昆明正大公司饲料营销策略研究论文.doc

摘  要  最近 20 年来，我国饲料行业及其市场发生了许多变化，需求总量增长速度放缓， 需求层次和结构提升，食品安全引起全社会的高度重视。如何根据不断变化的环境 与市场形势及时调整企业的发展战略和营销策略，是每个企业所面临的重要问题。 目前，面对激烈竞争的饲料市场，饲料行业己逐步从产量竞争、质量竞争、价格竞 争转向服务竞争与品牌竞争。饲料加工企业在新的市场竞争形势下如何进行必要的 营销研究和创新，是它们寻求生存与发展空间的一个必须考虑和解决的现实问题。 本文从饲料行业的宏观层面与微观层面对饲料市场面临的各种环境进行分析。 宏观层面上着重分析人口因素、经济发展、自然环境、技术变革、政治法律、社会 文化等因素的影响，微观层面上分析了饲料业的供应商、潜在的竞争者、顾客、同 行业的现有竞争者。针对饲料行业的环境与特点，对饲料市场的需求与供给从不同 的角度和不同的方面进行了分析。以昆明正大公司作为饲料行业的一斑，进行实证 分析，根据昆明正大公司所处的宏观环境和微观环境与饲料市场的供应与需求发展 规律，以及自身的发展状况与特点，提出了扩大市场容量、营销创新、创立名牌、 产业化经营等经营指导，从产品、成本、价格、服务、分销、品牌等策略着手分析。  关键词：饲料行业  市场环境  营销策略  绿色饲料  I Abstract Recently 20 years, Our feed industry and market changes, demands speed falls, demands classes increases, people notice food security more and more. With the environment changes, how to adjust companies’ develop Strategy and marketing Strategy, which is companies’ object .Now, facing competition in feed market, feed industry’s competition is from output, quality, price to service and brands. How do feed industry research and creative in new marketing competition, which is a problem. The author of the thesis attempts to investigate into the present environment of feed industry from both macrocosmic and microcosmic aspects. The macrocosmic aspects are analyzed with emphasis on the influence on feed industry by such factors as population, economic growth, natural environment, technological innovation, politics and law, society and culture. The microcosmic aspects are discussed concerning the possible threats of the new rivals on the industry, rights for the supplier and buyer, and the competition among the manufactures. Based on the environment and features of feed industry, the relationship between the demands and supply in the feed market is anatomized from different perspectives. The Kunming Charoen Pokphand Group is a good case in point. Several elements should be taken into consideration in policy-making such as macrocosmic and microcosmic environment, rules governing feed market, and characteristics d