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中國農企未來“路在何方”?

放大字體  縮小字體 發布日期:2015-02-09  瀏覽次數:857403
內容摘要:縱觀發展,中國農業正處于經濟轉型的十字路口:幾十年來的傳統農業發展模式已至瓶頸,勞動力成本優勢不再明顯。中國農業未來路在
      縱觀發展,中國農業正處于經濟轉型的十字路口:幾十年來的傳統農業發展模式已至瓶頸,勞動力成本優勢不再明顯。中國農業未來路在何方?我國農企未來將會呈現出四大發展趨勢。

農民信息網 www.6i47.com 趨勢一:有機農業將迎來大發展

隨著消費者對食品安全的重視,有機食品正逐漸走上高端消費者餐桌,成為一種健康的生活方式。一些商界名人也開始紛紛涉足農民信息網。紅塔集團原董事長褚時健種出了“勵志橙”、聯想控股董事長柳傳志賣起了“良心果”、京東商城CEO劉強東開賣自種的有機大米、萬達集團董事長王健林也在北京延慶圈地5700畝建設有機農業園……在這些農產品中,“有機”成為一大賣點。

雖然有機食品的價格通常比一般食品高20%~50%,但因為禁止使用過多的化肥和農藥,從而降低了食品對環境和人體的危害而受到全世界消費者青睞。目前有機產品在國際市場的份額增長迅猛。據統計,中國有機食品的消費額正在以每年30%~50%的速度迅速增長。我國有機食品也有著巨大的國際國內市場需求。

趨勢二:重視品牌形象

隨著農產品供需關系和消費者生活方式的轉變,消費者對農產品的要求不再是質量和價格的要求,而是對品質要求越來越高。在這樣的大環境下,有眼光、有社會責任感的企業家都開始重視品牌形象這個問題,一方面嚴把產品質量關,在源頭上預防問題;另一方面更重視產品外觀設計,加大宣傳力度,以此塑造品牌形象,建立消費者信心。

與此同時,農業領域便產生了很多小而美、小而強的農產品,如掌生谷粒、草莓莊園等農產品,設計高端,產品精美,產品優良并非常有特色,為我國農業注入了新的血液。當前的農產品市場已由單純的產品價格或質量的競爭,轉化為知名度、美譽度等以品牌為主導的綜合實力的競爭。

趨勢三:構建全產業鏈資源優勢

上游原料成本和下游渠道費用的擠壓,讓企業產業鏈向上下游延伸,很多企業開始整合資源,布局全產業鏈。中糧依靠資源優勢做全產業鏈,就是一個成功的范本。

志起未來服務的客戶中也有很多這樣的例子,做芝麻油的從芝麻種植到深加工產品,肉食行業從飼料開始到自建終端,電子商務自己做物流,無不如此。所有企業都應該立足自身資源進行整合,盡量構建產業鏈,將市場主動權牢牢把握在自己手中。

因此,從這個意義上說,志起未來非??春靡耘┮滴勞械拇笫稱凡?。這個行業有著長足的發展。

趨勢四:新興媒體的運用更普遍和成熟

這些年,企業的廣告成本一直在不斷增加,“限娛令”“限廣令”更讓電視廣告投入雪上加霜,傳統媒體威力下降,新興媒體的作用不斷攀升。

新人群、時尚人群也是主力消費群。這些群體都是“御屏一代”,屏幕成為超級終端,手機、電腦是他們接觸信息、聯網互動最頻繁的手段。企業在新興媒體上的運營會更加普及,尤其是微博、微信、微視頻、微電影等手段的運用至關重要。

總體看來,傳統營銷手法的效用日漸削減,而新思維、新方法已經開始顯現。如果企業能審時度勢、抓住機會,必能快速轉型。熬過經濟寒冬,必將迎來新世界。


農民信息網  責任編輯:中國農村網,王夢
 

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