天津丰收种子公司营销战略与策略研究

发布时间：2018-01-03 04:18

本文关键词：天津丰收种子公司营销战略与策略研究　出处：《山东大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,随着我国经济的快速发展和人民生活水平的提高,“菜篮子”越来越受到国家和社会的重视,蔬菜种子企业获得良好的发展契机。纵观世界种子以及中国种子行业的发展简史,中国的蔬菜种子企业经过几十年的发展有了一定的积累和经验,但与国外种子公司相比,无论是育种方法还是市场营销手段方面都存在着较大的差距。天津丰收种子公司作为国内蔬菜种子企业的一个典型代表,2003年左右成立,目前已经发展成为销售额为1亿元的专业蔬菜种子公司。随着公司的进一步发展和市场竞争的加剧,管理者的当务之急就是选择合适的营销战略与策略。本文基于民族种业目前的发展环境,阐述了目前国内蔬菜种子公司的发展现状,对天津丰收种子公司运用"PEST"、"SWOT"、“五力模型”进行了全方位分析,总结该公司所拥有的营销优势和劣势,指出目前营销中存在的问题和不足。同时,立足于企业的可持续发展,结合企业自身所具有的产品开发优势,应用"STP"、"4P"法则对于天津丰收种子公司产品进行了准确的市场定位和细分,确定了北方保护地为其主要目标市场,,培育“高产、抗病、耐寒”的高端黄瓜品种为企业所重点发展的方向,“优质、高价”为创新的市场定位策略。文章围绕这种定位策略从产品、渠道、价格、促销四个方面进行了设计,为产品营销战略的实施制定了具体的行动计划。同时为了保证市场营销战略和策略的实施,文章从公司目前急缺的组织管理保障、客户服务保障、人力资源管理、财务资源保障四个方面进行了横向分析和可行性设计。通过对天津丰收种子公司营销战略和策略的研究,为当前形势下国内蔬菜种子企业的发展提供了一定的借鉴。
[Abstract]:In recent years, with the rapid development of Chinese economy and the improvement of people's living standard, the "vegetable basket" has been paid more and more attention by the country and society. Vegetable seed enterprises have a good opportunity to develop. Throughout the world seed and Chinese seed industry development history, China's vegetable seed enterprises after several ten years of development has a certain accumulation and experience. However, compared with foreign seed companies, there is a big gap in breeding methods and marketing methods. Tianjin bumper harvest seed company is a typical representative of domestic vegetable seed enterprises. Established around 2003, has developed into a professional vegetable seed company with sales of 100 million yuan. With the further development of the company and the intensification of market competition. The most urgent task for managers is to select appropriate marketing strategies and strategies. Based on the current development environment of national seed industry, this paper expounds the current development situation of domestic vegetable seed companies. In this paper, "PEST", "SWOT" and "five forces model" are used to analyze Tianjin bumper harvest seed company, and the marketing advantages and disadvantages of Tianjin bumper seed company are summarized. At the same time, based on the sustainable development of enterprises, combined with the advantages of product development, the application of "STP". The "4p" rule has carried on the accurate market localization and the subdivision to the Tianjin bumper harvest seed company product, determined the northern protected land as its main target market, cultivated "the high yield, the disease resistance". Hard-resistant "high-end cucumber varieties are the key development direction of enterprises," "high quality, high price" for innovative market positioning strategy. The article around this positioning strategy from products, channels, prices. In order to ensure the implementation of the marketing strategy and strategy, the article from the company's current lack of organizational management security. 4 aspects of marketing design, for the implementation of the product marketing strategy to formulate a specific action plan, at the same time, in order to ensure the implementation of marketing strategies and strategies. Four aspects of customer service security, human resources management, financial resources security were analyzed and feasibility design. Through the Tianjin bumper harvest seed company marketing strategy and strategy research. It provides some reference for the development of domestic vegetable seed enterprises under the current situation.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F324.6;F274

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