北京农产品批发市场创新营销研究  

Research on Innovative Marketing of Agricultural Product Wholesale Market in Beijing

作　　者：郭崇义[1] 庞毅[1] 

机构地区：[1]北京工商大学商学院,北京100048

出　　处：《北京工商大学学报（社会科学版）》2011年第6期16-20,共5页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

基　　金：北京批发研究基地项目(2011-01);北京市哲学社会科学首都流通业研究基地项目(JD-2011-Y-12);北京市教委-科技创新平台:首都商业企业管理创新研究(PXXM2011-014213-113557);"北京市人才强教深化计划-学术创新团队:北京国际商贸中心建设研究(PHR201106111)"

摘　　要：北京农产品批发市场正受到其他农产品流通渠道的挑战。为应对挑战,迎合国际商贸中心建设的要求,农产品批发市场需进行创新营销。依据商业创新的12个维度,即提供物、平台、解决方案、顾客、顾客体验、获得价值、过程、组织、供应链、呈现、网络、品牌等,农产品批发市场可探索并实践创新营销。本文选择解决方案、顾客、获得价值、呈现、网络等六个维度提出了一些可能的创新措施,如建立采购中心;物流、配送、仓储中心;展销中心;拍卖中心;网上交易中心;向零售终端、制造业、服务业延伸等。Beijing agricultural product wholesale market is facing the challenge from other distribution channels for agricultural products.In the face of competition,to meet the demand for setting up international business and trade center,innovative marketing should be implemented on agricultural product wholesale market.Innovative marketing can be probed and implemented on the agricultural product wholesale market according to the 12 perspectives of commercial innovation： offerings,platform,solutions,customer,customer＇s experience,value capture,process,organization,supply chain,presence,networking,and brand.This paper chooses 6 perspectives such as solutions,customer,value capture,presence,and networking to propose some possible innovative measures,including the establishment of purchasing center,logistics,distribution and warehousing center,exhibition center,auction center,and online trading center,with the extension to retailing,manufacturing,and service industries.

关 键 词：农产品 批发市场 创新营销 北京 

分 类 号：F724.1[经济管理—产业经济]