MR公司营销策略研究

发布时间：2018-03-09 00:21

本文选题：香料香精　切入点：SWOT分析　出处：《华南理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：作为轻工业加香产品配套使用的重要原料工业——香料行业，是我国新兴工业之一。它对国民经济的作用是越来越大，随着世界各国，尤其是国外发达国家经济的发展、消费水平不断提高，人们对食品、日用品品质要求愈来愈高，工业的发展，消费品的增加，加速了世界香料工业的发展。在经济全球化和我国加入世贸组织的背景下，香料进出口贸易企业越来越多，这些企业对我国国民经济的发展起到了重要的作用。MR公司是在大环境下成立的一家新公司，其产品广泛用于香精行业及化妆品、食品等快速消费品中。香料越来越成为不可或缺的化工产品。目前，我国香料香精类企业逐渐增多，研究该行业的特点和公司的内外部要素为处于这一行业中的企业提供产品定位，有利于企业的决策层制定适合企业发展的战略，，为企业的长足发展明确方向，使企业在竞争中立于不败之地。本文首先阐述了香料行业背景及研究意义，以MR公司为基点，运用PEST环境分析、波特五力竞争模型、SWOT矩阵分析、STP理论以及4Ps的营销组合策略等现代营销理论，展开对该公司营销策略问题的研究，制定出一套系统可行的营销策略，对MR公司的生存与发展有着相当重要的意义。积极开展市场营销活动，不断增强公司竞争力，提高抵抗市场风险能力，以实现公司的生存和长远发展，同时也可以为类似公司的营销策略提供参考和借鉴。
[Abstract]:As an important raw material industry used in light industry, spice industry is one of the new industries in China. It plays a more and more important role in the national economy. With the development of the economy of the world, especially the developed countries, With the improvement of consumption level, people demand higher and higher quality of food and daily necessities. The development of industry and consumer goods accelerates the development of spice industry in the world. Under the background of economic globalization and China's accession to the WTO, there are more and more spice import and export enterprises. These enterprises have played an important role in the development of our national economy. Its products are widely used in the essence industry, cosmetics, food and other fast moving consumer goods. Spices are becoming more and more indispensable chemical products. The study of the characteristics of the industry and the internal and external factors of the company provide product positioning for the enterprises in this industry, which is helpful for the decision-making level of the enterprise to formulate a strategy suitable for the development of the enterprise, and to make clear the direction for the rapid development of the enterprise. Keep the enterprise in an invincible position in the competition. In this paper, the background and research significance of spice industry are first expounded. Based on Mr Company, the modern marketing theory, such as PEST theory and 4Ps' marketing combination strategy, are analyzed by using PEST environment analysis, Porter's five-force competition model and marketing combination strategy of 4Ps. It is of great significance for the survival and development of Mr Company to develop a set of systematic and feasible marketing strategies to carry out the research on the marketing strategy of the company. To improve the ability to resist market risk, to achieve the survival and long-term development of the company, but also for similar companies to provide a reference for marketing strategies and reference.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.8

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