摘 要

我国杂粮拥有较高的品质和丰富的品种，研发能力和推广能力强，种植杂粮能获得很好的收益，在政府的支持领导下，使种植杂粮的生产基地规模化和生产模式产业化。

从杂粮的营销分析来看，杂粮拥有良好的市场和发展前景，可是还要唤醒消费者对杂粮的消费意识，更多地关注和购买杂粮。我国的杂粮价格具有竞争力和高品质，在出口贸易上呈现上升趋势，然而原粮出口就缺少高附加值的产品。

通过城市消费者调查问卷数据进行分析显示，随着人们生活水平的提高，收入也会提高，这大大增加了对杂粮的消费率，而且越是喜欢购买杂粮的人年龄越大对杂粮的价格也越敏感，认为杂粮营养价值越高越值得购买。同时，加强杂粮的销售方式可以强化消费者的购买意愿，对于杂粮是否容易被获得也会影响购买意愿。不同阶层人的收入不同，收入越高对杂粮的消费越高，所以要丰富杂粮营销的品种，延伸产业链，注重品牌塑造和推广提高产品的附加值。杂粮营销的过程中会有很多需要改进的地方，例如，提高种植杂粮的技术，增加技术和资金投入，完善产业体系，增强市场营销力度，积极研究和开发新品种，提高消费者对杂粮的认知度等等，因此要建立标准化的杂粮生产基地，实施杂粮品牌战略，加大我国政府对杂粮营销的支持，促进杂粮产业的发展。

关键词：杂粮食品 营销策略 竞争力

ABSTRACT

China's miscellaneous grains have a high quality and rich varieties, research and development capabilities and ability to promote strong, planting grains can get a good income, under the support of the government, so that the production of grain production base scale and production mode of industrialization.

From the analysis of miscellaneous grains marketing, miscellaneous grains have a good market and development prospects, but also to wake up consumer awareness of the consumption of grains, more attention and purchase of grains. China's miscellaneous grains prices are competitive and high quality, showing an upward trend in export trade, but the lack of high value-added exports of raw grain products.

Analysis of urban consumer survey data shows that as people's living standards improve, income will increase, which greatly increases the consumption rate of grains, and the more people who like to buy miscellaneous grains, the greater the price of miscellaneous grains The more sensitive, that the higher the nutritional value of miscellaneous grains worth buying. At the same time, to strengthen the sales of miscellaneous grains can strengthen the consumer's willingness to buy, for miscellaneous grains is easy to be affected will also affect the purchase intention. Different income of different strata, the higher the income of the higher consumption of grains, so to enrich the variety of miscellaneous marketing, extend the industrial chain, focus on branding and promote the added value of the product. There are many areas for improvement in the process of miscellaneous grains marketing, for example, to improve the technology of planting grains, to increase the technical and capital investment, to improve the industrial system, to enhance marketing and management, to actively research and develop new varieties, to improve the consumption of grains And so on, so to establish a standardized miscellaneous grains production base, the implementation of miscellaneous grains brand strategy, increase the government's support for miscellaneous grains marketing management, and promote the development of grain industry.

Key words: Miscellaneous grains Marketing management Competitiveness

目录

第一章 绪论 - 1 -

1.1 研究背景 - 1 -

1.2 研究目的和意义 - 1 -

1.3 相关概念界定 - 2 -

1.4 国内外研究现状 - 2 -

1.5 研究内容和方法 - 3 -

第二章 杂粮食品市场营销环境分析 - 4 -

2.1 国内环境分析 - 4 -

2.2 国外环境分析 - 5 -

第三章 杂粮食品消费者行为分析 - 8 -

3.1 调研问卷调查过程和样本情况 - 8 -

3.2 消费者对杂粮的认知和态度 - 9 -

3.3 消费者对杂粮的消费和购买行为 - 10 -

3.4 消费者对杂粮的购买意愿及主要影响因素 - 13 -

第四章 杂粮食品的营销与策略 - 15 -

4.1 产品与价格策略 - 15 -

4.2 分销与促销策略 - 16 -

结论 - 17 -

致谢 - 18 -

参考文献 - 19 -

第一章 绪论

1.1研究背景

我国农村经济自改革开放以来已经处于一个全新的阶段，在国际竞争下，我国农业和粮食产业比较弱势，所以要加强市场竞争并向国际市场前进，在国际市场中拥有立足之地。对于农产品市场化的发展，农业受到市场以及资源的双面限制，增大了提高我国农民基本收入的难度。如何增加农民的可支配收入，使我国农村得到快速发展在实现现代化过程中变得十分重要。利用杂粮产地的资源优势，进行合理的资源配置，改变农村杂粮的生产结构，发展具有特色的自治区农业是杂粮发展的必经阶段，对增强农产品的竞争力以及促进农业产业化、现代化提高国民生活品质有重要的意义。

杂粮的营销是提高农民收入的关键，也是提高杂粮企业在整个农产品市场中竞争力的核心。杂粮的营销水平提高促进了农产品产业的发展，企业营销在市场竞争中非常重要，只有拥有的更多的市场份额，企业才能在激烈的市场竞争中占据重要地位。