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一枚雞蛋，從產(chǎn)出到包裝，都有自己的“數(shù)字身份證”；一只淘汰雞，不再是環(huán)保負(fù)擔(dān)，反而成了鱷魚的“盤中餐”。當(dāng)傳統(tǒng)產(chǎn)業(yè)遇上現(xiàn)代營銷思維，一堂行走的實(shí)戰(zhàn)課也由此展開。

4月16日，中國農(nóng)業(yè)大學(xué)MBA國際班學(xué)生在經(jīng)濟(jì)管理學(xué)院楊金朝教授與班主任劉蘭蘭老師的帶領(lǐng)下，走進(jìn)正大集團(tuán)平谷生態(tài)基地，開展一堂沉浸式“行走的營銷實(shí)戰(zhàn)課”。這堂課沒有PPT，也沒有固定教室——全產(chǎn)業(yè)鏈運(yùn)營現(xiàn)場就是課堂，企業(yè)管理實(shí)踐的真切感知貫穿始終，讓理論在實(shí)踐中真正落地。

From production to packaging, every egg carries its own digital identity card.Spent hens, once an environmental burden, now become a natural food source for crocodiles.When traditional industry meets modern marketing thinking, a field-based practical lesson unfolds.

On April 16, led by Professor Yang Jinzhao from the College of Economics and Management and class advisor Liu Lanlan, MBA international students from China Agricultural University visited the Pinggu Ecological Base of CP Group for an immersive "Walking Marketing Practicum".The lesson had no PPT slides or fixed classrooms. Instead, the entire industrial chain operation site served as the classroom, with in-depth insights into enterprise management practice running throughout, enabling theories to truly take root in practice.

Part.1從“賣產(chǎn)品”到“賣信任”

品牌管理的升維路徑

From Selling Products to Selling Trust

The Upgrading Path of Brand Management

作為由泰籍華人謝易初、謝少飛兄弟于1921年在泰國創(chuàng)辦的多元化跨國集團(tuán)，正大秉承“利國、利民、利企業(yè)”的宗旨，業(yè)務(wù)已遍及全球100多個(gè)國家和地區(qū)。

立足深厚的全球化布局與產(chǎn)業(yè)積淀，正大將成熟的全鏈條管控理念深度落地于國內(nèi)平谷生態(tài)基地，構(gòu)建起全程可控的現(xiàn)代化生產(chǎn)體系。在這里，每一顆雞蛋都擁有獨(dú)立可追溯的 “數(shù)字身份證”，從產(chǎn)出到包裝，全程數(shù)據(jù)上鏈。這套體系將安全優(yōu)勢轉(zhuǎn)化為品牌核心資產(chǎn)，正是“價(jià)值營銷”的典型實(shí)踐：不再只賣一枚蛋，而是賣一份信任。

A diversified multinational conglomerate founded in Thailand in 1921 by Thai-Chinese brothers Chia Ek Chor and Chia Seng Chou, CP Group adheres to its philosophy of “Benefit the Country, Benefit the People, Benefit the Enterprise”, with businesses spanning more than 100 countries and regions worldwide.

With its extensive global presence and profound industrial experience, CP Group has fully implemented its mature full-chain management system at its Pinggu Ecological Base in China, establishing a fully traceable modern production system. Here, every egg is assigned a unique traceable digital identity, with entire process data recorded on the blockchain from production to packaging. By converting safety advantages into core brand assets, this system exemplifies value marketing: selling not just an egg, but trust.

正大蛋雞養(yǎng)殖（北京）有限公司 總經(jīng)理劉滄泉

劉總為國際班學(xué)生現(xiàn)場授課

解析品牌戰(zhàn)略與食品行業(yè)營銷創(chuàng)新

如果說“數(shù)字身份證”解決了信任問題，那么的營銷與渠道策略，則進(jìn)一步將信任轉(zhuǎn)化為溢價(jià)能力。

在營銷戰(zhàn)略層面，精準(zhǔn)把握市場需求，通過“富硒雞蛋”等功能性產(chǎn)品定位及權(quán)威認(rèn)證，在同質(zhì)化競爭激烈的產(chǎn)品市場中切分出高凈值賽道，實(shí)現(xiàn)從“賣產(chǎn)品”到“賣健康標(biāo)準(zhǔn)”的價(jià)值躍遷；渠道管理上，在商超、電商等渠道實(shí)施差異化產(chǎn)品組合與定價(jià)策略，提升渠道效率與盈利空間。

通過多層次品牌傳播體系，企業(yè)所有經(jīng)營動作最終指向同一核心：讓每一次交易，都成為品牌價(jià)值的沉淀與增值。

If the digital identity has solved the issue of trust, then marketing and channel strategies have further converted trust into premium pricing power.

At the strategic marketing level, CP Group accurately identifies market demands. By positioning products such as selenium-enriched eggs with functional attributes and authoritative certifications, it has carved out a high-value segment in the highly homogeneous market, achieving a value leap from “selling products” to “selling health standards”. In channel management, it implements differentiated product portfolios and pricing strategies across supermarkets, e-commerce and other channels to improve channel efficiency and profitability.

Supported by a multi-tiered brand communication system, all business operations converge on one core goal: to make every transaction an accumulation and appreciation of brand value.

Part.2從“成本痛點(diǎn)”到“利潤增長點(diǎn)”

循環(huán)經(jīng)濟(jì)打開價(jià)值新空間

From Cost Pain Points to Profit Growth Points

Circular Economy Unlocks New Value Space

如果說全鏈條價(jià)值營銷是正大的核心底氣，那么圍繞鱷魚養(yǎng)殖展開的多元化布局，則成為這堂“行走的課”中，關(guān)于產(chǎn)業(yè)鏈協(xié)同與利潤增值的又一個(gè)生動案例。

在傳統(tǒng)養(yǎng)殖里，蛋雞淘汰后通常只能焚燒或深埋，既浪費(fèi)資源，又面臨環(huán)保壓力。而正大則打破這一困局，將這一“成本痛點(diǎn)”轉(zhuǎn)化為新的產(chǎn)業(yè)起點(diǎn)——淘汰雞直接作為鱷魚飼料，實(shí)現(xiàn)養(yǎng)殖環(huán)節(jié)的零排放、零污染，構(gòu)建起循環(huán)經(jīng)濟(jì)閉環(huán)。這既是環(huán)保實(shí)踐，更是產(chǎn)業(yè)鏈營銷中“資源整合、價(jià)值最大化”的生動體現(xiàn)。

If full-chain value marketing is the core strength of CP Group, then the diversified layout centered around crocodile farming becomes another vivid case study of industrial chain synergy and profit value enhancement in this "walking classroom." In traditional farming, spent laying hens are usually incinerated or buried deep, which wastes resources and creates environmental pressure. CP Group, however, breaks this deadlock by transforming this "cost pain point" into a new industrial starting point — using spent hens directly as crocodile feed. This achieves zero discharge and zero pollution in the farming process, creating a closed-loop circular economy. This is not only an environmental practice but also a vivid demonstration of "resource integration and value maximization" in industrial chain marketing.

基于鱷魚養(yǎng)殖，正大進(jìn)一步延伸出高附加值產(chǎn)品線，形成覆蓋功能性食品、高端皮革、文旅體驗(yàn)的多元化矩陣，且每個(gè)產(chǎn)品線均采用差異化的品牌定位與渠道策略，最大化挖掘品牌價(jià)值。這讓MBA學(xué)生直觀地看到了“成本中心”向“利潤中心”轉(zhuǎn)化的營銷邏輯。

Building on crocodile farming, CP Group has further expanded its high value-added product lines, forming a diversified portfolio covering functional foods, high-end leather goods, and cultural tourism experiences. Each product line adopts differentiated brand positioning and channel strategies to maximize brand value. This also allows MBA students to clearly visualize the marketing logic of transforming a cost center into a profit center.

對國際班MBA學(xué)生而言，這次走進(jìn)正大集團(tuán)平谷基地的參訪，不僅是一次直觀的企業(yè)認(rèn)知之旅，更是一場生動的商業(yè)模式全景教學(xué)。它讓市場營銷、產(chǎn)業(yè)鏈管理、品牌價(jià)值塑造等理論知識與企業(yè)實(shí)戰(zhàn)實(shí)現(xiàn)了深度銜接。正大集團(tuán)業(yè)務(wù)遍及全球100多個(gè)國家和地區(qū)，其全產(chǎn)業(yè)鏈營銷與品牌戰(zhàn)略，恰好為國際班提供了理想的教學(xué)樣本。通過沉浸式探訪，學(xué)生將市場營銷理論與企業(yè)實(shí)戰(zhàn)深度融合，這也正是國際班培養(yǎng)“具有全球視野、實(shí)戰(zhàn)能力的高級管理人才”目標(biāo)的有力支撐。

For MBA students in the International Program, this visit to the Pinggu Base of CP Group was more than just an insightful corporate tour — it was a vivid, panoramic lesson on business models.It enabled theoretical knowledge in marketing, industrial chain management, and brand value building to be deeply integrated with real-world business practices.

With businesses covering more than 100 countries and regions worldwide, CP Group’s full-industry-chain marketing and brand strategy provides an ideal teaching case for the International Program.Through this immersive study tour, students integrated marketing theories with practical business operations, which strongly supports the program’s goal of cultivating senior management talents with global vision and practical capabilities.