第林业企业市场营销PPT.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 ;2.2 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 ;The reasonable forestry products price is necessary for the healthy development of forestry and for the adjustment of supply and demand in the forestry products market! The variety of forestry products price could be showed by the following diagram:(价格种类) ;The factors which influence the price of forestry product: The variation of supply and demand (供求变动) b. The variation of the value in the forestry products (价值量变动) 劳动生产率提高→ 成本下降→价值量减少→价格下降 c. The variation of the value of currency (货币价值变动) 货币升值, 林产品价格下降; 反之, 价格上升.;3. Market investigation and mark