本文關鍵詞：SH農化公司營銷策略研究　出處：《南昌大學》2014年碩士論文　論文類型：學位論文

  更多相關文章： 營銷策略 競爭 市場環(huán)境 成本

【摘要】：在當今這個科學技術飛速發(fā)展的時代，世界經濟正加速向著全球化和一體化的方向發(fā)展。國與國之間的時空距離將變得越來越近，經濟之間的聯系也將變得越來越緊密。又由于全球經濟危機的深刻影響，更加加劇了市場競爭的激烈程度。因此對于企業(yè)來說要想在激烈的市場競爭中保持優(yōu)勢并不斷發(fā)展壯大，有好的產品固然很重要，但是在產品數量種類日益豐富以及產品更新換代速度不斷加快的當今市場，合適的營銷策略對于企業(yè)來說就有著更為重要的現實意義。 經過三十多年的努力經營，雖然泰倉農化已經開拓了廣泛的國內外市場、積累了先進的生產工藝、研發(fā)了豐富的產品種類，并且依靠過硬的產品質量樹立了良好的企業(yè)品牌形象，但是當今的國內外市場環(huán)境越發(fā)復雜多變，，加之受到全球經濟危機的沖擊和不斷上漲的用工成本影響，泰倉農化面臨著持續(xù)增加的經營壓力。因此能否選擇合適的營銷策略將直接關系到泰倉農化未來的生存發(fā)展壯大。我認為針對不同行業(yè)和企業(yè)的特點來制定相應的營銷策略，一方面有助于企業(yè)更好地適應日新月異的市場環(huán)境，把握好企業(yè)未來發(fā)展的戰(zhàn)略方向；另一方面有助于企業(yè)降低經營成本，從而獲得更多利潤；最后還能使企業(yè)產品更加符合客戶需求，不僅使企業(yè)產品和品牌深入人心，樹立了良好的企業(yè)品牌形象，還能占領更多的細分市場，真正達成企業(yè)與客戶雙贏的結果。 本文通過對泰倉農化營銷策略現狀的分析研究并結合國內外營銷策略的研究現狀、國內外農藥行業(yè)的營銷環(huán)境以及國內外農藥企業(yè)營銷策略的經驗；旨在通過理論聯系實際的方式幫助泰倉農化發(fā)掘營銷策略現狀存在的問題；在提出改進思路的基礎上進一步給出新的營銷策略實施方案并針對實施過程中可能遇到的問題給出相應的應對措施。希望能為泰倉農化今后的營銷策略提供具有預見性和實踐性的規(guī)劃方案，并且對國內農藥企業(yè)或其他類型的制造業(yè)企業(yè)市場營銷水平的提高和營銷策略的完善具有一定的參考借鑒價值。
[Abstract]:In the era of rapid development of science and technology, the world economy is accelerating to the direction of globalization and integration. The space-time distance between countries will become closer and closer. Economic ties will also become ever closer. And because of the profound impact of the global economic crisis. So it is very important to have good products to keep the advantage and grow in the fierce market competition. However, with the increasing variety of products and the increasing speed of product upgrading, the appropriate marketing strategy has more practical significance for enterprises. After more than 30 years of hard work, although Taicang Agricultural Chemical has opened up a wide range of domestic and foreign markets, accumulated advanced production technology, developed a rich variety of products. And rely on excellent product quality to establish a good corporate brand image, but today's domestic and foreign market environment is more complex and changeable, coupled with the impact of the global economic crisis and rising labor costs. Taicang Agricultural Chemical Company is faced with increasing management pressure. Therefore, whether or not to choose the appropriate marketing strategy will be directly related to the future survival, development and growth of Taicang Agricultural Chemical Company. I think that according to the characteristics of different industries and enterprises to formulate the corresponding. A marketing strategy. On the one hand, it is helpful for enterprises to better adapt to the ever-changing market environment and grasp the strategic direction of the future development of enterprises; On the other hand, it is helpful to reduce the operating cost and gain more profit. Finally, it can make enterprise products more in line with customer needs, not only make enterprise products and brands go deep into the hearts of the people, set up a good corporate brand image, but also occupy more market segments. Truly achieve a win-win business and customer results. Based on the analysis and study of the present situation of the marketing strategy of Taicang Agricultural Chemical Company and the present situation of the domestic and foreign marketing strategy, the marketing environment of the pesticide industry at home and abroad and the experience of the pesticide enterprise marketing strategy at home and abroad are discussed in this paper. The purpose of this paper is to help Taicang Agricultural Chemical Company to explore the problems existing in the present situation of marketing strategy by integrating theory with practice. On the basis of putting forward the improvement ideas, this paper further gives the new marketing strategy implementation plan and the corresponding countermeasures in view of the problems that may be encountered in the process of implementation. It is hoped that the future marketing strategy of Taicang Agricultural Chemical Company will be provided with the following suggestions. A predictable and practical planning plan. And it has certain reference value for the improvement of marketing level and the perfection of marketing strategy of domestic pesticide enterprises or other kinds of manufacturing enterprises.
【學位授予單位】：南昌大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.72

【參考文獻】

相關期刊論文 前10條

1 黃建明;;新形勢下化工產品的營銷策略探討[J];廣東科技;2013年06期

2 陳利;;淺談企業(yè)客戶關系管理[J];發(fā)展;2011年01期

3 石艷春;;需求結構調整,企業(yè)如何轉變營銷管理理念[J];經營管理者;2012年10期

4 王彩霞;;化工產品營銷中的品牌忠誠培育[J];石油化工管理干部學院學報;2009年03期

5 孫露;周琳;;我國中小企業(yè)網站營銷SWOT分析[J];合作經濟與科技;2012年11期

6 陳轉青;;綠色營銷與企業(yè)的社會責任[J];江西社會科學;2008年06期

7 姚學俊;;S公司業(yè)務發(fā)展戰(zhàn)略研究[J];河北企業(yè);2013年03期

8 楊國會;;有效實施服務營銷[J];商場現代化;2009年18期

9 王麗麗;孫蘭蘭;徐良任;;網絡營銷——中小企業(yè)營銷的新思路[J];時代經貿(中旬刊);2008年S4期

10 張釋尹;;淺論中小企業(yè)品牌營銷策略[J];社科縱橫;2010年05期

本文編號：1432784