第林业企业市场营销.ppt

第七章 林业企业市场营销 Chapter seven Marketing Management The importance of the marketing management(市场营销) for forestry products: Can never be over-emphasized!! What is market? It is the outcome(产物) of commodity economy(商品经济) It developed as the development of division of labor in society(社会分工), production of commodity(商品生产) and exchange of commodity(商品交换). In a limited sense: it is the place and field for commodity exchange, e.g. shop, country fair (集市). In a broad sense: it is the sum of all the relations between the supply and demand of commodity. include visible and invisible (有形的和无形的) From the sense of marketing management: 市场 =人口+购买力(purchasing power)+购买欲望(desire) 2. Forest products market and its characteristics 2.1 What is forest products market? The sum of the environment and conditions of forest products commodity exchange.(林产品商品交换的环境和条件的总和) Another answer: The place and field in which the forestry products commodity are exchanged! (林产品商品交换的场所和领域) 2.2 The characteristics of forest products market (1) Supply restriction due to the specialties of forest resource growth, the limitation of forest land …… (2) Wood products supply is regional dependent(区域性) reasons: nature, population, history ect. so: forest resource is not evenly distributed therefore: transportation play big role both in the supply of forestry products market and in the formation of forestry products’ price. (3) Timber price affect the supply and demand level in a relatively slow and less intensive way(价格对供求的影响速度和强度较低) Means of production(生产资料): price un-sensitive Means of livelihood(生活资料): price sensitive (4) The demand is various and widespread (需求的多样性和广泛性) (5) Difficult to form unitary and specialized market (不易形成单一专业化市场) 原因: 林产品门类多, 季节性强, 应市时间长短及批量大小不一. 所以: 一般伴生于农产品市场和工业品市场中. 农村集贸市场, 城市农贸市场及超市中 可以零星现货交易, 也可批量期货交易. 现地收购, 田间地头进行. 2.3 The price of forestr