山东红日阿康公司营销战略研究

发布时间：2018-08-14 18:03

【摘要】：山东红日阿康化工股份有限公司是一个历史悠久、底蕴深厚的老牌化工企业。公司始建于1965年,其前身是原国有企业山东红日化工股份有限公司(山东红日集团下属企业)。2002年由俄罗斯阿康公司收购其国有股份,成为阿康控股的外资企业。目前复合肥产量100万吨/年,居于全国前列。作为复合肥行业的先行者,红日阿康的营销曾在业内创造过六个第一：第一个实施名牌战略、第一个导入CI、第一个聘请形象代言人、第一个在央视做广告、第一个打造知识型营销队伍、第一个提出服务承诺,抢先一步为企业建立起竞争优势。随着科技和行业的发展,复合肥生产技术以及企业经营水平不断进步,中国化肥市场国际化的进程,国家农业政策的调整以及农民消费观念和习惯的改变,红日阿康的营销优势正受到越来越严峻的挑战。虽然红日阿康自“红日型”技术专利发明20年来,进行了多次技术改进和工艺升级,从生产配套到产品结构,都有了很大改善,但与行业顶尖企业仍有很大差距。红日阿康需要重新审视市场环境和自身特点,调整和制定新的营销战略,来适应当前的发展形势。本文以山东红日阿康公司为基础研究对象,首先介绍了研究意义和方法；借助PEST、波特五力模型、SWOT模型、波斯顿矩阵、品牌金字塔等工具对行业发展环境以及企业内外部营销环境进行了分析；阐明了企业新的发展方向,为企业拟定了以“多元化、多模式”为核心的新“双多”营销战略架构,并提出了相应的实施解决方案,使战略更具有实际意义和可操作性,为红日阿康经营转型和营销转型提供了重要参考。研究红日阿康的营销战略,这对于整个行业,尤其是使用“红日型”技术的化肥企业充分认识发展环境和趋势,巩固和发挥自身优势,制定符合行业及市场发展规律、适应本企业需要的新的营销战略都有很强的借鉴意义。
[Abstract]:Shandong Hongri Akang Chemical Co., Ltd. is a long history, deep heritage of old chemical enterprises. The company was founded in 1965, its predecessor is the former state-owned enterprise Shandong Hongri Chemical Co., Ltd. (Shandong Hongri Group subsidiary enterprise). In 2002, the Russian Akang Company acquired its state-owned shares and became the foreign owned enterprise of Akang Holdings. At present, the output of compound fertilizer 1 million tons / year, ranked the forefront of the country. As a pioneer in the compound fertilizer industry, Hongri Akang's marketing has created six first in the industry: the first to implement the famous brand strategy, the first to introduce CII, the first to hire an image spokesman, and the first to advertise in CCTV. The first is to build a knowledge-based marketing team, the first to put forward a service commitment, the first step to build a competitive advantage for enterprises. With the development of science and technology and the development of industry, the production technology of compound fertilizer and the level of enterprise management have been continuously improved, the process of internationalization of China's fertilizer market, the adjustment of national agricultural policy, and the change of farmers' consumption concepts and habits, Red Aikang's marketing advantage is being more and more severe challenges. Since the invention of the "Red Sun" technology patent for 20 years, Hongri Akang has made many technological improvements and technological upgrades, which have greatly improved from the production matching to the product structure, but there is still a big gap with the top enterprises in the industry. Hongri Akang needs to re-examine the market environment and its own characteristics, adjust and formulate a new marketing strategy to adapt to the current development situation. In this paper, Shandong Hongri Akang Company as the basic research object, first introduced the significance and methods of the study, with the help of pest, Porter's five-force model SWOT model, Boston matrix, The paper analyzes the industry development environment and the internal and external marketing environment of the enterprise, clarifies the new development direction of the enterprise, and draws up a new "double multiple" marketing strategy framework with "diversification, multi-mode" as the core for the enterprise. The corresponding implementation solutions are put forward to make the strategy more practical and operable, which provides an important reference for Hongri Akang's business transformation and marketing transformation. To study the marketing strategy of Hongri Akang, this will fully understand the development environment and trend for the whole industry, especially the chemical fertilizer enterprises using the "Red Sun" technology, consolidate and give full play to their own advantages, and formulate laws consistent with the development of the industry and the market. The new marketing strategy to meet the needs of the enterprise has a strong reference significance.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72

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