河南心连心化肥有限公司营销模式研究

发布时间：2018-01-16 10:11

本文关键词：河南心连心化肥有限公司营销模式研究　出处：《郑州大学》2015年硕士论文　论文类型：学位论文

【摘要】：河南心连心化肥有限公司(以下简称心连心公司)是1969年建厂的化肥企业,在其发展历程中,经历了化肥企业从计划经济时期到化肥市场的开放,从国有体制到民营改制,以至新港两地上市的整体发展历程,见证了我国化肥行业市场体制改革的整体过程。在其四十多年的发展中,随着国家政策、消费群体需求的不断变化,通过不断研究和调整营销模式,形成了一套适合自身发展和文化特质的营销管理模式。本文以“心连心营销模式的发展”为案例,结合市场营销的基础理论,分析了化肥行业的竞争环境,并运用SWOT分析对心连心公司内外部环境做了全面解析,介绍了企业在不同发展时期,研究国家政策及消费群体需求的变化,对公司营销模式进行不断优化和完善的过程,同时对适应国家政策、消费群体需求和企业产品及文化特质的种肥同播模式的确立、运行、问题和发展进行了深入的分析。在化肥行业大跨步发展和市场竞争日益激烈的今天,营销模式的不断创新和发展是企业走向壮大的必由之路,如何研究国家政策的导向和由此带来的消费理念的变化,探索一套适合企业自身发展和文化特质的营销体系是所有化肥企业需要研究的重要课题,希望通过本文为化肥企业营销模式的研究提供一个有益的借鉴。
[Abstract]:Henan Xinlianxin Fertilizer Co., Ltd (hereinafter referred to as Xinlianxin Co., Ltd.) is the chemical fertilizer enterprise that built the factory in 1969. In its development course, it has experienced the chemical fertilizer enterprise from the planned economy period to the chemical fertilizer market opening. From the state-owned system to the private sector reform, as well as the overall development of Newport dual listing, witnessed the overall process of the reform of the chemical fertilizer industry market system in China. In its more than 40 years of development, along with the national policy. The constant change of consumer group demand, through the research and adjustment of marketing model, has formed a set of marketing management model suitable for their own development and cultural characteristics. This paper takes the development of "heart-to-heart marketing mode" as a case study. Combined with the basic theory of marketing, this paper analyzes the competitive environment of chemical fertilizer industry, and makes a comprehensive analysis of the internal and external environment of Xinlinxin Company by using SWOT analysis, and introduces the different development periods of the enterprise. Research the change of national policy and consumer group demand, optimize and perfect the marketing mode of the company, and adapt to the national policy at the same time. The establishment, operation, problems and development of the co-seeding mode of fertilizer production and cultural characteristics of the consumer group and the enterprise products and cultural characteristics have been deeply analyzed. Today, the fertilizer industry is developing rapidly and the market competition is becoming increasingly fierce. The continuous innovation and development of marketing model is the only way for enterprises to grow. How to study the orientation of national policy and the change of consumption concept brought about by it. It is an important task for all chemical fertilizer enterprises to explore a set of marketing system suitable for their own development and cultural characteristics. It is hoped that this paper will provide a useful reference for the study of the marketing mode of chemical fertilizer enterprises.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274

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