| It' s well known that, after entering WTO, there are few kinds of agriculture in China which has competitive advantages, and fruit is one of these; however, it' s shown from some related data that, at present, China does not take full advantage of this fruit industry, for which weak marketing ability is an important reason. As the other agriculture, industrialization will be the total trade of fruits. And we know, leading enterprises play a key role in the constitution of the fruits industrialization, so, how to improve leading enterprises' marketing ability will be the urgent problem which the fruit industry must solve promptly.In the market economy, analyzing and evaluating the marketing result, is the subjective request of the investors and creditors to evaluating enterprise' s benefit ,operator' s achievement, to analyze enterprise' s running status; is the operator' s need to administrate the enterprise. Analyzing and evaluating the marketing result can help us to judge correctly the result of enterprise' s marketing policy; can help us to evaluate enterprise' s marketing efficiency; can help us to analyze enterprise' s achievement and problem. It can embody important and realistic meaning in improving enterprise' s management, increasing the result of enterprise' s marketing , decreasing the risk of enterprise' s marketing, modifying enterprise' s external supervision . From the 1960s on, there are many learners and enterprise managers were devoted to research the marketing result, but, towards fruits industry, whether in the theoretic area or in the application area, people have paid not much attention to related research . Research on marketing result just appeared in the past few years.On the basis of the above , with the help the " 948 " Project from agriculture ministry(Bringing key technique of southeast fruit) , this thesis , taking the big fruit Sichuan province for example , mainly researchs the marketing actuality of leading... |
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