市场与产品分析

确定和调查市场
ห้องสมุดไป่ตู้
Identifying and examining
markets
调查市场体制
Examining the marketing
system
分析制约因素和机遇 Identifying
constraints and opportunities
核算市场费用
Calculating marketing costs
distributors
保管 Storage 加工者 Processors 零售商 Retailers 消费者Consumers
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Feedlots
Sausages, canned meats etc
Carcasses or primary cuts
Sell to feedlot as frame cattle -
在市场体系中有很多不同层次的分配渠道
There are many different levels and distribution channels in the marketing system
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简化的市场体系模式
Simplified Marketing System Model
Producers 生产者
3
市场体系
The Marketing System
什么是市场体系
What is the marketing system?
4
销售的目的是什么？
What is the goal of marketing?
调查消费者需求
Finding out what the consumer wants
向消费者提供盈利产品
Wholesalers, Handlers, Processors, Transporters, Storage
批发商，装卸工，加工者。运输者，保管者
Retailers 零售商
Consumers 消费者
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什么是市场体系？
What is the marketing system?
农业产品经常有很多不同的市场（各种类型的购 买者）
There are usually many different markets (types of buyers) for agricultural products
为获得成功，明确以下几点是很必要的
To be successful, it is necessary to identify
在市场体系内的不同的市场和各自市场的需求
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不同层次的市场体系
The different levels of the marketing system
在市场链里有许多不同的市场和层次
There are many different markets and levels in the marketing chain
生产者 Producers 装卸工和包装工 Handlers and packagers 运输者 Transporters 经销商，批发商和分配者 Traders, wholesalers and
意确定）
Beef Farmer 养肉牛农民
Product options 产品任选
Marketing options 市场任选
Dragon Head Co. 龙头公司
Product options 产品任选
Marketing options
市场任选
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Products & Markets – Small
consumer
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End Markets最终市场
Individuals and households 个体和农户
Organizations 组织
factories, restaurants 组织、饭店
Intermediate customers中间消费者
wholesale traders, retail outlets, agents, brokers, traders, processors批发商、零售、代理、中间人、贸 易商、农产品加工者
Government 政府
Schools, hospitals, military 学校、医院、军队
Foreign market外国市场
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Product and Markets for your beef
你肉牛的产品和市场(participants identify options)（学员任
Supplying the consumer at a profit
5
什么是市场体系？
What is the marketing system?
所谓的市场体系是指如何将生产者的产品 送到消费者的手里
The marketing system is how goods get from the producer to the end consumer
the different markets within the marketing system and what each market wants
不同的市场体系的份额是如何相互影响
how the different parts of the marketing system interact with each other
Why do we need to understand the marketing system?
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内容
Contents
2市场分析 Market Analysis
长远展望和策略 Long-term outlook and strategy
方法 Methodologies
引导市场分析 Conducting a market assessment
市场和产品分析
The Market Assessment 罗宾 达西 农业经济学家 加拿大国际开发暑基本生活改善项目
Robin Darcy, Deb Rasmussen, Agriteam Canada
1
内容
Contents
1 市场体系 The Marketing System
什么是市场体系？ What is the marketing system? 为什么我们需要掌握市场体系？