森淼公司营销策略研究

发布时间：2018-01-25 16:19

本文关键词： 森淼公司营销策略优化　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济发展和居民生活水平的提高,我国加强了对生态环境的治理程度,居民也更加重视自身生活环境,对苗木需求的不断增长促进了我国苗木行业的发展。然而,在苗木营销环境发生较大变化的情况下,由于我国苗木行业发展不够成熟,缺乏长远规划和一定的科学指导,盲目扩张导致了结构性过剩等一系列问题。在此背景下,本文以森淼公司为研究对象,分析森淼公司当前的营销环境,揭示森淼公司在产品、渠道、价格、促销等方面存在的问题,为森淼公司改进当前的营销策略提供理论依据,制定新的营销策略方案和相应的保障措施体系,以促进森淼公司摆脱困境和长远发展。近年来,森淼公司在营销活动中主要存在产品结构僵化、线上销售渠道运用不力、价格机制缺乏针对性、促销策略匮乏等问题,陷入了苗木销售困难窘境。为打开当前的销售局面,森淼公司应采用以调整产品结构为导向的产品策略、以拓展渠道为导向的渠道策略、以合理价格为导向的价格策略、以提升公司形象为导向的促销策略,同时要构建由人力资源、资金、制度、企业文化等构成的营销策略实施保障体系。对森淼公司营销策略的研究,有利于森淼公司更好地了解苗木行业发展方向,发现自身问题,及时对当前的营销策略进行调整;有利于森淼公司提升公司影响力,树立良好的品牌形象,促进公司健康长远发展。同时,对其他苗木企业也具有一定的借鉴意义。
[Abstract]:With the development of economy and the improvement of residents' living standard, our country has strengthened the management of ecological environment, and residents also pay more attention to their own living environment. The growing demand for seedlings has promoted the development of seedling industry in China. However, under the circumstances of great changes in seedling marketing environment, the development of seedling industry in China is not mature enough. Lack of long-term planning and certain scientific guidance, blind expansion has led to a series of problems such as structural excess. Under this background, this paper takes Senmiao Company as the research object, analyzes the current marketing environment of Senmiao Company. It reveals the existing problems in product, channel, price, promotion and so on. It provides theoretical basis for Senmiao company to improve its current marketing strategy, and formulates new marketing strategy scheme and corresponding safeguard measure system. In recent years, in the marketing activities of Senmiao company, the product structure is rigid, the online sales channel is not effective, and the price mechanism is lack of pertinence. In order to open up the current sales situation, Senmiao Company should adopt the product strategy oriented by adjusting the product structure and the channel strategy of expanding the channel. Price strategy based on reasonable price, promotion strategy guided by improving company image, human resources, capital and system should be constructed at the same time. The research on the marketing strategy of Senmiao Company is helpful for the company to better understand the development direction of the seedling industry and find its own problems. Adjust the current marketing strategy in time; It is beneficial to Senmiao Company to promote the influence of the company, establish a good brand image, and promote the healthy and long-term development of the company. At the same time, it has certain reference significance to other seedling enterprises.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F326.25

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