ABSTRACT
II
Subject: The research on marketing strategy of Luoyang HongJin
wholesale agricultural and sideline products market
Specialty:
Name: Wang Kai Xuan
Supervisor: Xu Jun
ABSTRACT
Wholesale agricultural and sideline products market is a central link of the
agricultural products from production to consumption, and is the main artery of the
whole agricultural circulation. With the rapid improvement in the living standards of
residents and the escalation of consumption structure diversification, People need
higher quality agricultural products, such as safe, healthy and green products. In order
to meet the new demand of agricultural products market, domestic agricultural
products wholesale market is faced with the new situation of large-scale integration. A
number of large-scale, perfect supporting, management science, advanced marketing
network of the new agricultural products wholesale market gradually invest ,construct,
develop and integrate national sales network around the country, expanding market
share. Luoyang Hong Jin Wholesale agricultural and Sideline Products constructed
through attracting investment platform of Luoyang government in 2010，is a Hong
Kong-invested enterprise focus on agricultural wholesale，delivery and transportation.
It is committed to the largest wholesale agricultural products market in the west
regions of Henan.
Luoyang Hong Jin officially opened On June 10, 2013, the vegetables and fruit
area has already begun operations, other business districts are also planning for lease.
In the face of some wholesale market, such as “Luoyang Tong He”, “Luoyang Cai
Guo” and other new circulation patterns that brings strongly competition, such as
“agriculture base& supermarket”, "farm meal docking", the marketing strategy of
Luoyang Hong Jin will determine its long-term development in the future. In this paper,
the market research method, comparative analysis and qualitative analysis were used
to study Luoyang Hong Jin. First of all, we elaborate the research background and
significance, the domestic and foreign present development situation and the thesis
research ideas and methods. On top of, after overview of Luoyang Hong Jin, we have
done in-depth research on the operation status of Luoyang Hong Jin, putting forward目 录
IV
目 录
第 1 章 绪论................................................. 1
1.1 研究背景与意义......................................................................................................1
1.1.1 研究背景 ..........................................................................................................1
1.1.2 研究意义 ..........................................................................................................1
1.2 国内外研究现状......................................................................................................2
1.2.1 国内研究现状 ..................................................................................................2
1.2.2 国外研究现状 ..................................................................................................3
1.2.3 国内外研究简要评述.......................................................................................3
1.3 研究内容与方法......................................................................................................4
1.3.1 研究内容 ..........................................................................................................4
1.3.2 研究思路 ..........................................................................................................4
1.3.3 研究方法 ..........................................................................................................5
第 2 章 洛阳宏进农副产品批发市场的现状和问题................. 6
2.1 洛阳宏进农副产品批发市场的概况 ......................................................................6
2.1.1 母公司概况 ......................................................................................................6
2.1.2 地理位置 ..........................................................................................................7
2.1.3 市场配置 ..........................................................................................................8
2.2 洛阳宏进农副产品批发市场的问题 ......................................................................9
2.2.1 市场监管缺失 ..................................................................................................9
2.2.2 市场参与主体组织化程度低...........................................................................9
2.2.3 市场服务功能单一.........................................................................................10
2.2.4 市场经营规模小而散，经营模式落后.........................................................10
2.2.5 农产品同质化现象严重，产品深加工不足................................................. 11
2.2.6 市场以现货、现金交易为主，批零兼营.....................................................12
第 3 章 洛阳宏进农副产品批发市场的营销环境分析.............. 13
3.1 洛阳宏进农副产品批发市场面临的宏观环境分析 ............................................13
3.1.1 政治环境分析 ................................................................................................13
3.1.2 经济环境分析 ................................................................................................14
3.1.3 技术环境分析 ................................................................................................15
3.1.4 社会环境分析 ................................................................................................15
3.2 洛阳宏进农副产品批发市场的欧亿·体育（中国）有限公司竞争环境分析 ............................................17ABSTRACT
III
some problems of Luoyang Hong Jin, such as trading way behind, market participants
in the low level of organization, lag information network construction, backward
management pattern and so on. Next, we respectively analyze the macro environment,
industry competition environment of Luoyang Hong Jin, then we used SWOT analysis
to study the internal and external environment. Chapter 4, on the basis of previous
research, we proposed some marketing strategies from the perspective of 4P, such as
mining the depth of products to meet the demands of different people, encouraging the
brand development, advertising promotion to improve market popularity, developing
network marketing, cultivating and introducing large wholesalers, increasing the
degree of market organization, developing the mode of “market+ peasant specialized
cooperative organization+ farmer” and so on.
KEY WORDS: Hong Jin, agricultural products, wholesale market, marketing
strategy
Dissertation Type: Applied ResearchI
摘 要
农副产品批发市场是农产品从生产到消费的中心环节，是整个农业流通的大
动脉！随着居民生活水平的迅速提高，多元化消费结构逐步升级，人们对安全、
健康、绿色等较高品质农产品的需求空间不断扩大。为了满足农产品市场的新需
求，国内农产品批发市场面临着大规模整合的新形势。一批规模大、设施完善、
管理科学、销售网络发达的农产品流通企业正在全国各地逐步投资建设、发展整
合农产品批发市场，扩大市场份额。洛阳宏进农副产品批发市场是通过 2010 年
洛阳市政府招商引资平台建立的以农业为主体的批发、配送、运输的港商独资企
业，致力于打造成为豫西地区规模最大的农产品批发市场。
2013 年 6 月 10 日，洛阳宏进正式开业，其中蔬菜区和水果区已经开始运
营，其他交易区也正在规划招租中。面对洛阳通和、洛阳菜果等本地批发市场及
“农超对接”、“农餐对接”等新型流通模式的激烈竞争，洛阳宏进农副产品批
发市场的营销策略将决定今后的发展状况。本文采用市场调研法、比较分析法和
定性分析法对洛阳宏进农副产品批发市场进行了深入研究。首先，本文阐述了研
究背景与意义、国内外发展现状及论文的研究思路与方法。接着概述了洛阳宏进
的存在的问题，如以现货对