蔬菜企业整合营销策略的形成

A. Gumeniuk, O. Garmatiuk
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引用次数: 0

摘要

本文认为,在农产一体化的基础上,形成营销战略是农业企业与技术相关领域企业垂直合作的一种形式。这种做法的权宜之计是合理的,因为小企业和家庭在市场上没有竞争力,因为他们无法解决提供物流的问题,包括种子、燃料、机械、创新技术、信息和法律支持,他们的财务状况不允许专业的营销专家,他们的产品在销售、范围方面没有竞争力。因此,建议将小企业合并为大型企业来解决这一问题。保证蔬菜产业企业、国内市场和蔬菜产品最终消费者之间关系(经济、组织和技术、信息、沟通、营销、物流)有效性的一组企业、组织和市场机构的效率。基础设施的主要组成部分是证券交易所、拍卖、蔬菜产品批发市场、城市市场、企业销售网络和加工业。提出并概括了蔬菜企业整合营销战略的概括途径、特征和标志,赋予了将其视为多维、复杂、动态、层次结构系统并界定其特征的权利。要在市场上开展联合活动,私人农场的小业主可以选择不同的组织形式和团体整合:营销,或服务,合作;贸易团体或协会是一种代表其成员在与贸易过程有关的集体谈判问题过程中的合作社,而不是营销的实际方面,如形成商品方、加工和分销或促销;商品的品牌推广,这是一种特殊类型商品的推广,由该产品的生产商集体出资。关键词:营销策略;整合;蔬菜市场基础设施;
本文章由计算机程序翻译,如有差异,请以英文原文为准。
FORMATION OF MARKETING STRATEGY FOR INTEGRATION OF VEGETABLE ENTERPRISES
The article considers the formation marketing strategy on the basis of agro-industrial integration as a form of vertical cooperation of agricultural enterprises with enterprises of technologically related areas. The expediency of such approaches is justified by the fact that small businesses and households are uncompetitive in the market, as they can not solve the problem of providing logistics, including seeds, fuel, machinery, innovative technologies, information and legal support, their financial condition does not allow professional marketing specialists, and their products are uncompetitive in terms of sales, range. Therefore, it is proposed to solve this problem by combining small enterprises into large ones. The efficiency of a set of enterprises, organizations and market institutions that ensure the effectiveness of relationships (economic, organizational and technical, information, communication, marketing, logistics between the enterprises of the vegetable industry, the domestic market and end consumers of vegetable products). The main elements of the infrastructure are presented stock exchanges, auctions, wholesale markets for vegetable products, city markets, sales network of enterprises and the processing industry. Approaches to generalization of marketing strategy of integration of vegetable enterprises, its characteristic features and signs that give the right to consider it as multidimensional, complex, dynamic, hierarchically structured system and to define its features are offered and generalized. To carry out joint activities in the market, small owners of private farms can choose different forms of organizational and group integration: marketing, or service, cooperative; trade groups, or associations a type of cooperative that represents its members in the process of collective bargaining issues related to the trade process, rather than the practical aspects of marketing, such as the formation of commodity parties, processing and distribution, or promotion; brand promotion of goods, which consists in the promotion of a special type of goods and is financed collectively by the producers of this product. Keywords: marketing strategy, integration, vegetable market infrastructure, agromarketing, agroholding.
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