CO.BE公司淀粉产品营销战略研究

发布时间：2018-06-24 12:44

本文选题：市场营销 + 营销策略组合　；参考：《长春理工大学》2013年硕士论文

【摘要】：现代企业管理理念认为,市场营销战略在企业战略中占据核心地位,市场营销战略的好坏直接影响到整个企业的成败。制定一套适合的营销战略有助于企业在生产经营中获取最大利润并能保持良性发展。本文以CO. BE公司的主要产品淀粉为研究对象,为实现CO. BE公司淀粉产能规模365万吨,销售量突破200万吨,利润额较2012年增加50%,产品市场占有率提高至20%的市场营销战略目标,运用市场营销学相关理论,从CO. BE公司的实际状况出发,分析、总结该公司当前所处环境及自身优劣势,细分其产品销往的行业及区域市场,为其找到合适的目标市场,并制定行之有效的市场营销策略组合及发展规划。本文指出了当前CO. BE公司在产品营销中存在的主要问题,如产品品种单一,品牌在高端市场影响力弱；审批制度繁琐,市场灵活度低；在对营销渠道的选择上处于比较被动的地位；在区域市场选择上过于依赖广东地区；公司缺乏个性化产品,技术创新意识不足；难以为高端市场提供及时、全面的售前、售后服务等。针对这些问题,本文提出了CO. BE公司在全国范围内营销区域重点向东北转移,销售领域向果糖、啤酒、造纸业行业靠拢,渠道上拓展直销比例,客户维护上建立快速反应机制,转变传统销售思维,建立需求档案数据库等一系列营销战略解决办法。本文在最后为CO. BE公司制定了营销战略实施规划,以保障相关战略的实施。希望本文能够对CO. BE公司持续、良性发展提供帮助。
[Abstract]:The modern enterprise management idea holds that marketing strategy occupies the core position in the enterprise strategy, and the quality of the marketing strategy directly affects the success or failure of the whole enterprise. Making a suitable marketing strategy is helpful for enterprises to obtain maximum profit and keep healthy development in production and operation. In this paper, CO. The main product starch of be Company is the object of study and the realization of CO. The scale of starch production capacity of be Company is 3.65 million tons, the sales volume exceeds 2 million tons, the profit amount increases 50% and the market share of products increases to 20% of the marketing strategy target. Based on the actual situation of be Company, this paper analyzes and summarizes its current environment and its own advantages and disadvantages, subdivides the industry and regional market where its products are sold, and finds a suitable target market for it. And make effective marketing strategy combination and development plan. This paper points out the current CO. The main problems of be Company in product marketing, such as single product variety, weak influence of brand in high-end market, cumbersome examination and approval system, low market flexibility, passive position in the choice of marketing channel; It is hard to provide timely and comprehensive pre-sale and after-sales service for the high-end market with the lack of individualized products and insufficient awareness of technological innovation. In view of these problems, this paper puts forward CO. Be Company has shifted its marketing regional focus to the northeast in the whole country, and its sales fields have moved closer to the fructose, beer and paper industries, expanded the direct sales ratio in channels, established a rapid reaction mechanism for customer maintenance, and transformed the traditional sales thinking. Set up a series of marketing strategy solution such as database of demand file. At the end of this paper, CO. Be company formulates marketing strategy implementation plan, in order to guarantee the implementation of relevant strategy. It is hoped that this article will be able to implement the Be company continues, benign development provides help.
【学位授予单位】：长春理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

【共引文献】