资源描述：
《【精品】未经改良大米营销策划(英文)》由会员上传分享，免费在线阅读，更多相关内容在工程资料-天天文库。
1、未经改良大米（有机米）营销策划Withouttheimprovementofrice(organic)marketing指导教师:小组成员:—、SummaryChinaistheworld'slargestproducerofrice,riceproductionis193milliontonsin1998,accountsforabout34.4%oftheworldtotal.Chinaistheworld'slargestconsumerofrice,theannualconsumptionofricefor1.Aboutonehundredmilliontons,98
2、kgpercapita.Thericetofeedmorethan60%ofthepopulationofChina.Letgoofthegrainmarkethasmorethanadozenyears.Aftertenyearsofbreakandtemper,ricehadtheopportunitytobecomethefoodonthemarketdegreeofcommercializationofthehighestfoodproducts,yetitisnotparticularlylargescalenationalriceenterprises.Inrec
3、entyears,withtheriseofagroupofnationalbrandsofriceenterprises,themarketcompetitionhasenteredaneweraofbrandcompetition,industryleaderswillbeestablished,thecompetitiveIandscapeisemerging.DomesticfamousricevarietiesincludingtianjinXiaoZhanDaofile,northeastrice,xiangshuiriceinheilongjiangprovin
4、ceandthefivepermanentmembersofrice・Productionisinthenortheast.Ineachrice,eachhasitsownfamousbrand.Riceintotheeraofbrand,domesticricemarketistowardpollution-free,highnutrition,goodtaste,convenientandpracticaldirection,refinedrice,smallpackage,avoidelutriationisverypopularinthemarket,relative
5、toordinaryricehasverystrongcompetitiveness,marketpotentialisverylarge.Ricerations80%consumptioninourcountry,thenationalaverageannualconsumptionofrice,240milliontons,ofwhichthebrandaccountedforonly2%ofrice.Brandisatrademarkofricerice・Isnotnecessarilyafamousbrandofrice.High-gradebrandriceoccu
6、piedthedomesticmarket,butatpresentdomestichigh-gradericemarketwasoccupiedbyprovinceinthenortheastrice,Thailandricerice.High-endmarketwasdominatedbyorganicriceandrice.Before2007,importedricearealmostallThairice,Thaifragrantrice02yearsbegantoentertheChinesemarket,05monopolyhigh-enddomesticric
7、emarket.Importedabout240000tonsperannumatpresent,alargepartisdigestedbythepearlriverdeltaregiontotherestofthemaincontentofBeijing,Shanghai,xiamenandothereconomicallydevelopedregions.Thisrequirementalsoinconstantrise・InShanghai,themiddle-grademarketbasica
