世御堂海洋生物科技有限公司营销策略研究

发布时间：2018-07-07 12:22

本文选题：世御堂 + 海参产品　；参考：《大连理工大学》2015年硕士论文

【摘要】：随着人民生活条件的改善和消费观念的进一步升级,人们的保健意识进一步提高,高档滋补品市场呈现井喷的发展态势。随着对海参价值研究的深入,被人们一直当作食材的海参作为高档滋补品逐渐被人们所接受。近年来,海参更是取代虫草、燕窝成为养生滋补保健市场的销量冠军。随着人们对海参需求的不断提高,拉动了全国海参产业的快速发展,海参行业遍地开花,海参品牌层出不穷,竞争不断加剧。在这样的背景下,世御堂海参只有充分利用自身发展优势,利用行业发展所带来的机遇和挑战,制定符合自身发展条件且切实可行的市场营销策略,才能在激烈的市场竞争中占有一席之地。第一部分文章阐述了世御堂营销策略研究的背景与研究目的及意义。然后在相关理论研究的基础上,提出了本文所采用的研究方法和研究内容。紧接着第三部分对世御堂营销的宏观环境、行业环境和企业内部环境进行分析。其中行业环境分析包括海参需求状况分析、供给状况分析和市场竞争情况分析。第四部分是根据调查问卷的情况对海参市场进行细分并明确企业的市场定位,为企业制定营销策略提供依据。第五部分是具体营销策略的制定。最后一部分是营销策略的保障措施,包括激励制度建设、组织结构建设、信息化建设和法律制度建设。本文的研究重点是海参市场的需求状况、海参的销售网络运行机制以及影响顾客购买因素的分析,从而帮助企业进行准确的市场定位并制定相应的营销组合策略。期望通过一系列的产品、价格渠道和促销策略为企业在激烈的市场竞争中,迅速提高品牌知名度,扩大市场份额提供帮助,同时也为一些同类型的企业提供借鉴。
[Abstract]:With the improvement of people's living conditions and the further upgrading of consumption concept, people's awareness of health care is further improved, and the upscale tonic market presents the development trend of blowout. With the in-depth study of the value of sea cucumbers, which have been used as food materials, have been gradually accepted as upscale tonic. In recent years, sea cucumber is replaced by cordyceps, bird's nest as the health care market. With the increasing demand for sea cucumber, the rapid development of national sea cucumber industry, sea cucumber industry blooms everywhere, sea cucumber brands emerge in endlessly, the competition is becoming more and more serious. In this context, Shiyutang sea cucumber can only make full use of its own development advantages, take advantage of the opportunities and challenges brought by the development of the industry, and formulate marketing strategies that are suitable for its own development conditions and feasible. In order to have a place in the fierce market competition. The first part expounds the background, purpose and significance of the research on the marketing strategy of the Shiyutang. Then, on the basis of relevant theoretical research, the research methods and contents of this paper are put forward. Then the third part analyzes the macro environment, industry environment and internal environment. Industry environment analysis includes sea cucumber demand analysis, supply situation analysis and market competition analysis. The fourth part is to subdivide the sea cucumber market according to the questionnaire and define the market position of the enterprise, which provides the basis for the enterprise to formulate the marketing strategy. The fifth part is the formulation of specific marketing strategies. The last part is the safeguard measures of marketing strategy, including the construction of incentive system, the construction of organizational structure, the construction of information system and the construction of legal system. This paper focuses on the market demand of sea cucumber, the operation mechanism of marketing network of sea cucumber and the analysis of factors affecting customer purchase, so as to help enterprises to make accurate market positioning and formulate the corresponding marketing combination strategy. It is expected that through a series of products, price channels and promotion strategies, enterprises can quickly improve their brand awareness and expand their market share in the fierce market competition. At the same time, they can also provide reference for some similar enterprises.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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