本文關(guān)鍵詞： 保齡寶公司 功能糖 營銷戰(zhàn)略 SWOT　出處：《山東師范大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：近幾年，我國經(jīng)濟(jì)得到飛速發(fā)展，人們的物質(zhì)生活水平不斷提高，人們也加大了對健康的關(guān)注，對食品安全問題越來越重視。正是由于這種追求健康生活的需求，功能性食品添加劑與配料產(chǎn)業(yè)得到迅猛發(fā)展。這其中以益生元（功能性低聚糖）為代表的新型功能食品配料已經(jīng)得到廣泛應(yīng)用。保齡寶生物股份有限公司是一家位于德州禹城的以生物工程為主導(dǎo)的高新技術(shù)企業(yè)，經(jīng)過多年的發(fā)展取得了長足的進(jìn)步，成為國內(nèi)食品添加劑行業(yè)龍頭企業(yè)。但經(jīng)過十幾年的發(fā)展公司也出現(xiàn)了一些問題，公司所處的環(huán)境非常復(fù)雜，同行之間的競爭日趨激烈，，在這種背景之下，公司怎么樣才能得到良性發(fā)展，保持目前國內(nèi)市場上領(lǐng)頭羊的地位，成為將來的世界主要的功能糖配料企業(yè)，是公司需要解決的難題。 本文第一部分提出了文章的研究背景和意義，第二部分介紹了關(guān)于營銷戰(zhàn)略管理的基本理論知識，提出國外戰(zhàn)略管理的發(fā)展?fàn)顩r，總結(jié)了國內(nèi)戰(zhàn)略管理的發(fā)展和現(xiàn)狀，通過對理論的梳理和分析，為保齡寶公司的營銷戰(zhàn)略的制定奠定理論基礎(chǔ)。第三部分分析了功能糖行業(yè)及保齡寶公司的所處的宏觀與微觀環(huán)境，緊接著利用SWOT分析法對保齡寶公司的優(yōu)勢和劣勢、面臨的機(jī)會(huì)和威脅進(jìn)行比較分析，最后又進(jìn)行了SWOT矩陣分析。第四部分結(jié)合以上幾方面分析，做出戰(zhàn)略選擇、制定出公司的營銷戰(zhàn)略，確定業(yè)務(wù)層面的戰(zhàn)略堅(jiān)持以差異化戰(zhàn)略為主，以成本領(lǐng)先戰(zhàn)略為輔的方針。第五部分提出一系列的保障措施為營銷戰(zhàn)略的執(zhí)行打下良好基礎(chǔ)。 本文結(jié)合實(shí)際，對保齡寶生物股份有限公司進(jìn)行研究，提出營銷戰(zhàn)略的規(guī)劃思路及實(shí)施方案，對原有營銷方式進(jìn)行了創(chuàng)新，為企業(yè)走健康持續(xù)的發(fā)展之路提供一定的參考依據(jù)。
[Abstract]:In recent years, China's economy has been rapid development, people's material standard of living has been improved, people have also increased the attention to health. More and more attention has been paid to the issue of food safety. It is precisely because of this need to pursue a healthy life. The industry of functional food additives and ingredients has developed rapidly. Among them, probiotics (functional oligosaccharides). Baoling Bao Biological Co., Ltd. is located in Yucheng, Texas, the leading high-tech enterprise. After years of development, the company has made great progress and become the leading enterprise of food additive industry in China. However, after more than ten years of development, the company has also appeared some problems, the company is in a very complex environment. The competition between peers is becoming more and more fierce. Under this background, how can the company get healthy development, maintain the leading position in the domestic market at present, and become the world's main functional sugar batching enterprises in the future. It is a difficult problem for the company to solve. The first part of this paper puts forward the research background and significance of the article. The second part introduces the basic theoretical knowledge of marketing strategy management and puts forward the development of foreign strategic management. Summarized the domestic strategic management development and the present situation, through to the theory combing and the analysis. The third part analyzes the macro and micro environment of the functional sugar industry and Baolingbao company. Then we use SWOT analysis method to compare the strengths and weaknesses, opportunities and threats faced by Baoling Baobao Company. Finally, we analyze the SWOT matrix. Part 4th combines the above analysis. Make a strategic choice, formulate the company's marketing strategy, determine the business level of the strategy to adhere to differentiation strategy. Part 5th puts forward a series of safeguard measures to lay a good foundation for the implementation of marketing strategy. This article combines the actual situation, carries on the research to the Baolingbao Biological Co., Ltd., proposes the marketing strategy plan thought and the implementation plan, has carried on the innovation to the original marketing way. For the enterprise to take the road of healthy and sustainable development to provide a certain reference basis.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.82

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 銀淑華;;北京奧運(yùn)旅游營銷戰(zhàn)略研究[J];北京工商大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2006年03期

2 鐘健;;當(dāng)前國內(nèi)外糖業(yè)發(fā)展形勢分析[J];廣西經(jīng)濟(jì);2010年05期

3 李光偉,汪釗;功能性異麥芽低聚糖的開發(fā)及其應(yīng)用[J];廣州食品工業(yè)科技;2000年04期

4 吳曉云;鄧竹箐;;全球營銷戰(zhàn)略模型的檢驗(yàn)指標(biāo)創(chuàng)建及其應(yīng)用——以60家跨國公司在華子公司全球營銷戰(zhàn)略的實(shí)證檢驗(yàn)為例[J];管理科學(xué)學(xué)報(bào);2006年01期

5 于鵬,邱忠斌;跨國公司在華子公司市場營銷戰(zhàn)略的調(diào)整研究[J];理論學(xué)刊;2005年11期

6 李銳東;;中小物流企業(yè)營銷策略創(chuàng)新[J];物流科技;2011年03期

7 王玉春;楊海軍;;功能糖產(chǎn)業(yè)引領(lǐng)健康新時(shí)尚——用生物技術(shù)生產(chǎn)功能糖的保齡寶公司[J];農(nóng)產(chǎn)品加工;2009年05期

8 凌沛學(xué);朱希強(qiáng);蘇移山;張曉元;;低聚木糖功能與應(yīng)用研究進(jìn)展[J];食品與藥品;2007年09期

9 于亞麗;;工業(yè)品營銷戰(zhàn)略研究[J];上海管理科學(xué);2007年05期

10 金澤龍;國內(nèi)外果葡糖漿生產(chǎn)現(xiàn)狀與前景分析[J];食品工業(yè);1996年06期

本文編號：1451857