摘要
摘要
农业作为基础性产业，在我国国民经济中一直处于不可撼动的地位。国家
出台的各种政策，给予现代农业新的赋能，也涌现了一大批优秀的农业相关企
业。F公司，作为一家致力于提供农业技术产品的企业，虽然取得一定的发展，
但是在产品营销上仍存在不少问题，管理有待提升，营销策略有待优化。
本文基于服务营销的理论，以 7Ps理论为基础，全方位分析了F公司的营
销现状，结合该公司的现状，针对性地提出了优化方案。本文采用了PESTLE、
SWOT、波特五力模型分析方法对 F公司的内外部营销环境进行了分析，确定
了该公司的自身优劣势、市场情况和面临的市场竞争态势。通过解析 F公司营
销现状，运用服务质量差距模型（ 5GAPs）对该公司服务质量进行了科学评估，
发现该公司营销策略问题的核心在于过程管理缺失，人员培训、招聘、激励措
施不健全，有形展示策略缺乏。同时，该公司还存在定价策略混乱、促销手段
单一、营销保障不健全的问题。并对问题根源进行了分析。最后，本文以7Ps
理论为基础，对该公司营销策略进行了逐个优化，提出 F公司应基于“安全边
界”的过程管理体系和 5S现场管理制度+统一视觉样式设计的有形展示策略，
以加强员工管理、技能培训和加大员工激励及开展员工创新活动为核心，开展
包括但不限于建立展示温室，宣传材料制作，改善定价策略等系列优化。同时，
在营销过程中，着重加强内部各单元的协作，公司管理层及各部门或外部合作
单位应当加强技术保障、法律保障、财务保障，以确保营销活动的顺利进行。
本研究，为 F公司的下一步发展决策提供了重要参考，且为该公司带来了
实际经济效益。同时，也能为行业内相同产品的营销提供更具体案例，为未来
相关领域的研究提供参考，从而间接促进农业技术服务行业的发展。
关键词：市场营销策略；优化；农业技术服务产品
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Abstract
Abstract
Agriculture has always beenin an unshakable position in China’snational
economy. Various policies issued by the state have given new empowerment to
modern agriculture, and a large number of excellent agricultural-related enterprises
have also emerged. Company F, an enterprise dedicated to providing agricultural
technology products, has developed rapidly, but there are still problems in marketing
strategies that need to be improved and optimized.
Based on the service marketing theory and the 7Ps theory, this research analyzes
the marketing status of F company in an all-around way and raised a corresponding
optimization plan. This article uses PESTLE, SWOT, and Porter's five forces model
analysis method toanalyze the internal andexternal marketing environment of
Company F,anddetermines thecompany’s strengthsand weaknesses,market
conditions and market competition situation. By analyzing the marketing status of F
company, using the servicequality gap model (5GAPs)to conduct a scientific
evaluation of the company's service quality, it is found that the core of the company's
marketing strategy problems liesin the lack of process management,personnel
training, recruitment, incentives are not perfect, and physical evidence is lacking. At
the same time, the company still has the problems of a chaotic pricing strategy, single
promotion method, and insufficient marketing support. The root cause of problems is
also analyzed. Finally, based on the 7Ps theory, this paper optimizes the company's
marketing strategies one by one, and proposes that F company should focus on a
process management strategy, namely "safety boundary". And implement the physical
evidencestrategy contains5S sitemanagementsystem, unifiedVIdesign to
strengthen the staff Management, skills training, increasing employee incentives and
carrying out employee innovation activities are the core, including but not limited to
establishing a display greenhouse, making promotional materials, improving pricing
strategies, etc.collaboration ofinternal units. Managementboards andvarious
departments or external cooperation units should provide relevant technical support,
legal support, and financial support to ensure the smooth progress of marketing
activities.
II
Abstract
The above studies proposed an excellent action plan for the company's next
development stage and may bring actual benefits to the company. At the same time, it
can also provide a specific case for the marketing of the same products in the industry,
and provideexamplesfor futureresearchin relatedfields, therebyindirectly
promoting the development of the agricultural technology service industry.
Keywords:marketing strategy;optimization; agriculturaltechnicalservice
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