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1、1,市场和产品分析 The Market Assessment,罗宾 达西 农业经济学家 加拿大国际开发暑基本生活改善项目 Robin Darcy, Deb Rasmussen, Agriteam Canada,2,内容 Contents,1 市场体系 The Marketing System 什么是市场体系？ What is the marketing system? 为什么我们需要掌握市场体系？ Why do we need to understand the marketing system?,3,内容 Contents,2市场分析 Market Analysis 长远展望和策略 Lon
2、g-term outlook and strategy 方法 Methodologies 引导市场分析 Conducting a market assessment 确定和调查市场 Identifying and examining markets 调查市场体制 Examining the marketing system 分析制约因素和机遇 Identifying constraints and opportunities 核算市场费用 Calculating marketing costs,4,市场体系 The Marketing System 什么是市场体系 What is the ma
3、rketing system?,5,销售的目的是什么？ What is the goal of marketing?,调查消费者需求 Finding out what the consumer wants 向消费者提供盈利产品 Supplying the consumer at a profit,6,什么是市场体系？ What is the marketing system?,所谓的市场体系是指如何将生产者的产品送到消费者的手里 The marketing system is how goods get from the producer to the end consumer 在市场体系中有
4、很多不同层次的分配渠道 There are many different levels and distribution channels in the marketing system,7,Consumers 消费者,Retailers 零售商,Wholesalers, Handlers, Processors, Transporters, Storage 批发商，装卸工，加工者。运输者，保管者,Producers 生产者,简化的市场体系模式 Simplified Marketing System Model,8,什么是市场体系？ What is the marketing system?,
5、农业产品经常有很多不同的市场（各种类型的购买者） There are usually many different markets (types of buyers) for agricultural products 为获得成功，明确以下几点是很必要的 To be successful, it is necessary to identify 在市场体系内的不同的市场和各自市场的需求 the different markets within the marketing system and what each market wants 不同的市场体系的份额是如何相互影响 how the di
6、fferent parts of the marketing system interact with each other,9,不同层次的市场体系 The different levels of the marketing system,在市场链里有许多不同的市场和层次 There are many different markets and levels in the marketing chain 生产者 Producers 装卸工和包装工 Handlers and packagers 运输者 Transporters 经销商，批发商和分配者 Traders, wholesalers a
7、nd distributors 保管 Storage 加工者 Processors 零售商 Retailers 消费者Consumers,10,11,End Markets最终市场,Individuals and households 个体和农户 Organizations 组织 factories, restaurants 组织、饭店 Intermediate customers中间消费者 wholesale traders, retail outlets, agents, brokers, traders, processors批发商、零售、代理、中间人、贸易商、农产品加工者 Govern
8、ment 政府 Schools, hospitals, military 学校、医院、军队 Foreign market外国市场,12,Product and Markets for your beef 你肉牛的产品和市场(participants identify options)（学员任意确定）,Beef Farmer 养肉牛农民 Product options 产品任选 Marketing options 市场任选,Dragon Head Co. 龙头公司 Product options 产品任选 Marketing options 市场任选,13,Products & Markets
9、Small farmers(some suggestions) 产品和市场小农（一些建议）,Products产品 Frame cattle 架子牛 Slaughter cattle 屠宰牛 Breeding stock 种畜,Market options 市场选择 Sell in local market 在当地市场销售 Sell to Dragonhead 出售给龙头 Feed at home 在家饲养 Sell in wet market 在鲜肉市场销售 Sell to Dragonhead 出售给龙头 Sell to other Co.出售给其他公司 Use in own herd自己畜
10、群使用 Sell to neighbours卖给邻居,14,Products & markets DragonHead 产品和市场龙头,Products产品 Breeding cattle种牛 Embryos, AI 胚胎、人工授精 Frame cattle 架子牛 Slaughter cattle 屠宰牛 Carcasses and cuts 胴体和切割 Processed meats 加工肉,Markets市场 Local farmers当地农民 IMAR and China 内蒙和中国 Own feedlot 自有育肥场 Other plants其它工厂 Own plant自有工厂 Lo
11、cal, IMAR, China 当的、内蒙古、中国 Stores & restaurants 商店和饭店 Own or others自有或其它出售给龙头,15,为什么我们需要掌握市场体系？ Why do we need to understand the marketing system?,因为在没有掌握市场之前进行生产是非常危险的 Because it is very risky to produce without understanding the marketing system 在现有的市场中寻找农民获得最大利润的市场Need to find highest margin mark
12、ets available for farmers by looking at all available markets 需要掌握通向市场的障碍和在市场体系内发现机遇 Need to understand constraints to accessing these markets and find opportunities within the marketing system,16,市场分析 Market Analysis 我们如何分析市场潜力？ How do we analyze market potential?,17,我们如何分析一个市场？ How do we analyze a
13、 market?,市场分析的目的是什么？ What is the goal of a market analysis? 长远的展望和策略 Long-term outlook and strategy 方法 Methodologies 指导市场分析 Conducting a market assessment 确定和调查市场 Identifying and examining markets 调查市场体系 Examining the marketing system 明确各种障碍和机遇 Identifying constraints and opportunities 经营成本核算 Calcul
14、ating marketing costs,18,市场分析的目的是什么？ What is the goal of market analysis?,为生产者寻求能够创最大利润的长远的机遇 Finding the most profitable long-term opportunities for producers 寻求同加工（工厂），储藏及批发等各个环节上的潜力 Could also look at potential for processing (factories), storage, wholesaling etc. 关键是把聚焦放在挖掘各个市场潜力上和试图去发现生产者能够进入并获
15、得最大利润的市场 Key is to focus on the potential of each market, and try to find the highest margin markets that producers can access,19,长远的规划和分析 Planning and Analyzing for the Long-Term,必须正视长远的市场潜力，否则得不偿失 Must view long term potential of market, otherwise of little to use 需要调查增长中的市场潜力、未来参与进来的更多的竞争者和产量增大而导
16、致的价格下滑等因素 Need to examine market potential for growth, entrance of competitors in the future, price decreases with increased production etc.,20,方法 Methodology,间接来源 Secondary sources 直接来源 Primary sources,21,间接来源 Secondary Sources,政府的统计 Government statistics 中国农业统计年鉴 China Agricultural yearbook 地区，县和乡的统计数字 Prefecture, county and xiang statistics 国际互连网 Internet 国际组织 International organizations 文章 Articles 统计Statistics,22,直接来源 Primary Sources,面谈 Interviews 生产者 Producers 中间人-批发商，运输者，保管者等 Mid
