FK公司营销战略研究

发布时间：2017-12-28 01:04

本文关键词：FK公司营销战略研究　出处：《山西大学》2013年硕士论文　论文类型：学位论文

【摘要】：自从改革开放以来,我国的畜牧业获得了快速发展,为人民提供了丰富的肉、蛋、奶等畜禽产品,极大地提高了人民的生活水平。作为预防、治疗、诊断畜禽疾病的兽药产品,其需求量急剧增加,中国的兽药企业曾获得良好的发展机遇。兽药企业具有可观的经济效益吸引了国内外资金不断投入中国兽药行业,兽药生产企业不断增加,同时国外的兽药产品也不断流入中国市场,兽药市场竞争日趋激烈。作为专业生产兽药产品的FK公司也曾获得良好的发展机遇,但最近几年的销售量徘徊不前,经济效益有下滑之势,公司的生存和发展受到严重的挑战。为了维护公司在市场中的竞争地位,不断扩大市场份额,确保企业战略目标的实现。本文利用了有关营销战略理论以及分析工具,对FK公司所处的宏观营销环境、行业营销环境、公司内部营销环境进行了系统的分析；利用SWOT分析法,对FK公司在外部环境中所处的机会和威胁以及内部环境所具有的优势和劣势进行全面评析,在此基础上进行了营销战略匹配分析；根据公司实际现状以及所处的竞争环境,制定了合理的营销战略目标,进行了市场细分、目标市场选择以及市场定位,从产品、价格、渠道、促销、关系营销等几方面制定了战略实施的具体策略,并制定出战略执行的保障措施。通过详实的研究,FK公司应该充分利用畜牧业快速发展、兽药市场有混乱到有序的大好时机,充分发挥公司的产品质量优势、生产成本优势、技术服务优势等,努力打造产品品牌；应该高度重视营销团队建设；以中小型养鸡场为目标客户,建设合理的营销网络；不断加强客户关系管理；重视兽药产品的宣传等。
[Abstract]:Since reform and opening up, China's animal husbandry has been developing rapidly, providing people with abundant meat, eggs, milk and other livestock products, greatly improving people's living standards. As the veterinary drug products for the prevention, treatment and diagnosis of livestock and poultry, the demand for the veterinary drugs has increased rapidly, and the veterinary drug enterprises in China have obtained good opportunities for development. Veterinary drug enterprises have considerable economic benefits, attracting domestic and foreign funds to continuously invest in China's veterinary drug industry, and veterinary drug manufacturers continue to increase. Meanwhile, foreign veterinary products continue to flow into the Chinese market, and veterinary medicine market competition is increasingly fierce. As a professional manufacturer of veterinary drugs, FK has also obtained good opportunities for development. But sales in recent years have been lingering, and economic efficiency has declined. So the survival and development of the company are facing serious challenges.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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