保龄宝生物股份有限公司营销战略研究

发布时间：2018-01-21 15:32

本文关键词： 保龄宝公司功能糖营销战略 SWOT　出处：《山东师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：近几年，我国经济得到飞速发展，人们的物质生活水平不断提高，人们也加大了对健康的关注，对食品安全问题越来越重视。正是由于这种追求健康生活的需求，功能性食品添加剂与配料产业得到迅猛发展。这其中以益生元（功能性低聚糖）为代表的新型功能食品配料已经得到广泛应用。保龄宝生物股份有限公司是一家位于德州禹城的以生物工程为主导的高新技术企业，经过多年的发展取得了长足的进步，成为国内食品添加剂行业龙头企业。但经过十几年的发展公司也出现了一些问题，公司所处的环境非常复杂，同行之间的竞争日趋激烈，，在这种背景之下，公司怎么样才能得到良性发展，保持目前国内市场上领头羊的地位，成为将来的世界主要的功能糖配料企业，是公司需要解决的难题。本文第一部分提出了文章的研究背景和意义，第二部分介绍了关于营销战略管理的基本理论知识，提出国外战略管理的发展状况，总结了国内战略管理的发展和现状，通过对理论的梳理和分析，为保龄宝公司的营销战略的制定奠定理论基础。第三部分分析了功能糖行业及保龄宝公司的所处的宏观与微观环境，紧接着利用SWOT分析法对保龄宝公司的优势和劣势、面临的机会和威胁进行比较分析，最后又进行了SWOT矩阵分析。第四部分结合以上几方面分析，做出战略选择、制定出公司的营销战略，确定业务层面的战略坚持以差异化战略为主，以成本领先战略为辅的方针。第五部分提出一系列的保障措施为营销战略的执行打下良好基础。本文结合实际，对保龄宝生物股份有限公司进行研究，提出营销战略的规划思路及实施方案，对原有营销方式进行了创新，为企业走健康持续的发展之路提供一定的参考依据。
[Abstract]:In recent years, China's economy has been rapid development, people's material standard of living has been improved, people have also increased the attention to health. More and more attention has been paid to the issue of food safety. It is precisely because of this need to pursue a healthy life. The industry of functional food additives and ingredients has developed rapidly. Among them, probiotics (functional oligosaccharides). Baoling Bao Biological Co., Ltd. is located in Yucheng, Texas, the leading high-tech enterprise. After years of development, the company has made great progress and become the leading enterprise of food additive industry in China. However, after more than ten years of development, the company has also appeared some problems, the company is in a very complex environment. The competition between peers is becoming more and more fierce. Under this background, how can the company get healthy development, maintain the leading position in the domestic market at present, and become the world's main functional sugar batching enterprises in the future. It is a difficult problem for the company to solve. The first part of this paper puts forward the research background and significance of the article. The second part introduces the basic theoretical knowledge of marketing strategy management and puts forward the development of foreign strategic management. Summarized the domestic strategic management development and the present situation, through to the theory combing and the analysis. The third part analyzes the macro and micro environment of the functional sugar industry and Baolingbao company. Then we use SWOT analysis method to compare the strengths and weaknesses, opportunities and threats faced by Baoling Baobao Company. Finally, we analyze the SWOT matrix. Part 4th combines the above analysis. Make a strategic choice, formulate the company's marketing strategy, determine the business level of the strategy to adhere to differentiation strategy. Part 5th puts forward a series of safeguard measures to lay a good foundation for the implementation of marketing strategy. This article combines the actual situation, carries on the research to the Baolingbao Biological Co., Ltd., proposes the marketing strategy plan thought and the implementation plan, has carried on the innovation to the original marketing way. For the enterprise to take the road of healthy and sustainable development to provide a certain reference basis.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

【参考文献】