基于鲟鱼系列产品的华大水产科技有限公司营销策略研究

发布时间：2018-04-18 15:32

本文选题：鲟鱼 + 鱼籽酱　；参考：《兰州大学》2015年硕士论文

【摘要】：随着全球人口的增加和自然渔业资源的日益枯竭,消费者对人工可循环性养殖模式及其水产品的需求日益剧增。本论文以鲟鱼系列产品为核心对象,虽然鲟鱼本身价值并不是很高,但深加工制品的市场潜力大、附加值高。所以鲟鱼作为华大水产科技有限公司(简称“华大”)的核心产品也与其用处、功效、市场潜力和涉及领域大有直接关系,而科学的可循环养殖模式为其提供了质与量的保证,同时也减轻了自然捕捞和环境污染的程度。该公司拥有强大的科研实力,为了让科技更好地改善生活,华大不断地再将先进的研究成果进行产业化,再利用产业化收入反哺科研,打造一个以“产-资-研-学-产”的健康循环模式,为企业一个提供更好更长久的发展。而本文中对产业推广中的营销策略进行了分析和设计,为将产品顺利推向市场、为公司获得盈利能力,为公司树立良好的品牌形象铺平了道路。本文主要对鲟鱼系列产品中的高附加值产品的鲟鱼鱼籽酱、普遍推广产品鲟鱼食品制品,以及具有强大市场潜力的鲟鱼皮革制品、药品和保健品的市场消费量、消费地域性差异、消费人群分类、消费习惯等状况进行了研究。分别从行业环境到公司内部,从周边政策和文化等大环境影响因素,再到个人消费习惯等影响因素,从全球性市场到片区市场等多层次进行了研究分析。首先,本文以鲟鱼系列产品为核心,利用了PEST分析法对其所处的行业形势及情况进行了分析,用了波特五力竞争模型对本行业内目前的竞争状况进行了阐述,还利用了SWOT分析模型对公司内部环境及产品情况进行了调研分析；其次,结合了管理学营销分析工具和STP理论制定了鲟鱼产品的营销策略,最后利用分析结果进而引出4P营销策略组合,制定了鲟鱼系列产品的营销策略,确定了鲟鱼系列产品的前期主攻产品是鲟鱼鱼籽酱,通过鱼籽酱可快速获得盈利能力来支撑公司运作；鲟鱼食品作为公司推广产品,用于平摊成本及获利的同时,推广和树立公司的品牌形象；而鲟鱼皮革制品、药品和保健品等为潜力产品,它能够保持公司持续市场领先及盈利能力。总之,华大公司从掌控鱼类的苗种源头到深加工产品的全产业过程,配合全新的营销手段扩大了市场份额,提升了产业规格。通过产品营销使得公司从市场上获得利润,并拥有足够的资金支持其良好的运行,而公司良好的运行则能推动公司创新和环保,并为人类健康服务,从而形成产业推动科研,科研造福社会的可持续性发展。
[Abstract]:With the increase of global population and the depletion of natural fishery resources, consumer demand for artificial circular farming and its aquatic products is increasing rapidly.In this paper, Sturgeon series products as the core object, although the value of Sturgeon itself is not very high, but the market potential of deep processed products, high added value.Therefore, Sturgeon, as the core product of Huada Aquatic Science and Technology Co., Ltd ("Huada"), is also directly related to its use, efficacy, market potential and related fields.It also reduces the degree of natural fishing and environmental pollution.The company has a strong scientific research strength, in order to better improve the life of science and technology, Huadu continue to industrialize the advanced research results, and then use the income of industrialization to feed scientific research.To create a "industry-capital-research-learning-industry" health cycle model for an enterprise to provide a better and more lasting development.This paper analyzes and designs the marketing strategy in the industrial promotion, which paves the way for the products to be put into the market smoothly, for the company to gain the profit ability and for the company to set up a good brand image.This paper mainly deals with the market consumption of Sturgeon seed paste, Sturgeon food products, and Sturgeon leather products, medicines and health products with strong market potential, including Sturgeon seed paste, Sturgeon seed paste, Sturgeon food products, and Sturgeon leather products with strong market potential.Regional consumption differences, consumer population classification, consumption habits and other conditions were studied.From the industry environment to the company internal, from the peripheral policy and culture, and then to the personal consumption habits and other influencing factors, from the global market to the regional market and other multi-level research and analysis.First of all, this paper takes Sturgeon series products as the core, uses PEST analysis method to analyze the situation and situation of the industry, and describes the current competition situation in the industry by using the Porter's five-force competition model.SWOT analysis model is also used to investigate and analyze the internal environment and product situation of the company. Secondly, the marketing strategy of Sturgeon products is formulated by combining the management marketing analysis tools and STP theory.Finally, the 4P marketing strategy combination was drawn out by using the analysis results, and the marketing strategy of Sturgeon series products was formulated, and the Sturgeon seed paste was determined as the main product of Sturgeon series products.The company can be supported by quick profitability through fish seed sauce; Sturgeon food as a company promotion product, used to spread costs and profits while promoting and establishing the brand image of the company; and Sturgeon leather products,Pharmaceutical and health products are potential products that maintain the company's continued market leadership and profitability.In a word, Huada has expanded its market share and improved its industry specifications from the source of controlling fish species to the whole industry process of deep processing products.Through product marketing, the company gains profits from the market and has sufficient funds to support its good operation, which can promote innovation and environmental protection of the company and serve human health, thus forming an industry to promote scientific research.Scientific research benefits the sustainable development of society.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F274

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