社会环境使得市场竞争程度不断地加大，企业经营和营销策略都 需要针对当前的市场竞争环境作出适应性调整。近些年来，我国经济 已进入新常态， 在这个经济全球化、市场环境多变的情况下企业想要 在激烈的竞争环境中谋求更加长远稳定地发展，需要随着市场环境进 行同步的转型升级并制定相应的营销策略。正确的营销 策略有助于企 业进一步扩大自身的竞争优势。 本文对寒地江禾大米的营销策略进行了深入的研究与探讨。首先 通过文献分析法。查阅品牌营销、稻米营销等相关的文献，了解营 销 及顾客满意的相关理论，并对文献的研究内容进行总结和归纳，从而 更好地找寻找营销策略优化研究的分析思路。之后运用问卷调查法， 通过大米市场调查问卷了解消费者对 于稻米各方面的偏好及期望情 况，根据收集的稻米问卷的相关数据，对数据进行整理和研究，探寻 其中存在的问题。最后提出相应的营销策略优化措施。 经研究，本文发现寒地 江禾大米存在以下几个问题需要改进。第 一，寒地江禾大米的口感不能满足所有顾客要求。消费者的喜好不同， 有些消费者喜欢用大米蒸饭，有些消费者喜欢用大米煲粥，顾客 采用 不同的做法食用寒地江禾大米时，对于口感的要求不同，寒地江禾大 米不能满足顾客在口感上的多方面要求。第二，寒地江禾大米的产品 Ⅱ 组合单一。寒地江禾大米有两 种产品组合方式，一种是有机米，一种 是普通种植绿色大米。消费者在购买时只能品尝到一种产品，这降低 了消费者对于产品组合的满意度。第三，寒地江禾大米包装规格种类 少。顾客购买需求不同，往往需要多种包装规格的大米，寒地江禾仅 有两种规格包装不能满足众多消费者的需求。第四，寒地江禾大米的 销售渠道有限。寒地江禾大米目前的销 售渠道是微信和当地自营点， 仅有的两种销售渠道导致顾客购买不便。第五，消费者对于寒地江禾 品牌十分陌生，显然是宣传力度不够。第六，寒地江禾大米产自黑龙 江省寒地 黑土，种植过程严格，培育成本高，使得价格高于市面上一 般的大米，价格偏高导致消费者的购买意愿降低，从而使销量不理想。 对此，提出如下解决措施：一、指导农户培养 多种稻米品种。针 对顾客对于稻米口感的要求，指导农户培育多种水稻品种，满足消费 者对于口感上的要求。二、创建多种产品组合。在原有的产品组合上， 增加多种不同种类 的产品组合，让顾客品尝到不同类别的大米。三、 增加多种产品规格包装。让顾客根据需求能够购买到不同规格包装的 大米。四、增加销售渠道。入驻各地超市、粮油店等实体 店进行售卖， 并完善线上销售渠道，让更多的顾客能够品尝到寒地江禾大米。五、 加大宣传力度。采用多种方式宣传寒地江禾大米品牌，让更多的消费 者了解寒地江禾品牌。六 、增加促销活动。采用多种促销活动，变相 降低价格，提升顾客的购买意愿。 关键词：品牌营销；营销策略；稻米营销 Ⅲ RESEARCHONMARKETINGSTRATEGY OPTIMIZATIONOFHDJHRICE ABSTRACT Thesocialenvironmentmakesthedegreeofmarketcompetitioncontinuously increase,sotheenterprise'smanagementandmarketingstrategyneedtomake adaptiveadjustmentaccordingtothecurrentmarketcompetitionenvironment.In recentyears,China'seconomyhasenteredanewnormal.Inthissituationofeconomic globalizationandchangeablemarketenvironment,enterprisesneedtocarryout synchronoustransformationandupgradingalongwiththemarketenvironmentand formulatecorrespondingmarketingstrategiesiftheywanttoseekmorelong-termand stabledevelopmentinthefiercecompetitiveenvironment.Thecorrectmarketing strategyishelpfulforenterprisestofurtherexpandtheirowncompetitiveadvantage. Thisarticlemakesanin-depthstudyanddiscussiononthemarketingstrategyof HDJHrice.Firstly,literatureanalysiswasadopted.Consultliteratureonbrand marketing,ricemarketing,etc.,understandtherelevanttheoriesofmarketingand customersatisfaction,andsummarizetheresearchcontentsoftheliterature,soasto betterfindtheanalysisideasofmarketingstrategyoptimizationresearch.Thenuse thequestionnairesurveymethodtounderstandconsumers'preferencesand expectationsforvariousaspectsofricethroughthericemarketsurveyquestionnaire. Basedonthecollecteddataofthericequestionnaire,thedataaresortedand researchedtoexploretheproblems.Finally,thecorrespondingmarketingstrategy optimizationmeasuresareproposed. Afterresearch,thispaperfindsthatfollowingproblemsexistintheHDJHrice andneedtobeimproved.First,thetasteofHDJHricecannotmeettherequirements Ⅳ ofallcustomers.Consumers'preferencesaredifferent.Someconsumersliketosteam ricewithrice,andsomeconsumersprefertousericeforporridge.Whencustomers useHDJHriceindifferentways,theyhavedifferentrequirementsfortaste. Customershavevariousrequirementsontaste.Secondly,theproductportfolioof HDJHRiceissingle.ThereareonlytwoproductcombinationsofHDJHrice,oneis organicrice,andtheotherisordinarygreenrice.Consumerscanonlytasteone productatthetimeofpurchase,whichreducesconsumersatisfactionwiththeproduct portfolio.Third,therearefewtypesofricepackagingspecificationsintheHDJH. Customershavedifferentpurchaseneedsandoftenrequirericewithmultiple packagingspecifications.TheonlytwospecificationsofHDJHricecannotmeetthe needsofmanyconsumers.Fourth,thesaleschannelsofHDJHricearelimited.The currentsaleschannelsofHDJHriceareWeChatandlocalself-operatedoutlets.The onlytwosaleschannelshavecausedinconveniencetocustomers.Fifth,consumers areveryunfamiliarwiththeHDJHbrand,andobviouslytheyarenotdoingenough publicity.Sixth,HDJHriceisproducedinthecoldblacksoilofHeilongjiang Province.Theplantingprocessisstrictandthecostofcultivationishigh,which makesthepricehigherthantheaveragericeonthemarket.Thehigherpricecauses consumerstoreducetheirwillingnesstobuy,whichmakessalesunsatisfactory. Inthisregard,thefollowingsolutionsareproposed:1.Instructfarmerstocultivate multiplericevarieties.Accordingtocustomers'requirementsforricetexture,guide farmerstocultivateavarietyofricevarietiestomeetconsumers'tasterequirements. 2.Createmultipleproductportfolios.Ontheoriginalproductmix,avarietyofdifferent productcombinationswereaddedtoallowcustomerstotastedifferenttypesofrice. 3.Addavarietyofproductspecificationsandpackaging.Allowcustomerstopurchase riceindifferentspecificationsaccordingtotheirneeds.4.Increasesaleschannels. Settleinphysicalstoressuchassupermarkets,grainandoilstoresinvariousplacesto sell,andimproveonlinesaleschannels,sothatmorecustomerscantastetheHDJH rice.5.Increasepublicity.AdoptingvariousmethodstopromotetheHDJHricebrand, sothatmoreconsumerscanunderstandtheHDJHbrand.6.Increasethepromotional Ⅴ activities.Adoptavarietyofpromotionalactivitiestoreducepricesindisguiseand increasecustomerwillingnesstobuy. YouYazhu(BusinessAdministration) SupervisedbyLiuDongsheng KEYWORDS：Brandmarketing,Marketingstrategy,Ricemarketing 目录 摘 要Ⅰ ABSTRACT....................Ⅲ 1绪论1 1.1研究背景................1 1.2研究目的与意义....1 1.3研究思路和方法....2 1.3.1研究方法.....2 1.3.2研究思路.....2 2相关理论及文献综述...4 2.1品牌营销................4 2.1.1品牌营销的定义........................4 2.1.2品牌营销的特点........................4 2.2营销策 略................4 2.2.1营销策略的定义........................4 2.2.2营销策略的特点........................5 2.3顾客满意理论........5 2.3.1顾客满意思想的产 生与发展....5 2.3.2顾客满意的定义........................6 2.3.3顾客满意的特性........................8 2.4稻米营销................9 2.4.1稻米营销问 题.............................9 2.4.2大米品牌与消费者购买关系...10 2.4.3大米品牌建设研究...................11 3寒地江禾大米营销现状分 析....................12 3.1寒地江禾大米营销概况.....................12 3.1.1寒地江禾大米的销售情况......12 3.1.2寒地江禾大米的营销模式......13 3.1.3寒地江禾 大米的营销渠道......14 3.2主流稻米品牌营销概况.....................15 3.3寒地江禾大米营销问题及成因.........16 3.3.1顾客定位不准确......................16 3.3.2销售渠道单一..........................16 3.3.3产品组合欠缺..........................17 3.3.4品牌传播渠道单一..................17 3.3.5定价调整...18 3.3.6口感有待提升..........................19 3.3.7稻米包装存在不足..................19 4寒地江禾大米消费者调查........................20 4.1大米消费者调查研 究思路.................20 4.2大米消费者调查问卷设计.................20 4.3消费者调查数据分析.........................20 4.3.1性别分布...21 4.3.2年龄分布...21 4.3.3月收入情况..............................22 4.3.4家庭人口数..............................22 4.3.5家庭大米消费金额..................23 4.4消费者偏好分 析..23 4.4.1饮食偏好...23 4.4.2