深圳是人口多元化的“移民城市”，大米、面粉是深圳市民两大主食消费品种，其中 大米约占 60%以上。受深圳人口特征影响，大米消费也呈现出多元化的态势，油粘米、 泰国香米、东北大米等都是深圳市民普遍选择的主食。随着经济的飞速发展，人民生活 水平大幅度提高，人均主食摄入量在逐步下降。与此同时，随着人们营养和保健意识的 不断增强，优质大米的消费需求将会持续增长，其市场前景广阔。 大米市场的宏观环境也已经由卖方市场悄然转入买方市场，业界正毫无准备的进入 一个洗牌阶段，竞争格局正在形成。此时，谁能做好定位，谁就能抓住商机，因此大米 的营销策划已经成为抢占市场的热点。 泰国、日本是全球主要的高端大米出口国，近年来泰国、日本两国注重加强大米的 品牌宣传，逐步在中国市场打开了高端大米的市场。在深圳市场，泰国大米和日本大米 均有良好的市场反响，市场价格是国内普通大米的几倍甚至几十倍。近年来，东北地区 依靠农业科技进步逐步提高大米的产量和质量，优质东北大米品质、口感等方面都有了 较大提升，不亚于甚至优于泰国、日本的优质大米，但受制于营销策略的滞后，尚未能 在国内高端大米市场中树立发展优势。 本文将对高端大米的市场现状进行研究，根据 SL 集团东北大米的特殊属性，研究 该商品的营销理念、营销方式和预期营销结果，并借鉴国外同类商品成熟的营销理念和 经验，为优质、有机东北大米开拓市场提出营销优化方案，探索东北大米的营销策略， 以帮助相关企业突破营销瓶颈，做强品牌，占领高端大米市场。 关键字，东北大米；营销策略；市场营销II Abstract Shenzhen is a city of migrants with diverse population, where rice and flavor are the two main consumption breed, of which rice accounting for more than 60%. Affected by the feature of the population, the consumption of rice shows a diverse trend. Southern Rice, Jasmine Rice together with Northeast Rice are the main choice of Shenzhen citizens. With the rapid development of economy, people’s living standard has been improving dramatically, while the intake of main staple have been decreasing consequently. On the meanwhile, consumer’s demand on rice of high quality will grow steadily as their ever-strengthening awareness of nutrition and health care, thus it’s a market with broad prospects. Looking from the macroscopic prospect, the rice market has changed from seller’s market to buyer’s market. And the rice industry is confronting with a reshuffle period without any preparation and competitive situation thus formed. At this very moment, companies who have clear and correct market positionings will seize the business opportunity. Hence, the market planing for rice has been the core to grab the market. Thailand and Japan are the main exporting countries of high quality rice, and they open China’s high-end rice market gradually as they strengthen the promotion of rice brands. In Shenzhen market, rice from Thailand and Japan enjoys excellent market response, the price of which reaches several times or even dozens of times of domestic rice price. During recent years, the quality and taste of China’s Northeast Rice has been improved dramatically as the advance of agricultural technology in the region, which can compete with or even beat high quality rice of Thailand and Japan. However, it hasn’t build any development superority due to it’s poor marketing strategy. This thesis will research the market status of high-end rice, and the marketing concept, tactics as well as expected marketing result of SL Group’s Northeast Rice due to its special attributes. Furthermore, the thesis will offer optimized marketing plans for the premium and organic Northeastern Rice to expand markets, and explore marketing strategies for high-end Northeast Rice by learning lessons from mature marketing concept and experience of similar commodities abroad, so as to help the companies to overcome marketing bottlenecks to strengthen their brands and grab the high-end rice market. Key words: Northeast Rice; Marketing Strategy; MarketingIII 目 录 摘要...........................................................................................................................................I Abstract .................................................................................................................................... II 目 录..................................................................................................................................... III 第一章 绪论..............................................................................................................................1 1.1 研究背景..................................................................................................................... 1 1.2 选题意义..................................................................................................................... 3 1.3 文献综述..................................................................................................................... 3 1.3.1 国外研究现状.................................................................................................. 3 1.3.2 国内研究现状.................................................................................................. 4 1.4 研究思路与方法......................................................................................................... 6 第二章 SL 集团东北大米营销现状........................................................................................9 2.1 公司概况..................................................................................................................... 9 2.2 营销现状..................................................................................................................... 9 2.2.1 营销战略及定位.............................................................................................. 9 2.2.2 产品及价格分析............................................................................................ 10 2.2.3 营销渠道分析................................................................................................ 11 2.2.4 促销策略分析................................................................................................ 12 2.2.5 营销团队分析................................................................................................ 12 2.3 SL 集团东北大米营销存在的问题分析 .................................................................. 12 2.3.1 营销的市场策略问题.................................................................................... 12 2.3.2 营销团队存在的问题.................................................................................... 16 2.4 本章小结................................................................................................................... 17 第三章 SL 集团东北大米营销环境分析..............................................................................19 3.1 外部环境分析........................................................................................................... 19 3.1.1 宏观环境分析................................................................................................ 19 3.1.2 行业环境分析................................................................................................ 25 3.1.3 消费者行为分析............................................................................................ 31 3.2 内部环境分析........................................................................................................... 36IV 3.2.1 资源条件分析................................................................................................ 36 3.2.2 营销能力分析................................................................................................ 37 3.3 SWOT 分析................................................................................................................ 37 3.3.1 优势................................................................................................................ 38 3.3.2 劣势................................................................................................................ 39 3.3.3 机会................................................................................................................ 40 3.3