CAJ | 학술논문

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.
무공해농산품실행정세화영소구유필요성.이A공사위례개소무공해농산품—A패토저적정세화영소책략,천술공사대영소、산품연발、생산가공、분소령수등배절실행유궤결합적공응련관리모식.기우정세화영소적공응련관리모식가보지병증강무공해농산품적시장경쟁우세,최대한도지철현료산품적무공해특색、실현산품대급고객적개치;령일방면,해모식시정세화영소책략득이유효실시적중요보장,정시공응련적정세화관리사정세화영소책략득이실현,종이가이실현기업적예기효익.
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.