SH农化公司营销策略研究

发布时间：2018-01-16 10:46

本文关键词：SH农化公司营销策略研究　出处：《南昌大学》2014年硕士论文　论文类型：学位论文

【摘要】：在当今这个科学技术飞速发展的时代，世界经济正加速向着全球化和一体化的方向发展。国与国之间的时空距离将变得越来越近，经济之间的联系也将变得越来越紧密。又由于全球经济危机的深刻影响，更加加剧了市场竞争的激烈程度。因此对于企业来说要想在激烈的市场竞争中保持优势并不断发展壮大，有好的产品固然很重要，但是在产品数量种类日益丰富以及产品更新换代速度不断加快的当今市场，合适的营销策略对于企业来说就有着更为重要的现实意义。经过三十多年的努力经营，虽然泰仓农化已经开拓了广泛的国内外市场、积累了先进的生产工艺、研发了丰富的产品种类，并且依靠过硬的产品质量树立了良好的企业品牌形象，但是当今的国内外市场环境越发复杂多变，，加之受到全球经济危机的冲击和不断上涨的用工成本影响，泰仓农化面临着持续增加的经营压力。因此能否选择合适的营销策略将直接关系到泰仓农化未来的生存发展壮大。我认为针对不同行业和企业的特点来制定相应的营销策略，一方面有助于企业更好地适应日新月异的市场环境，把握好企业未来发展的战略方向；另一方面有助于企业降低经营成本，从而获得更多利润；最后还能使企业产品更加符合客户需求，不仅使企业产品和品牌深入人心，树立了良好的企业品牌形象，还能占领更多的细分市场，真正达成企业与客户双赢的结果。本文通过对泰仓农化营销策略现状的分析研究并结合国内外营销策略的研究现状、国内外农药行业的营销环境以及国内外农药企业营销策略的经验；旨在通过理论联系实际的方式帮助泰仓农化发掘营销策略现状存在的问题；在提出改进思路的基础上进一步给出新的营销策略实施方案并针对实施过程中可能遇到的问题给出相应的应对措施。希望能为泰仓农化今后的营销策略提供具有预见性和实践性的规划方案，并且对国内农药企业或其他类型的制造业企业市场营销水平的提高和营销策略的完善具有一定的参考借鉴价值。
[Abstract]:In the era of rapid development of science and technology, the world economy is accelerating to the direction of globalization and integration. The space-time distance between countries will become closer and closer. Economic ties will also become ever closer. And because of the profound impact of the global economic crisis. So it is very important to have good products to keep the advantage and grow in the fierce market competition. However, with the increasing variety of products and the increasing speed of product upgrading, the appropriate marketing strategy has more practical significance for enterprises. After more than 30 years of hard work, although Taicang Agricultural Chemical has opened up a wide range of domestic and foreign markets, accumulated advanced production technology, developed a rich variety of products. And rely on excellent product quality to establish a good corporate brand image, but today's domestic and foreign market environment is more complex and changeable, coupled with the impact of the global economic crisis and rising labor costs. Taicang Agricultural Chemical Company is faced with increasing management pressure. Therefore, whether or not to choose the appropriate marketing strategy will be directly related to the future survival, development and growth of Taicang Agricultural Chemical Company. I think that according to the characteristics of different industries and enterprises to formulate the corresponding. A marketing strategy. On the one hand, it is helpful for enterprises to better adapt to the ever-changing market environment and grasp the strategic direction of the future development of enterprises; On the other hand, it is helpful to reduce the operating cost and gain more profit. Finally, it can make enterprise products more in line with customer needs, not only make enterprise products and brands go deep into the hearts of the people, set up a good corporate brand image, but also occupy more market segments. Truly achieve a win-win business and customer results. Based on the analysis and study of the present situation of the marketing strategy of Taicang Agricultural Chemical Company and the present situation of the domestic and foreign marketing strategy, the marketing environment of the pesticide industry at home and abroad and the experience of the pesticide enterprise marketing strategy at home and abroad are discussed in this paper. The purpose of this paper is to help Taicang Agricultural Chemical Company to explore the problems existing in the present situation of marketing strategy by integrating theory with practice. On the basis of putting forward the improvement ideas, this paper further gives the new marketing strategy implementation plan and the corresponding countermeasures in view of the problems that may be encountered in the process of implementation. It is hoped that the future marketing strategy of Taicang Agricultural Chemical Company will be provided with the following suggestions. A predictable and practical planning plan. And it has certain reference value for the improvement of marketing level and the perfection of marketing strategy of domestic pesticide enterprises or other kinds of manufacturing enterprises.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72

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