摘要
随着我国经济进入高质量发展阶段，居民生活水平日益提高，在农产品生产
技术取得突破性进展和不平衡发展的背景下，生鲜农产品由原来生产力不足导致
的相对短缺变成现在的区域性过剩状态，在部分地区出现供过于求的滞销局面。
而初级生鲜农产品不易储存、物流损耗较大、产品季节性强、需求弹性小等特性，
如何制定有效的营销策略，借助乡村振兴的东风，促进生鲜农产品的销售，成为
当下迫切需要解决的问题。兴义鸿鑫农业公司作为国家农业产业化龙头企业，虽
然规模较大，但其营销策略和营销观念较为传统，在一定程度上影响了生鲜农产
品的最终销售。本文分析了鸿鑫公司生鲜业务营销的现状、问题及原因，在此分
析的基础上，运用 STP 营销战略理论，对鸿鑫公司生鲜农产品业务进行了目标市
场细分、目标市场选择、目标市场定位。然后，结合菲利普·科特勒最新营销 4.0
的相关观念，以 4P为基础，为鸿鑫公司的生鲜业务提出相应的营销策略优化改进
建议以及保障措施。
本文运用营销策略的相关理论，结合国内外对农产品营销的研究基础，通过
到鸿鑫农业公司的实地深入调研，掌握生鲜农产品难以促成销售的原因，针对性
的提出对策建议，解决困扰农业企业和农民最大的实际困难，即如何把生鲜农产
品变成商品，并希望利用兴义鸿鑫农业国家龙头企业的影响力，为贵州省其他农
业企业的营销策略提供有价值的借鉴。
关键词：生鲜农产品；4P；营销策略
III

Abstract
With the Chinese economy entering the stage of high-quality development,people's
living standards have been continuously improved.Under the background of
breakthrough progress and unbalanced development of agricultural production
technology, fresh agricultural products have changed from the relative shortage caused
by insufficient productivity to the current state of regional surplus, and there is a
unsalable situation of oversupply in some areas.Fresh agricultural products have the
characteristics of short preservation time, high logistics loss rate, strong seasonality and
small demand elasticity. How to formulate effective marketing strategies and promote
the sales of fresh agricultural products with the help of the east wind of Rural
Revitalization has become an urgent problem to be solved.As a leading enterprise of
national agricultural industrialization, Xingyi Hongxin agricultural company has a large
scale, but its marketing strategy and marketing concept are more traditional, which has
affected the final sales of fresh agricultural products to some extent.This paper analyzes
the current situation, problems and reasons of Hongxin's fresh business marketing.
Based on this analysis, firstly, it uses STP theory to subdivide the target market, select
the target market and locate the target market for Hongxin's fresh business. Then,
combined with the relevant theories of marketing 4.0 and based on 4P, this paper puts
forward corresponding marketing strategy optimization suggestions and safeguard
measures for the fresh business of Hongxin company.
Using the relevant theories of marketing strategy, combined with the research basis
of agricultural product marketing at home and abroad, through in-depth field
investigation in Hongxin agricultural company, this paper grasps the reasons why fresh
agricultural products are difficult to promote sales, puts forward targeted
countermeasures and suggestions, and solves the biggest practical difficulty perplexing
agricultural enterprises and farmers, that is, how to turn fresh agricultural products into
commodities,and hope to use the influence of Hongxin agricultural national leading
enterprises to provide valuable reference for the marketing strategies of other
agricultural enterprises in Guizhou Province.
Key words: Fresh agricultural products;4P;marketing strategy
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目录
摘要 .................................................................I
Abstract ............................................................II
1绪论................................................................1
1.1研究背景 ......................................................1
1.2国内外研究现状 ................................................2
1.2.1营销组合研究现状.........................................2
1.2.2农产品营销研究现状.......................................3
1.2.3国内外研究评述...........................................4
1.3研究意义 ......................................................5
1.3.1理论意义.................................................5
1.3.2实践意义.................................................5
1.4研究思路与方法 ................................................6
1.4.1研究思路.................................................6
1.4.2研究方法.................................................7
1.5研究创新点 ....................................................7
1.5.1研究视角的创新...........................................7
1.5.2研究内容的创新...........................................7
2理论基础............................................................8
2.1营销组合理论 ..................................................8
2.2农产品营销理论 ................................................9
3鸿鑫农业公司生鲜业务营销的现状、问题及原因.........................11
3.1兴义市鸿鑫农业公司概况 .......................................11
3.2鸿鑫农业生鲜业务营销现状 .....................................13
3.2.1产品规模化标准化，种类多质量好..........................13
3.2.2定价以高质高价为主......................................14
3.2.3销售主要通过直销门店线下渠道............................15
3.2.4主要以减价促销增加短期销量..............................16
3.3鸿鑫农业生鲜业务营销的问题 ...................................17
3.3.1农产品同质化现象严重，附加值低..........................17
3.3.2品牌认知度低，客户群体和产品受众有限....................17
3.3.3价格体系建设有待完善....................................18
3.3.4渠道不通畅，线上线下对接不成熟..........................18
3.3.5促销效果差，难以扩大市场................................19
V
。。。以下略