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兰州新区农投集团圣女果多渠道营销策略探讨 (第2页) - 市场营销 - 无忧论文网
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兰州新区农投集团圣女果多渠道营销策略探讨

日期:2021年11月12日 编辑:ad201107111759308692 作者:无忧论文网 点击次数:645
论文价格:150元/篇 论文编号:lw202110251912382477 论文字数:28566 所属栏目:市场营销论文
论文地区:中国 论文语种:中文 论文用途:硕士毕业论文 Master Thesis
相关标签:市场营销论文
有很重要的作用,其最终目的都是为了为公司创造。但是,这两种评估方式的权重和它们是否适用“SMART 原则”都需要进行系统调整,以使个人和公司的利益达到统一,实现共赢。营销系统通过结构调整和人员优化,为公司的多渠道营销策略提供了内部营销的基础保证。

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第七章 结论与展望

本文以生鲜农产品圣女果为主要研究对象,充分运用文献分析法、案例研究法对兰州新区农投集团生鲜农产品营销策略进行研究。充分考虑到兰州新区农投集团在营销渠道的相关管理工作中存在一定问题,本文针对兰州新区农投集团营销渠道管理方式做了相关研究,得出该公司营销渠道管理工作上存在以下问题:

第一,兰州新区农投集团生鲜农产品营销中存在两个方面的问题,具体包括一是品牌影响力较低、网络营销模式模糊、营销渠道规模化程度低、营销渠道单一;其次,兰州新区农投集团生态农产品多渠道营销策略,具体包括代理渠道销售、直接销售、网络渠道销售,促进自身产品品质的提升、制定严格的生产标准、塑造生鲜农产品品牌、打造“互联网+特色农产品”渠道、充分利用活动实施产品促销策略。

第二,集团公司在渠道设计上存在问题,当前兰州新区农投集团产品营销渠道结构单一,公司领导未能意识到拓宽营销渠道意义的重要性,因此对兰州新区农投集团的产品市场营销工作造成了比较大的限制作用;渠道控制上的问题,目前兰州新区农投集团内部渠道成员中有思想、有能力的人数较少,并且缺乏一定的控制能力,导致公司在谈判过程中经常性处于被动地位,渠道整体控制能力较弱。

第三,集团公司应对现有的渠道管理策略做出改进。管理层应当根据当前公司的发展状况,选择更符合公司当下发展迫切所需的渠道管理策略。首先公司应通过扩大营销渠道的宽度,建立直销店和向下发展分销商来调整自己当前的营销渠道模型;此外,公司可以优化改进生鲜农产品的生产基地,用以确保自己的农产品数量供应充足。通过先进的物流配送技术,进一步提高兰州新区农投集团圣女果等生鲜农产品的物流配送效率。

第四,未能把合作与共赢的原则贯彻到底。这一原则是保持公司和渠道成员之间的良好关系,同时保证营销渠道稳定运行的必要条件。企业应在合作共赢的基本原则下选择符合自身实际发展所需的渠道成员伙伴,这样可以形成一种利益共享、风险均担的合作关系,有助于集团公司进一步发展。

参考文献(略)