本文選題：獸藥產(chǎn)品 + HGY公司　； 參考：《廣西大學(xué)》2013年碩士論文

【摘要】：近年來,隨著我國(guó)獸用右旋糖酐鐵注射液市場(chǎng)競(jìng)爭(zhēng)日益白熱化,根據(jù)中國(guó)獸藥信息網(wǎng)統(tǒng)計(jì),截止2011年12月,獸藥右旋糖酐注射液注冊(cè)企業(yè)439個(gè),總注冊(cè)產(chǎn)品批準(zhǔn)文號(hào)達(dá)701個(gè)。市場(chǎng)上生產(chǎn)獸用右旋糖酐鐵注射液企業(yè)眾多,產(chǎn)能嚴(yán)重過剩,產(chǎn)品同質(zhì)化程度嚴(yán)重,導(dǎo)致生產(chǎn)企業(yè)面臨價(jià)格戰(zhàn)、庫(kù)存壓力、資金周轉(zhuǎn)等突出問題。為了生存與發(fā)展,同行企業(yè)通過采取不同的營(yíng)銷策略以應(yīng)對(duì)激烈的市場(chǎng)競(jìng)爭(zhēng)。為了適應(yīng)激烈競(jìng)爭(zhēng)的市場(chǎng)環(huán)境,需要深入分析目前的市場(chǎng)營(yíng)銷策略中存在的問題,不斷完善市場(chǎng)營(yíng)銷策略。HGY制定的營(yíng)銷策略能否適應(yīng)市場(chǎng)競(jìng)爭(zhēng)需要以及高效的運(yùn)作能力已是企業(yè)生存與發(fā)展的重要保障。 本文以營(yíng)銷相關(guān)理論為基礎(chǔ),以HGY獸藥產(chǎn)品經(jīng)營(yíng)實(shí)際為背景,論文通過分析了HGY獸藥產(chǎn)品的外部競(jìng)爭(zhēng)環(huán)境；HGY獸藥產(chǎn)品目前營(yíng)銷現(xiàn)狀和營(yíng)銷策略執(zhí)行的狀況,找出存在的問題及不足,在此基礎(chǔ)上主要依據(jù)4P理論研究并制定了產(chǎn)品、定價(jià)、渠道、促銷、品牌等策略相互結(jié)合的營(yíng)銷策略。 希望通過本文的分析,找到適合HGY獸藥產(chǎn)品市場(chǎng)不斷發(fā)展的營(yíng)銷策略,為HGY獸藥產(chǎn)品的營(yíng)銷策略提出可操作性的建議,提高HGY獸藥產(chǎn)品的銷量和市場(chǎng)占有率,提高企業(yè)經(jīng)營(yíng)效益。
[Abstract]:In recent years, with the increasingly fierce competition in the market of iron dextran injection for veterinary use in China, according to statistics of China Veterinary Drug Information Network, as of December 2011, there are 439 registered enterprises of dextran injection and 701 registered product number. In the market, there are many enterprises producing iron dextran injection for animal use, with serious overcapacity and serious product homogenization, which leads to the outstanding problems such as price war, inventory pressure, capital turnover and so on. In order to survive and develop, peer enterprises adopt different marketing strategies to cope with fierce market competition. In order to adapt to the fierce competition in the market environment, we need to deeply analyze the problems existing in the current marketing strategy. Whether the marketing strategy formulated by HGY can meet the needs of market competition and the ability to operate efficiently is an important guarantee for the survival and development of enterprises. Based on the theory of marketing and the background of HGY veterinary drug products management, this paper analyzes the external competition environment of HGY veterinary drug products and the current marketing situation of HGY veterinary drug products and the implementation of marketing strategies. Find out the existing problems and shortcomings, and based on the 4P theory to study and formulate the product, pricing, channel, promotion, brand and other strategies combined with the marketing strategy. Through the analysis of this paper, we hope to find out the marketing strategy suitable for the continuous development of HGY veterinary drug product market, put forward the feasible suggestions for the marketing strategy of HGY veterinary drug product, and improve the sales volume and market share of HGY veterinary drug product. We will improve the operating efficiency of enterprises.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.72

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 李中晶;張健;;現(xiàn)代酒店服務(wù)營(yíng)銷策略研究[J];科技風(fēng);2008年19期

2 趙春雨;;中小企業(yè)網(wǎng)絡(luò)營(yíng)銷策略研究[J];市場(chǎng)周刊(理論研究);2009年05期

3 江涌;;農(nóng)村信用合作金融機(jī)構(gòu)銀行卡營(yíng)銷策略研究[J];西部金融;2010年01期

4 高志杰;;自主品牌汽車營(yíng)銷策略研究[J];經(jīng)營(yíng)管理者;2010年17期

5 王玉杰;;“植入式廣告”探微[J];新聞世界;2010年11期

6 杜朝輝;;基于顧客價(jià)值的商業(yè)性健身俱樂部營(yíng)銷策略研究[J];現(xiàn)代商業(yè);2011年17期

7 陸e，

本文編號(hào)：1927296