超市參與。</p><p>　　3.3 鼓勵(lì)農(nóng)民進(jìn)行直銷</p><p>　　也就是說，農(nóng)民通過自己的直銷人力和物力資源，產(chǎn)品遠(yuǎn)銷周圍的領(lǐng)域的方法賣給農(nóng)民更多的效益靈活性，為能賣在這一地區(qū)的農(nóng)民和周邊地區(qū)市場(chǎng)及時(shí)的幫助農(nóng)業(yè)產(chǎn)品遠(yuǎn)銷這并幫助那些有周邊地區(qū)的需要，它的售價(jià)比公司的采購接受高價(jià)格、銷售這樣，農(nóng)民需要學(xué)

65、習(xí)一些營(yíng)銷技巧，提高市場(chǎng)意識(shí)。</p><p>　　此外，這樣的做法，網(wǎng)絡(luò)營(yíng)銷也是當(dāng)前和未來的組織農(nóng)業(yè)產(chǎn)業(yè)化是不能忽略的銷售渠道。</p><p>　　4 靈活運(yùn)用營(yíng)銷組合</p><p>　　宣傳工具分為4種，即個(gè)人、銷售、廣告、促銷。公共類型的宣傳工具降序排列的消費(fèi)品相對(duì)重要性，廣告、促銷、個(gè)人、銷售、公共關(guān)系，大部分農(nóng)產(chǎn)品消費(fèi)者使用最重要的廣告策略。</

66、p><p>　　在使用廣告策略，重點(diǎn)分析了應(yīng)注意的選擇廣告可以跑得通過制作電影廣告等，充分發(fā)揮電視、報(bào)紙和其他傳統(tǒng)媒體、視覺、肖像，因此農(nóng)業(yè)產(chǎn)品可以擴(kuò)大品牌意識(shí)，增強(qiáng)市場(chǎng)的要求。此外，通過整合農(nóng)業(yè)的供求信息傳播、廣泛的舉行在線商務(wù)配對(duì)，加強(qiáng)商貿(mào)配對(duì)特征積極推動(dòng)，實(shí)現(xiàn)網(wǎng)絡(luò)和之間進(jìn)行信息交換移動(dòng)電話用戶，極大地玩線上媒體和低成本、眾多的觀眾，沒有時(shí)間限制等特點(diǎn)，使傳播農(nóng)業(yè)生產(chǎn)和銷售信息得更快。</p>&l

67、t;p>　　短期促銷，項(xiàng)目的效果是很明顯的，經(jīng)銷商可以通過一些主要的假日的促銷活動(dòng)來實(shí)施，那么它叫拓展銷售量，同時(shí)也是感情的推廣和中介。</p><p>　　當(dāng)一個(gè)企業(yè)資本積累到一定程度，使用公共關(guān)系也是至關(guān)重要的。如以上討論，好像鎳紅棗實(shí)業(yè)有限公司，“蜜棗”每年舉辦文化節(jié)和組織一些散文競(jìng)爭(zhēng)和攝影比賽，這很大程度上增加聲譽(yù)和知名度。</p><p><b>　　5 結(jié)論&l