农业产业化组织的营销策略分析-外文翻译

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市场营销策略外文文献及翻译

市场营销策略外文文献及翻译Marketing StrategyMarket Segmentation and Target StrategyA market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets.Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-marketstrategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency.The three alternative strategies for selecting a target market are market aggregation,single segment,and multiplesegment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, acompany still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entailsselecting two or more segments and developing a separate marketing mix to reach segment.Positioning the ProductManagement's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products.Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:1.Positioning in Relation to a competitorFor some products,the best position is directly against the competition.This strategy is especially suitable for a firm that already has a solid differential advantage or is trying to solidify such an advantage.To fend off rival markers of microprocessors,Intelunched a campaign to convince buyers that its product is superior to competitors.The company even paid computer makers to include the slogan,"Intel Inside" in their ads.As the market leader,Coca-Cola introduces new products and executes its marketing strategies.At the same time,it keeps an eye on Pepsi-Cola,being sure to match anyclever,effective marketing moves made by its primary competitor.2.Positioning in Relation to a Product Class or AttributeSometimes a company's positioning strategy entails associating its product with or distancing it from a product class or attributes.Some companies try to place their products in a desirable class,such as"Madein the USA."In the words of one consultant,"There is a strong emotional appeal when you say,'Made in the USA'".Thus a small sportswear manufacturer,Boston Preparatory Co.is using this positioning strategy to seek an edge over large competitors such as Calvin Klein and Tommy Hilfiger,which don't produce all of their products in the U.S..3.Positioning by Price and QualityCertain producer and retailers are known for their high-quality products and high prices.In the retailing field,Sake Fifth Avenue and Neiman Marcus are positioned at one end of the price-qualitycontinuum.Discount stores such as Target and Kmart are at theother.We're not saying,however,that discounters ignore quality;rather, they stress low prices.Penney's tired―and for the most part succeeded in―repositioning its stores on the price-quality continuum by upgrading apparel lines and stressing designer names.The word brands is comprehensive;it encompasses other narrowerterms.A brand is a name and/or mark intended to identify the product of one seller or group of sellers and differentiate the product from competing products.A brand name consists of words,letters,and/or numbers that can be vocalized.A brand mark is the part of the brand that appears in the form of a symbol, design,or distinctive color or lettering.A brand mark isrecognized buy sight bu cannot be expressed when a person pronounces the brand name.Crest,Coors,and rider for Ralph Lauren's Polo Brand.Green Giant canned and frozen vegetable products and Arm&Hammer baking soda are both brand names and brand marks.A trademark is a brand that has been adopted by a seller and given legal protection.A trademark includes not just the brand mark,as many people believe,but also the brand name.The Lanham Act of 1946 permits firms to register trademarks with the federal government to protect them from use or misuse by other companies.The Trademark Law RevisionAct,which took effect in 1989,is tended to strengthen the the registration system to the benefit of U.S. Firms.For sellers,brands can be promoted.They are easily recognized when displayed in a store or included in advertising.Branding reduces price comparisons.Because brands are another factor that needs to be considered in comparing different products,branding reduces the likelihood of purchase decision based solely on price.The reputation of a brand alsoinfluences customer loyalty among buyers of services as well as customer goods.Finally,branding can differentiate commodities Sunkist oranges,Morton salt,and Domino sugar,for example .PricingPricing is a dynamic process,Companies design a pricing structure that covers all their products.They change this structure over time and adjust it to account for different customers and situations.Pricing strategies usually change as a product passes through itslife cycle.Marketers face important choice when they select new product pricing strategies.The company can decide on one of several price-quality strategies for introducing an imitative product.In pricing innovative products,it can practice market-skimming pricing by initially setting high prices to"skim"the imum amount of revenue from various segments of the market.Or it can use market penetration pricing by setting a low initial price to win a large market share.Companies apply a variety of price-adjustment strategies to account for differences in consumer segments and situations.One is discount and allowance pricing,whereby the company decides on quantity,functional,or seasonal discounts,or varying types of allowances. A second strategy is segmented pricing, where the company sellers a product at two or more prices to allow for differences in customers, products, or locations. Sometimes companies consider more than economics in their pricing decisions,and use psychological pricing to communicate about the product's quality or value.In promotional pricing,companies temporarily sell their product bellow list price as a special-event to draw more customers,sometimes even selling below cost.With value pricing, the company offers just the night combination of quality and good service at a fair price. Another approach is geographical pricing, whereby the company decides how to price distant customers, choosing fromalternative as FOB pricing,uniform delivered pricing, zone pricing, basing-point pricing, and freight-absorption pricing. Finally,international pricing means that the company adjusts its price to meet different world markets.Distribution ChannelsMost producers use intermediaries to bring their products to market.They try to forge a distribution channel―a set of interdependent organizations involved in the process of marking a product or service available for use or consumption by the consumers or business user.Why do producers give some of the selling job tointermediaries?After all,doing so means giving up some control over how and to whom the products are sold.The use of intermediaries results from their greater efficiency in marking goods available to targetmarkets.Through their contacts, experience, specialization, and scales of operation,intermediaries usually offer the firm move value than it can achieve on its own efforts.A distribution channel moves goods from producers to customers.Itovercomes the major time, place, and possession gaps that separate goods and services from those who would use them. Members of the marketing channel perform many functions. Some help to complete transactions:rmation.2.Promotion.3.Contact:finding and communicating with prospective buyers.4.Matching:fitting the offer to the buyer's needs, including such activities as manufacturing and packaging.5.Negotiation:reaching an agreement on price and other terms of the offer so that ownership or possession can be transferred.Other help to fulfill the completed transferred.1.Transporting and storing goods.2.Financing.3.Risk taking:assuming the risk of carrying out the channel work.The question is not whether these functions need to be performed, but rather who is to perform them. All the functions have three things in common:They use up scarce resource, they often can be performed better through specialization, and they can be shifted among channel members.To the extent that the manufacturer performs these functions, its costs go up and its prices have to be higher. At the same time, when some of these functions are shifted to intermediaries, the producer's costs and prices may be lower, but the intermediaries must charge more to cover the costsof their work. In dividing the work of the channel, the various functions should be assigned to the channel members who can perform them most efficiently and effectively to provide satisfactory assortments of goods to target consumers.Distribution channels can be described by the number of channellevels involved. Each layer of marketing intermediaries that performs some work in brining the product and its ownership closer to the final buyer is a channel level. Because the producer and the final consumer both perform some work, they are part of every channel.When selecting intermediaries, the company should determine what characteristics distinguish the better ones. It will want to evaluate the the channel member's years in business, other lines carried, growth and profit record, co-operativeness, and reputation. If the intermediaries are sales agents, the company will want to evaluate the number and character of the other lines carried, and the size andquality of the sales force. If the intermediary is a retail store that wants exclusive or selective distribution, the company will want to evaluate the store's customers, location, and future growth potential.Understanding the nature of distribution channels is important, as choosing among distribution channels is one of the most challenging decisions facing the firm. Marketing intermediaries are used because they provide greater efficiency in marking goods available to target markets.The key distribution channel function is moving goods from producers to consumers by helping to complete transactions and fulfill the completed transaction. Distribution channels can be described by the number of channel levels, which can include no intermediaries in adirect channel, or one to several intermediaries in indirect channels.PromotionPromotion is one of the four major elements of the company's marketing mix. The main promotion tools――advertising, sales promotion, public relations, and personal selling――work together to achieve the company'scommunications objectives.People at all levels of the organization must be aware of the many legal and ethical issues surrounding marketing communications. Much work is required to produce socially responsible marketing communicating in advertising, personal selling, and direct selling. Companies must work hard and proactively at communicating openly, honestly, and agreeably with their customers and resellers.市场营销策略一、市场细分和目标市场策略具有需求，具有购买能力并愿意花销的个体或组织构成了市场。

农业产业化营销策略外文翻译文献

农业产业化营销策略外文翻译文献(文档含中英文对照即英文原文和中文翻译)译文：农业产业化组织的营销策略分析摘要：农业产业化是世界农业的发展方向，也是发达国家经营农业的主要方式。

大力发展农业产业化是提高我国农业的竞争力在其生产上营销创新的有效途径。

它涉及到农业产业化商业成功的一个重要因素。

在本文中，从产品、渠道、促销三方面，面对农业产业化的营销创新提出相应的发展建议。

关键词：产品；渠道；促销1 引言虽然中国已经建立了许多农业产业化，但是很少有成功的案例，原因是产品卖出与否并不影响他们的发展。

现在建立在现实的同时，农业产业化经营组织在产品开发、销售渠道和市场开拓用许多办法来解决迫在眉睫的问题。

我们可以说，销售已成为制约发展的瓶颈。

本文中，营销理念的发展，主要根据4P理论的核心内容，由发展到满足消费者需求。

创新渠道，灵活地运用创新的营销组合，因而企业组织寻求促进农业产业化经营销售创新的措施。

2开发的产品，以满足消费者的需求4C理论认为，公司应该优先追求顾客满意，那么，农业产业的企业必须首先形成了顾客满意度。

市场营销认为产品需求是多层次的，产品的整体概念应该包括三个方面：核心产品、形式产品和额外产品。

2.1 核心主导产品提供基本效用给消费者和有兴趣的回答这个问题“消费者真正要买的是什么？”从根本上说，每一件产品都解决一个明确存在的问题。

买化妆品是买一个美丽，购买补品为了得到健康等；然而消费者对于最后购买什么农产品，这取决于哪种特定消费者参与购买农产品，就像购买大米、蔬菜、水果，那就是吃，购买花可能是为了看或者送人，从这个角度看，农业产业化的产品，必须满足企业先前在什么程度上审视消费者的根本利益。

一个农业工业化和其他组织可能有产品的投资组合，然而在各个产品系列，我们必须找到自己的核心产品项目，那是提供给消费者最好的产品种类的产品的基本功效。

2.2 产品的形式——适当演示的核心核心利益是通过必要的形式反映出来吗，如产品质量水平、特点、风格、品牌名称和包装，没有适当的形式，产品的核心利益不能被体现，观察到企业进入市场的产品进行了论证。

农产品销售外文翻译文献

文献信息文献标题：Marketing Agricultural Products through ICT-An acceptance study（信息通信技术在农产品营销中的应用研究）文献作者：Banu C S, Reddy N, Gondkar R R文献出处：《International Journal of Research in IT and Management》,2017, 7(2): 21-27字数统计：英文2400单词，3723字符；中文11993汉字外文文献Marketing Agricultural Products through ICT-An acceptance studyAbstract The paper is a study of the impact of various agricultural schemes introduced in the Karnataka state by the Givernment to enhance better market availability to farmers. Marketing in the state of Karnataka –Gauribidanur Taluk, Chickballapur Dist, Karnataka is considered in this study. This geogrophical region is choosen as it close to the IT hub of the country – Bangalore and is well connected by roads and various information sources. The introduction of ICT is the most obvious means to enhance the lives of farmers. However it is to be studied why the previously introduced measures are not so effective and the reasons for farmers to rollback to older methods of marketing. This paper makes an attempt to understand the various reasons and then use this as a basis to develop a new model of ICT which will be implemented and used for a more effective reform. The design and changes in the questionnaire were prompted by the need of data. The reasons for people to stop using a specific scheme gave us the insight of the problems faced. It was interesting to note that social status and the economic factors also played an important role in adopting the marketing schemes and methods.Keywords: Agricultural marketing, awareness of marketing schemes, problemsof marketing, target section for ICT, factors effecting ICT.IntroductionThe history of Indian agriculture can be traced back to Indus valley civilization era and is said to be main occupation of Southern India even before the civilization existed. The Gross Domestic Product (GDP) was contributed to the extent of 13.7% in 2013. Workforce of about 50% of the country was involved in farming and other allied sectors of agriculture. Agricultural products marketing started with the most primitive style of weekly gatherings in villages where the products needed for the succeeding week were exchanged or bought. The storage mechanism being poor, the quantity of purchase and sale was also limited and many vendors travelled with long life products like the food grains to various village gatherings also called as “Santhe” which would be a business day in a week. Each village had such gatherings on different days of the week facilitating the merchants to move from one location to another.The increase in food production and better transport facilitated transport of goods and movement of agricultural stock from one place to another leading to opening up of marketing and better marketing practices.The penetration of Information Technology (IT) in all walks of life has not spared the marketing or the rural markets and agricultural products’ marketing from rural places of agricultural production. The paper is an attempt to study the existing ICT effect and the factors that press for better facilities as ICT is not completely blended in marketing of agricultural products.ICT in Karnataka is at its peak for more than two decades now and has enriched the lives of millions with its durability, reliability, robustness, dependability, ease of use and simplified solutions/implementation to real world problems. The life of the urban people is so much filled with these solutions that they tend to suffocate without even one of them in their daily life. This is a clear indication that the solutions produced thus far are competitive enough to provide natural easiness to the process of agricultural marketing.The paper is based on the study in Gauribidanur Taluk, Chickballapur Dist,Karnataka, India. It is our serious concern to provide a viable solution to the farmers to sell the products of hard earned and toiled agricultural products to a good price in the market. We have collected data through a survey conducted to understand the problems faced by them in marketing the produced agricultural goods and the hardships in the process of marketing the agricultural products produced.The taluk is chosen because agriculture is the main activity of the taluk and is close to the silicon city of the country – Bangalore. The area has an overall cultivation area of 58,510 hectors of land out of the total geographical area of 86,726.98 hectors. This is a clear indication highlighting that 67.46% of the geographical area is cultivated and the pond area marked as 6,637.17 hectors enhances the overall land used for agricultural activities to more than 72% of the geographical land in the Gauribidanur taluk.Existing Marketing SystemThe taluk is close to Bangalore, the capital city of Karnataka and hence has better transport facility, telephone connectivity, and access to agricultural university, farmer’s call center through mobile, marketing yard and other basic amenities needed for marketing the agricultural products. Some of the prominent methods of marketing observed during the survey are as follows:Marketing YardMarketing yard is a facility provided by the state government to sell the agricultural products produced by the farmers. The government has a minimum price fixed for all the items. This price is fixed based on the demand and production as per the statistics available with the government.AgenciesThere are a number of agencies who would provide all the inputs for agricultural, these include rain data, seeds, manure, fertilizers, insecticides, relevant information at the right time and finally tools’ support if needed. These agencies provide the far mer with agreed sum and take the crop. The method though is not very popular, is picking up in areas where perishable products are grown and on a small time farming basis.Wholesale purchase at the fieldThis is the process of selling the crop at a very early stage of growth. The buyer after an inspection of the field fixes a price and buys the crop even before the crop begins to show up. This is a gamble on both the parties as the expectancy is evaluated even before the right time. The farmer gets respite and protection from fall of price that may happen. However though not a popular method, it is still in practice for vegetables and other preliminary crops.Marketing AgentsThe marketing agents fund the farmers in time of need and ensure that the farmer sells his crops to them. This is a very old practice followed from ages and though has been severely criticized by the Governments and various other organizations has still managed to survive due to the loop holes and hardships that prevail in a farmer at various stages of farming. This leads to selling of crops at a much lower price in comparison to the market price. The farmers usually take comfort in the fact that the cost of transportation, harassment in open market and a long wait for settlement are not suffered.Contract farmingThe method though not implemented in all the states still has a good amount of effect on the perishable agricultural products. This scheme is more modified by the private players to ensure that all the initial investment need for farming is provided by them and would have a price fixed well in advance so that the farmers have a ready market in hand.Major Problems Faced by the FarmersThere are a number of problems that ponder during the farming cycle. The process of farming depends on number of parameters like the climate, rain, fertility of the soil, quality of seeds, manure, fertilizers, availability of labor, transportation, availability of tools, in-time information of change in water flow in canals, quantity of water that will be made available to them, market fluctuations and so on. All these factors should come clean, good and in time for a crop to be harvested and sold at aprofit! These parameters are only an indication to the complexity faced by our farmers.Survey of the Geoerophical areaThe geographical area of Gauribidanur Taluk, Chickballapur Dist, Karnataka is divided into six hoblies (defined as a cluster of adjoining villages administered together for tax and land tenure purposes in the states of Karnataka and Andhra Pradesh, India). Each of these hoblies has an average of 39 villages in each. There is a total of 86,27 hectors of geographical land of which 37,962 hectors of land depends on rain water for agriculture (dry land), 9,942 hectors of land is wet land and 10,605 hectors of land is irrigated land. This land is distributed among 49,246 farmers of which 43,788 farmers are small & medium farmers and 5,458 farmers are big farmers. It was interesting to know that there are 137 small & medium ponds and 7,595 bore wells in this area. There is a bore well for every 11.46 hectors of total land in this taluk which should have been sufficient for all the needs. But it is the failure of these bore wells which leads to more severe consequences especially for agricultural purposes.Sample collectionThere are a number of ways in which data can be gathered to understand the behavior of the masses. Our study is an investigation about the reasons for farmers’ inability to harvest the advantages the information technology though the place geographically close to the IT hub of the country –Bangalore. The birds view suggests that not many of the farmers are doing well. There seems to be different faces of spoil sport engulfing the profits year after year and the farmer only hoping for the best nest year.This study focuses on unearthing the various difficulties of the farmers at the grass root level and in this paper we concentrate on the behavior of the farmers to adopt new technology if provided to them at an affordable and an easy to use way.Sample collection through questionnaireThe questionnaire is designed to meet the objectives of the study in seven different segments of the questionnaires. The segments can broadly be classified as personal details, type of farmer, type of land held, water source, investment for cultivation, marketing strategy adopted and the reasons for such marketing strategy. Open ended questions form the basis of understanding the behavior of the farmer with respect to marketing. The questionnaire was formulated and on beginning of the piolet study it was found that there existed many more customized reasons for the farmers not to avail facilities extended by marketing yards. This lead to restructuring of our questionnaire where in two prongs of questions were introduced like the one allowing them to express themselves in form the most difficulty faced during transactions with marketing yards and the other an open ended question of how they felt the situation on the ground could be improved based on the problems with marketing.Sampling sizeThe sample size based on the population is considered. The sampling is done based on the “type of farmer” so that the study addresses both the geographical and the economic status of the farmers. The sampling was considered at a confidence level of 90% allowing for a margin of error of 10% and the response distribution of 25%. The following tables provide a hobli wise collection of data. Total number of respondents is 699 out of which 405 farmers were small farmers and the remaining 294 farmers are big/large farmers with over five acers of land.Type of farmer: Small FarmersType of farmer: Big/Large FarmersAnalytical studyAnalytical study of the data was performed to study the awareness of new schemes launched by the government and to understand the percentage of people who would be willing to use ICT in marketing. The analysis was carried out to understand the awareness of various Government schemes and the number of people using it. This was to identify the percentage of people who actually gave a try to these new schemes and are using it. If they have discontinued using the scheme then we concentrate on collecting the reasons. If a person is aware of the schemes but is not using it, it is an indication of lack of motivation or apprehension to use new technology. The reasons for this apprehension form the basis for our development of an ICT model.Fig 1: Small / Medium farmers using various Government schemesFig 2: Large / Big farmers using various Government schemesInferenceThe analysis of collected data provides us with a broader view when it is divided into small/medium farmers and large/big farmers. It is seen that:a.The awareness about new schemes for marketing/betterment of farmers is equally known to both the categories.b.The ignorance level of various schemes of the government is very high in small/medium farmers.rge/Big farmers are making better usage of the facilities provided by the government.d.The number of small farmers who are well informed about the new schemes but are not using it are high in small farmers.e.Discontinued using marketing schemes and sale through marketing yards are almost the same in both the categories and the reasons for it was analyzed as follows: -Unaware of grading methods-Absence of common brands of crops-Middle men offering better prices-High transport cost-Lack of understanding Market trends-Lack of storage facilityf.Farmers selling through government marketing yard methods are people who understand the market and trends in marketing. These are people willing to wait for the proper price and have moderate storage facility.ConclusionThe paper attempts to understand the reasons for farmers not making good profits despite good yield. In this process the application of ICT is being tried. There are a number of new marketing models proposed but not all are implementable more due to fact that the ground realities differ from geographical region to region and from one social status to another. The further study would deal with development of a model using available ICT tools in the region along with the other facilities in place. The model hence developed would be closer to reality and would definitely be more easily implementable and would retain the farmers in using the model. Further analysis of data is also considered to understand the finer social parameters leading to implementation of ICT managed marketing.中文译文信息通信技术在农产品营销中的应用研究摘要本文研究了政府在卡纳塔克邦实施的各种农业计划对为农民提供更好的市场供应状况的影响。

美国农业合作社与农业产业化外文文献翻译中英文

美国农业合作社与农业产业化外文文献翻译中英文最新（节选重点翻译）英文Managing uncertainty and expectations: The strategic response of U.S.agricultural cooperatives to agricultural industrializationJulie HogelandAbstractThe 20th century industrialization of agriculture confronted U.S. agricultural cooperatives with responding to an event they neither initiated nor drove. Agrarian-influenced cooperatives used two metaphors, “serfdom” and “cooperatives are like a family” to manage uncertainty and influence producer expectations by predicting industrialization's eventual outcome and cooperatives’ producer driven compensation.The serfdom metaphor alluded to industrialization's potential to either bypass family farmers, the cornerstone of the economy according to agrarian ideology, or to transform them into the equivalent of piece-wage labor as contract growers. The “family” metaphor reflects how cooperatives personalized the connection between cooperative and farmer-member to position themselves as the exact opposite of serfdom. Hypotheses advanced by Roessl (2005) and Goel (2013) suggest that intrinsic characteristics of family businesses such as a resistance to change and operating according to a myth of unlimited choice andindependence reinforced the risk of institutional lock-in posed by agrarian ideology.To determine whether lock-in occurred, Woerdman's (2004) neo-institutional model of lock-in was examined in the context of late 20th century cooperative grain and livestock marketing. Increasingly ineffective open markets prompted three regional cooperatives to develop their own models of industrialized pork production. Direct experience with producer contracting allowed cooperatives to evade institutional and ideological lock-in.Keywords：Cooperatives，Agricultural industrialization，Agrarianism，Expectations，Family business，Family farming，Metaphors，Lock-inIntroductionRecent fluctuation in global financial markets led a panel of cooperative leaders to identify uncertainty as the primary managerial difficulty anticipated by cooperatives in the future (Boland, Hogeland, & McKee, 2011). Likewise, the 20th century industrialization of agriculture confronted cooperatives with the challenge of responding to an event they neither initiated nor drove. When the environment is highly uncertain and unpredictable, Oliver predicts that organizations will increase their efforts to establish the illusion or reality of control and stability over future organizational outcomes (Oliver, 1991: 170). This study argues thatcooperatives used two metaphors, “serfdom” and “cooperatives are like a family” to manage uncertainty by predicting industrialization's eventual outcome and cooperatives’ producer-driven compensation.These metaphors are agrarian. Recent research highlights the impact of agrarian ideology on cooperatives. Foreman and Whetten (2002: 623)observe, “co-ops have historically sought to reinforce the traditions and values of agrarianism through education and social interventions. Indeed, for many members these normative goals of a co-op have been preeminent.” These authors studied the tension within rural cooperatives produced by a normative system encompassing family and ideology and a utilitarian system defined by economic rationality, profit maximization and self-interest. They argue that this split in values implies that cooperatives are essentially two different organizations trying to be one. To capture the tension between these multiple identities, they focused on a potential family/business divide in cooperatives, basing this on a duality often noted in cooperative community and trade publications.The authors found that respondents wanted their local co-op to be more business oriented and at the same time, expected co-ops ideally (e.g., as an ideal organizational form) to be more family focused. These conflicting expectations suggested that multiple-identity organizations need to be assessed in terms of the individual components of their identity and the tension (or interaction) between them. Foreman and Whettenregard dual or multiple identity organizations as hybrids. There are consequences to hybridity: many members of a hybrid organization will identify with both aspects of its dual identity, “and thus find themselves embracing competing goals and concerns associated with distinctly different identity elements” (Foreman and Whetten, 2002). They conclude that competing goals and concerns foster competing expectations with consequences for organizational commitment (and I would add, performance).The split focus observed by Foreman and Whetten can be regarded as a contemporary expression of a value conflict beginning early in the 20th century over how production agriculture should be organized. Decentralized, autonomous, and typically small, family farmers used their skill at deciding the “what, when, where, how and why” of production and marketing to reduce the risk of being a price taker at open, competitive markets. Farmers also diversified the farm enterprise to spread price risk over several commodities. Corporate-led industrialized agriculture (integrators) by-passed both markets and independent farmers. Integrators coordinated supply and demand internally based on top-down administrative control over production and marketing decisions. They engaged in production contracting with growers who were held to competitive performance standards and paid according to their productivity. In contrast, family farmers were accountable only tothemselves.Study overviewFoss (2007) observes that the beliefs organizations hold about each other or the competitive environment are a key aspect of strategic management which have been understudied. Beliefs, which include norms and expectations, are important because they can be wrong. Cooperatives are often considered to have an ideological component but how such ideology develops and persists also has been understudied. This study addresses that gap by examining how agrarian language and assumptions shaped cooperatives’ reaction to 20th century agricultural industrialization. During this era, industrial methods transformed the production and marketing of processing vegetables, poultry, beef, and pork and were initiated for dairy and grains. An historical and institutional perspective is used to examine how two contrasting metaphors brought cooperatives to the brink of institutional lock-in. The study spans the entire 20th century from beginning to close.The study opens with a brief discussion of metaphors and norms then presents a theoretical model of lock-in. Discussion of the overarching role of agrarianism follows. Discussion then addresses why the cooperative alternative to corporate-led industrialization –the 1922 model developed by Aaron Sapiro –was not palatable to agrarian-influenced cooperatives (this section also definesagrarian-influenced cooperatives).Discussion then turns to considering how the disturbing implications of serfdom paved the way for the agrarian-influenced norm, “cooperatives as a competitive yardstick” and the cooperative metaphorical n orm, “cooperatives are like a family.” Producer expectations triggered by “serfdom” and “cooperatives are like a family” are addressed. Parallels are briefly drawn between neighborhood exchange in late 19th century rural California and behavior implied in “cooperatives are like a family.” Parallels are then drawn between family business traits and cooperative and producer experience in livestock and identity-preserved grain markets. This provides a foundation for examining in greater detail how well cooperative experience in pork and grains corresponded to Woerdman's four part model of lock-in (2004). Study conclusions and suggestions for future research follow.Importance of ideology, metaphor and normsEconomists have begun studying how cognition and discourse affect cooperative outcomes (Fulton, 1999). This study continues that line of inquiry by considering how a dominant ideology like agrarianism produced words and associations that, for most of the 20th century, arguably had a deterministic effect on farmer and cooperative perceptions of the future. Even today, few guidelines or predictions exist that suggest how organizations can manage ideological conflict (Greenwood, Raynard,Kodeih, Micelotta, & Lounsbury, 2011). Moreover, the difficulties of escaping a hegemonic ideology have seldom been recognized (Spencer, 1994).Metaphors are a pithy word or expression meant to evoke a comparison. They are used to understand one thing in terms of another (Lakoff & Johnson, 1980: 5). Understanding what metaphors represent and how they emerge and persist can offer a window into the salient factors influencing farmer and cooperative decision-making. Moreover, as in this text, metaphors “allow for the sorts of story in which overwhelming evidence in favor of one interpretation of the world can be repeatedly ignored, even though this puts the assets of the firm and the position of the decision-makers at extraordinary risk” (Schoenberger, 1997: 136).Much of what Pfeffer and Salancik (2003) say about norms also applies to how metaphors are used in this study. For example, these authors observe that an important function of norms is to provide predictability in social relationships so that each party can rely on the assurances provided by the other. Consequently, norms stress the meeting of expectations in an exchange relationship. Certainly, the metaphor, cooperatives are like a family, can be understood in the same manner. Defining norms as commonly or widely shared sets of behavioral expectations, Pfeffer et al. also indicate that norms develop underconditions of social uncertainty to increase the predictability of relationships for the mutual advantage of those involved. Once they cease to serve those interests norms break down.California's early industrializationIt seems reasonable to assume that agrarianism's belief in the pivotal importance of agriculture was shared to some degree by all U.S. cooperatives. However, unique features of California's agriculture, particularly in the Central Valley, predisposed it to industrialize some decades earlier than the Midwest, Great Plains, and Northeast (McClelland, 1997). The latter continued to rely on patriarchal family farm labor and so, for this paper, are assumed to represent the core domain of agrarian-influenced cooperatives. These areas lacked access to the supply of excess ethnic or minority labor which McClelland indicates prepared California for industrialization by 1910. Added to this advantage was California's legacy of estate or hacienda production which boosted cultural familiarity and acceptance of large scale production (Hogeland, 2010).In 1922, California attorney and cooperative organizer Aaron Sapiro combined elements of California experience into a model of cooperative organization and marketing popularly kno wn as “orderly marketing.” Sapiro began by extolling industrialization: “The factory system is recognized as the key to all forms of productive industries to-day all overthe world-except in agriculture… The farmer is the only part of modern industry… in which you have individual production” (Sapiro, 1993: 81).In general, Sapiro offered a cooperative alternative to producers’ tendency to dump excess supply from bumper harvests on the market. Instead, cooperatives should provide a home for the growers’ prod uct and use accumulated inventory to develop new products to stimulate consumer demand. Investing in processing or preservation technologies –canning, refrigeration and drying –would allow cooperatives to release excess production to the market in a prog ressive “orderly” manner.For example, by 1925 Sunkist growers had increased fruit utilization by transforming oranges from a single hand-held breakfast fruit to a glass of juice made from multiple oranges. The Sunkist extractor was specifically designed to use off-size fruit and wind-damaged fruit that would not sell as fancy Sunkist table fruit because all produced the same quality juice (Nourse, 1925). In 1922, Sun Maid scored a consumer success by packaging raisins in convenient snack-sized boxes called “Little Sun Maids” (Gary Marshburn, telephone conversation, July 24, 2008; Cotterill, 1984).The far-sighted orderly marketing norm anticipated the values of industrialized agriculture, urging cooperatives to guarantee supply through marketing contracts with some 85–95 percent of producer-members (Sapiro's recommended target). This commitmentcould propel the cooperative into being sole supplier of a particular specialty crop. (Such specialization was facilitated by California's geographically compact micro-climates).Sapiro's model provided a template for important 20th century specialty crop cooperatives outside of California, notably, Ocean Spray Cooperative (cranberries) and Welch's (Concord grapes). However, Sapiro's model represented a highly specialized, marketing-intensive cooperative that was conceptually and financially out of reach of the small family farmers in the Midwest, Great Plains, and the Northeast who produced fungible commodities like milk, meat and grains.6Cooperative philosopher and economist Edwin Nourse commented on cooperatives performing agricultural rationing such as orderly marketing:To be sure, a few cooperatives which stand in a class by themselves have already attained a degree of success comparable with the best achievements in industrial lines. But these are in comparatively small branches of specialized agriculture where economic organization was already on a high level. Before anything like the same result could be achieved in the great staple lines of production, where the demand for [price] stabilization is most acute, there would have to be a fair degree of concentration of executive responsibility in their operating organization (Nourse, 1930: 132).Serfdom's implicationsDuring the 1920s and 1930s –considered a “golden age” of agriculture – collective action surged. Rudimentary markets and chaotic distribution channels for basic commodities like milk, grain, and fruit provided new opportunities for cooperative marketing. Moreover, new antitrust legislation curbed many of the horizontally-integrated “trusts” dominating 19th century meat packing, oil, railroads and grain markets.Nevertheless, as early as 1922, Nourse saw emerging within agriculture market power so centralized and hierarchical it seemed feudal (Nourse, 1922: 589). Subsequently, the metaphor of “serfdom” was used throughout the 20th century by agrarian-influenced cooperatives to suggest how industrialization's contract production could reduce entrepreneurial and independent farmers to the equivalent of hired hands – so-called “piece wage labor.”In 1900, most counties could point to someone who started as a tenant or laborer and through hard work, luck, sharp dealing or intelligent cultivation, retired as a landlord owing several farms (Danbom, 1979: 7). In 1917, Ely introduced the concept of the ‘agricultural ladder’ as a model of occupational progression to farm ownership. The ladder showed how the agrarian virtue of hard work could allow a landless, unpaid family laborer to progress from being a hired hand and tenant farmer to an independent owner-operator (Kloppenburg & Geisler, 1985). Yet, the serfdom metaphor suggested just how tenuous such occupationalprogression could be.Late 19th century farmers formed cooperatives in response to market exploitation or failure. Although such exploitation affected farmer costs and returns, as a rule it did not impinge on farmers’ understanding of themselves as entrepreneurial and independent. Agrarian ideology lauded family farmers for taking on the risks of farming with a frontier attitude of self-reliance. Such farmers answered to no one except themselves. The small farmer was “first of all a self-directing individualist who could be counted on to resist with vigor the encroachments of outside authority” (Robinson, 1953: 69).Industrialized agriculture brought a new institutional logic to agriculture by putting efficiency and profitability first and using vertical integration to bypass farmers’ decision-making power over agriculture. Industrialization was market driven, seeking growth in identifying and satisfying consumer preferences. Research has indicated that the norms and prescriptions dictated by family logics are often at odds with the prescriptions dictated by markets (Greenwood et al., 2011).Power, reflected in ownership and governance arrangements, determines which logics will more easily flow into organizations and be well received (Greenwood et al., 2011). Family logics formally embedded into an organization's ownership structure are a very effective conduit for increasing familial influences within the organization. Not surprisingly,farmer-owned cooperatives believed they had a mandate to protect and foster family farming (Hogeland, 2006).中文管理不确定性和期望：美国农业合作社与农业产业化朱莉·霍格兰摘要20世纪的农业产业化使美国农业合作社面对很大的不确定性。

浅谈农业产业化问题的原因和建议英文文献

Mainly talks about the agricultural industrialization of the reasons and SuggestionsA case, the industrialization of agricultureAgricultural industrialization refers to agriculture as the foundation, to domestic and international market as the guidance, in order to improve the efficiency as the center, optimize the combination of a variety of factors of production, extending agriculture industry chain, the implementation of agricultural regionalization layout, specialized production, the scale management, social service, the diversified main body, enterprise management, to combine agriculture and its related industries, and form the integrated operation management system. Agricultural industrialization constitute has three basic elements, one is to have a dominant industry (in current agricultural structure in a dominant position and has the development potential of the industry), 2 it is to have leading enterprises (agricultural products processing and marketing enterprise or enterprise group), three is to have a commodity base (regionalization, scale of planting and breeding bases), these three elements constitute the basic chain of agricultural industrialization. The basic characteristics of agricultural industrialization is based on the rural household contract responsibility system, which is based on agricultural resources, through market affects the leading enterprises, leading enterprise promoting production base, base link farmers form, realize the specialization of agricultural production, agricultural commercialization and socialization of service, reflect to a enterprise, according to the market-oriented, intensive production mode of the development of agricultural production, processing, marketing, management mode. Specifically, agricultural industrialization has the following characteristicsA, localization, production specialization. Agriculture and related industries to operate joint, family business is hard to, only adjust industrial layout in some area, the specialized production, can promote the joint, the combined effect can be achieved. Second, the business scale, service socialization. Moderate scale management is the important way to improve the economic benefit of production and management to reach a certain size, will not be able to realize the industrialization, at the same time, with the social service of form a complete set of industrialization and the social environment could not be optimized. Three, the main body diversification, clarity of property rights. Limit agricultural specialization broke through the department, present industrial, commercial, agricultural, trade unions between multiple subject, and through the system, such as contract specification between multiple subject and clear property right relations and benefit distribution. 4, enterprise management, operation integration. Agricultural industrialization will spread into the joint, farmers mutual collaboration, executes an enterprise to turn management, agriculture and related industries under the economic parameters and orderly operation. Five, the marketization of decision-making, benefit maximization. Agricultural industrialization is based on the market as the guidance, its decisions in line with market demand, the production and business operation activities smoothly according to the market orientation, thus maximum business benefit.The industrialized operation of agriculture in our country generally adopted the following model1, bibcock DaiDongXingIs given priority to with leading enterprises, around one or more of the products, the formation of the \"company + base + farmers\" production and marketing integration of the business organization. \"Leading\" companies with marketdevelopment ability, engage in deep processing of agricultural products, to provide services for farmers, driving the development of peasant household goods production, is the industrial organization of machining center, business center,service center and information center. This model is widely used in farming and animal husbandry and aquaculture. Through the support of key enterprises, realize scale management, achieve the goal of improve agricultural economic benefits. This type is suitable for the economic development condition is good, the market more perfect.2, market DaiDongXingThrough the construction of the local market, expand overseas markets, expand product market, affects the advantage industry to expand production scale, specialization, seriation production. Zhangzhou in tianbao town, for example, allow the province's largest banana wholesale market, the market has bank, industry and commerce, taxation, telecommunications, insurance, hotels, transportation and other supporting team with complete service facilities, in total more than 10 tons. Is applicable to any according to the area of operation of the market economy.3, DaiDongXing leading industryTo take advantage of local resources, traditional product development, the formation of regional leading industry, in order to \"famous, excellent, new, special\" product development for the purpose, to those who are the most prominent, the most obvious economic advantage, resource advantage production advantage relatively stable project, to cultivate, to speed up the development, form a pillar industry, around the leading industry development production and sales integration business. Apply to unique resources endowment, can produce various kinds of products of agricultural areas.4, group developmentGroup taking agriculture as a large and stable investment market, toward the \"SiHuang\" development, achieved good economic benefits. For example, the Inner Mongolia erdos cashmere products co., LTD., has 20000 hectares of goats base, developing ranch 3000 hectares, 34000 hectares, more than 100 strains of planting trees and grass planting, established 11 in major production areas of cashmere raw material purchase branch, formed a working ranch rectangular, alternating between several network of supply and demand. This type is suitable for the economic development condition is bad, but it is a region of resources advantage.5, intermediary organizations LianDongXingIn a variety of intermediary organizations (including the farmers' professional co-operatives, supply, sales, technical association association), the organization before, during or after the omni-directional service, make many scattered small-scale production operators joint in the formation of large-scale unified management group, achieve economies of scale. Applicable to the technical requirements higher planting, breeding, in the promotion of new products, new varieties, new methods in the process, is a kind of low investment, high income, farmers benefit more good way. Applicable to the technical requirements higher planting, breeding, can apply in developed and less developed areas.6, demonstration and promotion type, focus on talent, capital, technology founded agricultural demonstration zone. For example, xinxing county, guangdong province and guangzhou huihai the new technology development company launched integrated demonstration area ofagricultural industry in mountainous area in west of guangdong province. By the high quality aquatic products and rare animal farming, pollution-free vegetables, high-quality fruit planting farming projects, such as the local farmers in the area. Apply to some good region agricultural industrialization development.Heilongjiang shuangcheng agricultural ecological circular economy demonstration zone, located in the 30 km southwest of Harbin city. The east, and southeast of acheng, bordering on the p5; South, west to pull Lin is bounded, elm, fuyu of jilin province and neighbors; Northwest, north separates the songhua river and zhaoyuan, longjiang; Close to the Harbin city in northeast China. Planning scope: shuangcheng town of 9 had jurisdiction over 15 township, 85 km long, north and south 65 kilometers wide, the realm with a total area of 3112.3 km2. According to the natural conditions of shuangcheng each township, resource endowment and industrial foundation, shuangcheng agricultural ecological development of circular economy industry will form the pattern of \"1 nuclear 4 area 10 belt\". \"One core\" refers to the emerging township \"China twins organic vegetables wholesale market as the core as ecological circulation of agricultural products logistics center;\" 4 area \"refers to the central along the rivers ecological reserves, ecological processing industry intensive development zone, east of western efficient ecological agriculture, ecological agriculture in southern edge area;\" 10 belt \"refers to the organic corn belt, belt, organic rice grains industry area, organic vegetables industry area, two melon industry area, organic dairy industry area, organic beef cattle industry area, organic pig industry area, every industry area, organic layers belt. All produced within the scope of the recycling agricultural production wastes.Second, the problems existing in the agricultural(a) farmers problem of agricultural industrialization of the final purpose is to promote the solution of the \"three rural problems\", \"three rural issues\" is the core issue of the agriculture problem. 1. Good agricultural labor force erosion is serious Developed countries economic development experience has shown that the process of developing economy, is also a Labour from the first industry to the second and the third industry transfer process. The cause of this phenomenon is in the process of economic development, agricultural workers pay far less than the second and the third industry workers compensation. Our country economy is in a stage of rapid development, follow the same rule, agricultural workers pay far less than the second and the third industry workers compensation, so agricultural labor will shift to the second and the third industry, and the second and third industry and factory required is far higher than the requirement of the agricultural industry, so the second and the third industry of merely agricultural industry outstanding workforce, surplus agricultural labor force quality is relatively low. Poor rural infrastructure, transportation, medical, health and other far cannot be compared with the condition of the city, especially the urban recreational facilities, is far better than the countryside. But a new generation of outstanding rural labor force has knowledge, ideas, extremely convenient living in the city, then flocked to the city at all costs. To some extent, this also add to the best of agricultural labor force, to a certain extent, restrict the development of agricultural industrialization.2. The scientific and cultural qualities of agricultural labor force is generally not high net home although investing in education in recent years began to tend to thecountryside, but has long been tilted toward town, resulting in rural education a serious shortage of equipment and facilities, the rural out-of-school phenomenon is very serious, in some poor rural areas, what to see not to a complete school. It alsolimits the promotion of science and technology in the agricultural industry. Farmers' income level is lower, pension will not be able to get effective guarantee, so many farmers \"more begat, endowment\", this to a certain degree and increase the farmer's poverty, making them more unable to sustain the children's learning cost, resulting in Shanghai ring farmers to raise the intellectual standard of the people. Farmers' scientific and cultural level is not high, the degree of agricultural industrialization recognized will not improve, and advanced science and technology for the promotion of agricultural industrialization function also is not very good.3. Less agricultural land per capita labor though China's vast territory, but the proportion of arable land is not high, coupled with a large population, so the farmers per capita arable land area is less. Traditional idea of \"a boy than a girl makes the family planning policy in some areas also slightly powerless, exacerbated people mouth on this in a certain range of growth, the growth of people ¨ righteousness\" diluted \"to some extent the little change of the total arable land area. In some areas, due to the environmental protection consciousness is not strong, deforestation is serious, serious soil erosion, land desertification is becoming more and more out of control, it will increase the per capita arable land area is reduced. ............... .advice1, development of characteristic agriculture, establish the leading industry and productsWith the formation of a buyer's market of agricultural and sideline products, agriculture from traditional agriculture into the characteristic, high quality, high efficiency of precision agriculture development stage. Characteristic agricultural production, the development with regional characteristics of special special breeding, cultivation, the establishment of agricultural and sideline products processing, storage, preservation and distribution enterprises, the increase of agriculture and animal husbandry products processing depth and precision, promote the process of agricultural industrialization.Along with the development of agricultural industrialization, the inevitable regional development focus and development prospects and problems such as reasonable selection and optimal allocation of resources, to solve these problems, the key is must carry on the adjustment of industrial structure. And establish their own leading industries and brand products, and according to the industrialization pattern of the famous brand products. According to the characteristics of the local, practical and effective choice of the mode of agricultural industrialization.2, the construction of agricultural and sideline products professional wholesale marketConstruction of a batch of professional market town vegetables, give play to the role of market goods distribution and the radiation effect of foreign goods. Solved the problem of farmers' production and sales.Market conditions the facilities and the further expansion of trade and commerce logistics flow, to put forward higher requirements on a market environment and facilities, then think of building field.At the beginning of the formation and development of the market, in order to strengthen the management of market order, according to the actual circumstance of the countryside, set up the green channel, to encourage farmers and traders, the trading give breaks on tax policy at the same time. At the same time, should according to the local economy and local financial resources, perfect service, to improve the policy environment, to guide the development of market intermediary and service organizations. Information consultation, industry association, storage and transportation services and financial services market intermediary and service organizations.3, to cultivate and support very large agricultural products processing enterprises\"Leading enterprise\" is a \"locomotive\" for the development of agricultural industrialization. Built a \"tap\" enterprise can carry one or several comprehensive development of agricultural and sideline products, support a rich. The government should support enterprises through leasing, merger and acquisition, auction or shareholding system reform, financial and other support services, cultivate leading enterprises.4, promote the transformation of agricultural products processing value-added, cultivate new growth point of rural economic developmentOn the basis of the township and village enterprises, technology innovation and management innovation, accelerate the development of enterprises. To develop the local agricultural and sideline products as raw materials processing industry for agricultural products, expanding markets for agricultural products demand, promotes agricultural structural adjustment, improve the agricultural comprehensive benefit and market competitiveness. Development of deep processing of agricultural products, as an important content of agricultural structure adjustment, to make it become a new growth point to promote the development of agriculture and rural economy. Actively developing high-grade, high value-added products; Refinement of adapt to market demand, in essence, deep, \"optimum\", strive for more high quality brand name products.5, establish and improve the agricultural industry organizations, to promote agricultural industrializationThe function of the agricultural industrial organization is for before, during or after the technical consultation and coordinates the market competition of the specification, at the same time, also can protect the interests of farmers, in the continuous extension of industry chain in its profits, due to the government to make policy to create the environment, support and guide farmers to establish and improve the and development of industrial organization, promote the transformation of value-added agricultural products.To promote the development of the agricultural industrialization faster, better, this section give out some countermeasures and Suggestions on the development of agricultural industrialization. Specific as follows: (1) farmers problem 1. Prevent loss of good agricultural labor force On the one hand, the government should enhance of agricultural subsidies, to provide more surface system service for agriculture, to helpfarmers increase income, it also can effectively avoid the outstanding agricultural labor force resources loss. On the other hand, the government should strengthen the construction of rural infrastructure, especially roads, hospitals, entertainmentfacilities such as construction, farmers have more opportunity to enjoyThe same as the city residents of convenience and entertainment, it will be good for agriculture labor loss effectively.2. Raising farmers' scientific and cultural qualitiesIn this respect, the government should intensify education in rural areas for people, fiscal expenditure Have the intention to tilt the rural education, increasing, CRD in rural (especially the rural backward area) the compulsory education, improving farmers' cultural quality, improve farmers accept ability and application ability of science and technology.3. Increase the per capita arable land area(1) the government organization of agricultural surplus labor exportingRural surplus labor in China is more, it is restricting agricultural scale management of one of the major factors.。

(完整版)外文翻译(营销策略)

附件 1 ：外文资料翻译译文营销策略内容概要：为了组织的销售能是成功的，它需要依据一个营销策略计划来帮助保证其努力的目标和主旨与市场的需要想符合。

营销策略审察市场以确立潜伏顾客的需要，竞争者的战略和市场所位，并且试试拟订出一套能使组织在市场上获得或保护竞争优势的有关战略。

有一些要素会对营销策略计划的发展造成冲击性的影响，它包含内部要素比如组织的财富、技术和组织文化，外在要素比如各种各种的市场驱动者、市场或产业运作方式、战略窗口和竞争的实质。

一个精选的营销策略计划也需具备一套不测状况防范策略以应付市场治理及组织生产能力的不确立性。

重点词：竞争优势竞争策略市场所位市场份额营销销售计划组织文化营销策略营销策略简述不论组织的产品或服务多么好，除非它们的价值能被传达给潜伏的顾客，不然组织依旧没法实现它的使命。

这种传达和沟通是组织内市场营销功能的职责。

依据美国市场协会，营销是“一个组织效能和一套创建过程、沟通和传达产品价值给顾客、办理与顾客关系的有利于组织和它的利益共享者的方式”。

营销作用包含相辅相成的双方面。

营销策略在市场上审察市场来确立潜伏顾客和竞争者实质的需要，并且试图开发出在市场大将使组织获得或保护竞争优势的战略。

操作的营销被成立在营销策略作用和贯彻各种各种的计划和策略 ( 包含适合的混淆营销的发展 ) 吸引顾客和促使顾客忠实的基础之上的。

产品和服务营销的方法有好多的方式能用来销售你的产品或服务包含做广告，直接响应、销售活动和宣传。

但是，除非你能认识顾客、市场和产业的需要并且竞争的优势和劣势，不然这些方法是不太可能成功的。

营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。

营销策略与二个组分有关：目标市场和用最正确的方式传达你的产品价值或服务到那个市场。

一个可推行的销售目标的发展取决于几个重点维度。

第一，与组织以内的所有全世界性战略相同，一个成功的销售目标需要由在组织以内的最高管理层署名。

销售目标实质上也拥有政治性的色彩：在组织以内的强有力的单位在最正确的销售目标或许不一样意，并且协议或许需要谈判完成。

市场营销策略外文文献及翻译

外文翻译——农业产业化组织

译文（英文在下面）（标题：农业产业化组织的营销策略分析）资料来源：2010产业工程与管理国际研讨会作者：赵艳红、任艾华摘要：农业产业化是世界农业的发展方向，也是发达国家经营农业的主要方式。

大力发展农业产业化是提高我国农业的竞争力在其生产上营销创新的有效途径。

它涉及到农业产业化商业成功的一个重要因素。

在本文中，从产品、渠道、促销三方面，面对农业产业化的营销创新提出相应的发展建议。

关键词：产品；渠道；促销1 引言虽然中国已经建立了许多农业产业化，但是很少有成功的案例，原因是产品卖出与否并不影响他们的发展。

现在建立在现实的同时，农业产业化经营组织在产品开发、销售渠道和市场开拓用许多办法来解决迫在眉睫的问题。

我们可以说，销售已成为制约发展的瓶颈。

本文中，营销理念的发展，主要根据4P 理论的核心内容，由发展到满足消费者需求。

创新渠道，灵活地运用创新的营销组合，因而企业组织寻求促进农业产业化经营销售创新的措施。

2开发的产品，以满足消费者的需求4C理论认为，公司应该优先追求顾客满意，那么，农业产业的企业必须首先形成了顾客满意度。

市场营销认为产品需求是多层次的，产品的整体概念应该包括三个方面：核心产品、形式产品和额外产品。

2.1 核心主导产品提供基本效用给消费者和有兴趣的回答这个问题“消费者真正要买的是什么？”从根本上说，每一件产品都解决一个明确存在的问题。

农业产业化经营中市场营销策略探讨

农业产业化经营中市场营销策略探讨沈阳农业大学(社会科学版),2001—09,3(3):173—175 SocialScienceJournalofShenyangA岫lUniversity,2001—09,3(3):173—175农业产业化经营中市场营销策略探讨周静,周虹,张德成(沈阳农业大学经挤贸易学院.江宁沈阳l10161)摘要:当前,中国农产品市场由过去的卖方市场变成了买方市场,农产品市场竞争日趋激烈,大力发展农业产业化,增强农业竞争力成为当前中国农村工作的重要任务.针对农业产业化经营中,市场营销存在的问题,以现代市场营销理论为依据,提出农业产业化经营中市场营销策略,为提高中国农业产业化经营水平提供参考.关键词:农业产业化;营销策略;市场经济;经营水平中国分类号:F321文献标识码:A文章编号:1(]08—9713(2001)03—0173—03改革开放以来,我国农业发展取得了举世瞩目的成就.随着农业综合生产能力的提高,我国农产品供给由长期短缺转向总量基本平衡,丰年有余.农产品市场由卖方市场变成了买方市场.买方市场的出现,标志着困扰我国多年的短缺经济时代已经彻底结束.这是一个历史性飞跃,特别是对于拥有l2.95亿人口的大国来说具有特别重要的意义.但目前我国农民收入水平不高,农村工业化程度较低,买方市场的出现,使农产品市场竞争El趋激烈,一部分农产品卖不出去,农业增产不增收,导致农民收入增长迟缓.特别是我国加入WTO在即,国外一些国家和地区的农产品凭借其质量和价格优势将更多地进人中国市场,我国农业正面临一场前所未有的挑战与机遇.大力发展农业产业化,增强农业竞争力成为当前我国农村工作的重要任务.农业产业化经营组织必须正确认识当前农产品市场新形势,认真分析市场变化新趋势,在农业产业化经营过程中积极开展农产品整体市场营销,抓住市场机遇,主动迎接市场的挑战.一,用现代农产品市场营销观念指导农业产业化经营农业产业化是继家庭承包责任制后,适应我国市场经济和现阶段农业自身发展规律丽形成的一种有效的生产经营方式和经营组织形式.它具有增强市场竞争能力和抗御市场风险的能力,是增强农业自我发展能力和增加农民收入的重要手段.随着农产品相对过剩时代的到来,农业产业化经营组织必须全面审视自己的经营思想和营销理念,彻底抛弃计划经济时代的以农产品生产为中心,思维格局为农产品一推销一增加销售一利润的传统经营观念,树立以需定产,思维格局为顾客对农产品的需求一整体营销手段一满足顾客需求一利润的现代农产品市场营销观念.即先要研究顾客对农产品的需求,进而安排农产品的运销,保鲜,储藏,加工和生产.在满足顾客需求的同时去获取利润.在农业产业化经营过程中,农业产业化重点产品,主导产业的选择必须以市场为导向,以消费者需求为中心.在今后的农业发展中,要改变过去那种重生产,轻流通的旧观念,要把开拓市场摆在比生产更重要的位置.在指导农业产业化工作中要从买方市场出发,转变领导方式和工作方法,把工作重点和主要精力转向帮助农民去找市场,要根据市场规律和市场需求指导农业产业化生产,使农民的生产经营逐步实行以销定产,积极推广定单农业,避免盲目性,减少风险.同时,教育广大干部群众增强市场意识,逐步提高其适应市场,驾驭市场的能力,切实把农业生产转移到以市场为导向.以提高经济效益为中心的轨道上来.二,建立农业市场营销信息系统,增强农业产业化经营决策的科学性现代社会信息是生产力重要组成要素,是支撑社会发展的三大支柱之一.从某种意义讲,信息就是导收翦IB期:2埘一06—319作者荷介:周静fl9B一),女.沈阳农业大学经济贸易学院刚教授,博士研究生.从事农产品市场冒铺的教学与研究工作.■农业经济AGRICULTURALE∞NOMY174?沈阳农业大学(社会科学版)第3卷向,要坚持以市场为导向开始生产经营活动,必须重视信息的作用.目前,我国出现的农产品过剩主要是由于信息不灵活,不准确或分析信息的能力比较低造成的.在市场经济条件下,为引导农民有序地进人市场,必须强化信息的收集和处理手段,加强信息网络建设.通过建立农业市场营销信息系统,形成高效率的营销信息网络,为农业产业化经营组织提供价格,生产,库存,气象,销售等方面具有超前性,准确性,指导性的信息,进而使农民靠准确的市场信息来进行科学决策,减少生产经营活动盲目性,使农产品的生产更好地适应国内外两个市场的需求.三,提高龙头企业营销管理水平,增强龙头企业的市场开拓能力龙头企业是农业产业化发展的主导力量,具有强大的辐射性和牵动性.发展农业产业化关键是培育具有市场开拓能力,能进行农产品精深加工,为农业提供系列化服务,带动千家万户发展商品生产的龙头企业.而龙头企业的市场开拓能力以及对农户和生产基地的带动力则取决于其营销管理水平的高低.因此,各地必须加大对龙头企业的培育力度,因地制宜地制定龙头企业的标准和扶持政策,促使其在求精,求高,求强上下功夫,在产供销,贸工农,农科教,产学研上求发展,促进龙头企业在企业规模,产品档次,经营管理水平上有大的进展.逐步提高龙头企业在营销管理过程中分析,捕捉市场机会的能力,制定市场营销战略和战术的能力以及市场营销计划的制定,组织和控制的能力.四,实施比较优势战略,培植主导产业,创建具有本地特色的农产品基地目前我国农产品出现了结构性,区域性,季节性的过剩,时常发生卖难现象.加人wIo后,随着关税的大幅度下调,非关税措施的撤消,将使中国农产品让出一部分市场,使农产品”卖难”的问题日益突出.解决农产品”卖难”,当务之急要以市场为导向,以资源为依托,以科技为动力,充分利用国际国内两种资源,两个市场,调整农业生产结构,在农业产业化发展过程中实施农业比较优势战略.在对国内外农产品市场进行市场营销调研与预测的基础上,根据顾客对农产品需求的差异性程度,根据本地区自然资源,经济资源,区位优势,文化背景优势等特征,科学地对农产品市场进行市场细分与市场定位,有目的地发展具有广阔市场潜力和区域特色的主导产业,立足本地资源优势,开发生产出风味独特,富有区域特色的名优特新产品,引导农民实行区域化布局,基地化生产,规模化经营,名优化开发,社会化服务,市场化销售,大力发展专业大户,专业村,专业乡,专业市场,逐步形成具有市场竞争力的一区一品,一乡一品,一村一品的格局,建立起一批具有本地特色的农产品名优基地.在比较优势中突出区域经济,进而提高全国农业生产整体效益.五,制定最佳市场营销组合策略,推进农业产业化进程目前,我国农业发展由过去受资源约束转变为受资源和需求双重约束.这就要求我们认真研究市场,分析需求,在农业产业化发展中导人市场营销策略,从而提高农产品营销能力,实现农业产业化经营的目标.(一)树立农产品整体概念.实施农产品名牌战略创立驰名农产品品牌,是推动龙头企业发展的动力,是推进农业产业化进程的重要手段.通过培植名牌产品,树立名牌形象,发挥名牌效应,进而推动主导产业的发展,促进农村经济繁荣.纵观国内外农产品市场,泰国的大米,芒果,美国的菩提,蛇果,巴西的咖啡,澳大利亚的牛奶,这些公认的名牌产品以其风味独特和品质优良的魅力几乎垄断了世界农产品市场.我国加人wIo在即,要提高我国农产品在国内外市场上竞争力,必须实行农产品的名牌战略.实拖农产品名牌战略必须以树立农产品整体概念为前提.农产品整体概念包括三个层次,首先消费者购买农产品追求的核心利益是能够买到营养价值高,口感味道好,卫生安全性强及无污染的优质绿色产品;其次,农产品的质量,特性,包装,品牌等形式特征也是农产品能否畅销的重要因素;第三,良好的服务是整■农业经济AGRlCUU_uRALE∞NOMY第3期周静等:农业产业化经营中市场营销策略探讨?175?体产品中日益重要的一部分,加强农产品服务,不仅能增强农产品的竞争力,而且能提高农产品的附加值.农业产业化组织必须树立农产品整体概念,一要通过科技创新逐步建立农产品质量体系,加快”绿色产品”生产,使农产品在营养价值,口感,口味,卫生安全等方面达到市场需求标准.二是重视农产品的包装,使其做到”多样化,组合化,小型化,精品化,透明化,绿色化,国际化”.三是搞好农产品商标注册,宣传和保护,加强品牌推广与扩展,树立农产品的品牌形象.四是增强对农产品的服务意识,建立配送服务等售后服务体系.总之要以一个”整体农产品”的概念在国内外市场上创造出我国的农产品品牌.(--)灵活运用定价策略,科学地制定农产品价格解决农产品卖难和农业增产不增收的问题,价格至关重要.各农业产业化组织给农产品定价首先要以农民生产成本为基础,保证农民基本利益,同时考虑消费者接受程度,市场竞争激烈程度,社会经济总体水平和国际市场价格等,积极利用农产品季节差价,区域差价和消费者求新求异求廉等不同消费心理,应用定价技巧,选择季节性调价,区域定价,折扣定价,理解价值定价,促销定价等不同定价方式进行定价,使农产品具有较好的市场吸引力和价格竞争力.【三)加快农产品市场体系建设.搞活农产品流通首先,要进一步培育和完善各类农产品市场,健全农产品市场体系.应在发展城乡集贸市场的基础上,在农产品的主产区,集散地重点发展和培育辐射面大,影响力强的农产品批发市场特别是组建地方名优新特产品市场.同时要有计划地组建中心批发市场,逐步形成包括农产品批发市场和农产品自由贸易市场在内的覆盖全国的农产品现货市场体系,在此基础上积极发展农产品期货市场.第二,要不断开拓国内外农产品市场.对国际市场的开拓,要通过多渠道,多形式努力扩大农产品在国际市场上的辐射力和覆盖面,采取多元化的出口政策,减少初级产品的出口比例,提高出口农产品的加工深度,以求获得更多的产品附加值.对国内市场的开拓,即要重视城市农产品市场的开拓,又要加强对农村市场的开拓.因为随着农民收入水平的不断提高,占总人口比例80%的农民消费欲望不断增强,农村市场有着广阔的潜力.第三,发展农村经纪人队伍,加快农村市场化进程.在市场经济大潮中锻炼起来的农村经纪人,他们在开拓市场,搞活流通,实现农业产业化经营中具有特殊的作用.经纪人运作能力,直接关系到当地农业产业化发展水平.在投有龙头企业牵动,国家收购农产品能力有限的情况下,有丰富的市场中介经验和很高商场中介信誉的农村经纪人的经营活动,促进了千家万户的小生产和千变万化的大市场的连接.地方党政组织要帮助农民建立一支农民自我服务的流通队伍,积极培养农民经纪人,为农产品顺利进入市场加快流通创造条件.(四)采用合理的促销方式,加大农产品促销力度销售展示,店内演示,品尝,上网宣传,广告等促销手段可以为农产品打开市场服务.近年来,电视广告随着电视的普及越来越为人们所重视.它覆盖面广,宣传力强,可使农产品从视听角度直接吸引消费者.为了扶植我国农业的发展,中央电视台农业频道专门开播了农业广告,不但费用优惠,而且在展示农产品的同时,也把产地的秀丽风光,风土人情,人文背景介绍给观众,增加了产品的文化内涵,提高了产品价格水平.农业产业化经营组织必须制定农产品促销战略,利用电视,报纸等大众传媒以及其他社会机构为农产品营销创造有利的外部环境,扩大产品的影响,提高产品的知名度和市场占有率,使产品尽快走向市场,实现其价值,从而获得较好的农业产业化经营的经济效益.参考文献[1】豫盎梅.我国农产品市场营销问题探析[】】.经济问题,2∞l,(2):50—53.【2】周静买方市场条件下农业发展的对策选择[】].农业经济,2OOO,(5):17—18[责任编辑王娟】一农业经济AGRICULTURALECONOMY。

市场营销战略论文中英文外文翻译文献

市场营销战略论文中英文外文翻译文献XXXConsumer r studies how individuals。

groups。

and ns choose。

acquire。

use。

dispose of products。

services。

experiences。

and ideas to satisfy their needs and the XXX。

consumer r research has focused on pre-purchase and post-XXX。

XXX view and can help us examine the indirect effects of consumer n-making and the XXX。

companies must offer more value to their target customers than their competitors。

Customer value is the balance of XXX.1.Marketing StrategiesFor each selected target market。

XXX a target market is whether the company can provide higher consumer value compared to XXX strategies。

XXX markets.1.1 ProductA product XXX of their needs。

not the specific material characteristics.1.2 nXXX includes advertising。

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XXX.1.3 PricingPrice is the amount of money consumers must pay to acquire and use a product。

农业产业化营销策略外文翻译文献

大力发展农业产业化是提高我国农业的竞争力在其生产上营销创新的有效途径。

它涉及到农业产业化商业成功的一个重要因素。

在本文中，从产品、渠道、促销三方面，面对农业产业化的营销创新提出相应的发展建议。

关键词：产品；渠道；促销1 引言虽然中国已经建立了许多农业产业化，但是很少有成功的案例，原因是产品卖出与否并不影响他们的发展。

现在建立在现实的同时，农业产业化经营组织在产品开发、销售渠道和市场开拓用许多办法来解决迫在眉睫的问题。

我们可以说，销售已成为制约发展的瓶颈。

本文中，营销理念的发展，主要根据4P理论的核心内容，由发展到满足消费者需求。

创新渠道，灵活地运用创新的营销组合，因而企业组织寻求促进农业产业化经营销售创新的措施。

2开发的产品，以满足消费者的需求4C理论认为，公司应该优先追求顾客满意，那么，农业产业的企业必须首先形成了顾客满意度。

市场营销认为产品需求是多层次的，产品的整体概念应该包括三个方面：核心产品、形式产品和额外产品。

2.1 核心主导产品提供基本效用给消费者和有兴趣的回答这个问题“消费者真正要买的是什么？”从根本上说，每一件产品都解决一个明确存在的问题。

北美农林特产产品的市场营销策略-外文翻译

外文翻译原文Markets and marketing strategies for agroforestryspecialty products in North America Material Source: Agroforestry Systems Author:M.A. Gold, L.D. Godsey Key words: Alternative crops, Market value chain, Nichemarkets, Porter Five Forces Model, Woody ﬂorals, Eastern red cedarAbstract: In agroforestry, marketing is unique for several reasons: many products typically lack established marketing institutions, market information, and grade or quality standards. All that is known about the market for many agroforestry specialty products is that someone is growing the product and consumers are buying it. What happens to the product as it moves through the value chain from producer to consumer is unknown, the ‘black box’ of agroforestry markets. To shed light on the black box and stimulate adoption of agroforestry practices, successful marketing strategies must be developed. Porter’s ‘Five Forces Model’ is presented as a viable approach to explore the competitive environment of unexplored markets. The Five Forces Model looks at the underlying fundamentals of competition that are independent of the speciﬁc strategies used by market competitors including: (1) potential entrants; (2) suppliers; (3) buyers; (4) substitutes; and (5) industry competitors. By understanding the competitive forces within an industry, market strengths, weaknesses, opportunities and threats can be identiﬁed and successful strategies can be developed. Standard marketing methods are highlighted to guide the development of specialty product market strategies. Woody ﬂorals research is described to illustrate a successful approach to agroforestry niche market development. Results of eastern red cedar market research are presented to illustrate use of the Five Forces Model as a framework for producers to look critically at potential markets and successfully identify opportunities, develop strategies, and avoid pitfalls. The information presented attempts to go beyond identiﬁcation of the market participants (who, what and where) and seeks to identify the forces (how and why) of agroforestry markets.Marketing strategyMarket Research: 1. documenting the marketsIn order to exploit specialty forest product markets, entrepreneurs must develop a marketing plan that opens the ‘black box’ and over comes the information asymmetry inherent in these niche markets. Market research is the starting point in developing a marketing plan, providing a broad yet detailed overview of the industry that is being examined. Market research identiﬁes markets, inventories of raw materials, and answers speciﬁc questions about product(s). As markets are constantly changing, market research is an ongoing process that inﬂuences all aspects of a marketing strategy and continues throughout the life of a business and is essential to survive and thrive in a changing marketplace.Two major categories of market research can be identiﬁed: primary and secondary. Primary market research is custom-made to answer speciﬁc questions about a business and to help operators make more informed decisions. Primary market research is based on direct consultations with existing or prospective customers, observations of and conversations with competitors, discussions with other businesses outside the potential market area, observations of how and where potential product(s) are currently being marketed, discussions with brokers, retailers, and distributors. Market research ﬁrms can help obtain this information, although this can be costly. Secondary market research consists of information obtained from other sources (library, government, professional associations, university, Internet). Spherically, this includes published reports and market studies, trade magazines and journals, newspapers, books, literature from competitors, and business directories.Some producers choose to start with market research to identify product needs and then determine if they have the necessary raw materials. Others inventory what they have and then work to identify or develop markets. Both approaches are valid, and are often conducted simultaneously, but markets must exist if an enterprise is to be successful (Freed 1999).Market Research: 2. Analysis of market dataOnce primary and secondary market data have been collected, they must be organized and analyzed in a way that reveals the most about the market environment. Market research methods vary from industry to industry based on the availability of information (Frigstad 1995; Hester 1996). Several approaches have been used to describe agricultural commodity and forest product markets (Mater et al. 1992; Sinclair 1992). There is limited experience using market research methodologies to examine specialty product markets.Agricultural commodity market studies are approached at least two ways: analyzing the marketing functions (functional approach), or analyzing the various institutions and ﬁrms that are involved in the marketing process (institutional approach) (Kohls and Uhl 1998). The functional approach identiﬁes areas where value is added to the product. The instituti onal approach identiﬁes and describes the value chain (producers, processors, wholesalers, and distribution centers). Both of these approaches are typically macro level analyses and are difficult to apply to specialty products, which are often micro-level, niche markets.Conventional forest product market studies have focused on macro-level industry development (Vlosky et al. 1998; Jensen and Pompelli 2000; Mangun and Phelps 2000), competitive advantage analysis (Hansen and Punches 1999) and competitive strategies (Hansen et al. 2002). These studies all incorporate some form of competitive analysis, whether it is identifying a market’s strengths, weaknesses, opportunities and threats (SWOT analysis) or describing speciﬁc market strategies. Greene (1998) conducted an exploratory and qualitative study of nontimber forest products in southwestern Virginia, United States, focusing on value addition and market outlets, pricing, promotion, and the distribution and marketing chain Nontimber forest product marketing systems and market players in southwest Virginia: A case study of craft, medicinal and herbal, specialty wood, and edible forest products. M.S. thesis, Virginia Polytechnic Institute and State University) (Greene S.M. 1998). DeCourley (1992) identiﬁed pote ntial market opportunities by understanding timing, placement, and people.Numerous guides have been published through university extension services and elsewhere that are designed to assist producers in marketing products (Grudens-Schuck and Green 1991,Salatin 1998).Usually these are general marketing guides that typically focus on the four ‘P’s’ –product, promotion, placement, and pricing –and are not speciﬁc to any product.All of these efforts identify key elements of a market that can be used to generally describe market characteristics. Given the niche nature of specialty products, detailed studies that focus on speciﬁc aspects of the competitive market environment are needed to understand the market characteristics and develop successful product marketing strategies. Competitive market analysis helps to identify the factors that coordinate and control each unique product market (Porter 1980).Market research: 3. Developing a marketing strategyOnce market data have been collected and analyzed, a market strategy can be developed (Crawford and Di Benedetti 2000). Two common marketing strategies for specialty products are (1) direct marketing, and (2) adding value. In addition, new value chains can be established to build specialty product markets. Several different approaches are used for direct marketing specialty products. Direct marketing generally provides greater ﬁnancial returns per unit of product than through wholesale commodity marketing, but require greater marketing time and skills (Freed 1999).Outlets for direct marketing specialty products to consumers include U-Pick (mushrooms, fruit, nuts, herbs, and ﬂowers/ﬂorals), farmers markets, festivals, garden shows, trade events, County/State Fairs, WWW/catalog sales and retail outlets. Direct marketing is growing in popularity because consumers now demand safer, high quality products. Buyers place a value on coming face-to-face with the producer and their production location (farm, farmers’ market location, business location, etc). Customers seek more information about the products produced. Directly marketed products can be promoted through the farmers’ markets, Internet, radio, weekly newspapers, and local access television (Freed 1999).Other market outlets include wholesalers and retailers, small or ethnic groceries, restaurants, ﬂorists, mass merchandisers including grocery store chains, and local or regional wholesalers. One of the challenges in the wholesale marketplace is the need to provide a constant, dependable supply of large quantities of quality goods to the wholesaler. Wholesalers (particularly with woody ﬂorals) may only accept a few weeks worth of product at any one time, forcing the producer to incur storage and multiple delivery costs.A value-added strategy denotes a deliberate game plan to achieve or increase proﬁtability. Customer value equates to perceived beneﬁts as a function of price. Value can be added by determining the customers purchasing criteria and increasing the bundle of beneﬁts to the consumer. Beneﬁts can be bundled by improving quality (remove defects, consistent high standards), increasing functionality, enhancing the consumer’s perception of value (e.g., by incorporating woody ﬂoral stems in ﬂoral arrangements to increase height and width), changing product form (kiln dry), place (deliver), time, or ease of possession.New value chain conﬁgurations can be created through the establishment of new partnerships among farmers, processors and retailers. Specialty-product producers must strive to preserve their products identity and their unique story as theproduct moves across the value chain from producer to consumer (farm to table). Producers must take full advantage of face and place by marketing the farm. Higher prices are paid for identity preserved niche products that come with a story (Hartman 2003).ConclusionsAgroforestry enterprises are multiproduct, multiyear activities often requiring three to 12 years before multiple income streams are derived. Market assessment and strategic marketing are essential for agroforestry enterprise success. Although agroforestry practices that produce commercial specialty products may increase management and marketing complexity, uncertainty and risk can be reduced by good market research. The woody ﬂorals study reveals new metho ds that can be used to document actual markets and stimulate landowner adoption. The red cedar example demonstrates how the Five Forces Model can serve as a framework for producers to look critically at potential markets and successfully identify opportunities, develop strategies, and avoid pitfalls.译文标题：北美农林特产产品的市场营销策略资料来源:农林复合生态系统作者：M.A.Gold, L.D.Godsey 关键词：替代作物、市场价值链、缝隙市场、波特五力模型、木质花香、东方红雪松摘要：在农林业系统，营销市场有以下几个原因：许多产品通常是营销机构、市场信息、等级或质量标准建设不足。

(完整版)外文翻译(营销策略)

附件1：外文资料翻译译文营销策略内容提要：为了组织的销售能是成功的，它需要根据一个营销策略计划来帮助保证其努力的目标和宗旨与市场的需要想吻合。

营销策略审查市场以确定潜在顾客的需要，竞争者的战略和市场地位，并且尝试制定出一套能使组织在市场上获取或维护竞争优势的相关战略。

有一些因素会对营销策略计划的发展造成冲击性的影响，它包括内部因素例如组织的财产、技能和组织文化，外在因素例如各种各样的市场驱动者、市场或产业运作方式、战略窗口和竞争的本质。

一个优选的营销策略计划也需具备一套意外情况防备策略以应对市场治理及组织生产能力的不确定性。

关键词：竞争优势竞争策略市场地位市场份额营销销售计划组织文化营销策略营销策略简述无论组织的产品或服务多么好，除非它们的价值能被传达给潜在的顾客，否则组织依然无法实现它的使命。

这种传达和交流是组织内市场营销功能的职责。

根据美国市场协会，营销是“一个组织效能和一套创造过程、交流和传达产品价值给顾客、处理与顾客关系的有益于组织和它的利益共享者的方式”。

营销作用包括相辅相成的两方面。

营销策略在市场上审查市场来确定潜在顾客和竞争者本质的需要，并且试图开发出在市场上将使组织获取或维护竞争优势的战略。

操作的营销被建立在营销策略作用和贯彻各种各样的计划和策略(包括适当的混合营销的发展)吸引顾客和促进顾客忠实的基础之上的。

产品和服务营销的方法有很多的方式能用来销售你的产品或服务包括做广告，直接响应、推销活动和宣传。

然而，除非你能了解顾客、市场和产业的需要并且竞争的优势和劣势，否则这些方法是不太可能成功的。

营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。

营销策略与二个组分有关：目标市场和用最佳的方式传达你的产品价值或服务到那个市场。

一个可实行的销售方针的发展取决于几个关键维度。

首先，与组织之内的所有全球性战略一样，一个成功的销售方针需要由在组织之内的最高管理层签名。

销售方针本质上也具有政治性的色彩：在组织之内的强有力的单位在最佳的销售方针也许不同意，并且协议也许需要谈判达成。

英语作文-农业科学研究和试验发展行业的农产品市场开拓与销售策略

英语作文-农业科学研究和试验发展行业的农产品市场开拓与销售策略In the realm of agricultural science, research and experimental development play pivotal roles in advancing the sector's capabilities. The fruits of such labor are not only seen in the yield of crops but also in the strategies devised for market expansion and sales. As global populations rise and the demand for food diversifies, it is imperative for the industry to explore innovative avenues for marketing and selling agricultural products.The cornerstone of a successful market development strategy lies in understanding consumer behavior and preferences. This involves meticulous research to identify trends, dietary shifts, and purchasing patterns. With the advent of big data analytics, agricultural scientists and marketers can now predict market trends with greater accuracy, allowing for the strategic placement of products in the market.Another critical aspect is the branding and positioning of agricultural products. In a market saturated with options, it is essential for products to stand out. This can be achieved through certifications such as organic, non-GMO, or fair trade, which not only appeal to health-conscious consumers but also add value to the products. Furthermore, storytelling and the farm-to-table narrative have become powerful tools in marketing, connecting consumers emotionally to the origins of their food.Collaboration with technology companies has also opened new doors for the agricultural sector. Through precision agriculture, farmers can optimize their production and reduce waste, leading to a more sustainable practice that can be marketed as an advantage. Additionally, e-commerce platforms have revolutionized the way agricultural products are sold, providing direct access to consumers and bypassing traditional retail constraints.To ensure the effectiveness of these strategies, continuous monitoring and adaptation are required. Market conditions are dynamic, and what works today may not worktomorrow. Therefore, a flexible approach, one that can quickly incorporate new findings from ongoing agricultural research and trials, is essential.In conclusion, the agricultural industry's approach to market development and sales must be as dynamic and innovative as the scientific research that supports it. By leveraging consumer insights, branding, technology partnerships, and e-commerce, the sector can not only meet the growing demands but also pave the way for a sustainable future in food production. Through these concerted efforts, agricultural products can secure their place in the global market, ensuring profitability and growth for the industry. 。

农业产业化经营的市场营销策略

1农业产业化经营的现状现阶段，产品、价格乃至促销方式同质化趋势日益加剧，越来越多的农业企业意识到，在竞争白热化的农业市场上仅仅凭借产品的优势很难立足，为此在发展过程中存在诸多不稳定因素和不合理因素，造成了当前农业企业营销渠道结构不合理问题。

同时，随着国内外市场的不断变化，农业企业的发展基础、农业市场的产品需求也发生了根本性的改变。

某文献资料指出：“渠道稳定性不佳对绝大多数农业企业在确定营销渠道、制定营销方案的时候，会造成诸多影响。

”为了尽快落实好农业产业化经营的结构和内容，很多农业企业在追求相关营销目标与任务的同时，成本付出与成本控制显现出了它的局限性，例如：产业化的经济保障渠道单一，市场营销团队能力有限，市场营销的背景与条件考察不到位等。

由此可见，农业产业化的发展需要从多个渠道完善市场营销，并利用农业领域特有的市场规则、市场背景，发挥农业产业化经营链条的优势。

2农业产业化经营的市场营销策略以产品创新、定位创新、渠道创新、促销创新为主要的营销优势，在既定的营销渠道上提出具体的措施与办法，是当前农业企业营销渠道相对科学的选择方式。

由此可见，农业产业化经营要推进落实市场营销，应当以农业产品为基础平台，在产品的基础上深度优化相关服务，以及其他辅助性产业元素，方可打开新的局面。

2.1创建合理的渠道结构加强农业企业营销渠道的管理目的在于确保渠道成员间、企业和渠道成员间相互协调和有效合作，其意义在于共同谋求最大化的长远利益。

随着农业产业化的发展，在以农业产品及农业产品服务的产业链中，应当更多的建立多元化渠道，如：一对一的营销渠道、一对多的营销渠道、多元交叉的营销渠道等。

不同营销渠道之间存在必然联系但又相互独立，如此市场营销就不会因为产业链中的某一项产品或产品服务的销售情况而影响全局。

2.2提高产业链对市场营销渠道的控制力在营销实战中，激励措施是合理分配、优化利润、控制营销渠道的基础和保障。

当前很多农业企业纷纷采取市场考核的办法，有计划的创建符合农业企业内行管理的销售渠道，其目的是依靠先进的系统科技提升对营销渠道的控制力。

农业电子商务外文翻译文献

农业电子商务外文翻译文献(文档含中英文对照即英文原文和中文翻译)农业产业化：从农场到交易市场摘要农业产业化就是农业以市场需求为导向，有效的满足客户以及市场要求的一系列的链条。

这种变革需要一个更广泛的概念化和更准确的定义，传达一个致力于创造价值和可持续利用食物，纤维，可再生资源的更有活力，系统性，综合性和纪律性的系统。

我们讨论的力量，推动这一转移到市场，提供了新的和更具有代表性农业产业化的定义，提供模型以说明一些最引人注目的趋势，并阐明这些模型关键因素和影响。

关键词：农业产业化的定义，概念模型，市场为中心，市场体系1 绪论农业产业化在1955年开始作为一个独特的研究领域，当时约翰.戴维斯将它定义为：农业产业化是以农场生产为中心，然后商品化。

这个定义当时是最适当的，那是农业行动的重点是最大限度地生产食物和纤维。

戴维斯和高德博格用新鲜的见解，将农业产业化定义为:制造和分销农场用品：在该农场生产经营、储存、加工、分销所有的农产品的商品和物品所涉及的所有业务的总和。

类似的定义也有其他的人提出，如唐尼和埃里克森：农业产业化，包括所有这些业务和管理活动由公司提供投入到农业部门，生产农产品，运输，金融，处理农产品的全部过程。

这些传统的定义，随着时间的推移，对农场或生产的单位所反映农业产业化的焦点，如农业交易中心已数十年之久。

今天，一个就业散点图显示，虽然超过百分之三十的就业机会农业产业化提供的，少于百分之一的人直接参与农场生产。

农业产业化已不再是以农场为中心。

二十一世纪农业产业化包含了更广泛的一系列行动，主要是外围行动，包括以市场为导向的可持续利用食物，纤维，和可再生资源。

2 农业产业化的发展2.1货车司机的分界线几个因素推动了农业产业化的界限的划分，从主要农产品为本，努力生产更多的顾客和市场为中心的商品。

今天，成功的农业企业通常是更集中于：●系统性的价值链和每家公司的或企业的定位，贡献这些链;●多方利益相关者的日益弥漫性和复杂的农业产业化价值链;●自然稀少的资源和他们的审慎管理;●新的技术和适当的专利申请;●全球化，包括所产生无数的机会和的威胁;●可持续差别优势，或更确切地说，来源和营养例如：品牌和品牌资产在竞争日益激烈和活跃的农业产业化世界大市场。

农业产业化与发展中国家的农业

• What is industrialization of agriculture? Industrialization of agriculture is people adopting business strategies to shift the farm business away from perfect market and to sell into a market with imperfect competition.
Why industrialization
• Industrialization of agriculture is occurring because integrated ownership or production contracts often offer the opportunities for coordinated operation and controlled breeding and feeding useful to produce a standardized steady stream of the right quality of output at the right time at the right place at the right price (Tweeten 1998).
• Meanwhile, industrialization of agriculture impacts farmers, agribusiness firms, and rural residents.
• For example, industrialization offers farmers an opportunity to increase earning through a highervalued differentiated product, rather than focusing only on lowering production cost.

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外文翻译原文Title:Agricultural Industrialization Organization of Marketing Strategy AnalysisMaterial source:2010 International Conference on Industry Engineering and Management Author:Zhao Yanhong, Ren Aihua Abstraet:Agricultural industrialization is the development direction of world agriculture, it is also the main form of the agricultural operation in developed countries. Vigorously develop the industrialization of agriculture is to enhance the competitiveness of China’s agricultu re is an effective means of marketing innovation in agriculture. It is related to the industrialization of agriculture an important factor in business success. In this paper, product, place, promotion, three organizations, the face of the industrialization of agriculture marketing innovation of the corresponding development proposals.Keywords:Product;Channel Innovation;Promotion1 IntroductionAlthough China has already established a number of agricultural industrialization organization, but very few successful cases, reason, the product can not sell that influence their development, an important factor. At present the industrialization of agriculture organizations in product development, sales channels and marketing methods. There are many ways to solve urgent problems, we can say, marketing has become a bottleneck restricting development of the organization. In this Paper, the development of marketing concept, mainly based on the content of the theory of 4P, from development to meet consumer demand for products. Innovation in the channel, flexible use of marketing mix and so the organization seeking to promote the industrialization of agriculture marketing of innovative measures.2 Development of Products to Meet Consumer Demand4C theory holds that companies should give top priority to the pursuit of customer satisfaction, then theagricultural industry of the organization must first develop a customer satisfaction products. Marketing believes that demand for theproduct is a multi-level, product whole concept should include three aspects, the core product, the form of products and additional products.2.1 Core products-for leading productThe provision of basic utility to consumers and interests of answering the question”what the buyer really buying?” Fundamentally speaking, every product are made to solve a specific problem exists. If buying cosmetics is to buy a beautiful, buying drugs in order to get healthy and so on; then the consumer to purchase farm products for what is ultimately, this depends on what kind of consumers to a specific purchase of agricultural products, such as the purchase of rice, vegetables, fruit, and that is to eat, buy flowers may be in order to watch or clean the air. From this perspective, the industrialization of agriculture products to meet the organization must first examine to what extent the fundamental interests of consumers. An agricuitural industrialization and other organizations. As there may be product portfolio, then in each product line, we must find their own core product project, which is to provide consumers with the basic effectiveness of the productthe best kind of product.2.2 The form of products--the appropriate presentation of the core ofIs the core interests to be reflected through the necessary forms, such as product quality level, features, style, brand names and packaging, there is no appropriate form, the product’s core interests can not be perceived by consumers, the form of enterprises to enter the market when the product is demonstrated by the appearance. reflecting the level of product quality, attractive strength.But no matter what, or what additional means of marketing, to product marketing to achieve victory in the final product excellent product quality can not be separated. Specific to the industrialization of agriculture organizations must establish a quality is the lifeline of the first concept. both to let the farmers income, another long-term security, we must establish their own quality system. Furthermore, it should gradually develop their own brands. pay attention to packaging. With the improvement of living standards, agricultural consumption has gradually tilted to the quality and brand name. Brand-name products for expanding sales, improve value, added products have played all important role. Therefore, the industrialization of agriculture is necessary to strengthen guidance and management of the organization to enable enterprises to fuIly understand the brand is the urgent need for development of market economy, through the development of a series of preferential policies and measures for agricultural products brand to give active support toenable enterprises to take the initiative in agriculture,road brand. With the brand, we will still focus on brand protection, to prevent unauthorized use and counterfeiting of the brand. leading to uneven quality of the products on the market, reducing product reputation situation.The product packaging can also enhance product added value.Agricultural products, like other products,the need for beRer packaging to reflect their own personality and differences in order to attract broad consumer groups. Similar differentiation of agricultural products and other consumer goods should not have come so intuitive and strong, so we should, through packaging to highlight its own characteristics, so that consumer awareness and recognition, until the formation of loyal shoppers. 1ndustrial management of agriculture solves this problem, which requires the lead by leading enterprises will be the brand and product packaging. trademarks, labels and leading enterprises of the visual image of the organic combination of. To agricultural production, processing, marketing integration, the implementation of industrial operations.2.3 Additional products-to meet the specific needs of consumers in-depthCustomers to buy a tangible product is obtained when all the additional services and benefits. Including the provision of credit, flee delivery, quality assurance, installation, pre-sales, post-sales, services, advertising and so on. American scholar Theodore, Levitt pointed out: The new competition is not occurring at all what the company’s factory products. but took place in what their products can provide additional benefits(such as packaging, service, advertising, customer advice, financing, delivery, warehousing, as well as with the other values of the form) above. The establishment of additional products basedon the level of the first two products. is to say, only the products meet the basic needs of the consumers only after we talk about a deeper level to meet consumer needs.Improve the added value of agricultural products,the development of creative agriculture. Green agriculture, a number of success stories for our reference. Creative production and marketing of agricultural products such as real-name system, that is, distribution of school approach to industrial production, in the creative packaging of agricultural products within and outside the identify the specific place of origin, producers and marketers at all levels, and marked the corresponding identity card number. Previously,consumers buy poor quality of agricultural products. fearing businessmen admit its fault and often submit to humiliation. Things were difierentnow, based on the above number marking ofagricultural products, consumers can be found on the purchased farm products from which place. Which base production, and even know that piece of property. Once such a quality problem, the relevant departments can be quickly traced and hold relevant personnel accountable.In addition, the search for the industrialization of agriculture culture of the organization demands.digging product features, improve the service concept can enhance the competitiveness of agricultural products.3 Innovation in the ChannelBecause China's rural specialized cooperative economic organizations is still at an early stage of development, showing a lack of ideological understanding, small-scale, economic strength is not strong, running mechanism is not perfect, less inter-organizational cooperation, the regional characteristics of small span. In the marketing channels that exist in the building of the main problems are"channels for too long, too many channels for participating members, the organization ofagricultural industrialization with low coercive force. no bargaining power, lack of capacity and other organizations access to information, to solve these problems. we must follow the high. efficiency,flatter and the principles of professional marketing channel innovation. Channel selection can be done in the followhag ways simultaneously.3.1 To open stores in various places to carry out chain managementAlso is the name of companies set up shops in various places, to a variety of preferential policies to encourage distributors at aillevels to ioin. For example, Henan Haoxiang Ni Jujube industry Limited started in 1999 to build its own sales network. first set up shop as the main direction of put all the stores from store to store their goods by the company decoration consolidated guidance. So far, ”Haoxiang Ni”stores across the country has reached l051,of which 90 are directly operated by the company, accounting for 40% of total sales. In addition to Qinghai. Tibet. the”Haoxiang Ni” has in the domestic capital cities and major prefecture. 1evel cities have established dealers, a prefecture-1evel cities have just one agent, no provincial agency. Dealers in the entire industry chain profit distribution of the most lucrative part of. Jujube deep processing production chain is only about l5% of the profits. Directly operated stores to be 25%.while the dealer's profit margin was between 30%-60%.Obviously, “Haoxiang Ni”wants to keep through the high, profit dealers.3.2 Directly to supermarkets, chain supplyThat is, the road through the indu strl’alization of agriculture to coordinate the community market.supermarket, so that the local characteristics of agricultural products, organic agricultural products into the supermarkets,the govemment putting up the stage for enterprises, farmers and members of the public may benefit both.Supermarkets and chain stores compared to traditional farmers market purchases a large amount of direct contact with consumers, improve the quality control system, as well as the advantages of comfortable shopping environment.In December 2008, the Ministry of Agriculture, the Ministry of Commerce iointly issued a”Aboutcarrying out of agricultural ultra-docking pilot notice”. In this respect. Jinan Municipal Govemment’s practice of great reference value. As early as May 2008, Jinan city government has begun to promote the agricultural super- -docking activities have been conducted, in accordance with”government guidance, enterprise main body,market operation. cooperation and mutual benefit”principle. the municipal bureau of agriculture,trade and services iointly organized, Jinan City, bases and some of the characteristics of the brand focus on the industrialization of agriculture leading enterprises, farmers cooperatives, and agricultural djstribufion centers and large supermarkets to participate．3.3 To encourage farmers to carry out direct marketingThat is to say, the farmers through their own direct marketing of human and material resources to agriculturel products sold in the surrounding area. This approach has sold to benefit the farmers more flexibilitY, as welI as advantages. Because farmers can sell in this region and surrounding area market conditions. sales of self-organizing. This helps in time of agricultural products sold in this region. and it helps people in surrounding areas to meet the needs of life. Furthermore, certain of its selling price is greater than the company’s purchase price, farmers receive higher benefits. However, sales in this way, small and unstable, so farmers need to learn some marketing skills, increase market awareness.In addition to these approaches, network marketing is also the current and future organization of agricultural industrialization can not be ignored as a sales channel.4 Flexible Use of Marketing MixPromotional tool is divided into four kinds, namely, personal selling, advert- -ising, sales promotion and public relations. These types of promotional tools for the consumer goods in descending order of relative importance of advertising, sales promotion, personal selling, public relations, the majority of agricultural productsare consumer goods. So the use of the most important advertising strategy.In the use of advertising strategy, the focus should pay attention to the choice of advertising media. You can run through the production of advertising films, etc., give full play to television, newspapers and other traditional media, visual, image and so on. so that agricultural products can expand brand awareness and enhance market competitiveness. In addition, through the integration of agriculture and site, related resources. higllligllt the supply and demand information dissemination, extensive holding an online business matching, and strengthen trade matching feature point to actively promote the realization of networks and exchange of information between mobile phone users,greatly to play online media and low cost, wide audience, without time constraints and other characteristics, making the dissemination of agricultural production and marketing of information even more quickly.Sales promotion of short, term effcct of more obvious, in the use of middlemen can be complemented by a number of significant holiday promotions to carry out, then it call expand the sales volume, but also the feelings of the promotion and intermediaries.When an enterprise of capital accumulation to a certain extent.the use of public relations is also critical. Such as discussed above, Henarl Haoxiang Ni Jujube Industry Co., Ltd., held every year, ”Jujube Cultural Festival”and organized an essay competition and photographic competitions, which greatly increased the reputation and visibility.5 ConelusionTo achieve the industrialization of agriculture organizations. marketing innova- -tion. First of all need to start from product selection, development of customer satisfaction with the products, but also pay attention to the entire coneept of agricultural products; second choice in the channel, according to the size of the organization as well as product characteristics. development of multi, kinds of sales channels; again to make flexible use of four kinds of promotional tools; Finally, the pricing strategy of agricultural products. you can choose the strategy scored high because of demand for agricultural products is inelastic commodity, the price is not high impact on their sales would be too significant.译文标题：农业产业化组织的营销策略分析资料来源：2010产业工程与管理国际研讨会作者：赵艳红、任艾华摘要：农业产业化是世界农业的发展方向，也是发达国家经营农业的主要方式。

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