宁夏夏华肉食品有限公司营销渠道策略研究

发布时间：2018-05-28 20:43

本文选题：夏华公司 + 营销渠道　；参考：《宁夏大学》2013年硕士论文

【摘要】：中阿经贸论坛已成功举办三届,中国清真肉食品产业与国外市场对接已取得阶段性重要成就,对于宁夏区内的清真肉食品企业而言,面临众多的行业发展机遇。但与此同时,我们也看到区内传统的生产模式与营销渠道与当今市场经济先进生产管理模式及便捷高效的营销渠道之间还有明显差距。如何充分利用现代企业管理先进理念,积极利用信息、资金、技术等各类综合资源优势,全面拓展清真肉食品营销渠道,实现企业总体效益的显著提升,成为当前宁夏本地肉食品企业的面临的严峻挑战。有感于此,本文选择宁夏本地知名企业—宁夏夏华肉食品有限公司为范本进行研究,选取市场营销管理为研究方向进行营销渠道的策略研究。鉴于以上形势,笔者依据论文选题要求,以营销状况为突破口,开展对该公司营销状况的研究。论文包含四部分：第一部分从营销渠道理论出发,研究了国内外关于营销理论研究发展的历程和趋势；第二部分对夏华公司的现状进行分析,找出了公司在营销渠道方面存在的问题；第三部分结合公司营销渠道的特点,提出了公司营销渠道改进的设计方案；第四部分探讨了公司采用新的渠道策略,在实施过程中相应的保障措施。通过以上研究,以期本文研究观点对区内该类企业该领域研究作出相应贡献。
[Abstract]:The Sino-Arab Economic and Trade Forum has been successfully held three times, and China's halal meat industry has made important achievements in docking with foreign markets. For the halal meat enterprises in Ningxia District, there are many opportunities for the development of the industry. But at the same time, we also see that there is a clear gap between the traditional production mode and marketing channel in the region and the advanced production management mode and convenient and efficient marketing channel in the market economy. How to make full use of the advanced concepts of modern enterprise management, actively utilize all kinds of comprehensive resource advantages, such as information, capital, technology and so on, and fully expand the marketing channels of halal meat food, so as to realize the remarkable improvement of the overall benefit of the enterprise. Now Ningxia local meat enterprises are facing a severe challenge. For this reason, this paper chooses Ningxia Xiahua Meat Food Co., Ltd. as the model to study, and chooses marketing management as the research direction to study the marketing channel. In view of the above situation, the author carries out the research on the marketing situation of the company according to the requirements of the thesis and the marketing situation as a breakthrough. The thesis consists of four parts: the first part studies the course and trend of the research and development of the marketing theory at home and abroad from the marketing channel theory, the second part analyzes the current situation of Xia Hua Company. The third part combines the characteristics of the company's marketing channel, puts forward the design plan of the company's marketing channel improvement; the fourth part discusses the company's new channel strategy. In the process of implementation of the corresponding safeguards. Through the above research, I hope this paper can make a corresponding contribution to the research of this kind of enterprises in the region.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

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