DY实业集团海参产品营销策略研究

发布时间：2018-03-11 21:37

本文选题：DY实业集团　切入点：海参产品　出处：《广西大学》2016年硕士论文　论文类型：学位论文

【摘要】：DY实业集团始建于2005年,是目前国内单片规模最大的标准化海参养殖示范基地、规模最大的刺参苗种繁育基地和加工能力最大的海产品加工生产基地,但是DY实业集团的营销体系却与企业规模极端不匹配,至今尚未建成与企业规模相适应的多元化销售网络。DY实业集团海参产品(以下简称“DY海参”)的销售主要通过大型批发商和代理商完成,通过大型批发商销售海参,存在销售速度快、销售费用低等优点,但是海参批发价格比最终海参零售价格低很多,导致大部分利润为批发商所得,严重影响了DY实业集团的盈利水平。随着海参行业暴利时代的终结,DY实业集团急需制定适应企业自身特点的营销策略优化方案,构建覆盖传统销售渠道和网络销售渠道的多元化销售网络,建立适应“互联网+”时代的新的营销模式。DY实业集团是典型的民营企业,公司大部分管理人员文化程度相对较低,集团的管理、营销等部门均采用原始粗放的管理方式,集团管理水平的提升速度明显低于集团规模的扩张速度。如何迅速提升DY实业集团管理人员整体素质,提高集团整体营销管理水平是DY实业集团面临的首要问题,也是我国民营企业的共性问题。本文要实现两个目的：第一,整理营销管理相关理论,为使用本策略的DY实业集团的管理者提供理解本策略的基础：第二,通过对DY海参营销现状、DY海参营销环境、DY海参消费者细分市场和企业细分市场的分析,选择了DY海参的目标市场,确定了DY海参的市场定位及分类与策略开发,从产品策略、价格策略、渠道策略、促销策略四个维度构建了DY海参的营销策略优化方案,并提出了实施该营销策略优化方案的保障措施,为DY实业集团营销体系的建立提供指导,同时也为国内同类型企业提供借鉴。
[Abstract]:DY Industrial Group, founded in 2005, is the largest standardized sea cucumber breeding demonstration base in China, the largest sea cucumber breeding base and the largest processing and production base for seafood. However, the marketing system of DY Industrial Group is extremely incompatible with the size of the enterprise. Up to now, the diversified sales network. DY industrial group sea cucumber products (hereinafter referred to as "DY sea cucumber"), which has not been built up to date, has mainly been sold through large wholesalers and agents, and sea cucumber has been sold through large wholesalers. There are the advantages of fast sales and low sales costs, but the wholesale prices of sea cucumbers are much lower than the final retail prices of sea cucumbers, resulting in most of the profits earned by wholesalers. The profit level of DY Industrial Group has been seriously affected. With the end of the era of huge profits in the sea cucumber industry, DY Industrial Group urgently needs to formulate a marketing strategy optimization scheme adapted to the characteristics of the enterprise itself. It is a typical private enterprise to construct a diversified sales network covering traditional sales channels and network sales channels, and to establish a new marketing model. DY Industrial Group, which adapts to the era of "Internet", is a typical private enterprise, and most of the managers of the company have a relatively low level of education. The group management, marketing and other departments adopt the original extensive management, the group management level is obviously lower than the expansion speed of the group size. How to quickly improve the overall quality of DY industrial group management, Improving the group's overall marketing management level is the most important issue facing DY Industrial Group, and is also a common problem for private enterprises in China. This paper aims to achieve two objectives: first, to sort out the relevant theories of marketing management, In order to provide the managers of DY Industrial Group with this strategy to understand this strategy, the second, through the analysis of DY sea cucumber marketing environment and DY sea cucumber consumer subdivision market and enterprise subdivision market, The target market of DY sea cucumber was selected, and the market orientation, classification and strategy development of DY sea cucumber were determined. The optimization scheme of marketing strategy of DY sea cucumber was constructed from four dimensions: product strategy, price strategy, channel strategy and promotion strategy. The paper also puts forward the guarantee measures to implement the optimization scheme of the marketing strategy, which provides guidance for the establishment of the marketing system of DY Industrial Group, and also provides reference for the domestic enterprises of the same type.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F324

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