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1、未經(jīng)改良大米（有機(jī)米）營銷策劃Withouttheimprovementofrice(organic)marketing指導(dǎo)教師:小組成員:—、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
