黑土凹黑大米糙誉神州解决方案.doc

PAGE 2009全国高校市场营销大赛 营销案例 题目： 黑土凹黑大米糙誉神州 ? 参赛学校： 天津电子信息职业技术学院 参赛选手： 周锐 徐鹤霓 葛利雪 指导教师： 赵亚翔 联系方式： 黑土凹黑大米糙誉神州 摘要 我国农业正在经历从传统农业向现代农业的转型，各种形式的农业产业化经营方兴未艾。在这个过程中，农业产业化经营主体的市场营销理念落后，市场营销能力低下。本参赛作品以“黑土凹”牌黑大米为例，对农产品的市场细分、目标市场选择、市场定位、营销组合策略的匹配、营销绩效评价、营销竞争战略等诸多方面进行了深入的思考、阐述及分析，对于探索中国特色的农产品营销模式具有实践上的指导意义。 关键词：农产品营销、农业产业化经营、市场定位、食补、营销组合 Heituao Brand of Black Rice Made a National Reputation for High Quality Abstract China’s agriculture is transforming from the traditional agriculture into modern one and various forms of industrializations of agriculture are in the ascendant. In this process, the main idea of industrialization of agriculture is behind the marketing and its marketing ability is in a lower standard. The paper takes Heituao brand of black rice made a national reputation for high quality licensing as an example and makes a analysis on agricultural products market segmentation, target market selection, market orientation, matching of marketing mix strategy, marketing performance evaluation, marketing strategy and many other aspects. The analysis is of guidance significance on exploration of the marketing mode of agricultural products with Chinese characteristics. Key Words: Marketing of agricultural products，Industrializations of agriculture，Positioning，Diet cures，Marketing functions mix 目录 摘要 TOC \o 1-2 \h \z \u HYPERLINK \l _Toc233188682 引言 PAGEREF _Toc233188682 \h 1 HYPERLINK \l _Toc233188683 第Ⅰ篇 STP策略 PAGEREF _Toc233188683 \h 1 HYPERLINK \l _Toc233188684 一、市场细分 PAGEREF _Toc233188684 \h 2 HYPERLINK \l _Toc233188685 二、目标市场 PAGEREF _Toc233188685 \h 2 HYPERLINK \l _Toc233188686 三、目标顾客的消费需求特征 PAGEREF _Toc233188686 \h 4 HYPERLINK \l _Toc233188687 四、市场定位 PAGEREF _Toc233188687 \h 4 HYPERLINK \l _Toc233188688 第Ⅱ篇 4P组合策略 PAGEREF _Toc