Study On The Marketing Performance Of Rice Enterprises In Wuchang

With the 2016 central document proposed to strengthen the agricultural products circulation facilities and market construction,the agricultural products marketing public service platform should strongly support the construction of agricultural products,the higher cost of logistics to carry out lower activities,promote the rapid development of rural e-commerce,the formation of line online under the integrated marketing model.The "Thirteen-Five" plan and the central document of the 2017 also mentioned the need to innovate the circulation of agricultural products,so that the marketing of agricultural products has been widely concerned.Rice is China's first major food products,but also the most important of our residents ration,more than half of the country's residents of rice as the staple food.Heilongjiang Province is the main rice producing area,Wuchang's main food crops are also rice,and wuchang rice industry has become the pillar of economic development of Wuchang,in recent years,with the continuous improvement of management level,the growing area of rice planting,and the growing standard planting area,product quality and production are continuously upgraded,The popularity of Wuchang rice is also increasing,and the marketing of Wuchang rice is gradually being valued by the government and various rice enterprises.Wuchang in recent years,the number of rice enterprises has been increasing,but the input-output efficiency is effective in the marketing of rice enterprises,whether the current marketing situation can bring the maximum benefit to the rice enterprises,therefore,this paper through the BCC and CCR model,malmquist model of the existing data performance evaluation,To see whether the current input-output efficiency of rice enterprises is effective and how it should be adjusted.This paper takes Wuchang rice marketing as the research core,and evaluates the marketing performance of 32 municipal-scale rice enterprises.First of all,this paper on rice marketing,this paper defines the concept of rice marketing model,rice marketing channel and rice marketing performance,and uses 4P marketing theory,industrial chain theory,scale economy theory,transaction Cost theory and game theory as the theoretical basis for the research of Wuchang rice production and processing status and marketing status(sales status,The present situation of the brand,the present situation of the economic benefit,the present situation of the marketing mode and the current situation of the sales channel are described and analyzed,and it is found that there are some problems such as overcapacity,brand clutter,unclear positioning of sales terminals,weak marketing ability,unreasonable distribution of interest among participants,and loopholes.Secondly,through the BCC and CCR model and the Malmquist model,the paper makes a static and dynamic evaluation of the marketing performance of the rice enterprises above 32 cities in Wuchang,points out the scale economy stage of the enterprise,and adjusts its input and output index.Finally,from the implementation of scientific management,clear sales terminal market,brand integration and management,enhance marketing ability,coordinate the benefit distribution of participating main body,build good marketing environment six aspects put forward to promote Wuchang rice marketing countermeasure suggestion.