农业产业化组织的营销策略分析-外文翻译

外文翻译原文Title:Agricultural Industrialization Organization of Marketing Strategy AnalysisMaterial source:2010 International Conference on Industry Engineering and Management Author:Zhao Yanhong, Ren Aihua Abstraet:Agricultural industrialization is the development direction of world agriculture, it is also the main form of the agricultural operation in developed countries. Vigorously develop the industrialization of agriculture is to enhance the competitiveness of China’s agricultu re is an effective means of marketing innovation in agriculture. It is related to the industrialization of agriculture an important factor in business success. In this paper, product, place, promotion, three organizations, the face of the industrialization of agriculture marketing innovation of the corresponding development proposals.Keywords:Product;Channel Innovation;Promotion1 IntroductionAlthough China has already established a number of agricultural industrialization organization, but very few successful cases, reason, the product can not sell that influence their development, an important factor. At present the industrialization of agriculture organizations in product development, sales channels and marketing methods. There are many ways to solve urgent problems, we can say, marketing has become a bottleneck restricting development of the organization. In this Paper, the development of marketing concept, mainly based on the content of the theory of 4P, from development to meet consumer demand for products. Innovation in the channel, flexible use of marketing mix and so the organization seeking to promote the industrialization of agriculture marketing of innovative measures.2 Development of Products to Meet Consumer Demand4C theory holds that companies should give top priority to the pursuit of customer satisfaction, then theagricultural industry of the organization must first develop a customer satisfaction products. Marketing believes that demand for theproduct is a multi-level, product whole concept should include three aspects, the core product, the form of products and additional products.2.1 Core products-for leading productThe provision of basic utility to consumers and interests of answering the question”what the buyer really buying?” Fundamentally speaking, every product are made to solve a specific problem exists. If buying cosmetics is to buy a beautiful, buying drugs in order to get healthy and so on; then the consumer to purchase farm products for what is ultimately, this depends on what kind of consumers to a specific purchase of agricultural products, such as the purchase of rice, vegetables, fruit, and that is to eat, buy flowers may be in order to watch or clean the air. From this perspective, the industrialization of agriculture products to meet the organization must first examine to what extent the fundamental interests of consumers. An agricuitural industrialization and other organizations. As there may be product portfolio, then in each product line, we must find their own core product project, which is to provide consumers with the basic effectiveness of the productthe best kind of product.2.2 The form of products--the appropriate presentation of the core ofIs the core interests to be reflected through the necessary forms, such as product quality level, features, style, brand names and packaging, there is no appropriate form, the product’s core interests can not be perceived by consumers, the form of enterprises to enter the market when the product is demonstrated by the appearance. reflecting the level of product quality, attractive strength.But no matter what, or what additional means of marketing, to product marketing to achieve victory in the final product excellent product quality can not be separated. Specific to the industrialization of agriculture organizations must establish a quality is the lifeline of the first concept. both to let the farmers income, another long-term security, we must establish their own quality system. Furthermore, it should gradually develop their own brands. pay attention to packaging. With the improvement of living standards, agricultural consumption has gradually tilted to the quality and brand name. Brand-name products for expanding sales, improve value, added products have played all important role. Therefore, the industrialization of agriculture is necessary to strengthen guidance and management of the organization to enable enterprises to fuIly understand the brand is the urgent need for development of market economy, through the development of a series of preferential policies and measures for agricultural products brand to give active support toenable enterprises to take the initiative in agriculture,road brand. With the brand, we will still focus on brand protection, to prevent unauthorized use and counterfeiting of the brand. leading to uneven quality of the products on the market, reducing product reputation situation.The product packaging can also enhance product added value.Agricultural products, like other products,the need for beRer packaging to reflect their own personality and differences in order to attract broad consumer groups. Similar differentiation of agricultural products and other consumer goods should not have come so intuitive and strong, so we should, through packaging to highlight its own characteristics, so that consumer awareness and recognition, until the formation of loyal shoppers. 1ndustrial management of agriculture solves this problem, which requires the lead by leading enterprises will be the brand and product packaging. trademarks, labels and leading enterprises of the visual image of the organic combination of. To agricultural production, processing, marketing integration, the implementation of industrial operations.2.3 Additional products-to meet the specific needs of consumers in-depthCustomers to buy a tangible product is obtained when all the additional services and benefits. Including the provision of credit, flee delivery, quality assurance, installation, pre-sales, post-sales, services, advertising and so on. American scholar Theodore, Levitt pointed out: The new competition is not occurring at all what the company’s factory products. but took place in what their products can provide additional benefits(such as packaging, service, advertising, customer advice, financing, delivery, warehousing, as well as with the other values of the form) above. The establishment of additional products basedon the level of the first two products. is to say, only the products meet the basic needs of the consumers only after we talk about a deeper level to meet consumer needs.Improve the added value of agricultural products,the development of creative agriculture. Green agriculture, a number of success stories for our reference. Creative production and marketing of agricultural products such as real-name system, that is, distribution of school approach to industrial production, in the creative packaging of agricultural products within and outside the identify the specific place of origin, producers and marketers at all levels, and marked the corresponding identity card number. Previously,consumers buy poor quality of agricultural products. fearing businessmen admit its fault and often submit to humiliation. Things were difierentnow, based on the above number marking ofagricultural products, consumers can be found on the purchased farm products from which place. Which base production, and even know that piece of property. Once such a quality problem, the relevant departments can be quickly traced and hold relevant personnel accountable.In addition, the search for the industrialization of agriculture culture of the organization demands.digging product features, improve the service concept can enhance the competitiveness of agricultural products.3 Innovation in the ChannelBecause China's rural specialized cooperative economic organizations is still at an early stage of development, showing a lack of ideological understanding, small-scale, economic strength is not strong, running mechanism is not perfect, less inter-organizational cooperation, the regional characteristics of small span. In the marketing channels that exist in the building of the main problems are"channels for too long, too many channels for participating members, the organization ofagricultural industrialization with low coercive force. no bargaining power, lack of capacity and other organizations access to information, to solve these problems. we must follow the high. efficiency,flatter and the principles of professional marketing channel innovation. Channel selection can be done in the followhag ways simultaneously.3.1 To open stores in various places to carry out chain managementAlso is the name of companies set up shops in various places, to a variety of preferential policies to encourage distributors at aillevels to ioin. For example, Henan Haoxiang Ni Jujube industry Limited started in 1999 to build its own sales network. first set up shop as the main direction of put all the stores from store to store their goods by the company decoration consolidated guidance. So far, ”Haoxiang Ni”stores across the country has reached l051,of which 90 are directly operated by the company, accounting for 40% of total sales. In addition to Qinghai. Tibet. the”Haoxiang Ni” has in the domestic capital cities and major prefecture. 1evel cities have established dealers, a prefecture-1evel cities have just one agent, no provincial agency. Dealers in the entire industry chain profit distribution of the most lucrative part of. Jujube deep processing production chain is only about l5% of the profits. Directly operated stores to be 25%.while the dealer's profit margin was between 30%-60%.Obviously, “Haoxiang Ni”wants to keep through the high, profit dealers.3.2 Directly to supermarkets, chain supplyThat is, the road through the indu strl’alization of agriculture to coordinate the community market.supermarket, so that the local characteristics of agricultural products, organic agricultural products into the supermarkets,the govemment putting up the stage for enterprises, farmers and members of the public may benefit both.Supermarkets and chain stores compared to traditional farmers market purchases a large amount of direct contact with consumers, improve the quality control system, as well as the advantages of comfortable shopping environment.In December 2008, the Ministry of Agriculture, the Ministry of Commerce iointly issued a”Aboutcarrying out of agricultural ultra-docking pilot notice”. In this respect. Jinan Municipal Govemment’s practice of great reference value. As early as May 2008, Jinan city government has begun to promote the agricultural super- -docking activities have been conducted, in accordance with”government guidance, enterprise main body,market operation. cooperation and mutual benefit”principle. the municipal bureau of agriculture,trade and services iointly organized, Jinan City, bases and some of the characteristics of the brand focus on the industrialization of agriculture leading enterprises, farmers cooperatives, and agricultural djstribufion centers and large supermarkets to participate．3.3 To encourage farmers to carry out direct marketingThat is to say, the farmers through their own direct marketing of human and material resources to agriculturel products sold in the surrounding area. This approach has sold to benefit the farmers more flexibilitY, as welI as advantages. Because farmers can sell in this region and surrounding area market conditions. sales of self-organizing. This helps in time of agricultural products sold in this region. and it helps people in surrounding areas to meet the needs of life. Furthermore, certain of its selling price is greater than the company’s purchase price, farmers receive higher benefits. However, sales in this way, small and unstable, so farmers need to learn some marketing skills, increase market awareness.In addition to these approaches, network marketing is also the current and future organization of agricultural industrialization can not be ignored as a sales channel.4 Flexible Use of Marketing MixPromotional tool is divided into four kinds, namely, personal selling, advert- -ising, sales promotion and public relations. These types of promotional tools for the consumer goods in descending order of relative importance of advertising, sales promotion, personal selling, public relations, the majority of agricultural productsare consumer goods. So the use of the most important advertising strategy.In the use of advertising strategy, the focus should pay attention to the choice of advertising media. You can run through the production of advertising films, etc., give full play to television, newspapers and other traditional media, visual, image and so on. so that agricultural products can expand brand awareness and enhance market competitiveness. In addition, through the integration of agriculture and site, related resources. higllligllt the supply and demand information dissemination, extensive holding an online business matching, and strengthen trade matching feature point to actively promote the realization of networks and exchange of information between mobile phone users,greatly to play online media and low cost, wide audience, without time constraints and other characteristics, making the dissemination of agricultural production and marketing of information even more quickly.Sales promotion of short, term effcct of more obvious, in the use of middlemen can be complemented by a number of significant holiday promotions to carry out, then it call expand the sales volume, but also the feelings of the promotion and intermediaries.When an enterprise of capital accumulation to a certain extent.the use of public relations is also critical. Such as discussed above, Henarl Haoxiang Ni Jujube Industry Co., Ltd., held every year, ”Jujube Cultural Festival”and organized an essay competition and photographic competitions, which greatly increased the reputation and visibility.5 ConelusionTo achieve the industrialization of agriculture organizations. marketing innova- -tion. First of all need to start from product selection, development of customer satisfaction with the products, but also pay attention to the entire coneept of agricultural products; second choice in the channel, according to the size of the organization as well as product characteristics. development of multi, kinds of sales channels; again to make flexible use of four kinds of promotional tools; Finally, the pricing strategy of agricultural products. you can choose the strategy scored high because of demand for agricultural products is inelastic commodity, the price is not high impact on their sales would be too significant.译文标题：农业产业化组织的营销策略分析资料来源：2010产业工程与管理国际研讨会作者：赵艳红、任艾华摘要：农业产业化是世界农业的发展方向，也是发达国家经营农业的主要方式。