价值链视角下饲料企业市场营销策略研究  

Research on marketing strategies of feed enterprises from the perspective of value chain

作　　者：涂岭[1] TU Ling(Hunan Industry Polytechnic,Changsha,Hunan Province 410208,China)

机构地区：[1]湖南工业职业技术学院,湖南长沙410208

出　　处：《中国饲料》2020年第13期85-88,共4页China Feed

摘　　要：营销是企业连接市场和消费者的重要途径,是企业发展壮大的关键。在"互联网+"环境下,饲料企业市场营销从产品供给转向需求为主的价值创造模式。为此,企业应该从价值链视角出发,通过服务客户、整合资源、塑造品牌,推动市场营销策略实现全面创新。本文分析了饲料企业市场营销存在的问题,从价值链视角出发提出优化市场营销的策略,以实现饲料企业与客户双赢。Marketing is an important way for enterprises to connect the market and consumers,it is the key to the development of enterprises.Under the“Internet+”environment,the marketing of feed enterprises has changed from product supply to demand-based value creation mode.Therefore,from the perspective of value chain,enterprises should promote comprehensive innovation of marketing strategies by serving customers,integrating resources and building brands.This paper analyzed the problems existing in the marketing of feed enterprises,and put forward the strategies of optimizing the marketing from the perspective of value chain,so as to achieve a win-win situation between feed enterprises and customers.

关 键 词：价值链 饲料企业 市场营销 策略 

分 类 号：F27[经济管理—企业管理]