摘要
随着社会、经济、科技的发展以及近几年种业新政策的实施,玉米种业发生了很大的变化,育种研发主体从以国有科教机构为主转向以企业为主,供求关系从公司供给主导转变为农民需求引导,逐步形成全产业链的服务。以山西大丰种业有限公司玉米品种为例,分析了品种生命周期及其与营销策略制定之间的关系,营销策略应服从于品种的生命周期,并提出应从品种生命周期长久、价格稳定、渠道畅通、营销有力、服务加强等5个方面综合选择营销策略,提升营销水平,以应对种业市场的发展变化,进而增加企业创收,为农民创造价值,促进农村发展。
With the development of society,economy,science and technology and the implementation of the new policy on seed industry in recent years,the maize seed industry changed a lot.The main body of breeding reaserch and development changed from state-owned science and education institutions to enterprises.The relationship between supply and demand gradually changed from company supply to farmers'demand.Taking the maize varieties of Shanxi Dafeng Seed Industry Co.,Ltd.as an example,this paper analyzed the relationship between variety life cycle and marketing strategy,the marketing strategy should be subject to the life cycle of the variety.To adapt to the development and change of seed industry market,it was suggested that the marketing strategy should be selected comprehensively from five aspects,such as long life cycle of varieties,stable price,smooth channel,powerful marketing and strengthened service,increase the enterprise's income,create value for farmers and promote rural development.
作者
杨钰画
王园媛
YANG Yuhua;WANG Yuanyuan(Shanxi Agricultural University,Taiyuan 030031,China)
出处
《山西农业科学》
2020年第7期1140-1142,共3页
Journal of Shanxi Agricultural Sciences
关键词
玉米品种
生命周期
种业
营销策略
corn variety
life cycle
seed industry
marketing strategy
作者简介
杨钰画(1963-),男,山西祁县人,副研究员,主要从事农业经济研究工作。
