丰华农业公司营销策略研究

发布时间：2018-03-24 13:16

本文选题：营销策略　切入点：SWOT分析　出处：《内蒙古大学》2015年硕士论文

【摘要】：随着中国经济的进一步发展以及城镇化建设的不断推进,需要不断改进的生态环境和生活环境日益被重视,人们对绿化苗木的需求也在不断地增长,园林苗木产业正逐渐变为我国拥有很大发展前景的产业。面对苗木产业发展的良好机遇和公司发展的新形势和新变化,本文从丰华农业公司现存的优势与威胁出发,拟发现其苗木营销策略存在的问题,并进一步提出苗木营销策略优化方案以及实施保障措施,助力公司把握发展机遇,不断提高竞争能力。丰华农业公司的苗木业务是初级阶段,营销策略存在许多问题,需要制定切实可行的和前瞻性的苗木营销策略优化方案和保障措施的实施,本研究为丰华农业公司开拓苗木业务提供了营销理论支持和策略指导,并为其他苗木企业能够更好的成长提供理论和实践两方面的借鉴。首先,本文针对丰华公司所处的宏观环境进行了深入了解,又从地区内和地区外两方面分析苗木行业环境,并对公司所面临的竞争情况进行了五力模型分析。然后,分析了公司组织结构、财务状况以及人力资源情况,在此基础上,通过SWOT分析总结了公司机会和威胁以及优势和劣势,并利用该分析确定了公司的苗木业务应该突出自己的优势,抓住外部政策的机会的发展战略。其次,本文深入分析了丰华公司当前所施行的营销策略的问题,之后结合公司自身的优势,提出了更加符合丰华公司发展要求的营销策略。这项研究对丰华农业公司发展苗木业务提供了理论支持和发展指导,对其他苗木公司能够起到借鉴作用。
[Abstract]:With the further development of China's economy and the development of urbanization, the ecological environment and living environment, which need to be continuously improved, have been paid more and more attention to, and the demand for greening seedlings is also increasing. The garden seedling industry is gradually becoming an industry with great development prospects in our country. In the face of the good opportunities for the development of the seedling industry and the new situation and new changes in the development of the company, this paper proceeds from the existing advantages and threats of Fenghua Agricultural Company. To find out the problems existing in the marketing strategy of seedling, and further put forward the optimization scheme of marketing strategy of seedling and the implementation of safeguard measures to help the company grasp the opportunity of development. The seedling business of Fenghua Agricultural Company is at the initial stage, and there are many problems in marketing strategy, so it is necessary to formulate feasible and forward-looking seedling marketing strategy optimization scheme and guarantee measures. This research has provided the marketing theory support and the strategy instruction for Fenghua Agricultural Company to develop the seedling business, and provides the theory and the practice reference for the other seedling enterprises to grow better. First of all, This article has carried on the thorough understanding to the macro environment of Fenghua Company, and has analyzed the nursery stock industry environment from the two aspects inside and outside the region, and has carried on the five force model analysis to the competition situation which the company faces. Then, On the basis of analyzing the organizational structure, financial situation and human resources of the company, the paper summarizes the opportunities and threats, strengths and weaknesses of the company through the SWOT analysis. By using this analysis, the author determines that the company's seedling business should highlight its own advantages and seize the opportunity of external policy development strategy. Secondly, this paper deeply analyzes the current implementation of Fenghua company's marketing strategy. Then combined with the company's own advantages, put forward a more suitable marketing strategy to meet the requirements of the development of Fenghua Corporation. This study provides theoretical support and development guidance for Fenghua Agricultural Company to develop its seedling business. For other seedling companies can play a reference role.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F324

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