安徽省农业龙头企业营销模式创新探究.pdf

摘 要 摘 要 摘摘 要要 在国家支农政策的扶持下，在现代农业产业化发展的大背景下，安徽省农业龙头 企业经历了从无到有、从小到大、从弱到强的发展过程。随着安徽省农业龙头企业的 发展壮大，越来越多的企业和人们认识到市场营销的重要意义，营销模式也在企业发 展壮大的过程中扮演着重要的角色。然而，市场环境是不断变化的，营销模式也应该 是不断创新的。 本文首先对已有的国内外研究成果进行总结评述；然后对文章涉及到的农业龙头 企业的概念进行界定，充分了解概念内涵，并对农业龙头企业在国家级、省级、市级、 县级的认定标准进行逐一总结；随后，简单总结了代表性市场营销理论及其发展以及 营销模式创新理论；接着对安徽省农业龙头企业的营销模式现状及其经营环境进行了 PEST分析；然后着重探讨了安徽省农业龙头企业营销模式创新的路径与对策；最后， 结合合肥丰乐种业股份有限公司的营销模式创新案例，对安徽省农业龙头企业营销模 式创新提出一些启示和建议。 关键词: 农业龙头企业，营销模式，创新，路径 I Abstract Under the support of national policies for supporting agriculture and the big background of the development of modern agriculture industrialization, agricultural leading enterprises in Anhui province has experienced from nothing, since the childhood, from weak to strong development process.With the development of agricultural leading enterprises in Anhui province, more and more enterprises and people realize the importance of marketing, and marketing model in the process of enterprise development also plays an important role. However, the market environment is constantly changing, so marketingmodelshouldalso beconstantinnovation. This article first to summarize the existing research results at domestic and overseas; Then define the concept of agricultural leading enterprises which the article involves and fully understand the connotation of the concept , then summarizes the cognizance of the standards which the agricultural leading enterprises in the national, the provincial, the municipal and the county level one by one ; Follows, briefly summarizes the representative theory of marketing and its development and marketing model innovation theory ; And then analysis the current situation of the marketing model of agricultural leading enterprises inAnhui province and its operating environm