在改革开放的春风吹拂下，国家的农业发展到达一个新的台阶。当前，农产品种 类不断推新，在保证农产品质量的情况下，年产量也在稳步上升，为农产品的供给端 提供源源不竭的产出。作为华中地区的重点农产品生产企业，A生态农业科技公司在 农业发展之初就成为湖北省柑橘、淡水鱼优势产业发展起来的农业产业化国家重点龙 头企业、国家高新技术企业。近年来，企业围绕“一二三产业”融合的发展思路，充 分借助高校和科研院所的科技力量，立足本地柑橘和淡水鱼两大产业，依托科技和市 场两大平台，力求实现“树百年品牌、创百亿产值”两大目标，带动宜昌柑橘产业和 淡水鱼产业大发展。 在日趋激烈严峻的市场竞争下，为保持产品竞争力和利润的不断增长，A生态农 业科技公司应根据市场变化及时调整销售策略，制定切实有效的营销方案。从当前农 产品的市场需求和行业现状来看，A生态农业科技公司在销售环节存在资金投入量 小，缺乏有效的营销途径、产品定位混乱、未形成品牌效应等一系列问题。本文基于 市场营销学的相关理论知识，试图从A生态农业科技公司的营销现状深入分析，并提 供一些可行建议: （1）基于SWOT模型，分析公司现今发展所面对的机会与长处、弱点及有危害的方面。 （2）把市场运营销售的理念指导作为开始的引导依据，建立起以品牌建设为基础、 产品组合销售为主要方式、价格取胜为策略和加强渠道建设的四位一体营销策略组合 方案。 （3）利用模糊式整体策划的方法设立当前公司的最佳营销策略。 通过分析，A生态农业科技公司现阶段应大力践行产品组合策略，通过加大高端 产品的研发生产力度，全力打入高端农产品市场；注重公司系列农产品品质提升，丰 富以淡水鱼产品、柑橘产品为代表的农产品体系。同时还需要关注的是，利用闲余资 金加强产品的品牌建设并在产品销售渠道等发面的加大资金投入。 关键词:生态农业；农产品营销；策略 三峡大学硕士学位论文 III Abstract TheagriculturaldevelopmentinChinahasreachedanewstageintheprocessofthe reformandopeningup.Atpresent,thetypesofagriculturalproductsareconstantlybeing updated,andtheannualoutputissteadilyincreasingwhileensuringthequalityof agriculturalproducts.Thiscanprovideendlessoutputforthesupplysideofagricultural products.AsakeyagriculturalproductmanufacturingenterpriseinCentralChina,A Eco-AgriculturalScienceandTechnologyCompanyhasbecomeanationalkeyleading enterpriseandanationalhigh-techenterpriseintheindustrializationofagriculturein HubeiProvincewherethecitrusandfreshwaterfishindustrieshavedeveloped.Inrecent years,enterpriseshavefocusedonthedevelopmentoftheintegrationof"one,two,and threeindustries".Theyfullyleveragethescientificandtechnologicalstrengthof universitiesandresearchinstitutes,basedonthetwomajorindustriesoflocalcitrusand freshwaterfish,andrelyingontwoplatformsoftechnologyandmarket,andstriveto achievethegoal--"buildacentury-oldbrandandcreate10billionoutputvalue”to promotethedevelopmentofthecitrusindustryandfreshwaterfishindustryinYichang. Undertheincreasinglyfierceandseveremarketcompetition，inordertomaintainthe competitivenessofproductsandthecontinuousgrowthofprofits,AEco-Agricultural TechnologyCompanyshouldtimelyadjustitssalesstrategyaccordingtomarketchanges andformulateeffectivemarketingplans.Judgingfromthecurrentmarketdemandfor agriculturalproductsandthecurrentstatusoftheindustry,Aeco-agriculturaltechnology companyhasaseriesofproblemssuchassmallinvestmentinsales,lackofeffective marketingchannels,confusioninproductpositioning,andlackofbrandeffect.Basedon therelevanttheoreticalknowledgeofmarketing,thispaperattemptstodeeplyanalyzethe marketingstatusofAeco-agriculturaltechnologycompanyandprovidesomefeasible suggestions: (1)BasedontheSWOTmodel,analyzetheopportunities,strengths,weaknessesand harmfulaspectsoftheGroup'scurrentdevelopment. (2)Takingtheconceptandguidanceofmarketoperationandsalesasthestarting basis,makeafour-in-onemarketingstrategycombinationplanbasedonbrandbuilding, productcombinationsalesasthemainmethod,pricewinningstrategyandstrengthening channelconstruction. (3)Usethemethodoffuzzyoverallplanningtoestablishthebestmarketingstrategy 三峡大学硕士学位论文 IV ofthecurrentcompany. Throughtheanalysis,Aeco-agriculturaltechnologycompanyshouldvigorously implementtheproductportfoliostrategyatthisstage,byincreasingtheresearchand developmentproductivityofhigh-endproducts,andstrivetoenterthehigh-endagricultural productmarket,andpayattentiontothequalityimprovementofthecompany'sseriesof agriculturalproductsandenrichtherepresentativeagriculturalproductsystem.Atthesame time,weshouldalsopayattentiontotheuseofsparefundstostrengthenproductbrand buildingandincreaseinvestmentinproductsaleschannels. Keywords:ecologicalagricultureagriculturalproductmarketingstrategy 三峡大学硕士学位论文 V 目录 1绪论..................................................................................................................1 1.1研究背景及意义...................................................................................1 1.1.1研究背景.......................................................................................1 1.1.2研究意义.......................................................................................2 1.2国内外研究现状...................................................................................2 1.2.1国外研究现状...............................................................................2 1.2.2国内研究现状...............................................................................4 1.2.3研究现状小结...............................................................................5 1.3研究思路和研究内容...........................................................................5 1.3.1研究思路.......................................................................................5 1.3.2研究内容.......................................................................................6 1.4研究方法和技术路线...........................................................................7 1.4.1研究方法.......................................................................................7 1.4.2技术路线.......................................................................................7 2农产品营销策略的相关理论.........................................................................8 2.1农产品营销的相关概念.......................................................................8 2.1.1产品营销的相关概念...................................................................8 2.1.2农产品营销的相关概念...............................................................9 2.2产品营销策略的相关理论.................................................................11 2.2.14PS营销组合策略理论.............................................................11 2.2.24C营销策略理论.......................................................................13 2.2.3SWOT分析...................................................................................13 2.3农产品营销策略的特点分析.............................................................14 2.3.1农产品营销意义.........................................................................14 2.3.2农产品营销的市场特点.............................................................15 2.3.3农产品营销的目标.....................................................................18 3A生态农业科技公司农产品营销现状分析...............................................18 3.1A生态农业科技公司的营销环境.....................................................18 三峡大学硕士学位论文 VI 3.1.1A生态农业科技公司的营销内部环境.....................................18 3.1.2A生态农业科技公司的营销外部环境.....................................18 3.2A生态农业科技公司SWOT分析.......................................................20 3.2.1优势.............................................................................................20 3.2.2劣势.............................................................................................21 3.2.3机会.............................................................................................23 3.2.4威胁.............................................................................................24 3.3A生态农业科技公司的营销现状分析.............................................25 3.3.1A生态农业科技公司的生产经营现状.....................................25 3.3.2A生态农业科技公司的营销