* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Research on Marketing Skills in Agriculture Processing Companies
Pricing strategies wikipedia , lookup
Digital marketing wikipedia , lookup
Perfect competition wikipedia , lookup
Food marketing wikipedia , lookup
Marketing research wikipedia , lookup
Viral marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
First-mover advantage wikipedia , lookup
Multi-level marketing wikipedia , lookup
Market penetration wikipedia , lookup
Direct marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Marketing plan wikipedia , lookup
Target audience wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Dumping (pricing policy) wikipedia , lookup
Street marketing wikipedia , lookup
Segmenting-targeting-positioning wikipedia , lookup
Multicultural marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Advertising campaign wikipedia , lookup
Sensory branding wikipedia , lookup
Target market wikipedia , lookup
Product planning wikipedia , lookup
Marketing channel wikipedia , lookup
Green marketing wikipedia , lookup
Research on Marketing Skills in Agriculture Processing Companies DONG HongPeng ,LV Jie School of Economics and Trade Shenyang Agricultural University , P.R.China, 110161 : Abstract The agricultural product processing is an eternal industry, is one of the focus of competition in the international market. To develop farming industrial as soon as possible and make it competitive subject in international and domestic markets, that is the problem that must be resolved in the transition from agricultural economy to industrial economy. In this paper, the author analyzes the issue of agricultural marketing by "Marketing theories" and puts forward the corresponding ideas. Key words Management innovation, marketing, target market, agricultural processing enterprises. : 1 Introduction The agricultural product processing industry is largest industries in the world. It is an eternal industry involving human clothing, food. It is also the focus of the international trade competition. The agricultural product processing industry is the largest export product of the United States, France, the Netherlands, Germany, Belgium, Luxembourg, Britain, Italy and other countries. In 2000, the industrial output value of China was to 8.567366 trillion yuan (6.98 price). The total output value of agriculture was 2.49158 trillion yuan (6.98 price). The agricultural product processing industry output was 2.120123 trillion yuan (6.98 price). The agricultural product processing industry accounted for 85.09% of the country's agricultural output value, 24.76% of the country's total industrial output value. Through the figures, the agricultural products processing industry is a force in the national economy. From 1978 to 2001, Chinese agricultural output value increased from 140 billion yuan to 262 million yuan. However, the proportion of agricultural output value in gross domestic product declined from 30% to 16%. The rural population increased from 803 million in 1978 to the present 933 million accounting for 70% of the population of China. The Party’s Central Committee, State Council, the NPC have attached great importance to these figures. They take the "three rural" issue as the most important work of the entire party and nation. Comrade Jiang Zemin pointed out: without the well-off life of farmers, the well-off life of the country is impossible. Without agricultural modernization, it is impossible to have a modern national economy as a whole. "Compared with the agricultural product processing industry of developed countries, the developed countries have high level in depth, intensification and mechanization of processing. About 70% Chinese processing of large amount of grain and oil are made in local rural or by small rural enterprises. The ratio of agricultural product processing industry and agricultural output value in developed countries is about 2-3.7 : 1. But in China, the agricultural products processing is far apart that of developed countries — 1.3 : 1. From the above we can see that the agricultural product processing industry involving 800 million farmers, directly impact the objective of building a well-off society, impact the development of agriculture, rural stability and increasing the income of peasants. That relates to reform, development and stability. Meanwhile, we should note that because of the relatively backward of our agricultural product processing industry, there is also a broad space for development. In terms of both theory and practice, along with the changes in scientific research, technological advancement, investment conditions and the structure of social structure, modern agriculture, modern agricultural processing industry, can also become a growing sector, can be the source for increasing employment and promoting economy. We must draw on the experience and the mode of operation of developed countries, by innovative thinking and scientific methods, give play to our advantages to catch up. We should use the concept of industrialization and the operation of commercialization, relying on market forces to push the development of the agricultural product processing industry. At present, The most pressing need is the low degree of organization of peasants. Facing the market development and commodity production, the scattered farmers get few information and lack capability to operate market with low capability of market exchange and high exchanging price. They become the passive recipients of the market price and the biggest victims of market changes., The 757 "Marketing" theory and practice originating from the West are the common human civilization.They will bring important insight for our agricultural products processing industry to mesh with the market. 2 Marketing Theory Marketing is translated from English. This concept was born in the United States in the 1930s. This English word has a a wide concept. So there are a lot of desctiption s of marketing. But it is quite similar that marketing is the comprehensive business management activities viewing on market. In 1985, American Marketing Association re-define Marketing as: "Marketing is the process that individuals and organizations plan and execute the thinking (idea or strategy), the idea of goods and services, pricing, sales promotion and distribution for exchange to achieve goals of personal and organizational. " In the exploration of the marketing theory and doctrine, three masters innovate the marketing theory. The first one is John R. Howorrd. He put forward to the " Marketing Management "concept in "Marketing Management : analysis and decision-making " published in 1957. He pointed out the essence of enterprise marketing management is that the enterprises"adjust to dynamic environment innovatively." The second one is Eugene.J Mecarthy. In 1960, in his book "Basic Marketing," he put forward to a more complete marketing management system. He was the first person that regard the consumers as a specific group, called target market. In the market operation, Enterprises consider the external environment, while formulating the marketing strategy. Through the executing the strategy, adjusting to environment, meeting the needs of the target market, the enterprises can achieve the objectives. Its theoretical system is in figure 1 : Promotion product location price Economic environment Enterprise resources and goal Political law environment Social culture environment Organizations agencies Figure 1. Marketing System portfolio plans The center of the figure is a consumer group, the target market. The middle circle is four controllable factors, 4P portfolio : (1) Product. It refers to the goods or services supplied by enterprises for their target markets. These include product quality, style, specification, packing, service and so on. (2) Price, referring to the price when customers buy products, including discounts, payment deadlines. (3) P1ace, that is a variety of activities that products enter the target market, including the channel, area, place, transportation. (4) Promotion, referring to the various activities that the enterprises publicize their products and convince customers to buy their products, including advertising, publicity and public relations work, people promotion. The third one is Philip Kotler, in 1984 his "Common Marketing" theory, he pointed out that: under the circumstances of overproduction, fierce competition, trade protectionism in all the countries, the marketing strategy, besides the "4P" portfolio, must add two 758 "P" -- " Political Power" and "Public Relations". In strategy, combine approach of economic, psychological and political and public relations skills to gain the cooperation of a number of participants. "Common Marketing" added two new factors on the basis of "4P", named "6P" to open and enter the market. Today, with the development in technology, more convenient transport and more efficient communications, the marketing organization, means, methods have changed a lot. But the doctrine and theory of three master guide and influent today’s marketing practice. Marketing theory and practice play very important roles to guide China's agricultural product processing industry to occupy market and step to success. 3 Marketing research on agricultural product processing industry Marketing Theory and Practice form and develop gradually with the processes that change from agricultural economy to industrial economy, from seller's market to buyer's market, from domestic trade to international trade, from immature market economy to more mature market economy. It plays a strong guiding role in agricultural processing industry and its marketing of China, which is on the initial stage of socialism and regards the socialist market economy as a target in the process of the establishment and improvement. 3.1 Marketing must take consumers as centre Market economy is the senior commodity economy. Marketing process is the process of value conversion between market players (producers and consumers). Producers actualize their own worth in the process of conversion. The consumers meet their own need in the process of conversion. If the agricultural products processing enterprises want to establish the thinking to regard consumers as center,they must solve the following issues : A. Must clearly understand the consumer groups --target market of their products. Different products have different consumer groups. The consumer groups of lobster, abalone are different with that of normal vagetables in the packing, storage and transportation, pricing and sales promotion and distribution of product. Consider the target market with international and long-term view to and also a practical point of view, search target market for the current interests with practical view. B. Must consider both the short-term and long-term interests of consumers. Now food safety and health standards, green standards, pesticide residues and other issues have attracted the attention of the entire society. Agricultural products processing enterprises should prescribe producing procedures and standards for raw material base. The production, storage and sales should conform to the safety, health, green requirements. With the economic development and the improvement consumption level, the safet, healthy and green product are more and more popular and more competitive. C. Fully take the special needs of consumers into account. Due to the diversified consumer demand levels, meeting the ordinary consumer while considering the consumers having special needs. These consumers are leading fashion. Perhaps today's special requirements will become a big market tomorrow. 3.2 Marketing is a management process Marketing is an organization management process "from the market and back to market ". For the enterprises of agricultural products processing, "from the market" is to collect and analyze deeply the information of domestic commodities demand; to recognize clearly their comparative and competitive advantages; through market forecast, to establish the target market and raw materials base and organize commodity production. "back to market" is to establish strong channel network of sales and marketing distribution. In the marketing organization and management process of agricultural products processing industry, the greatest feature is to organize the decentralized agricultural production. The practice abroad is successful in this regard. Inner Mongolia Yili Milk Product Group has 60,000 dairy cows. The company created a the milk source base model with "scattered feeding, concentrated milking, good quality and prices, comprehensive services ", established 255 standard milking stations and six cows feeding zones to supply for farmers with whole technical services and enterprise management in the cows, feed, anti-epidemic, milking and milk admission. There are also many successful enterprise in the distribution network. The food sales of Suguo supermarket in 2001 reached 3.0 billion. The goods are more than 40 categories, 10,000 kinds including grain, oil, fruits, vegetables, meat, poultry, eggs and so on. It led to the development of more than 900 food processing enterprises. The effective operation of 759 Suguo solves the difficulty in selling and buying for the peasants and organizes the Chinese "scattered and small, chaotic," agricultural product processing enterprises and famous and special food through "purchasing together, centralized distribution, chain sales " to play a significant role in the modern business. 3.3 Marketing is a system for spreading information Market is the starting line of agricultural products processing. To produce what depends on the interest, hobbie and special requirements of consumers. To produce how many depends on the supply and demand and price factors in the market, depends on the actual and potential purchasing power of consumers, depends on assessment of the target and potential market by producers. Therefore, the establishment of market information system and effective monitoring system will determine the success or failure of enterprises. Conversely, agricultural product processing enterprises produced products. In order to let the consumer know value of the product,service, additional benefits, product characteristics, the enterprises should also establish a strong informatio spreading system to tell distributors, wholesalers, retailers and consumers to gain fast and a large number of sales. So market is also the place where farmers and enterprises can actualize their value and is the destination for production of farmers and enterprises. Number of facts prove that numerous farmers and farm produce processing enterprises is at a loss and is failure. Besides small-scale and scattered operations, one of the most important factors is gaining few market information. Market is not only the place where the producers and consumers exchange, but also the tie for information exchange between producers and consumers. For Chinese agricultural product processing enterprises, they should build a information-communicating platform for producers and consumers making use of the modern communications radio, television, magazines, newspapers and internet. Through technical inputs, it is an important tasks ahead to establish their own computer network of purchasing technology, logistics and distribution of and information technology. Only establish an effective information communication, can the operators become successful. 3.4 Marketing is a system engineering After China entering the WTO, agricultural products processing enterprises not only optimize and allocate internal resources, but also participate in the allocation of national and international resources.Eenterprises are constrained by the "invisible hand" and controlled by the "visible hand". As the internal subsystems of enterprises, besides effective allocation of human, financial material resources and the production process conforming to international quality certification system, they should pay attention to patent applications, establishing technical standards and green standards for their products, gaining international recognition and innovating organization, instutution and technology in the internal of enterprises, developing products with their own intellectual property rights, establishing a strong marketing network and sales channel portfolio network, producing in large-scale to meet the needs of consumers while establishing their own brand names. In accordance with the requirements of the 16th Party Congress : "Adhering to use informatization to lead industrialization, to use industrialization to promote informatization,step onto a new-type industrialization way with high scientific and technological content, good economic returns, low resource consumption, less environmental pollution and making full use of human resources. "At the same time, farm products processing enterprises is a big open systems. On one hand, they should face the market opportunity and threat caused by population, economic, natural, technological, political and legal environment. On the other hand, they are influented by international politics, economy, culture, technology, nature that may bring a bigger market or competitive threat. They are also constrained by the rules of international trade, international technical barriers and green barriers competing with all international trade and competition. In such a complex system, in the development and marketing of agricultural products, operators and all staff should have the following consciousnesses : the consciousnesses of talent, patent, product standards, brand, innovation and rules. Integrate the internal and external resources and elements of enterprise effectively to vary with situations to grow and develop. 3.5 Marketing is the driving force of agricultural science and technology Pushed by market demand, the new products caused by scientific research and technological progress is a revolutionary force, is a cruel process of enabling the efficient and eliminating the inefficient. New science, new technology and production methods are promoting modern agriculture 760 from single primary agricultural products proceeding toward the field of agricultural product processing on the basis of biological production, pharmaceutical, chemical, energy, environmental protection, tourism and recreation. The traditional boundaries of the primary, secondary and tertiary industries will become vague. Agricultural products processing enterprises should pay more attention to the advances and changes in science, technology and organization, to technology innovation in the agricultural base, processing equipment and technical means of marketing to form own patent, technical standards, means of inspection gradually to form their own intellectual property rights and the products with core competitiveness. 4 conclusion Marketing theory is a summary of value conversion laws between marketing subjects, is the common spiritual wealth of Human society. In the marketing of agricultural products, we must learn from the theory and practice of marketing, while exploring the theory and practice of agricultural products marketing to win in market competition. References [1] Liu Xi song ,Shang Yan. Investigation and analysis on the developing situation of of agricultural processing enterprises after WTO Entry. Agricatural Economy, 2001(1):p17 19(in chinese) [2] Pan zu he. Marketing research on farm produce processing enterprises et al. exploring economic issues. 2003, (10) :p28 30(in chinese) [3] An xin zhe. On the marketing of agricultural products. Agricatural Economy, 2003,(2) :p40 45(in chinese) [4] Chen hui ying, Zhou Yan-ping. Liu Xiaomei. Organization innovation and policy options in China's agricultural product processing industry. economic geography 2004,(2) :p21 25(in chinese) [5] He Jin Xiong Xueping. Marketing Strategies for protecting agricultural products in China in the new century. commercial research.2003,(4) :p3 6(in chinese) ~ ~ ~ ~ ~ 761