精细化营销下无公害农产品供应链管理模式分析  

Supply Chain Management Pattern of Pollution-free Agricultural Products Based on Precision Marketing

作　　者：李旭东[1] 曾艳英[1] 廖毅芳[1] 李淑艳[1] 

机构地区：[1]广东交通职业技术学院,广东广州510650

出　　处：《北京农业职业学院学报》2015年第5期54-59,共6页Journal of Beijing Vocational College of Agriculture

基　　金：国家级星火计划2013年度项目(2013GA780112)

摘　　要：无公害农产品实行精细化营销具有必要性。以A公司为例介绍无公害农产品—A牌土猪的精细化营销策略,阐述公司对营销、产品研发、生产加工、分销零售等环节实行有机结合的供应链管理模式。基于精细化营销的供应链管理模式可保持并增强无公害农产品的市场竞争优势,最大限度地凸显了产品的无公害特色、实现产品带给顾客的价值;另一方面,该模式是精细化营销策略得以有效实施的重要保障,正是供应链的精细化管理使精细化营销策略得以实现,从而可以实现企业的预期效益。The paper studies the supply chain management pattern of pollution-free agricultural products from the perspective of marketing strategy. Taking Company A for an example, it first introduces the precision marketing strategy of its pollution-free agricultural product—Brand A local pork. On that basis, it analyses the management pattern of the company＇s supply chain process that carries out organic integration of marketing, research development, production and distribution. Finally the conclusion is given based on implementation effect of precision marketing strategy.

关 键 词：精细化营销 无公害农产品 供应链管理模式 

分 类 号：F323[经济管理—产业经济]