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1、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MarketsandmarketingstrategiesforagroforestryspecialtyproductsinNorthAmericaMaterialSource:AgroforestrySystemsAuthor:M.A.Gold,L.D.GodseyKeywords:Alternativecrops,Marketvaluechain,Nichemarkets,PorterFiveForcesModel,Woody?orals,Ea
2、sternredcedarAbstract:Inagroforestry,marketingisuniqueforseveralreasons:manyproductstypicallylackestablishedmarketinginstitutions,marketinformation,andgradeorqualitystandards.Allthatisknownaboutthemarketformanyagroforestryspecialtyproductsisthatsomeonei
3、sgrowingtheproductandconsumersarcbuyingit.Whathappenstotheproductasitmovesthroughthevaluechainfromproducertoconsumerisunknown,the"blackbox,ofagroforestrymarkets.Toshed1ightontheblackboxandstimulateadoptionofagroforestrypractices,successfulmarketingstrat
4、egiesmustbedeveloped.Porters"FiveForcesModelisprosentedasaviableapproachtoexplorethecompctitivcenvironmentofunexploredmarkets.TheFiveForcesModellooksattheunderlyingfundamcntalsofcompctitionthatareindcpendcntofthespcci?cstrategiesusedbymarketcompetitorsi
5、ncluding:1potentialentrants;2suppliers;3buyers;4substitutes;and5industrycompetitors.Byunderstandingthecompctitivcforceswithinanindustry,marketstrengths,weaknesses,opportunitiesandthreatscanbeidenti?edandsuccessfulstrategiescanbedeveloped.Standardmarketi
6、ngmethodsarehighlightedtoguidethedevelopmentofspecialtyproductmarketstrategies.Woody?oralsresearchisdescribedtoillustrateasuccessfulapproachtoagroforcstrynichemarkctdevelopment.Resultsofeasternreelcedarmarketresearcharepresentedto订lustrateuseoftheFiveFo
7、rcesModelasaframeworkforproducerstolookcriticcillyatpotentialmeirketsandsuccessfullyidentifyopportunities,developstrategies,andavoidpitfal1s.Theinformationpresentedattemptstogobeyondidenti?cationofthemarketparticipantswho,whatandwhereandseekstoidentifyt
8、heforceshowandwhyofagroforestrymarkets.MarketingstrategyMarketResearch:1.documentingthemarketsTnordertoexploitspecialtyforestproductmarkets,entrepreneursmustdevelopamarketingplanthatopensthe'blackbox'andovercomestheinfonnationasy